Instructions for setting up conversion tracking for your website

Conversion tracking can help you see the effectiveness of ad clicks to drive customers to take actions on your site, such as purchases, signups, and form submissions. This article details how to create a conversion action to track customer actions on your website. You will set up a conversion action in your Google Ads account and receive a tracking code called a “tag”. To complete the conversion tracking setup, you will need to add the conversion tracking tag to your website.

before starting

Here's what you need before setting up conversion tracking on your website:

  • Website: This is where you will place your conversion tracking code, called “tags”.
  • Website Editability: You or your webmaster need permission to add tags to a website.

Steps to set up conversion tracking

Here are the specific steps to set up tracking of customer actions on your website

Create a conversion action

To get started with conversion tracking, create a conversion action in your Google Ads account. A conversion is a customer-specific and valuable activity for your business.

Step 1: Sign in to your Google Ads account.

Step 2: In the upper right corner, click the tool icon and click conversions inside "Measure“.

Starting in May 2022, for each conversion action, you will be prompted to change your existing conversion categories to new ones when signed in to your Google Ads account. The new conversion categories describe in more detail the conversion actions that make the most sense for your business.

Previously, you could choose from 5 basic categories to categorize your conversions:

Conversion tracking categories before and after upgrade
Conversion tracking categories before and after upgrade

Now, when setting up or updating conversion tracking for your website, you can choose from an extensive list of the following conversion categories:

Step 3: Click the more button

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Step 4: click on the website

Step 5: In the categories section, select the type of action you want to track. There are categories used to categorize actions for Sales, Leads and other activities.

Step 6: Beside "Conversion name“, enter a name for the conversion you want to track (such as “Newsletter subscriptions” or “buying wedding flowers by hand"). This will help you to recognize this conversion action in your conversion reports later on.

Step 7: Beside "Category, choose a description for your conversion action. This category lets you target conversions in your reports so you can see similar conversions at the same time.

Step 8: Beside "Value“, choose how to follow the value of each conversion.

  • Use the same value for each conversion. Enter the value of each conversion (in cash) for your business.
  • Use different values for each conversion. For example, use this option if you are tracking purchases of products with different prices. Later, when you add your conversion tracking tag, you will need to customize it to transaction-specific value tracking.
  • Do not use value.

Step 9: Beside "Calculate“, please choose How do these conversions count?.

  • One: This setup is best for potential customers, such as signup forms on your website, where just one conversion per ad click is likely to add value to your business.
  • Each: This setup is best for sales where every conversion has the potential to add value to your business.

Step 10: Click conversion time. Choose how long to track conversions after an ad interaction from the drop-down menu. For search, shopping and display campaigns, the conversion window can range from 1 to 90 days.

Step 11: Click View all conversion time. Choose how long to track view-through conversions from the drop-down menu. For search, shopping and display campaigns, the duration can be from 1 to 30 days.

Step 12: Click Consisting of inside "conversions“. This setting (selected by default) allows you to decide whether or not to include data for this conversion action in the report column “conversions“. If you uncheck this setting, the data will still be included in the “all conversions“. You may want to uncheck this setting if using the strategy smart bids and you don't want to include that specific conversion action in your bid strategy.

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Step 13: Click create and continue.

You should now see a screen telling you that you created a conversion action. Follow the instructions in the next section to set up your card.

Important note: If you are using conversion action groups to control which conversions are added at the campaign level, be sure to add this new action to all relevant groups. Otherwise, these campaigns will not be optimized for this action.

Set up a conversion tracking tag

To set up site conversion tracking for the first time, you need to add 2 snippets to your site: the global site tag and the event snippet. Sitewide tag adds site visitors to remarketing lists”all visitors” (if you set up remarketing) and place a new cookie on your domain. These cookies store information about clicks on ads that brought someone to your website. Please note that the Google Ads conversion tracking tag may use this click information to attribute conversions to your Google Ads campaigns. Ensure that you have provided users with clear and complete information about data collection and have obtained user consent if required by law.

You must install the global site tag on every page on your site, but only one global site tag per Google Ads account is required. The action tracking event snippet will be counted as a conversion. Install this snippet on the pages on your site where you want to track conversions. Each conversion action has its own associated event snippet, while the site-wide tag is the same across all conversion actions in a Google Ads account.

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Set up conversion tracking Set up conversion tracking
Set up conversion tracking

There are two ways to install tags: self-installation and using Google's tag manager. Below, we'll show you how to install tags through Google's tag manager. Google Tag Manager is a tag management system that lets you quickly and easily update tags and code snippets on your website. You can use Google's tag manager to install conversion tracking tags.

Step 1: Copy the conversion code and conversion label (shown in this tag) to your conversion action.
Step 2: Follow the instructions to set up Google Ads Conversion Tracking in Google Tag Manager. To ensure accurate tracking across all browsers, add a conversion linker tag and configure it to fire on all your web pages.
Step 3: Click next.
Step 4: Click Accomplished.
If you're tracking clicks to your website as conversions, you'll need to complete additional setup steps in Google Tag Manager. This is necessary for conversion tracking to work. Choose one of the 2 options below.

  • Basic: Configure click triggers so the conversion tracking tag fires when the relevant click occurs.
  • Advanced: Add a function call to the code for the link, button, or button image. Then configure a custom event trigger so that the conversion tracking tag fires when the event (in this case, a click) occurs.


Above are the specific steps to set up conversion tracking for your website. If you have any issues with the process, don't forget to leave a comment below, we'll help you answer your questions. Don't forget to follow the site to read more good articles on this form of PPC Marketing!

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