How to Track Which Keywords Are Driving Conversions and Sales on Your Website?

Understanding which search terms actually turn into sales or leads is key to a successful SEO strategy. Too often we focus on keyword rankings or traffic volume, but the real goal is profit. In this guide from White Bunnie, we explain how to use analytics and marketing tools to link keywords to conversions (sales, sign‑ups, or any goal you value). We’ll cover both free Google tools and popular SEO platforms, with step-by-step tips and examples. By the end, you’ll know how to tell which keywords are really moving the needle for your site.

Why Tracking Conversion Keywords Matters

You might rank #1 for a keyword that gets a lot of clicks, but if it doesn’t match user intent, you get little value. Conversely, a niche long-tail keyword might drive fewer visits but a high percentage of buyers. For example, a site might rank for “handmade soaps,” but if “organic lavender soap online” sends fewer clicks that convert better, you should focus on the latter. Tracking conversions helps you focus on high-intent keywords and allocate your SEO budget wisely – in other words, maximize ROI.

In Google Analytics (GA), we call the key actions “conversions.” These could be actual sales on your e-commerce site, or other goals like a sign‑up or contact form submission. For example, if you use GA Goals or e-commerce setup, each purchase counts as a conversion. The organic conversion rate is the percentage of search‑engine visitors who complete a goal. Watching this metric tells you if organic SEO is delivering business results, not just traffic. In short, by tracking which keywords led to a sale or sign‑up, you focus on what pays off, not just what brings clicks.

Key Tools for Keyword Conversion Tracking

To link keywords with conversions, we rely on several tools and platforms:

• Google Analytics 4 (GA4) – Track visits and set up conversion events. Google Analytics 4 can show which landing pages and channels convert the most. Linking GA4 with Google Search Console (GSC) reveals organic search queries for those pages.

• Google Search Console – Provides the search queries (keywords) that led to your pages. By filtering Google Search Console by page or query, you see clicks, impressions, and CTR, which you can match with conversion pages.

• Google Ads (PPC) – If you run paid search, Google Ads shows the exact keywords people clicked and which of those clicks led to conversions (if conversion tracking is set up). Paid keyword data is not encrypted like organic search, so it gives insight into high-intent terms.

• SEO Tools (SEMrush, Ahrefs, Moz, etc.) – These show which keywords your pages rank for, along with search volume and difficulty. By seeing what queries drive traffic to a top-converting page, you infer which keywords likely led to sales. Tools like SEMrush Keyword Gap or Ahrefs Content Gap help find keywords competitors rank for, which may be driving their sales.

• Call-Tracking Solutions (e.g. VoIP with tracking) – For local businesses and service providers, unique phone numbers can be assigned to campaigns or keywords. When a customer calls, you know which keyword or ad triggered the call, tying phone leads to specific terms.

• CRM/Attribution Platforms (HubSpot, Ruler, etc.) – Marketing CRMs can capture the original source or landing page of a lead. For example, HubSpot’s “First Page Seen” and similar features track which page (and thus which topic or keyword) brought a contact. Closed-loop tools can then link the revenue back to those keywords.

These tools work together. For instance, GA4 + Search Console handles most organic tracking. Google Ads covers paid search. Third-party SEO tools and CRMs fill in gaps and add analysis. Below we detail how to use them.

Using Google Search Console and Analytics

Start by identifying your conversion pages. In GA4, go to Engagement → Pages and screens and look for pages with high conversions. Note these URLs. Now switch to Google Search Console’s Performance report. Use the “+ New” filter to select Page, and enter one of your high-converting URLs. GSC will show all the queries (keywords) that generated clicks to that page, along with total clicks, impressions, and click-through rate (CTR). This reveals which search terms led users to a page that converts.

For example:

1. In GSC, go to Performance → Search results.

2. Click + New → Page and enter your landing page URL.

3. Check the Queries table to see the exact search terms people used, how many clicked, and CTR.

This tells you which organic queries are associated with converting pages. If a query has a high number of conversions (or conversion rate) on that page, it’s a keyword worth optimizing further. If you see “(not set)” or no data, ensure your site is verified and linked to GSC.

At the same time, use GA4 to calculate the organic conversion rate. In GA4’s Acquisition → Traffic acquisition report, you can filter by Session default channel group = Organic Search and compare the count of conversions (or events) to sessions. GA4 tracks purchases, sign-ups, and other conversion events you define. The higher your organic conversion rate, the better your SEO is at delivering qualified traffic.

Tip: If GA is still showing “(not provided)” for keywords, make sure to link your GA property to GSC. This integration (in GA Admin settings) allows GA4 to import GSC query data. It won’t give all keywords, but it’s better than zero.

