Google Ads conversions are the measurable actions that users take after interacting with your Google Ads, such as making a purchase, submitting a form, calling your business, or downloading an app.
Conversion tracking works by placing a snippet of code (the conversion tag) on the page that a user reaches after completing the desired action. This tag fires and communicates the conversion event back to Google Ads, which attributes it to the specific ad, keyword, or campaign that drove the interaction.
Accurate conversion tracking is essential for optimising ad spend, calculating return on ad spend (ROAS), and making informed bidding decisions.
Google Ads conversion tags set cookies and process personal data, making them subject to consent requirements under the GDPR and ePrivacy Directive. The conversion tag must be blocked until the user has consented to advertising or marketing cookies.
Without proper consent management, firing conversion tags on unconsented users violates privacy regulations. Google now requires advertisers in the EU/EEA to implement Google Consent Mode v2, which communicates user consent status to Google tags and adjusts their behaviour accordingly.
Seers.ai integrates natively with Google Consent Mode v2 to manage conversion tracking compliantly. When a user consents to advertising cookies, conversion tags fire normally. When consent is denied, Consent Mode sends cookieless pings that enable Google to model conversions, recovering measurement data that would otherwise be lost.
Seers’ seamless implementation ensures you capture the maximum number of conversions while maintaining full compliance with privacy regulations.
Turn consent-aware tracking into better Google Ads performance with Seers AI
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