The Google ads have always stressed the necessity of conversion tracking as a solid component of the overarching strategy. With the help of AdWords, you can observe a number of activities users perform after clicking the ads placed by you. Hence, There is one thing you should know; in this nonstop model, in this in-depth guide, you will learn how conversion tracking works in Google Ads step by step.


What is Conversion Tracking?


 Therefore, Conversions can include actions such as:Conversions can include actions such as:


  • Purchases: Going through a purchase process in an e-business environment.
  • Leads: Entering their details in any contact form such as a subscription to any newsletter.
  • Phone Calls: Using a contact number to your business right from the ad.
  • App Downloads: Having your mobile application.
  • Engagement: Time spent with a particular page or with several pages at least, it can be visiting a particular page.


Why is Conversion Tracking Important?


  1. Measure ROI: Understand the ads ROI by following the ads outcomes with conversion to know those which are bringing returns on the money spent on the ad.
  2. Optimize Campaigns: Inform the allocation of the budget and to focus on the high performing keywords and ads.
  3. Make Data-Driven Decisions: Take program conversion data and make modifications to the marketing programs so as to enhance the general performance of the overall campaign.
  4. Automate Bidding: Provide the capability to implement advanced bidding techniques like Target CPA or Target ROAS where the bids would be adjusted automatically based on conversion metrics.

conversion tracking google ads

Step-by-Step Guide to Setting Up Conversion Tracking

Step 1: Access Google Ads Account

First of all, you need to go to the Google AdWords account that you use actively. First, please be sure that you have sufficient administrative rights on the PC to make the changes.


Step 2: Create a New Conversion Action


Therefore, which lists users who have never made a conversion action up until that point in time in the user conversion history.


  • Navigate to Conversions: Since you are in the Google Ads account, navigate to the upper right corner of the account and click on the “Tools & Settings” wrench icon. In the Monitoring and Analysis step, under the “Measurement” tab, agree to “Conversion.”
  • Add a New Conversion Action: To create a new conversion action, one has to click on the plus button (+).


Step 3: Select Conversion Source


Google Ads offers several conversion sources, including:Google Ads offers several conversion sources, including:


  • Website: Monitoring of actions which have been performed in your website.
  • App: Track in-app conversions.
  • Import: Unfortunately, still, track conversions from offline or in another system.

For this guide setting up of conversion tracking specifically on a website shall be the area of interest.

  • Choose Website: Choose Website as the conversion source and then click Continue.


Step 4: Set Up Conversion Tracking for a Website

 In order to complete the setup for conversion tracking for a website, the following steps are recommended:

  1. Define Conversion Action: Type a name for the conversion action (e.g., “Purchase”, “Lead form submission” and so on).
  2. Choose a Category: Choose the Conversion Type closest to your conversion action; it may be “Purchase, “Lead”, “Page View” etc.
  3. Assign a Value: Here you can put some value if your conversion has any, for instance, the price of a product. If it does, you can select to “Use a different value for each conversion” and add it to your website’s HTML/PHP code. 
  4. Count: Decide if converting every click into a conversion or if only one conversion per click on the ad is to be considered. For sales, ‘Every’ is used most of the time while for leads it may be better to use ‘One’.
  5. Conversion Window: Specify the period within which the conversion of ad interaction is expected to occur. It is 30 days by default.
  6. View-Through Conversions: Define the time interval for the view through conversion (people likely to view your ad,and ignore it).
  7. Attribution Model: Select the attribution model to define the distribution of the credits to received conversions, ads, clicks, and keywords. Some familiar ones are Last Click, First Click and Linear models.

Step 5: Set Up Conversion Tracking Tag


  • Install the Tag Yourself: This is doable if you have a direct access to the code of your website as you can install the tag by yourself. 
  • Email the Tag: If you are not comfortable with editing the code on your site, then you can simply email those tag instructions to your web developer.


Step 6: Add the Global Site Tag


Global Site Tag (gtag.js):This tag should be on all of the pages of your website and may commonly be placed in the <head> portion of the. They assist Google Ads to identify various activities of the users in your site.


Step 7: Add the Event Snippet

The event snippet is the actual action on the website (for example it can be a purchase or a form submission). Put this code on a page that users arrive at after performing the targeted action, like a “Thanks” page.


Again, change AW-CONVERSION_ID for your Google Ads conversion ID, CONVERSION_LABEL for your actual conversion, and CONVERSION_VALUE for the value of the conversion.


Step 8: Verify and Publish

  • Verify the Tag: Check with Google Tag Assistant or Google Analytics to verify the position of install your tags and whether or not they are firing properly.
  • Publish Changes: Once the changes have been then verified, make them go live on your website.


Step 9: Monitor and Optimize


Hence, After completing the procedure of conversion tracking, use conversion data in Google Ads to analyze performance and make necessary changes. Key metrics to track include:Key metrics to track include:


  • Conversions: The total indicator of the number of conversions.
  • Conversion Rate: The ratio of click-throughs initiating certain activities, i.e., the actual number of click-throughs to the number of those_click throughs that lead to conversions.
  • Return on Ad Spend (ROAS): A metric simply calculated by the money received from your adverts then sharing it by the amount you spent on adverts; ECPM.

Best Practices for Conversion Tracking

  1. Set Up Multiple Conversion Actions: Make an effort to track varied forms of conversion as a way of getting an overall of the improvement of the campaign.
  2. Use Smart Bidding: Use features of ‘Automated Bidding Strategies’ introduced by Google that help in adjusting bids based on the conversion data.
  3. Regularly Review Conversion Data: Hence, Check conversion rates daily and monitor trends, keywords, which are effective, and those that do not give the best results.


Hence, Before you start running campaigns in Google Ads you need to configure conversion tracking to be able track the effectiveness of your ads. Every step described in the guide helps to track users’ actions with exact precision and manage ad dollar investments with the maximum efficiency to achieve one and only goal – to get more customers and increase the business profitability.

Here at Device Doctor India, we have several niches and expertise that we offer namely; android application development, website development, and digital marketing. SKreck consulting specialists can assist you in creating and fine-tuning your advertising in Google Ads for the defined objectives. 

conversion tracking google ads