How do I track conversions from extensions?

Start with the right mental model: assets (extensions) don’t “create” conversions—your conversion actions do

In Google Ads, “extensions” are now called assets (sitelinks, call assets, location assets, lead form assets, price assets, promotion assets, and more). The key idea is that you don’t track “conversions from an extension” in isolation—you track a conversion action (purchase, form submit, phone call, lead form submission, etc.), and then you attribute those conversions back to the asset interaction using asset reporting and segmentation.

So the workflow is always two steps: first you make sure the underlying conversion tracking is correct (website, calls, lead forms, etc.). Then you use the right report view to answer, “Which assets are influencing those conversions?”

Step 1: Confirm you’re measuring the conversion types your assets can actually drive

Website conversions (for sitelinks, price, promotion, image assets, and most “click-to-site” assets)

If an asset sends traffic to your website (most commonly via sitelinks), the conversion is still a website conversion. That means your tracking needs to be solid at the site level first: a properly configured Google tag (or tag manager setup), the right triggers (thank-you page, form submit event, purchase event, etc.), and sensible conversion settings such as count rules and attribution.

From a performance standpoint, I strongly recommend you clarify which actions are Primary (used for bidding and shown in the Conversions column) versus Secondary (kept for observation and typically shown in the All conversions column). This matters because you can “successfully track conversions” but still feel like asset performance is unclear if you’re looking in the wrong column for the goal you care about.

Phone call conversions (for call assets, call ads, and location assets with call buttons)

Calls are the most misunderstood “extension conversion” because there are multiple ways to measure them. The cleanest approach, when available, is enabling call reporting so calls can be measured with detailed reporting and counted as conversions based on a minimum call length you choose (for example, only calls longer than 30 or 60 seconds). That minimum call length is your guardrail against counting accidental dials as “leads.”

Also be aware that calls can behave differently by device. In some setups, calls placed after viewing ads on tablets and computers can appear in All conversions rather than the main Conversions column, which can create confusion if you’re only watching one column.

If call reporting (or forwarding-number based measurement) isn’t an option for you, there’s also a newer option in some accounts to track call clicks from call ads and call assets without using a forwarding number. In that model, the platform estimates whether a meaningful call likely occurred after the click. It’s not the same as verified call-duration tracking, but it can still be useful for Smart Bidding optimization when you need a privacy- or setup-light solution.

Finally, if you have a call center or CRM, importing call outcomes (qualified lead, booked appointment, sale) is often the best “ROI-grade” measurement because it lets you optimize to quality, not just call volume.

Lead form asset conversions (Google-hosted lead forms)

Lead form assets are their own ecosystem. A few important behaviors catch advertisers off guard: opening a lead form can count as a click, and when someone submits the lead form, it’s counted as a conversion. Lead form conversion actions are typically created automatically after the first submission, so you may not see them until you’ve generated initial volume.

Operationally, treat lead form assets like a mini landing page that lives on Google surfaces. You’ll usually analyze them by segmenting performance by Click type (to isolate lead form interactions) and Conversion action (to separate lead form submissions from website purchases, calls, and other actions). Also, lead data is only stored for a limited period (commonly 30 days), so build a habit (or automation) to download or integrate leads into your CRM on a schedule.

Step 2: Attribute conversions back to the extension/asset (where most people get stuck)

Use the Assets page (Associations view) for asset-level conversion reporting

Once conversion tracking exists, your best “extension conversion” view is usually the Assets section—specifically the Associations view. This view is designed to show how assets perform where they’re attached (account, campaign, ad group, and in some campaign types, asset group).

In practice, you’ll choose the asset type you care about (for example, Sitelink) and then customize columns to include conversion metrics (Conversions, All conversions, Conversion value, Value/conv., Cost/conv., etc.). This is the closest thing to a direct answer to: “How many conversions did this sitelink/call asset/lead form asset produce?”

One critical nuance: asset-level metrics can be non-summable. An individual impression can include multiple assets, and each asset can receive “credit” for that impression/click presence. Because of this, treat asset-level CTR, CPA, and ROAS as directional indicators and avoid trying to add up asset rows to reconcile perfectly to campaign totals.

