> For the complete documentation index, see [llms.txt](https://docs.exads.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.exads.com/advertisers/campaigns/conversion-tracking.md).

# Conversion Tracking

Conversion tracking shows which ad clicks lead to valuable customer actions. Track events such as landing page visits, sign-ups, purchases, and subscriptions.

Create a **Goal** for each action you want to measure. Goals connect conversions to your campaigns. They also provide conversion data for reporting, ROI calculations, and campaign optimization.

Choose the tracking method that fits your setup:

* **Conversion Tracking API — S2S**: Send conversions from your server. This is the recommended method.
* **Pixel Tracking**: Add a tracking script to the page where the conversion occurs.
* **Google Tag Manager**: Deploy and manage the conversion pixel through your container.
* **Voluum**: Pass conversion data through Voluum using a postback.

Start by [creating a conversion tracking goal](/advertisers/campaigns/conversion-tracking/setting-up-conversion-tracking.md). Then configure your chosen integration:

* [Set up Google Tag Manager](/advertisers/campaigns/conversion-tracking/conversion-tracking-gtm.md).
* [Track conversions with Voluum](/advertisers/campaigns/conversion-tracking/conversion-tracking-voluum.md).


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