When we talk about conversions related to a paid search campaign, we’re referring to the specific action targeted by that campaign, such as an online purchase, a form submission, or the discovery of a particular offer. Measuring these conversions is made possible by using tags on pages that signal the completion of the desired action, such as order confirmation or a thank-you message for a subscription. These tags allow you to track and count the conversions achieved. Reporting tools also offer the ability to calculate the average cost associated with each conversion. With some advertising platforms, such as AdWords, it’s even possible to track different types of conversions simultaneously. Clearly and precisely defining the conversions to track is crucial for evaluating the effectiveness of paid search campaigns. Here’s a concrete example of setting up conversion tracking in an AdWords account: