The Ultimate Guide to Tracking Conversions in Google Ads

Tracking Conversions in Google Ads

Are you struggling to measure the effectiveness of your Google Ads campaigns? With a staggering 90% of internet users seeing Google Ads, understanding how these interact with your audience is paramount.

This ultimate guide will equip you with the necessary knowledge and tools to set up and analyse conversion tracking in Google Ads efficiently, taking the guesswork out of campaign optimization.

Ready for better decision-making based on reliable data? Let’s dive in!

Key Takeaways

  • Understanding the importance of tracking conversions in Google Ads is crucial for measuring campaign effectiveness and making data-driven decisions.
  • Google Ads allows you to track various types of conversions, including website conversions, phone call conversions, app installations, and imported conversions.
  • Setting up Google Ads conversion tracking involves creating a conversion action, choosing the appropriate category, adding the conversion value, selecting the conversion count and window, and implementing the conversion tracking code.
  • By accurately tracking conversions in Google Ads, advertisers can optimize their campaigns for better performance and maximize their return on investment (ROI).

Why Track Conversions in Google Ads?

Tracking conversions in Google Ads provides invaluable insights into the effectiveness of your advertising efforts. It identifies which ads, keywords, and campaigns are driving valuable customer actions.

These actions can range from online purchases and phone calls to app installs or newsletter sign-ups.

Understanding these success markers not only benefits cost management but also supports in making strategic decisions for future campaigns. Businesses that utilize conversion tracking tools typically witness improved campaign performance, as they can tap into data-driven insights to streamline their marketing strategy efficiently.

Moreover, rational tracking of Google Ads conversions helps allocate the budget more effectively by identifying high-performing ads and discarding underperforming ones. Such an approach not only boosts engagement rates but also maximizes return on investment (ROI).

Therefore, monitoring conversions enables a clearer view of customer behaviors on landing pages tied with specific ad campaigns – leading to better optimization for increased sales transactions.

Importantly, The Ultimate Guide to Tracking Conversions in Google Ads offers easy-to-follow instructions suitable for all levels; whether you’re a rookie advertiser trying to understand what is conversion tracking or an established marketer targeting precision using advanced techniques like the Google Ads conversion tracking tag manager.

Types of Conversions You Can Track with Google Ads

Google Ads allows you to track various types of conversions, including website conversions, phone call conversions, app installations, and imported conversions.

Website Conversions

Website conversions are a crucial metric for measuring the success of your Google Ads campaigns. By tracking website conversions, you can determine how effectively your ads are driving desired actions on your website, such as purchases, form submissions, or newsletter sign-ups.

This valuable data allows you to optimize your campaigns and make informed decisions to maximize your return on investment (ROI).

With Google Ads conversion tracking, you can easily set up and track various types of website conversions. Whether it’s a completed purchase or a lead generated through a contact form, Google Ads provides the tools to accurately measure and attribute these conversions to specific ads or keywords.

By analyzing this data, you can identify which aspects of your campaign are performing well and where improvements need to be made.

Setting up website conversion tracking in Google Ads is straightforward. You’ll need to create a conversion action and specify the type of conversion you want to track (such as purchases or sign-ups).

Phone Call Conversions

Phone call conversions are an essential type of conversion that can be tracked using Google Ads. By setting up phone call conversion tracking, advertisers can gain valuable insights into the effectiveness of their ad campaigns in driving phone calls to their business.

This feature is especially valuable for businesses that rely on phone inquiries or sales as a primary means of generating revenue. With Google Ads’ phone call conversion tracking, advertisers can see which keywords, ads, and campaigns are driving the most calls, allowing them to optimize their advertising efforts accordingly.

By accurately measuring and analyzing phone call conversions, advertisers can make data-driven decisions to maximize their return on investment (ROI) and drive more meaningful interactions with potential customers.

App Conversions

App conversions are an essential aspect of tracking conversions in Google Ads. With the increasing popularity of mobile apps, it’s crucial for advertisers to measure and optimize their app-related campaigns effectively.

By tracking app conversions, advertisers can gain insights into how well their ads are driving app installations and user actions within the app. This data allows them to make informed decisions about targeting, bidding strategies, and ad creatives to maximize their return on investment (ROI).

The Ultimate Guide to Tracking Conversions in Google Ads provides step-by-step instructions on how to set up and track app conversions, ensuring that advertisers can effectively measure the success of their app marketing efforts.

Imported Conversions

Imported conversions are a valuable feature in Google Ads that allows advertisers to track and measure conversions that occur outside of their website or app. This feature is especially useful for businesses with offline sales channels, such as brick-and-mortar stores or call centers.

