You can create conversions that are based on Google Analytics or Google Ads events. Depending on which product you choose, your available options for conversion measurement and other settings may be different.
Conversions based on Google Analytics events
Conversions based on Google Analytics events allow you to measure paid advertising and organic clicks across different channels for budget planning and optimization.
These types of conversions can be created in Google Analytics or Google Ads.
Conversions based on Google Analytics events distribute credit across channels for paid, organic, and direct traffic, and provide different conversion measurement views, such as:
- “Paid and organic” attribution: This allows you to to look at cross-channel measurement insights.
- “Google paid” attribution: This allows you to look at insights from Google Ads campaign measurement.
Learn more about Advertising and attribution.
Conversions based on Google Ads events
Conversions based on Google Ads events are used for bidding in Google Ads, and can only be created in Google Ads.
These types of conversions provide a single conversion measurement view only for the “Google paid” attribution. This allows you to only look at insights from Google Ads campaign measurement.