Use Segments: Click type + Conversion action to isolate “extension-driven” results

If you want a clean, campaign-level answer such as “How many conversions came specifically from sitelinks vs headline clicks vs click-to-call?”, segmentation is your friend. Segmenting by Click type breaks performance into categories like headline, sitelink, mobile clicks-to-call, driving directions, and other interaction types (availability varies by campaign format).

Then, layer in the Conversion action segment (or conversion category/source when needed) to see which conversions are happening after those click types. This is especially helpful when an account has multiple goals (purchase + lead + call) and the business only cares about one of them for optimization.

• Diagnostic sequence I use most: Go to the campaign (or ad group) performance table → apply Segment: Click type → add columns for Conversions / All conversions / Conversion value → then apply Segment: Conversion action when you need to separate which conversions you’re seeing.
• Interpretation note: Some click types can overlap within the same impression context, and you may see “--” instead of totals in certain downloaded views to prevent double-counting. When that happens, focus on the row-level conversion values rather than expecting perfect roll-ups.

Special cases: Performance Max (and other asset-heavy formats)

In Performance Max, conversion reporting by asset exists, but it has its own rules. You can view conversion metrics at the asset level inside asset reporting views, and you can also use asset association reporting. The most important practical takeaway is the same: don’t try to sum asset rows to equal your total conversions/value for the asset group—use it to identify which creative elements and messages are pulling their weight versus which are lagging.

Step 3: Make “extension conversion” analysis more precise (when native reporting isn’t enough)

Use tracking templates and ValueTrack at the asset level (especially for sitelinks)

If you want to connect asset clicks to downstream systems (analytics, CRM, call tracking, data warehouse) with more precision, build a consistent URL tracking framework. For sitelinks, you can set a tracking template at the sitelink level, which is extremely useful when you want to differentiate sitelink A vs sitelink B even when they land on the same page.

A common approach is appending parameters to the landing page via a tracking template using {lpurl} and then adding your campaign/ad group/creative identifiers (or your own naming). Keep it simple and consistent. Your goal is that every asset click carries enough metadata to answer: “Which asset was clicked, and what did it produce?”

If you need your own internal IDs, custom parameters can be defined (commonly at campaign or ad group levels) and then referenced in tracking, which is helpful when you want stable identifiers that don’t change with naming conventions.

Common pitfalls (and the fastest troubleshooting checklist)

• “My assets have clicks but no conversions.” Verify you’re looking at the correct conversion column (Conversions vs All conversions), and confirm the conversion action you care about is set as Primary if you expect it to drive bidding and show prominently in reporting.
• “Calls are happening, but call conversions are zero.” Confirm call reporting is enabled (if you rely on forwarding-number measurement), confirm the conversion action exists (often “Calls from ads”), and check whether your minimum call length is set so high that legitimate leads aren’t qualifying.
• “Desktop/tablet calls don’t show where I expect.” Check All conversions if you’re expecting calls from non-mobile contexts to be counted differently in your current setup.
• “Lead form submissions show as conversions, but I can’t find the leads.” Segment by Conversion action to ensure you’re looking at the lead form submission conversion (not website conversions attributed to the same campaign). Then confirm your lead download/integration process is in place and running frequently enough.
• “Asset CPA/ROAS looks amazing, but totals don’t reconcile.” That’s normal in asset-level reporting due to non-summable metrics. Use asset performance to prioritize testing and iteration, not as a bookkeeping ledger.

If you’re trying to track “conversions from extensions” (now called assets) in Google Ads, the key is to track your core conversion actions first (web, calls, lead forms), then use asset reporting and segments like Click type and Conversion action to understand which assets influenced those conversions—while keeping in mind pitfalls like reading Conversions vs All conversions and the fact that asset-level metrics don’t always sum neatly to campaign totals. If you want help turning those insights into practical next steps, Blobr connects to your Google Ads and runs specialized AI agents that continuously analyze performance and suggest concrete improvements, including an agent that audits and optimizes sitelinks based on relevance and results, and another that aligns keywords with the best landing pages to lift conversion rates without adding manual busywork.