Google Ads has introduced a new conversion action, “Conversation Started.” It is designed to track when users initiate conversations through message-based assets. This feature, categorized as a primary action under Google-hosted conversions, signals Google’s increasing focus on chat-based customer engagement. While the specifics of the rollout hint at integration with various messaging platforms, it appears particularly tailored for WhatsApp Message Assets in Google Ads. The rise of conversational commerce and customer preference for real-time, personalized interactions has likely spurred this innovation, offering businesses an effective way to measure their audience’s intent and engagement.
This conversion type differs from traditional actions like Form Submissions or Phone Calls, as it specifically tracks the initiation of a conversation—making it a valuable tool for brands leveraging messaging platforms to nurture leads, provide support, and drive sales.
What are the practical implications of “Conversation Started”?
The “Conversation Started” conversion is a potential game-changer for businesses heavily reliant on conversational engagement. Here are some scenarios where this conversion can drive value:
E-Commerce Businesses Using WhatsApp for Customer Support:
For online retailers, WhatsApp is a popular medium for resolving queries regarding products, shipping, and returns. By using “Conversation Started” as a tracked metric, businesses can:
- Evaluate the effectiveness of their Click-to-WhatsApp Ads.
- Optimize messaging strategies based on customer behavior and interaction rates.
Example: A vegan leather bag store using this conversion can analyze how many users start conversations via WhatsApp and eventually proceed to make a purchase.
Service Providers Relying on Real-Time Consultations:
Industries like healthcare, legal services, or financial advisory often use messaging to schedule appointments or address initial inquiries. This conversion helps track how messaging leads to conversions like bookings or consultations.
Example: A dental clinic promoting teeth whitening services in South Mumbai could measure how many inquiries convert into actual appointments.
Local Businesses Leveraging Conversational Commerce:
Small businesses often rely on personalized messaging to close sales. By tracking conversations, these businesses can assess whether their message-based campaigns are driving local footfall or direct purchases.
Example: A jewelry retailer running festive WhatsApp campaigns can determine how many customer interactions lead to store visits or purchases.
Lead Generation Campaigns:
For B2B marketers, messaging platforms often serve as the first point of contact with potential leads. By analyzing “Conversation Started” conversions, they can refine their ad copy and targeting to maximize qualified leads.
Example: A SaaS company offering a free audit for Google Ads campaigns can use this conversion to measure how many prospects initiate a conversation, indicating interest in their services.
Conclusion
The introduction of the “Conversation Started” conversion action reflects Google’s commitment to aligning its advertising solutions with evolving consumer behavior. As more businesses adopt conversational commerce strategies, this feature equips advertisers with actionable insights to refine their campaigns.
By leveraging this metric, advertisers can:
- Gain deeper visibility into how users engage with their message assets.
- Optimize their campaigns for better performance on platforms like WhatsApp.
- Drive personalized interactions that boost customer satisfaction and conversions.
With messaging emerging as a cornerstone of modern digital marketing, the “Conversation Started” conversion action isn’t just a tool—it’s a strategic enabler that empowers businesses to harness the potential of conversational marketing. Whether you’re driving sales, offering support, or building brand awareness, this innovation ensures you’re equipped to thrive in the chat-first era of engagement.
