Tracking Google Ads conversions in Australia involves implementing conversion tracking tags on your website and linking those tags to specific actions you want to measure, such as form submissions, phone calls, or purchases, allowing Google Ads to attribute these actions to your advertising campaigns.
As of December 2025, Google Ads conversion tracking primarily utilises the Google Tag Manager (GTM) or direct website tag implementation. GTM simplifies tag management, allowing you to deploy and update tags without directly editing website code. Conversion actions are defined within Google Ads, specifying a value (if applicable) and a conversion counting method (e.g., every or one). Enhanced Conversions, now including privacy-safe data hashing, are increasingly important for improved accuracy, particularly with growing privacy regulations in Australia. Google’s Privacy Sandbox initiatives, rolling out in 2026, will further impact conversion measurement by offering alternative tracking methods. Currently, Google Ads supports importing offline conversions – useful for businesses with sales occurring outside of the immediate online journey – and integrates with platforms like Salesforce. Australian businesses should be aware of the Australian Privacy Principles (APPs) when collecting and using conversion data.
Ultimately, Google Ads conversion tracking functions by associating user interactions with your ads to demonstrate the return on your advertising investment.
