If you are running ads, then you need to set up conversion tracking to let the ad platform understand which users who saw the ad converted and who did not. This will help the ad platform’s algorithm understand which kind of audience to target. Even if you are not running ads, to attribute the conversions correctly, and understand your user behavior, you need to set up conversion tracking. Go beyond conversion tracking and move towards first-party data ops.

There are three ways to set up conversion tracking - 1) use custom implementation if you know hard core coding; 2) Google tag manager with the Google Cloud platform which is a little expensive and also too technical; and 3) CustomerLabs CDP to seamlessly set up conversion tracking

An event is any action the user takes on the website or offline. Whereas a conversion means a valuable event that drives some value to the business and is important to convey to the ad platform to optimize for it. For example, purchase, subscribe, sign up, etc.

Google Ads conversion attribution works with a data-driven approach and will consider all the touchpoints it can track and distribute the conversions across the campaigns. Therefore, it will give weightage in terms of 0.25, 0.33, etc., and that’s the reason why you find the conversions in decimals in your Google Ads.

Yes. You can of course run Google Ads without conversion tracking but you will be burning money and will not help the ad algorithm learn who is a valuable customer and who is not. Therefore, it is beneficial if you set up conversion tracking if you are running Google Ads.

The primary goal of conversion tracking is to attribute the conversions to the ad campaigns. However, it also helps the machine learning algorithms of Google to learn who is a valuable user and who is not, driving it in the right direction to expand the audience net.