By importing conversion data, advertisers can gain a holistic view of their advertising performance and accurately attribute conversions to specific campaigns or keywords. With imported conversions, advertisers can optimize their Google Ads campaigns based on comprehensive data and make more informed decisions to drive better results.

How to Set up Google Ads Conversion Tracking

To set up Google Ads Conversion Tracking, follow these steps: create a Conversion Action, choose the Category, add the Conversion Value, select the Conversion Count and Window, and implement the Conversion Tracking Code.

Create a Conversion Action

To set up conversion tracking in Google Ads, the first step is to create a conversion action. This involves defining what actions on your website or app you consider as conversions.

It could be a purchase, form submission, or any other valuable action that indicates success for your business. By creating a conversion action, you establish the foundation for tracking and optimizing your campaigns based on real data.

The Ultimate Guide to Tracking Conversions in Google Ads provides detailed instructions on how to create a conversion action effectively and ensures you have all the necessary information to measure the success of your advertising campaigns accurately.

Choose the Category

To effectively track conversions in Google Ads, it is essential to choose the appropriate category for your conversion action. The category determines how Google Ads attributes and reports on your conversions.

By selecting the right category, you can gain valuable insights into the performance of your ads and make data-driven optimizations.

Some common categories include purchases, sign-ups, leads, and page views. It’s important to choose a category that aligns with your specific business goals and objectives. For example, if you’re an e-commerce store looking to measure online sales generated from your ads, selecting the “purchases” category would be ideal.

By accurately categorizing your conversions in Google Ads, you’ll be able to analyze their effectiveness in driving results and determine which campaigns or keywords are performing best.

This information empowers you to allocate resources efficiently and optimize future advertising strategies for maximum ROI.

Add the Conversion Value

To accurately measure the success of your Google Ads campaigns, it’s crucial to add the conversion value. The conversion value refers to the monetary worth or importance assigned to each conversion action.

By assigning a specific value, you can determine the return on investment (ROI) and make informed decisions about your advertising strategy. This allows you to optimize your bidding and target high-value conversions, ultimately maximizing your ROI.

With clear instructions provided in our Ultimate Guide, adding the conversion value is a straightforward process that ensures you have a comprehensive understanding of how much each conversion is worth to your business.

Select the Conversion Count

The “Select the Conversion Count” step in setting up Google Ads conversion tracking is crucial for accurately measuring and analyzing your campaign performance. This step allows you to choose how conversions are counted, giving you more control over how success is determined.

Whether it’s counting each conversion or unique conversions, this selection helps tailor the tracking process to your specific goals.

By selecting the appropriate conversion count method, you can gain valuable insights into which ads and keywords are driving the most conversions. This information enables you to make data-driven decisions when optimizing your campaigns and allocating your budget effectively.

With the ability to track and analyze multiple conversion actions within a single campaign, you can understand not only if an ad leads to one type of action but also its impact on various customer interactions.

Select the Conversion Window

Selecting the conversion window is a crucial step in setting up Google Ads conversion tracking. The conversion window determines how long after a click or ad interaction a conversion can be attributed to that specific ad.

It allows advertisers to choose the time frame in which they want conversions to be tracked and counted. This flexibility ensures that advertisers have control over which conversions are included in their data analysis and campaign optimization efforts.

By selecting an appropriate conversion window, advertisers can accurately measure the impact of their ads on user actions and make informed decisions based on reliable data.

Implement the Conversion Tracking Code

To implement the conversion tracking code in Google Ads, simply follow these steps: After creating a conversion action and choosing the appropriate category, you’ll need to add the conversion value and select the conversion count.

Next, choose your desired conversion window to determine how long after an ad click or impression a conversion will be counted. Finally, it’s time to implement the all-important conversion tracking code onto your website.

This code allows Google Ads to track conversions accurately by placing it on pages where customers complete valuable actions. By implementing this code correctly, advertisers gain valuable insights into their campaign performance and can make data-driven optimizations for improved results.

Analyzing Your Google Ads Conversion Data

Analyzing your Google Ads conversion data is essential for understanding the effectiveness of your advertising campaigns and making informed decisions.

Unverified Tracking Status

The Ultimate Guide to Tracking Conversions in Google Ads highlights common issues that advertisers may encounter when it comes to conversion tracking, such as the “Unverified Tracking Status.” When this status is displayed, it means that Google Ads hasn’t yet verified the conversion tracking setup.

This could be due to various reasons, such as incorrect implementation of the tracking code or insufficient data for verification.

Advertisers should take immediate action when facing an unverified tracking status to ensure accurate measurement of their conversions. They can double-check the implementation of the conversion tracking code on their website or app and verify if it matches the instructions provided in the guide.

