As a result, the median conversion rate for these accounts is 3.16%—or about 50% higher than the average conversion rate for all tracked accounts.

So, if you want to improve your conversion rate by 50%, all you have to do is put solid tracking in place…

In all seriousness, though, most Google Ads accounts are missing at least half of their conversions, which makes it very difficult to do any effective campaign optimization.

Why? Let’s take a closer look at those well-tracked Google Ads accounts and see where most ad spend is really going.

Ad Spend Efficiency

Hopefully, it’s clear by now that most Google Ads accounts are not tracking their conversions properly. The question is, how does that affect campaign performance?