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Google conversion tracking - How it works

Conversion Tracking works by adding a single snippet of HTML and JavaScript code to your webpage (without slowing it down, of course). Specifically, this snippet is placed on the page your customers see after they complete a conversion -- the "Thank you" page they see after a purchase, for example.

Every time a customer clicks your ad on Google.com or selected Google Network sites, a temporary cookie is placed on the customer's computer so a conversion can be recorded when the customer reaches the conversion page.

To set up conversion tracking, you'll generate the snippet of HTML and JavaScript code in AdWords. Then, you'll place the code on your website. See our setup guide below for step-by-step directions.

(excerpt from Google Adwords information page)

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