This chapter discusses how to set up your account to track past the click, in order to truly understand the returns you are getting from your advertising efforts. For most of you, simply bringing visitors to your website will not be the end goal. You'll likely want those visitors to purchase a product, fill out your lead form, sign up for a trial, or view a key page of your website. AdWords allows you to track these actions via AdWords' conversion tracking and Google Analytics. Setting up your account to incorporate the visitor behavior you care about will be the key to optimizing AdWords for the maximum performance.