Conversion tracking records actions chosen as valuable to a business. In Google Ads, conversion measurement connects actions such as website purchases, sign-ups or calls with advertising interactions. The business chooses which actions count, so the definition belongs alongside the result. Source: Google Ads: About conversion measurement

Test the completed action

For a travel enquiry campaign, agree whether the intended conversion is a successfully submitted form. Complete a test and compare the analytics record with the enquiry received by the team. This checks the action that matters instead of assuming that clicking the submit button proves the whole process succeeded.

Keep a measurement note

Record the event name, completion condition, responsible owner and test date. Include instructions for checking the measurement after a form or booking journey changes. That note gives colleagues a repeatable way to investigate an unexpected count without having to reconstruct the original setup from memory.

Written and updated by Travelgenix. Sources checked on 16 October 2026. Worked examples and recommendations are editorial illustrations, not customer results.