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Google Ads conversion tracking

Conversion tracking tells Google Ads when someone who clicked your ad went on to do something valuable, such as send an enquiry, call or buy.

Why it matters

Section titled “Why it matters”

Without it, Google Ads only knows about clicks, so it can’t tell which ads, keywords or searches bring in customers. It also can’t use automated bidding properly, because it doesn’t know what it’s aiming for. Your cost per lead stays a guess.

Two ways to set it up

Section titled “Two ways to set it up”

Option 1: Import from Google Analytics. Easiest if you already use Google Analytics.

  1. Set up the actions you care about as key events in Google Analytics.
  2. Link Google Analytics and Google Ads. In Google Analytics, go to Admin > Product links > Google Ads links.
  3. In Google Ads, go to Goals > Conversions > Summary and create a new conversion action.
  4. Choose to import from Google Analytics 4 properties, tick your key events and import them.

You need admin access in Google Ads and edit access in Google Analytics. Imported key events can take 24 to 48 hours to appear.

Option 2: The Google Ads tag. Gives Google Ads its own signal and supports extra features such as enhanced conversions.

  1. In Google Ads, go to Goals > Conversions > Summary and create a new conversion action.
  2. Choose Website and follow the steps to set up the tag on your site, either directly or through Google Tag Manager.

Things to know

Section titled “Things to know”
  • Mark only the conversions that really matter, such as enquiries and sales, as Primary. These are the ones bidding aims for. Set anything else as Secondary.
  • A new conversion often shows Unverified or Inactive until the first one is recorded. Send a test enquiry through an ad click or Tag Assistant to check.
  • After changing conversions, give automated bidding a week or two to settle before judging results.

Check it worked

Section titled “Check it worked”

In Google Ads, go to Goals > Conversions > Summary. Each conversion action should show a status of Active or Recording conversions. You can also check the tag with Google Tag Assistant.

Google’s guide

Section titled “Google’s guide”

About conversion measurement (Google Ads Help)