Conversions are the events we measure and specify in Google Ads so that, using our budget, the system tries to replicate them to deliver the maximum possible profitability.
In this post, we explain the difference between primary and secondary conversions. Now, let's look at the most common conversion actions set up in Google Ads, organized by their strategic utility and the business model where they work best.Of course, every business has its own peculiarities and, depending on its tracking capability, will need to choose one or another.
What it is: The user completes their details (name, email, phone number) to request information or a quote.What it's for: Capturing qualified contacts (leads) so the sales team can contact them and close the sale.Best for: B2B services, real estate agencies, academies/schools, private clinics, and renovation companies.
What it is: Completion of a payment in the online store with the generation of an order ID and monetary amount.What it's for: Measuring direct revenue and optimizing campaigns toward maximum return on ad spend (ROAS).Best for: Online stores (E-commerce), ticketing platforms, and travel bookings.
What it is: The user clicks the WhatsApp button to open a direct chat with the company.What it's for: Reducing user friction, answering quick questions, and starting a direct sale through messaging.Best for: Local businesses, restaurants, auto repair shops, urgent service providers, and small retailers.
What it is: Tracking calls made after clicking on the phone number within the website.What it's for: Measuring immediate buying intent; it is usually filtered by duration (e.g., only counting if it lasts longer than 60 seconds).Best for: Medical clinics, restaurants, and car dealerships.Keep in mind that calls may arrive outside business hours, so it is recommended to offer an alternative and indicate operating hours.For this conversion, consider that calls usually cannot be made from a computer and may be placed from a mobile phone, making tracking more difficult.
(Call Extension / Call-Only)What it is: The user calls directly by tapping the call button within the Google ad itself, without visiting the website.What it's for: Generating immediate calls from mobile devices with as few clicks as possible.Best for: Emergency services, tow trucks, taxis, home services, and urgent technical support.Call extensions can be scheduled to select which days and hours they are displayed. Ideally, only include them during business hours when they can be answered.
What it is: The user clicks the button to save a product to their shopping cart.What it's for: Measuring the level of interest in the catalog and creating remarketing audiences for users who did not complete the purchase.Best for: E-commerce in any sector (fashion, electronics, cosmetics).Generally chosen as a secondary conversion.
What it is: The step where the user enters the payment gateway or inputs their shipping details before confirming the purchase.What it's for: Identifying bottlenecks in the final purchasing stage and calculating the cart abandonment rate.Best for: Online stores and subscription platforms.Generally chosen as a secondary conversion.
What it is: Selecting a date and time within an integrated calendar on the website (Calendly, SimplyBook, etc.).What it's for: Automating the schedule without human intervention and confirming real customer commitment.Best for: Hair salons, beauty centers, consultancies, psychologists, and mechanic shops.
(PDF, Dossier)What it is: The user leaves their email to download a document (price catalog, guide, e-book).What it's for: Capturing contacts in an early stage of the decision process (top/middle of the funnel) to nurture them through email marketing.Best for: B2B software (SaaS), training schools, agencies/consultancies, and luxury or architecture brands.
What it is: Voluntary registration for the brand's mailing list in exchange for updates or a discount.What it's for: Building a proprietary database for customer retention and recurring sales without relying solely on advertising.Best for: Media outlets, specialized blogs, e-commerce, and recurring consumer brands.
What it is: Downloading and opening the company's mobile app through the App Store or Google Play.What it's for: Measuring new user acquisition on mobile platforms.Best for: FinTech, food delivery apps, gaming, and social networks.
What it is: A specific event inside the app (completing a tutorial, reaching level 5, making the first transfer).What it's for: Ensuring that users who downloaded the app don't just install it, but actually use it.Best for: Banking apps, fitness applications, streaming platforms, and video games.
What it is: Interaction with the map or Google Maps link to get directions to the physical store.What it's for: Measuring the impact of digital advertising on foot traffic to the physical location.Best for: Supermarkets, brick-and-mortar stores, franchises, car dealerships, and restaurants.Be very careful with this type, as Google cross-references location data and often records conversions for people who were just passing nearby without actually entering the premises.
What it is: A specific form to attend a live event or online conference.What it's for: Educating prospects about a complex product or service to prepare for the sales close.Best for: Marketing agencies, professional software (SaaS), executive education, and finance.
What it is: Measuring when a user watches a key percentage of a video (e.g., 50%) or spends more than X minutes on the page.What it's for: Evaluating traffic quality and engagement when selling requires educating the user.Best for: Personal brands, content creators, innovative product launches, and NGOs.
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