Conversion Tracking is a tool that let you identify what happens after a customer clicks on your ad- whether your ad campaign is generating leads or not, they have purchased your product or not, signed up emails or not and other key options for your business. By tracking these actions, known as "conversions", you can know which ads, keywords and campaigns are able to bring your business. It can also help you invest more wisely in the best ones and ultimately boost your return on investment.