Sharla wants to compare how well her refreshed call-to-action ad is helping cow-friendly soccer enthusiasts sign up for her newsletter. In Google Ads, what category should she select for this conversion action?

• A. Newsletter
• B. Sign-up
• C. Join list
• D. Subscribe

Answer: (B)

Choosing the right conversion category in Google Ads is about describing the user action accurately so Google can optimize and report correctly. For a newsletter sign-up, the best fit is Sign-up because it directly matches the intent of someone submitting their information to join a mailing list. This category signals that the user completed a form to opt in, which is exactly what you want to measure and optimize for.

Labels like Newsletter, Join list, or Subscribe aren’t standardized conversion categories in Google Ads. They describe the outcome or content rather than the action of opting in, which can lead to imprecise reporting and weaker bidding signals. Using Sign-up keeps the conversion action aligned with the user’s intent to enroll in your newsletter, helping you compare performance, set appropriate goals, and optimize campaigns toward actual sign-ups.