Tracking Keywords in Google Ads

If you run Google Ads (search campaigns), you have an advantage: Google provides the exact search terms that triggered each ad click. Set up Conversion Tracking (or import GA4 conversions) in Google Ads so that every sale or form completion from an ad is recorded. Then view the Keywords or Search Terms report in Ads. This shows which keywords had clicks and how many of those clicks converted into sales. For example, you might discover that the broad term “winter jacket” drove many clicks, but the more specific “mens winter jacket Canada Goose” brought more sales at a lower cost. You can then raise bids on the converting keyword and pause or down-bid the losers.

Even if you use only organic SEO, you can still glean value from Ads data. One trick is to run a small paid search campaign with different keywords. The conversion data (which keyword triggered the sale) can guide your organic strategy. This works because paid search data is not encrypted like organic search. Use Google’s Search Terms report to export which paid keywords led to conversions and compare them with your organic keyword list.

Other SEO Tools and Strategies

Beyond Google’s native tools, several platforms can help identify conversion-driving keywords:

• SEMrush/Ahrefs (Paid) – Enter a converting page URL to see all the keywords it ranks for, along with monthly search volume and position. High-intent, long-tail phrases (like “buy handmade pottery online”) might show up with lower volume but good click-through. These tools can also run a Keyword Gap report to see which keywords competitors’ pages rank for that you don’t. Often, the missing terms are potential conversion drivers.

• Ubersuggest / AnswerThePublic (Freemium) – These free tools help find related long-tail keywords around a topic. They reveal user questions and phrases. After identifying candidate keywords, track their performance in GSC/GA4 for conversions.

• HubSpot or CRM Analytics – If you’re using a marketing CRM (like HubSpot, Zoho, etc.), check if it records the “first page seen” or original source. For instance, when a lead arrives via organic search, HubSpot logs which page they landed on and when. You can then see if that lead converted. By noting the landing page, you use SEMrush or GSC to infer which keyword was involved.

• Multi-Channel Funnels in GA – In Universal Analytics (older GA), the Assisted Conversions report lists keywords that helped conversions in earlier steps of the journey. In GA4, similar insights come from the Advertising or Analysis Hub. These show if a search term contributed to conversion even if it wasn’t the final click. For example, a user may first find you via “how to dye fabric” (informational) and later purchase through “buy fabric online.” Both terms mattered. GA’s funnel reports can help spot these assists.

Actionable Steps and Best Practices

Follow these steps to track and improve keyword conversions:

1. Set Up Conversion Tracking: In GA4, define events for any sale or lead form as conversions. If you use Google Ads, install the conversion tag or import GA4 conversions. Make sure every purchase or signup is recorded.

2. Identify Top-Converting Pages: Use GA reports to find which landing pages or product pages have the most conversions or best conversion rate. These are your focus pages.

3. Find Their Keywords: In Google Search Console, filter the Performance report by those page URLs. Look at the list of search queries and sort by clicks or CTR. Note which keywords gave you the most clicks to your conversion pages. Also use “Queries” in GA (Acquisition → Search Console) if available.

4. Use Ads Data (if any): In Google Ads, check the Search Terms report under each campaign to see which queries triggered clicks and conversions. Export and compare with your organic list.

5. Leverage SEO Tools: Enter converting page URLs into tools like SEMrush or Ahrefs to see additional keywords those pages rank for. These are likely related terms that could also convert if targeted.

6. Track Assisted Keywords: If possible, review assisted conversions (GA4 funnels or UA’s MCF report) to see if any other keywords played a role in the buyer’s journey.

7. Optimize Content: For the high-converting keywords identified, update your content and meta information. Add strong calls-to-action on pages for those keywords. Create new content or ads targeting similar high-intent phrases.

8. Monitor and Refine: Regularly check analytics. Focus your marketing efforts (paid bids, SEO writing) on keywords that show revenue. Stop or reduce effort on keywords that bring traffic but no conversions. Over time, this refines your strategy toward ROI

Conclusion

Tracking which keywords truly drive conversions (sales, leads, sign-ups) is vital for growth. Rather than chasing generic traffic, use data to find the terms that result in real business value. Google Analytics 4 and Search Console are the cornerstones: link them, find your top landing pages, and see the queries for those pages Supplement this with Google Ads (for paid keywords), SEO tools (SEMrush, etc.), and even call-tracking for local businesses. By measuring keyword performance against conversions, you maximize ROI. As digital marketers and business owners (from students to agencies), keep testing and updating your strategy based on this data. In the words of industry experts, focus on keywords that not only rank high but actually turn visitors into customers. With these steps, your site will steadily capture more of the right traffic and drive more sales.

saurabh garg

Saurabh Garg, the visionary Chief Technology Officer at Whitebunnie, is the driving force behind our cutting-edge innovations. With his profound expertise and relentless pursuit of excellence, he propels our company into the future, setting new standards in the digital realm.