Most advertisers don’t lose money because their targeting is bad—they lose money because they’re optimizing blind. If you’re not measuring purchases, leads, sign-ups, or calls correctly, you’ll end up scaling the wrong keywords and pausing the campaigns that actually drive revenue. This guide walks you through conversion tracking in Google step-by-step: how conversion tracking Google Ads works, how to create a conversion action in Google Ads, install the Google Ads conversion tracking tag (now the Google tag for Google Ads), set up Google Ads conversion tracking with Google Tag Manager, enable enhanced conversions Google Ads, and track phone call conversion tracking Google Ads—including a practical path for Shopify Google Ads conversion tracking.
What Is Google Ads Conversion Tracking?
Conversion tracking in Google Ads measures what people do after they click or view your ad—like buying, submitting a lead form, signing up, calling your business, or completing a key on-site action. Instead of optimizing for clicks, you optimize for outcomes.
This is the difference between “traffic” and “growth.” When your Google Ads conversion tracking setup is correct, you can answer questions like: Which campaign drove the most qualified leads? Which keyword produced sales? Which landing page converts? That’s why teams pair tracking with google ads tracking analysis and bid strategies.
- A conversion action in Google Ads (purchase, lead, sign-up, etc.)
- A google conversion tag implementation using the Google tag or Google Tag Manager
- Enhanced conversions in Google Ads for stronger measurement
- Phone call conversion tracking Google Ads if calls matter to your business
Before You Start: A Clean Tracking Foundation
Before you paste any Google Ads conversion tracking code, define what a “conversion” actually means for your business and how you’ll use it for bidding.
| Conversion type | Example | Best practice |
|---|---|---|
| Primary (optimize for) | Purchase, qualified lead, booked demo | Use for bidding + “Include in Conversions” |
| Secondary (observe) | Add to cart, time on site, scroll depth | Track, but don’t let it control smart bidding |
| Offline / assisted | Closed-won deal, qualified call, CRM stage | Import offline conversions for real ROI signals |
- You have access to Google Ads and the website (or GTM) to install tags
- You know the “thank you” page or the event that signals success (submit, purchase, call)
- You’ll decide whether to use Google tag, GTM, or import from Analytics
- You’ll validate tracking before optimizing anything
If you’re seeing weird performance (clicks but no conversions, conversions that spike randomly), treat it like ad diagnostics—assume there’s a measurement bottleneck before you blame the campaign.
3 Ways to Set Up Conversion Tracking in Google Ads
There are three practical approaches for how to set up conversion tracking in Google Ads. Choose the one that matches your tech stack and control level.
| Method | Best for | Tradeoff |
|---|---|---|
| Google tag (site code) | Simple websites, direct control | Needs developer access; less flexible than GTM |
| Google Tag Manager | Most teams (best balance) | Requires GTM discipline to avoid tag chaos |
| Import from Analytics (GA4) | If GA4 events are already clean | Can add latency/limits; still needs correct tagging |
Note: you’ll still create the conversion action in Google Ads first—then implement tracking using Google tag or GTM. In newer setups, Google references the Google tag rather than the older “global site tag” wording, but many marketers still search for “global site tag Google Ads” and “Google Ads conversion tracking tag”—so you’re not alone.
Step-by-Step: Google Tag Setup (Website Conversion Tracking)
This is the fastest method if you can edit site code. You’ll create a conversion action, then install the Google Ads conversion tracking tag snippets provided by Google. Google calls this the Google tag for Google Ads conversion tracking.
- Go to Goals (or Conversions) in Google Ads
- Click Create conversion action
- Choose Website, then define the action (Purchase / Lead / Sign-up / etc.)
- Set value (recommended), count (one vs every), and attribution model
Google will show a base snippet. That’s your site-wide tag (commonly still referred to as the “global site tag”). Add it to the <head> of all pages. This is the “always-on” part of your Google Ads conversion tracking code.
Tip: If your site already has a Google tag for another Google product, don’t duplicate it—use one clean implementation.
Google will also provide an event snippet that fires when the conversion happens (e.g., on /thank-you after a form submit). This is what most people mean by “google conversion tag.”
Validation (non-negotiable)
After installing the tag, do a test conversion and verify that Google Ads detects it. If it doesn’t, don’t “wait and hope.” Fix it now—measurement errors compound fast.
Step-by-Step: Conversion Tracking in Google Ads with Google Tag Manager
Google Ads conversion tracking with Google Tag Manager is the best approach for most teams because it’s flexible: you can trigger conversions on pageviews, form submits, purchases, or custom events—without redeploying your site each time.
- Create the conversion action in Google Ads (same as above)
- In GTM, add (or confirm) your base Google tag implementation
- Add a conversion tag with your Conversion ID + Conversion Label
- Set a trigger that matches the real success signal (thank-you page, purchase event, form success)
- Preview in GTM, test, publish, then validate in Google Ads
Choosing the right trigger (this is where most setups fail)
Your conversion trigger should be a true confirmation—not an intent signal. Here’s a safe rule: if the user can trigger it without completing the action, it’s not a conversion trigger.
| Business action | Good trigger | Bad trigger (overcounts) |
|---|---|---|
| Lead form | Thank-you page OR success event | Button click |
| Purchase | Order confirmation page + transaction ID | Cart view |
| Phone call | Website call tracking (Google forwarding number) | Click-to-call link click only |
Once tracking is stable, you can focus on the metrics to optimise google ads—like conversion rate, CPA, ROAS, impression share, and conversion value per click.
