A huge number of Online businesses are diverting their efforts to organic and inorganic SEM to generate more traffic and higher revenues. Google AdWords is the Pay per Click advertising programme launched by Google to cater to businesses interested in paid marketing on search engines.

What is a Conversion?
In Online advertising terminology, a 'conversion' happens when a visitor clicks on your ad and proceeds to generate a transaction with your site. As a marketer, the onus of defining a 'conversion' for your business lies solely with you. Depending on the business, a conversion can be – a purchase, sign-up, page view, time spent, demo download or information request. The page that coerces the user to convert is known as the conversion page.

Process of Conversion Tracking
Conversion tracking is a very effective tool in PPC. It helps you identify the effectiveness of your ads and keywords. The process of tracking is based on a simple algorithm set up by Google itself. Whenever a user clicks on your ad, a cookies is placed on his/her computer.

As soon as the user reaches your conversion page, the cookies gets connected to that page. For every successful match, Google records a conversion. It is wise to remember that, if not connected to the conversion page, these cookies expire in 30 days' time. As a user, your privacy is safe in AdWords management because it uses separate servers for search results and conversion tracking.

AdWords Conversion Tracking Prerequisites
If you wish to incorporate this tracking methodology into your PPC service, you need to have an AdWords account with Google that should be running with ads and keywords. You can opt for conversion tracking results in printable form, or get them mailed to your email address. It is imperative here that someone from your organisation has working knowledge about Google's codes and algorithms.