One of the key advantages of Google Ads is the ability to track conversions. In fact, one of the first things you should do before setting your campaigns live is to make sure you have conversion tracking installed on your website. Conversions are typically actions that are important for your business – common goals include: purchases, e-book downloads, subscriptions, phone calls or contact form submissions. Once you have your conversion tracking set up, Google Ads will record how many conversions each campaign and keyword drove and help you calculate the cost per acquisition (CPA) and how much revenue was generated from your ads.