Google Ads conversion tracking infographic: a flow from ad click to your site to the action to Google Ads, four conversion sources (website, app, phone calls, imports), a table of click-through, engaged-view and view-through windows with defaults and ranges, counting and primary versus secondary notes, and three steps on what to do.

Oct 6, 2026

Google Ads Conversion Tracking Explained (Infographic)

How Google Ads conversion tracking works: what you can track, the default conversion windows, Every vs One counting, and primary vs secondary conversion actions.

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<a href="https://searchinsider.io/infographics/google-ads-conversion-tracking"><img src="https://searchinsider.io/research/google-ads-conversion-tracking/google-ads-conversion-tracking-infographic.png" alt="Google Ads conversion tracking infographic: a flow from ad click to your site to the action to Google Ads, four conversion sources (website, app, phone calls, imports), a table of click-through, engaged-view and view-through windows with defaults and ranges, counting and primary versus secondary notes, and three steps on what to do." style="max-width:680px;width:100%;height:auto;" /></a><p>Source: <a href="https://searchinsider.io/infographics/google-ads-conversion-tracking">Google Ads conversion tracking infographic</a> by Search Insider.</p>

How does Google Ads conversion tracking work?

The short answer: A conversion is an action you value, like a sale, lead or call, that happens after someone interacts with your ad. You set up conversion actions, tag your site, and choose how to count them and for how long. Primary actions drive bidding.

Based on Google Ads Help.

What it shows

You can track website actions, app installs and purchases, phone calls, and imported conversions such as offline sales and GA4 key events.
The click-through conversion window defaults to 30 days and can be set from 1 to 90 days.
The engaged-view window defaults to 3 days and the view-through window to 1 day.
Every counts all conversions after a click and suits sales; One counts one per click and suits leads.
Primary actions are used for bidding and appear in Conversions; secondary actions only appear in All conversions.
Changes to a conversion window apply only to conversions going forward.

What to do

Goals: Make only real business goals primary.
Counting: One for leads, Every for sales.
Windows: Match them to how long people take to decide.

The walkthrough

What can Google Ads conversion tracking measure?

Website actions such as purchases, sign-ups and button clicks, app installs and in-app purchases, phone calls, and offline conversions, and you can import Google Analytics conversions ^[1].

What is a conversion window?

The time after an ad interaction during which a conversion is credited. The click-through window defaults to 30 days and can be set from 1 to 30, 60 or 90 days for Search and Display ^[2]. The engaged-view window defaults to 3 days and the view-through window to 1 day ^[2]. Changes apply to conversions going forward ^[2].

Should you count every conversion or one?

Google recommends Every for sales, because every sale likely adds value, and One for leads, because usually only one lead per ad click adds value ^[3].

What is the difference between primary and secondary conversion actions?

Primary actions are reported in the Conversions column and used for bidding ^[4]. Secondary actions are for observation only, reported in the All conversions column but not used for bidding ^[4].

Sources

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