Conversions are a necessary metric in seeing the value of your digital ads campaign. A conversion is a high-intent action taken by a customer on your website that signals a strong likelihood that that customer plans to make a purchase. These actions can include visiting a contact us page, filling out a form, calling a store, adding an item to their carts, et cetera.
In order to account for a lengthy buying process, Google allows us to track conversions for a single user across a period of 90 days after a customer first interacts with the ad, accounting for cases where a customer clicks on your ad while researching and then returns to the site later in order to complete a purchase or take further action.
To track conversions, we install an account specific tracking code on both your main site and any landing pages we created for you. These need to be updated whenever major changes are made to the website or your store updates its phone number.
You can view the number of conversions that your account had on your monthly report for search/display ads or your Shopify analytics screen for Google Shopping ads.