Additionally, advertisers can wait for some time and monitor their campaigns closely to see if conversions are being properly recorded. If there is still no verification after a certain period, they may need to reconfigure their conversion settings or seek assistance from Google Ads support.

No Recent Conversions

No Recent Conversions is a status in Google Ads that indicates when there haven’t been any conversions recorded for a particular conversion action within the selected time period. This can happen due to various reasons, such as low ad visibility, poor targeting, or ineffective ad copy.

It’s important to regularly monitor this status and take necessary actions to increase conversions. By analyzing ad performance metrics and making data-driven adjustments to your ads and targeting strategies, you can optimize your campaigns for better results and ensure that your advertising efforts are driving meaningful conversions.

Tag Inactive

Inactive tags in Google Ads conversion tracking can be a hindrance to accurately measuring and optimizing your advertising campaigns. An inactive tag means that the code placed on your website or landing page to track conversions is not working correctly, resulting in no data being recorded.

This can occur due to various reasons, such as changes made to the website structure or updates in the tracking code. It is essential to regularly check for inactive tags and resolve them promptly to ensure accurate tracking of conversions.

By addressing inactive tags, you can confidently analyze your conversion data and make informed decisions to improve campaign performance and maximize your return on investment (ROI).


If you notice that a conversion tracking tag has been “removed” in your Google Ads account, it means that the code snippet or tracking configuration for that particular conversion action has been removed from your website.

This removal may have been intentional if you no longer want to track that specific type of conversion, or it could be due to an accidental deletion.

It is crucial to regularly monitor and review your conversion tracking settings to ensure accurate data collection and measurement of your advertising campaigns. If you encounter a “removed” status, take immediate action by re-implementing the correct tracking code on your website or corresponding landing pages.

Linking Google Ads and Google Analytics

Linking Google Ads and Google Analytics is an essential step in effectively tracking conversions. By connecting these two platforms, advertisers can gain a deeper understanding of how their ads are performing and use this data to optimize their campaigns. Here’s how you can link Google Ads and Google Analytics:

  1. Sign in to your Google Ads account.
  2. Click on the Tools & Settings icon in the upper right corner and select “Linked accounts” from the drop-down menu.
  3. Under the “Google Analytics” section, click on “Details”.
  4. You will be redirected to the Google Analytics page. Select the property you want to link with your Google Ads account.
  5. Click on “Continue” and follow the prompts to complete the linking process.
  • Enhanced Conversion Tracking: With the combined power of Google Ads and Google Analytics, you can track conversions more accurately, including cross-device conversions and multi-channel attribution.
  • Deeper Audience Insights: Linking both platforms enables you to access detailed audience data in Google Analytics, allowing you to target your ads more effectively based on user demographics, interests, and behavior.
  • Advanced Remarketing: By integrating Google Ads with Google Analytics, you can create sophisticated remarketing lists based on specific user actions or behaviors tracked by Analytics.
  • Seamless Data Sharing: Linking your accounts simplifies data sharing between platforms, streamlining reporting and analysis processes so that you get a holistic view of your advertising performance.


In conclusion, “The Ultimate Guide to Tracking Conversions in Google Ads” is a must-read for advertisers looking to boost their campaign effectiveness and maximize ROI. With easy-to-follow instructions and comprehensive insights, this guide empowers marketers of all levels to accurately track conversions and make data-driven decisions.

Start implementing these conversion tracking strategies today and unlock the full potential of your Google Ads campaigns.


1. What is conversion tracking in Google Ads?

Conversion tracking in Google Ads is a feature that allows advertisers to measure and track the actions taken by users after clicking on their ads, such as making a purchase, filling out a form, or signing up for a newsletter. It provides valuable insights into the effectiveness of ad campaigns and helps optimize future advertising efforts.

2. How do I set up conversion tracking in Google Ads?

To set up conversion tracking in Google Ads, you need to create a conversion action and add the generated snippet of code to your website or mobile app. The code tracks user activity and sends data back to your Google Ads account, enabling you to track conversions and attribute them to specific ads or keywords.

3. Can I track conversions across different devices with Google Ads?

Yes, you can track conversions across different devices using cross-device conversion tracking in Google Ads. By enabling this feature, you can understand how users interact with your ads and whether they convert on multiple devices (e.g., clicking an ad on their smartphone but completing the purchase on their computer).

4. Why is it important to track conversions in Google Ads?

Tracking conversions in Google Ads is important because it allows you to measure the return on investment (ROI) of your advertising campaigns. By understanding which ads are driving valuable actions from users, you can make data-driven decisions about budget allocation, keyword optimization, and audience targeting to maximize your campaign’s performance and achieve your business goals.

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