How to Track Conversions in Google Ads (2024 Ultimate Guide)


 

Tracking conversions in Google Ads is essential for measuring campaign success in Digital Marketing Course in Coimbatore at brainery Spot technology is the best Software training in Coimbatore with Placement, optimizing ad spend, and improving ROI. Without proper conversion tracking, you’re essentially running ads blindly.

This guide will walk you through step-by-step how to set up and track conversions in Google Ads, along with pro tips for accurate data.

Why Conversion Tracking Matters

✅ Measure ROI – Know which ads drive sales, leads, or sign-ups.
✅ Optimize Bids – Google’s Smart Bidding uses conversion data to improve performance.
✅ Reduce Wasted Spend – Pause underperforming ads and scale what works.
✅ Improve Campaigns – Identify high-converting keywords, audiences, and creatives.

Types of Conversions You Can Track

Google Ads allows tracking multiple conversion actions, including:

  • Website Actions (Purchases, Form Submissions, Sign-ups)

  • Phone Calls (Clicks-to-call, Call Extensions)

  • App Installs & In-App Actions

  • Offline Conversions (Store Visits, CRM Imports)

  • Cross-Device Conversions

Step-by-Step: How to Set Up Conversion Tracking in Google Ads

Step 1: Access Google Ads Conversion Tracking

  1. Log in to your Google Ads account.

  2. Click Tools & Settings (🔧) > Measurement > Conversions.

  3. Click the + New Conversion Action button.

Step 2: Choose Your Conversion Source

Select where your conversions happen:

  • Website (Most common)

  • Phone Calls

  • App (Google Play or iOS)

  • Import (From Google Analytics, Salesforce, etc.)

Step 3: Set Up Website Conversions (Example: Purchase Tracking)

  1. Enter your website URL and click Scan.

  2. Choose Manually add a conversion action if auto-scan doesn’t detect it.

  3. Select the type of conversion (e.g., "Purchase").

  4. Set Conversion Category (Purchase, Lead, Sign-up, etc.).

  5. Configure Settings:

    • Conversion Name (e.g., "Online Purchase")

    • Value (Assign a fixed value or dynamic value from your site)

    • Count (Every or One per click)

    • Conversion Window (30 days is standard)

    • Attribution Model (Data-driven recommended)

Step 4: Install the Conversion Tracking Tag

  • Option 1: Google Tag Manager (Recommended)

    • Add the Google Ads Conversion Tracking tag via GTM.

  • Option 2: Manual Installation

    • Copy the global site tag (gtag.js) and event snippet into your website’s HTML.

Step 5: Verify Your Conversion Tracking

  • Use Google Tag Assistant (Chrome Extension) to check if the tag fires correctly.

  • Test a conversion (e.g., make a test purchase) and check Google Ads > Conversions for data.

Advanced Conversion Tracking Strategies

1. Track Multiple Conversion Actions

  • Set up micro-conversions (Add to Cart, Newsletter Sign-ups) and macro-conversions (Purchases).

  • Assign different values to prioritize high-intent actions.

2. Import Conversions from Google Analytics 4 (GA4)

  • If you use GA4, link it to Google Ads and import goals.

  • Go to Tools & Settings > Linked Accounts > Google Analytics 4.

3. Track Phone Call Conversions

  • Use Call Extensions with call tracking numbers.

  • Enable "Calls from Ads" conversion tracking.

4. Offline Conversion Tracking (For CRM Leads)

  • Upload offline conversions from your CRM (Salesforce, HubSpot).

  • Match Google Click ID (GCLID) with customer data.

5. Cross-Device & Store Visit Conversions

  • Enable "Store Visits" if you have physical locations.

  • Use Customer Match to track users across devices.

Common Conversion Tracking Mistakes to Avoid

❌ Not Excluding Duplicate Conversions – Set "Count = One" for lead forms.
❌ Incorrect Tag Placement – Ensure the tag fires after the conversion.
❌ Not Using Value Tracking – Assign values to prioritize high-ROI actions.
❌ Ignoring Attribution Models – Use Data-Driven Attribution for best results.

How to Analyze Transformation Information in Google Ads

Once tracking is live, use:

  • Campaigns Tab > Columns > Modify Columns > Add Conversion Metrics

  • Segments (Time, Device, Audience) to see what’s driving conversions.

  • Attribution Reports to understand the customer journey.

Final Thoughts

Proper conversion tracking is the backbone of profitable Google Ads campaigns. Follow these steps to eliminate guesswork and make data-driven decisions.

Need help? Drop a comment below! 🚀

Bonus: Free Conversion Tracking Checklist

✅ Set up website conversion tracking
✅ Track phone calls & offline conversions
✅ Verify tags with Google Tag Assistant
✅ Exclude duplicate conversions
✅ Use data-driven attribution

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