Setting Up Conversion Tracking in Google Ads
Explain why conversion tracking is crucial: it allows you to measure the true success (beyond clicks) and enables Smart Bidding to optimize properly. Walk through how to set up conversions in Google Ads:
- Using the Conversions section in Tools: create a new conversion action (e.g. Website, Phone calls, App installs, or Import from another system).
- Focus on Website conversions: define a conversion (like form submission, purchase, sign-up). Show the options (category, value, count, attribution model selection).
- Demonstrate how to get the Google Ads Conversion Tracking Tag or use Google Tag Manager to install it on the site. If learners are not developers, stress coordination with a web developer to place the code on the confirmation/thank-you page for the action.
- Mention the new approach of using Google Tag Manager or global site tag (gtag.js) and how one tag can serve multiple purposes (Google Ads and Analytics). Show an example snippet.
Discuss verification: how to use the Google Ads tag diagnostics or the Google Tag Assistant tool to ensure the conversion tag fires when someone completes the desired action.
Tracking Different Conversion Types
Cover common conversion types relevant to intermediate/advanced advertisers and how to handle them:
- Web Form Submissions or Sign-ups – Usually tracked by a thank-you page load or event (if using event snippet).
- Online Sales (E-commerce) – Typically captured with conversion value (transaction amount). Introduce the concept of passing dynamic values (like revenue) to Google Ads through the conversion tag – requires e-commerce tagging on the site.
- Phone Call Conversions – Two methods: calls from ads (using Call Extensions/Call Ads Google forwarding numbers) and calls from website (using Google’s forwarding number on your site via the tag). Show how to set up call conversions and that in some countries Google can swap the number to track duration of call, etc.
- Offline Conversions – Advanced topic: uploading conversions that happen offline or in a CRM (e.g., a sale that was made after a lead, or in-store sale attributed to an ad click). Explain at a high level that Google Ads allows importing these via spreadsheets or its API for full ROI measurement.
By listing these, ensure learners think beyond just a basic web form and set up all relevant conversion points for their business.
Google Analytics 4 (GA4) Integration
Discuss the benefits of linking Google Ads with Google Analytics:
- Importing Goals/Conversions from GA4 into Google Ads as an alternative tracking method (especially useful if already configured in GA4, such as button click events or page scrolls as conversions).
- Using GA4’s richer data in Google Ads: metrics like bounce rate or time on site aren’t directly in Ads, but Analytics can show post-click behavior.
- Walk through how to link GA4 to Google Ads (Admin > Product Links in GA4 or Linked accounts in Google Ads) and how to import conversions from GA4 to Ads. Note any differences from the old Universal Analytics if relevant (e.g., GA4 events model and setting which events are marked as conversions).
- Emphasize not to double count (don’t track the same action via both Ads tag and imported GA goal unless you set them up carefully).
Show an example of viewing Google Ads campaigns in GA4’s acquisition reports to analyze user behavior after the click, which can provide insights for optimization (like high bounce rate on certain keywords might indicate a landing page issue).
Conversion Attribution Models
Introduce the concept of attribution in conversion tracking – how credit for a conversion is assigned to clicks:
- Define last-click (traditional default) vs other models (first-click, linear, time decay, position-based, and data-driven).
- Highlight that as of 2023, Data-Driven Attribution (DDA) is now the default model for new conversion actions
. Explain what DDA does (uses Google’s machine learning to distribute credit across touchpoints based on past data).
- Discuss scenarios: For single-channel search-only focus, last-click vs data-driven might not differ much unless there are multiple ad interactions; but for advertisers using multiple channels or multiple search ads, attribution can change how conversions are counted per campaign/keyword.
- Advise that advanced users should understand attribution to interpret results correctly. For example, if using data-driven, a generic keyword might get partial credit for a conversion that a brand keyword closed. Google Ads’ attribution reports can show this assist data.
If time permits, show where in Google Ads you can adjust attribution model for a conversion action and how it affects reported conversion counts and bidding (Google’s Smart Bidding uses the chosen attribution model’s data).
Verifying and Troubleshooting Conversions
Provide tips on ensuring your conversion tracking works and fixing issues:
- Use the Google Ads Tag Assistant (Debug) or GA4 DebugView (if using GA4) to test a conversion on your site and see if it’s recorded.
- Look at the Google Ads conversions report after launching to ensure you see data. If conversions are zero when you expect some, troubleshoot tagging (maybe the tag isn’t firing, or the conversion page isn’t being reached).
- Common pitfalls: not pasting the code on the correct page, forgetting to include the event snippet for dynamic values, or having multiple conversion tags causing duplicates.
- Check conversion action settings like counting (Every vs One) depending on your needs (sales vs leads).
- Ensure the conversion window (default 30 days) is appropriate for your sales cycle – advanced tweak if needed (e.g., a B2B might consider a 90-day window if conversions often happen much later than the click).
Template: Conversion Tracking Plan
Provide a template document or worksheet where learners outline all the conversions they need to track for their business and how they will implement them. This Conversion Tracking Plan should include:
- List of conversion actions (name and description, e.g. “Contact Form Submit”, “Purchase – Thank You Page”).
- Method of tracking (Google Ads tag, GA4 import, phone call tracking, etc.).
- URL or trigger event (e.g. “/thank-you.html page load” or “duration > 60s call”).
- Who is responsible for implementation (mark if the learner can do in Tag Manager or needs a developer’s help).
- Date to test and verify the conversion.
By planning this, the learner ensures no important conversion is missed and sets up a schedule to get them all tracked, which is essential before ramping up campaign spend.
Quiz – Chapter 9
- Why is conversion tracking important when using Smart Bidding strategies in Google Ads?
- What are two ways to track phone call conversions in Google Ads?
- Explain the difference between last-click attribution and data-driven attribution. Which one has Google recently made the default?
Alex
I’m a software developer and CEO of Digital Royalty, helping growing teams scale their SaaS platforms without losing quality, visibility, or control. I focus on building structured, maintainable systems with clear processes, reporting, and accountability. With over a decade of experience across agency and in-house roles, I specialise in delivering long-term, scalable solutions that support complex, evolving products.