Advertising platforms, site analytics tools, and databases that store offline transactions all record metrics called conversions. Each source can define a conversion differently.

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Google Analytics uses one conversion definition for every channel. Each ad platform uses its own definition. One shared definition makes channel comparison simpler, and it is less flexible. Separate platform definitions show more detail, and they are more complex to compare.

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Google Analytics records a conversion as a Goal or a Transaction. Reports show both as metrics.

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A visitor can complete each Goal only once in a session. The visitor can complete different Goals in the same session. A visitor can complete more than one Transaction in the same session.

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Facebook records conversions with a pixel. You set up the pixel in your Facebook ad account and on your site.

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The pixel conversion value is usually the value of that conversion. For example, the value can be the price of the shoes a visitor orders. This value is similar to a Google Analytics Transaction.

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The default Facebook pixel attribution window counts a conversion when either condition is true:

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Google Ads uses its own tracking and attributes conversions to Google Ads campaigns. Conversion tracking usually needs implementation on your site. Phone call tracking does not need that site implementation.

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Google Ads stores a temporary cookie when a visitor clicks an ad in your campaign. The cookie lasts 30 days. That click-through attribution window is 30 days. After the window ends, Google Ads does not count a conversion from that click.

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This window is different from the default Facebook pixel window: 1-day view or 28-day click. Each platform decides when a conversion counts.

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