Google Ads Conversion Tracking tag

The Google Ads Conversion Tracking tag lets you track conversions for your advertising campaigns in Google Ads. The conversion tracking works thanks to a piece of code that you install on your website. The code records conversions and passes them to Google Ads.

In Tag Manager, you can set up the tag in a hassle-free way.

Before you start

Things to know before you begin setting up conversion tracking for Google Ads:

  • You need to have a global site tag for Google Ads installed on your website. If you don’t, follow the steps described in our article: Google Ads Remarketing tag.
  • If you’re using a few Google Ads accounts, make sure that you set up the tracking for the right one. Check if the global site tag installed on your website matches the global site tag in the conversion tracking setup.

Create a conversion action

First, we need to create and define a conversion action in Google Ads. In other words, we need to tell Google Ads, what type of visitor behavior we want to count as a conversion.

To create a conversion action in Google Ads, follow these steps:

  1. Log in to Google Ads.
  2. Go to Tools > Conversions.
  3. Click + (Conversion).
  4. Select the kind of conversions you want to track. For tracking conversions on your website, pick Website.
  5. Pick a category for the action and name the action.
  6. Set the Value, if you want to measure conversions in value.
  7. Set the Count to One or Every, depending on how you want to measure conversions.
  8. Set the Conversion window.
  9. Set the View-through conversion window.
  10. Set the Include in “Conversions” to Yes or No, depending on how you want to see the conversion action in reports.
  11. Pick the Attribution model.
  12. Click Create and Continue.

Once you’ve created your conversion action, you can install the conversion tag to your website. To do that, you can use the Google Ads Conversion Tracking tag in Piwik PRO.

Find your conversion ID and label

Before you define a conversion tracking tag in Piwik PRO Tag Manager, you need to capture the conversion ID and conversion label in the conversion action in Google Ads.

To find the conversion ID and label, follow these steps:

  1. Log in to Google Ads.
  2. Go to Tools > Conversions.
  3. Select the conversion action you want to work with.
  4. Click Tag setup.
  5. Click Instal the tag yourself.
  6. In an Event snippet section, you will see lines of code. Spot the piece with 'send_to': 'AW-CONVERSION_ID/CONVERSION_LABEL'. The number after AW- is your conversion ID. The number after the slash / is your conversion label.

Set up the conversion tracking tag

Once you have your conversion ID and label, you can define the conversion tracking tag.

To set up the Google Ads Conversion Tracking tag, follow these steps:

  1. Log in to Piwik PRO.
  2. Go to Menu > Tag Manager.
  3. In the left-side menu click Create a new tag.
  4. Name the tag.
  5. Pick Google Ads Tracking Conversion template and click Save.
  6. Paste the Google Ads conversion ID and label. And optionally a value.
  7. By default, the advanced tag settings will be set for Conversion Tracking and Respect visitor privacy will be turned on. This setting will work together with Consent Manager and the tag will fire only for visitors who consent to conversion tracking.
  8. Tip: Optionally, you can change the tag type. For example, to Remarketing so that you have less types of consents in the consent form.

  9. In Tag triggers, select + New trigger and set up the trigger for this tag.
  10. Click Save for a trigger and Save for a tag.
  11. Before you publish the tag you can see if it’s fired in the debug mode.
  12. When done with the setup, click Publish to make the tag go life.

If you need some help with setting up the trigger, follow these steps:

  1. Open the new trigger
  2. Name the trigger.
  3. Select the event type for a trigger (on small-size screens click the drop-down menu).
  4. In Trigger conditions, set one or more conditions that need to be met for a tag to fire. For example, Page URL contains
  5. When done, click Save for a trigger and click Save for a tag.

When setting up conversion tracking for Google Ads remember to use the triggers relating to the conversion actions. For example, if your conversion action is signing up for a trial set the trigger to fire on the last page of the signup process.

Conversion tracking report

Once the tracking of ad conversion is done, the Piwik PRO Tag Manager will capture and send data to Google Ads. The counted conversions will appear in the conversion report.

To access the conversion report in Google Ads, follow these steps:

  1. Log in to Google Ads.
  2. Go to Tools > Conversions.
  3. Here you will see the list of all conversion actions created by you. In the table, you will find columns All conv. and All conv. value which tell you how many conversions has happened.
Was this article helpful?

Technical Support

If you have any questions, drop us a line at

We’re happy to help!