Google_Conversion Tracking Guide

Google Ads Conversion Tracking – Configure your Sales Flow

Imagine that you are creating Google Ads campaigns and you don’t absolutely know how they are performing because you lose track of what the clients do once they have clicked on your ad. How do you know that the campaigns are working or not? It is literally impossible to work on your SEM (Search Engine Marketing) strategy like this.

If you are planning to use Google Ads to get more traffic and potential customers, it is essential for you to know how to implement the conversion tracking code so that you can know where you are doing great with your ads (they are converting a lot) or where you need to improve your strategy (ads performance is poor).

Why should I implement Google Ads conversion tracking?

One of the main problems that you might have when first starting to use Google Ads is that you are unfamiliar with certain terms such conversions or Google Ads conversion tracking.

In general terms, a conversion means that a client did something we wanted him/her to do with our website. For example, if I have a news website I would consider a conversion when a client subscribes to our newsletter, when he/she shares one of our articles or when they sign up.

In the e-commerce world when we talk about conversions we normally refer to sales, so if I say that my shop had 10 conversions yesterday it means that I had 10 sales.

So, what are some of the benefits of having Google Ads conversion tracking implemented?

  • You can check which keywords, ads, or ad groups are performing better based on their conversion rate. This way you can also use this information to start optimizing the copies of your ads, remove keywords with high competition and low conversion rates.
  • Check if your ads are converting better on mobile devices or desktop, so that you can better optimize and focus your strategy.
  • Track the ROI of your Google Ads campaigns. If you don’t know how much you are getting in return after your investment, it is impossible to calculate if the actions are worth it.
  • If you know which ads are performing well and which ones aren’t performing that well, you can optimize your marketing budget.
  • You will have some data about which of your products performs better than others!

How to add Google Ads conversion tracking

Before starting to learn how to add the Google Ads conversion tracking, there is one thing that you have to keep in mind: how the conversion tracking works. The conversion tracking is just an event that tells you that someone has reached a certain page. So if you set your conversion tracking code at the homepage of your website it will tell you that all the visits are conversions and that is definitely not what we want!

So how do we solve this problem? Easy, there are certain pages that are only accessible when you have done an action previously. Have you heard about the “Thank you pages”?

thank you page


This page can only be viewed by those customers who made a purchase, so these are the pages where you want to install your Google Ads conversion tracking code.

Let’s begin with a quick tutorial, we will be needing:

  • Step 1: Create a conversion action.
  • Step 2: Install the global site tag.
  • Step 3: Install the event snippet.

Step 1: Create a conversion action

  1. Sign into your Google Ads account and go to the “Conversions” section.
  2. Check the different conversion options available to track and choose the one that suits better your needs.
  3. Select a name and a description for the code. Be always as descriptive as possible so that you can properly differentiate it from other codes!
  4. Select the value of conversion. If you only want people to subscribe to your newsletter, then select the same value for each conversion. In case that you are selling products with different prices select different values for each conversion.
  5. Once you have finished the rest of the steps, you will see the code that has been just created.

Step 2: Install the global site tag

  1. Once you have created the conversion action, click on “Install tag yourself”
  2. Copy the global site tag code that you will find.
  3. Open the back office of your store and search for the option to edit the theme you are currently using for your store.
  4. Paste the code between the <head> and </head> of the theme. This will make the code work for your entire website.

Step 3: Install the event snippet

  1. Select Event Snippet and then Page load on Google Ads.
  2. Copy the snippet code.
  3. Edit the checkout page or “Thank you page” just as you edited the when you first added the global site tag. 
  4. Paste the Global site tag first, then paste the snippet code.

As you can see, adding the conversion tracking code is easy if you know how to do it. These are the basic steps, if you need more information or help about how to install the code just send us a message and we would be happy to help!



Hao Xu

Digital marketing and Xiaomi lover, Hao-Xu is constantly looking for new products to fill his house with. He’s a product manager and ecommerce platform expert for us at Clever 🤙 #ecommerce #shopify #prestashop #bigcommerce #woocommerce

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