Enhanced Conversions Google Ads: What They Are (and When to Use Them)
Enhanced conversions Google Ads help improve measurement by securely sending first-party customer data (like email or phone) that users provide during conversion. Google uses it to improve attribution when cookies are limited and to connect conversions to ad interactions more reliably.
- You run lead gen forms or checkouts where users enter email/phone
- You use smart bidding and want better conversion signals
- You want more reliable attribution across devices/browsers
Setup options
You can set up enhanced conversions using the Google tag or with GTM. The cleanest path is: enable enhanced conversions in Google Ads for the conversion action, then configure your tag/GTM to send user-provided data at conversion time (in a privacy-safe way).
Phone Call Conversion Tracking Google Ads (Website Calls)
If calls drive revenue, don’t treat them like “extra.” Phone call conversion tracking in Google Ads helps you measure calls that happen after someone clicks your ad and reaches your site.
- Create a Call conversion action in Google Ads (calls from website)
- Install the call tracking snippet (Google uses a forwarding number)
- Set minimum call duration (e.g., 30–60 seconds) to filter low-quality calls
- Test by clicking an ad (or using a test click ID) and calling the displayed number
If your business runs ads with strong storytelling (like tourism or destination offers), call tracking becomes even more important—because the impact often shows up as calls, not just form leads. That’s a common pattern in video marketing for travel.
Shopify Google Ads Conversion Tracking: A Practical Approach
Shopify Google Ads conversion tracking usually means tracking: purchases, add-to-cart, begin checkout, and sometimes phone calls (if you’re driving to call). The exact setup depends on whether you’re using Shopify’s native integrations, GTM, or a custom theme implementation.
- Use GTM for control and consistent triggers
- Track purchase on order confirmation using a transaction/order ID
- Send conversion value (revenue) so Google can optimize for ROAS
- Enable enhanced conversions (email/phone from checkout if available)
Two Shopify pitfalls to avoid: (1) firing the purchase conversion on “checkout started,” and (2) firing purchase multiple times (page refresh = double counting). Your google ads conversion tracking setup should be strict: one purchase = one recorded conversion.
Troubleshooting for Conversion Tracking in Google Ads: Fix What Breaks Measurement
If you’ve ever asked “why is my Google Ads not converting?” there’s a good chance your tracking is either missing, duplicated, or firing on the wrong action. Troubleshooting becomes simple when you follow a structured checklist.
- Is the Google tag installed on every page?
- Is the conversion tag firing only on the true success signal?
- Are you double-firing (SPA route changes, refresh, duplicate tags)?
- Is your conversion action set as Primary or Secondary correctly?
- Are you using the correct Conversion ID + Label?
- Is the attribution window aligned with your sales cycle?
- Is consent/blocked scripts preventing tags from loading?
- Do test conversions appear in Google Ads diagnostics?
Once tracking is stable, creative testing becomes easier—especially if your strategy includes short form videos. The key is: don’t judge creative until measurement is trustworthy.
Key Conversion Tracking Statistics (Quick Snapshot)
After Setup: How to Use Conversion Tracking to Optimize Google Ads
Once you have reliable google conversion tracking, optimization becomes logical. You stop asking “what should I change?” and start asking “what lever increases conversion value per spend?”
- Verify conversion integrity (no duplicates, correct triggers, correct values)
- Segment results by campaign, ad group, keyword, device, location
- Fix leakage (low landing page experience, slow pages, irrelevant queries)
- Scale winners (budgets + bids + variations of the winning offer)
- Test new creatives with controlled experiments
This is also where multi-format campaigns shine. For example, use Search for capture and use video to educate and warm the audience—especially if your offer needs explanation. If you already have strong video assets, repurpose them into short variations (hooks, outcomes, before/after) and test systematically.
How AdSpyder Helps After Your Tracking Is Set
Conversion tracking tells you what’s working. The next step is to produce more “working” creatives and landing pages without guessing.
- Spot recurring winning hooks, offers, and CTAs in your niche
- Compare competitor landing pages and messaging structure
- Build faster test iterations once you know which campaigns convert
When tracking is clean, you can scale with confidence—because every test you run has a reliable measurement signal behind it.
FAQs: Google Ads Conversion Tracking
How do I set up conversion tracking in Google Ads?
What is the Google Ads conversion tracking tag?
Should I use Google Tag Manager for conversion tracking?
What are enhanced conversions in Google Ads?
How do I track phone call conversions in Google Ads?
Why are conversions not showing in Google Ads?
How do I set up Shopify Google Ads conversion tracking?
Conclusion
A correct Google Ads conversion tracking setup is the foundation for profitable PPC. Create the right conversion actions, install the Google tag (or implement via GTM), validate firing and settings, then enable enhanced conversions for stronger attribution. Once measurement is trustworthy, you can optimize with confidence—because every change you make is tied to real business outcomes, not guesswork.
