Conversion Tracking.
Learn what Conversion Tracking means in modern search and SEO.
The implementation of measurement pixels, tags, or events that record when users complete desired actions (purchases, form fills, calls) after interacting with marketing.
Conversion tracking is the technical implementation of measurement systems (advertising pixels, analytics events, server-side API calls) that record when users complete desired actions (conversions) after seeing or clicking a marketing touchpoint. Accurate conversion tracking is the foundation of all performance marketing optimisation.
Conversion Types
Macro-conversions: the primary business goal, purchase, subscription, demo booked, qualified lead submitted. Micro-conversions: intermediate steps that predict macro-conversion, email sign-up, whitepaper download, product page view, add-to-cart, pricing page visit, free trial start. Tracking both gives a complete picture of funnel performance and enables optimisation before macro-conversions occur.
Conversion Tracking Methods
Google Ads tag: JavaScript tag on the conversion confirmation page (thank-you page). GA4 conversion events: events marked as conversions in GA4 and linked to Google Ads. Enhanced Conversions: sends hashed user data (email, phone) to improve conversion matching accuracy, important as cookies decline. Server-side conversion APIs (Conversions API for Meta, Enhanced Conversions for Google): server-to-server conversion data transfer that's more reliable than browser-based tags.
Server-Side vs. Client-Side Tracking
Client-side tracking (JavaScript tags in the browser) is blocked by ad blockers, browser ITP, and network conditions, losing 15-40% of conversions depending on audience. Server-side tracking sends conversion data directly from the web server to ad platform APIs, bypassing browser-side blocking and providing more complete data. Server-side requires engineering implementation (typically via Google Tag Manager server container or a CDP).
Articles about Conversion Tracking
Read more on the Aergos blog.
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Google's Deep Dive on PDFs: Ranking, Crawling, and AI Visibility
Google's Martin Splitt and John Mueller released a Search Off the Record podcast covering everything about PDFs in search, from how Google converts them to HTML for indexing, to how they perform in AI Overviews. Here's what it means for your content strategy.
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