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Conversion Tracking

Updated: Jan 10

What is conversion?

In marketing, a conversion refers to the accomplishment of a specific, desired action by user on a website. Conversions tracking allows for the measurement of important actions - such as donations, purchases or file downloads.

Google Ad Grants Policy

According to Google Ad Grants policy, conversions setup is required by the program policy. At least one conversion must be tracked every month.

Free audit of your Google Ads account. Use PING to receive a free Google Ad Grants policy compliance audit - here

How does PING work?

PING analyzes the total number of conversions tracked in your campaigns, excluding smart campaign and dynamic search ads.

If no conversions are detected on your account, you will be notified.

How to set up conversions?

To set up conversions, you need to install the Google Tag Manager or Google Analytics on your website and link them with your Google Ads account.

To start, set up one of the basic conversions:

  • Time spent on website

  • Button click

  • Specific page view

  • Scroll depth



We understand your needs, and we know that managing a Google Ad Grants account is not easy. In response to this problem, we have created PING , which will give you confidence that your account complies with the program's policies and will not be blocked.

With PING, you will receive a periodic report of your account with most important information regarding Google Ad Grants policy, including:

  • campaign settings - type, budget, languages, locations, bid strategy, number of ad groups

  • ads - we will check if ads are properly configured and if there are any disapproved ads on the account

  • keywords - we will check if there are any prohibited single keywords or keywords with low quality scores on the account

You can choose from one of three options of PING. You can opt for a free option, with audit every 90 days or one of the paid versions:

PING - weekly account audit. Gain confidence in adhering to Google Ad Grants policy and receive recommendations on how to improve results. Buy now (39 USD/month) →
PING + Assistant - automatic account changes. The assistant will check your account daily and fix all errors on your behalf. Buy now (79 USD/month) →

Have any questions?

Check out the full PING offer - here or schedule a free consultation - here.

We also invite you to join our open Facebook group for organisations using the Google Ad Grants program - here.


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