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. 

After creating 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. Click Add a tag.
4. Name the tag and select the following type: Google Ads Tracking Conversion.
5. Click Next.
6. Paste the Google Ads conversion ID and label. And optionally a value. 
   

   

7. In Advanced tag settings, choose Consent type. Set it up if you use a consent form on your site. This tag will fire only for visitors who accept the selected consent type.
8. Respect opt-out and DNT is turned on by default. Leave it as is, if you want to respect visitors who set Do-Not-Track in their browsers, or visitors who opt out of tracking using our opt-out form.
9. Enable document.write is turned off by default. Toggle this option, if your tag needs document.write.
10. In Flight dates, set the date and time when the tag is fired.
11. In Tag triggers, click Add a trigger or Choose existing trigger to set up a trigger for your tag.
12. Adjust trigger conditions.
13. When you’re done, click OK for the trigger.
14. Click Save for the tag.
15. Test your tag in debug mode.
16. When you’re happy how the tag works, click Publish.

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

1. Open a new trigger.
2. Name the trigger.
3. In Event type, choose a type. For example, Page view.
4. Click Next.
5. In Event conditions, define conditions for the trigger. For example, Page URL contains clearbank.com/thank-you.
   

   

6. When you’re done, click OK.

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.