A method and apparatus for tracking a conversion of an advertisement provided through an application are disclosed. The method includes generating, in response to selection of an advertisement through a first application installed on a first user terminal, a click log including a first advertiser identifier corresponding to an advertiser of the advertisement and a first user identifier corresponding to the first user terminal, generating, in response to reading of an informational message through a second application installed on a second user terminal, a conversion log including a second advertiser identifier corresponding to a sender of the informational message and a second user identifier corresponding to the second user terminal, and tracking whether a conversion event occurs due to the advertisement by mapping the click log and the conversion log.