Conversion measurement is essential for understanding how people are interacting with your ads. It helps you gather insights and make key optimization decisions. Together, observed and modeled data enable downstream automation, like when you use Smart Bidding and responsive search ads.
![What to know about Google Ads conversion measurement](https://storage.googleapis.com/twg-content/original_images/Google-Ads-Conversion-Measurement-Infographic_COLORS_2x_1.png)