Conversion tracking tells Google Ads which clicks turned into a sale, lead or call. For a website you either place the Google tag with an event snippet on the thank-you page or import key events from Google Analytics. Then set how conversions count, pass a value, and confirm it fires with Tag Assistant.
| Source | When Google suggests it |
|---|---|
| Google Analytics import | You already track events in Analytics and want to reuse them; events must be marked as key events |
| Google tag | You want a signal built for Ads bidding, do not use Analytics, or need features like enhanced conversions |
| Both | Google Ads lets you select both sources |
| Google Tag Manager | If you use it, confirm the Conversion Linker tag is set up correctly |
Updated
Without conversion tracking, Google Ads only knows that someone clicked. With it, you can see which keywords bring paying customers, and automated bidding has something real to aim at. This guide covers the setup choices Google documents, the counting setting most small shops get wrong, and a snippet builder for purchases.
Fill in the values from your conversion action. The snippet goes on the order confirmation page, after the Google tag.
<script>
gtag('event', 'conversion', {
'send_to': 'AW-123456789/AbC-D_efG-h12_34-567',
'value': orderTotal,
'currency': 'USD',
'transaction_id': orderId
});
</script>Variables such as orderTotal must be filled in by your shop or checkout code. Nothing you type here leaves your browser.
Google sets a default count for each kind of conversion action. You can change it in the action's settings.
| Counting | Default for | Good fit |
|---|---|---|
| Every | Website actions, in-app actions, Analytics transactions, clicks on your number on your mobile site, imports | Sales |
| One | Calls from ads, Analytics goals, calls to a number on your website, app installs | Leads and sign-ups |
For a contact or quote form there is often no order value. Send the event when the thank-you page loads, and set counting to One.
Replace the send_to value with the ID and label from your own conversion action. The Google tag must already be on the page.
<script>
gtag('event', 'conversion', {
'send_to': 'AW-123456789/AbC-D_efG-h12_34-567'
});
</script>Google Ads can record website actions, app installs and in-app actions, phone calls from ads or your site, and offline sales you upload later. A small online shop usually starts with Purchase; a service business with a lead form or a call.
Counting is the setting to think about. Google's guidance is Every for sales, where each purchase adds value, and One for leads, where the second form from the same person is not a second customer.
A conversion value lets reports and bidding weigh a large order above a small one. On a checkout page, the value and order ID come from your shop system at the moment the order is placed, so the snippet uses variables, not fixed numbers.
Google limits a transaction ID to 64 characters and warns that reusing the same ID across orders causes undercounting. Most store platforms already have an order number that fits.
Google calls the Analytics import the most efficient choice if you already track events there. It recommends the Google tag when you want a measurement built for Ads bidding, do not use Analytics, or need enhanced conversions. You can use both.
Every counts each conversion after an ad interaction, which suits sales. One counts a single conversion per ad click, which suits leads where repeat sign-ups add nothing. Every is the default for website actions.
A feature that adds customer details from your conversion page, such as an email address, to your conversion data. Google says it hashes this first-party data with SHA256 before sending it, to make measurement more accurate.
Pass a transaction ID in the event snippet. Google ignores a second conversion for the same action with the same ID. The ID must be unique for every order and must not contain anything that identifies a customer.
Google points to Tag Assistant for checking that conversion tags are implemented correctly. Place a real test order or form, then confirm the tag fired and that the conversion action shows recent activity.
Related: How to add Google Tag Manager, How to set up Google Analytics, Conversion rate calculator, Google Ads landing page experience, PPC advertising for beginners.
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