Google Merchant Center’s update to its conversion tracking tool, which will soon include conversion data from other sources, including Search web results, will give sellers better insights into their campaign performance.

Conversion action recap

A conversion action is a valuable activity you want a user to take. The most common conversions are website actions, like sign-ups, downloads, and online purchases, which you can track to determine what is and isn’t converting.   

Key benefits of using conversion tracking

Conversion tracking helps merchants see where a purchase (or any other action) came from to determine the source quality (what made the user convert). 

Merchants then use this data to evaluate their marketing campaigns and tweak where needed to optimize their future performance.   

Conversion tracking benefits:

• Discover which keywords, ads, and campaigns drive the most valuable customer activities.
• Understand which ads are working to maximize your return on investment.  
• Track how customers interact with your advertisements on specific devices or browsers and see if they convert on another. 
• Apply Smart Bidding strategies (such as targeting CPA, Maximizing Conversions, and targeting ROAS) to optimize your marketing campaigns. 

Why the update?

Google`s update aims to provide merchants with better performance data to optimize their marketing strategies. Google will then use the data to improve it`s user’s shopping and search experiences.

The new conversion data, which will include all website conversions, will automatically apply to merchants using the Google Merchant Center.

Search Engine Land reported one of its contributors received a notification of the update from the Google Merchant Center; he shared it on X:

Opt-out options are available

Google Merchant Center provides a link to turn off the conversion setting, where you can:

• “Disable the conversion setting in Merchant Center.”
• “Turn it off in the Google & YouTube channel app on Shopify.”
• “Unlink your Google Analytics and Merchant Center accounts.”

Looking forward

The update is another step in Google’s continuous efforts to give its merchants detailed data they can use to understand and maximize their marketing strategies. 

Google has yet to give a date of completion and it will take time to determine how well the new conversion data works and whether it helps merchants optimize their listings and improve their performance. To learn more about conversion tracking, visit the Google Ads Help page and watch its tutorial video.

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Terry O'Toole

Terry is a seasoned content marketing specialist with over six years of experience writing content that helps small businesses navigate where small businesses meet marketing - SEO, Social Media Marketing, etc. Terry has a proven track record of creating top-performing content in search results.
When he is not writing content, Terry can be found on his boat in Italy or chilling in his villa in Spain.

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