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Conversions shown in AdWords are just those visitors that have converted on your website via clicking on one of your ads in Google, yes. It is possible to do what you want with Google Analytics goals though but you should create a new question for this with more details as to exactly what you're wanting to do and track.


If you are looking to see how much a page contributes to a sale and figuring out its value, look at the Page value metric under the Behaviour -> Site Content -> All pages report. You can read more about the page value metric here. Also, I would recommend that you create a segment based on the campaigns you wrote about and looking at how that contributes ...

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