Set up conversion tracking for your website

2. Set up your Google tag

If you created your conversion action using a URL, you’ll see one of the following screens:

  • If you’ve set up a Google tag, you’ll see a screen confirming that your conversion action is now set up. You’re now done. If you’ve chosen to dynamically track transaction-specific values you’ll still need to modify your code.
  • If you haven’t set up a Google tag, you’ll see a screen with instructions to set up your Google tag.

If you set up your conversion action manually, you’ll see one of the following screens:

  • If you’ve set up a Google tag, you’ll see instructions to add an event snippet.
  • If you haven't set up Google tag, you’ll see instructions to add both a Google tag on every page on your website and an event snippet for this conversion action.

Installing the Google tag

The Google tag adds website visitors to your "All visitors" data segments (if you've set up your data) and sets new cookies on your domain, which will store information about the ad click that brought someone to your site. Note that your Google tag linked to your Google Ads account will be able to use this click information to attribute a conversion to your Google Ads campaigns. Please ensure you're providing users with clear and comprehensive information about data collection, and obtaining consent where legally required.

You must install the Google tag on every page of your website, but you need only one Google tag for each Google Ads account.

Choose between 2 ways to install your tag

Option 1: Paste the Google tag on your website code

  1. Under “Google tag configuration,” select the option that best describes your situation and follow the instructions for installing the tag:

    I haven’t installed the Google tag on my website

    Choose this option if it’s your first time setting up the tag for a conversion action in your account and you haven’t installed the global site tag from another Google product. This option shows the full global site tag. To install the tag, copy the tag code and paste it between the <head></head> tags of every page of your website.
    If you use a content management system (CRM) like as Wordpress, Shopify, copy only the tag ID (XX-XXXXXXXXX) into the appropriate setting from your provider.
    An animated gif that demonstrates how to install the site tag for conversion tracking in Google Ads.

    Here’s an example of a Google tag, where “TAG_ID” stands for the tag ID that’s unique to your Google Ads account:

    <script async
    src="https://www.googletagmanager.com/gtag/js?id=TAG
    _ID"></script>

    <script>

    window.dataLayer = window.dataLayer || [];

    function gtag(){dataLayer.push(arguments);}

    gtag('js', new Date());

    gtag('config', 'TAG_ID');

    </script>

    I installed the Google tag on my website from another Google product (example: Google Analytics) or from another Google Ads account

    You won’t need to add the Google tag to your website again; however, for conversion tracking to work for this account, you’ll need to add the config command (the piece of code that contains your tag ID) to every instance of the Google tag. This option shows that command, where “TAG_ID” stands for your tag ID TAG_ID-XXXXXXXXX:

    gtag('config', 'TAG_ID');

    Add the config command to every instance of the Google tag on your website, right above the </script> end tag.

    Here’s an example of a Google tag that’s configured for both Google Analytics and Google Ads, with the config command for the Google Ads account highlighted:

    <script async
    src="https://www.googletagmanager.com/gtag/js?id=TAG_ID">

    </script>

    <script>

    window.dataLayer = window.dataLayer || [ ] ;

    function gtag(){dataLayer.push(arguments);}

    gtag( 'js', new Date () ) ;
    gtag( 'config', 'TAG_ID');

    gtag( 'config', 'TAG_ID');
    </script>

    I already installed the Google tag on my website when I created another conversion action in this Google Ads account

    You don’t need to add the Google tag again to your website. Just make sure that the Google tag appears on every page of your site and confirm that the config command in each instance of the tag contains your account’s conversion ID. You’ll see your conversion ID when you select this option.
  2. (Optional) Modify the Google tag based on your preferences:
    1. If you don’t want the Google tag to add website visitors to your remarketing lists on initial page load, add the highlighted portion below to your Google tag’s 'config' command:
      gtag('config',' TAG_ID',{'send_page_view': false});
    2. If you don’t want the Google tag to set first-party cookies on your site’s domain, add the highlighted portion below to your Google tag’s 'config' command:
      gtag('config',' TAG_ID',{'conversion_linker': false});
      Note: We don’t recommend doing this as it will lead to less accurate conversion measurement.
      If you want to disable the collection of remarketing data, add the highlighted gtag('set') command to your Google tag above the gtag('js') command. This will disable the collection of remarketing data for all configured Google Ads accounts.
      <script async
      src="https://www.googletagmanager.com/gtag/js?id=TAG_ID"></script>
      <script>
      window.dataLayer = window.dataLayer || [];
      function gtag(){dataLayer.push(arguments);}
      gtag('set', 'allow_ad_personalization_signals', false);
      gtag('js', new Date());
      gtag('config', 'TAG_ID');
      </script>
  3. Copy the Google tag, then add it to your website.
  4. Open the HTML for the page your customers reach on your website after they've completed a conversion—the "Thank you for your order" page, for example. This is called the conversion page.
  5. Between the head tags (<head></head>) of the page, paste your global site tag, then, any event snippets that apply to the page.
  6. Save the changes to your webpage.
  7. Next to "Event snippet," select whether to track conversions on a page load or click.
    1. Page load: Count conversions when customers visit the conversion page, such as a confirmation page for a purchase or sign-up. This is the default and most common option. Learn more about Google's security standards.
    2. Click: Count conversions when customers click a button or link (such as a "Buy Now" button).
      An animated gif that depicts how to  edit event snippet preferences.
  8. Copy the event snippet, then follow the instructions to add it to your website, or click Download snippet to add it later.
    1. If you're tracking conversions by page load, add the event snippet to the page you're tracking.
    2. If you’re tracking conversions by click, add the event snippet to the page that has the button or link you’d like to track for clicks.
  9. Click Next.
  10. Click Done.
    An animated gif that shows the option to copy or download an event snippet within the Google Ads UI.
  11. If you’re tracking clicks on your website as conversions, follow the instructions in Track clicks on your website as conversions to add an additional piece of code to the button or link you’d like to track. This step is required for conversion tracking to work.
You’re now done setting up conversion tracking for your website.

Option 2: Use Google Tag Manager

Google Tag Manager is a tag management system that allows you to quickly and easily update tags and code snippets on your website. You can use Google Tag Manager to install your conversion tracking tag.

Note:  You won’t be able to use Google Tag Manager  with some conversion tracking implementations like URL-based conversions, setting up enhanced conversions for web and enhanced conversions for leads.
  1. Copy the Conversion ID and Conversion label (shown in this tab) for your conversion action.
  2. Follow the instructions to set up Google Ads conversion tracking in Google Tag Manager. Important: To ensure proper tracking in all browsers, make sure you add a Conversion linker tag and configure it to fire on all of your webpages.
  3. Click Next.
  4. Click Done.
  5. If you’re tracking clicks on your website as conversions, you’ll need to complete additional setup steps in Google Tag Manager. This is required for conversion tracking to work. Choose one of the 2 options below:
    • Basic: Set up a click trigger so the conversion tracking tag fires when the relevant click occurs.
    • Advanced: Add a function call to the code for the link, button, or button image. Then, set up a custom event trigger so the conversion tracking tag fires when the event (in this case, a click) occurs.
Tip: Install the conversion tracking tag with Google Tag Manager
Instead of manually adding the conversion tracking tag to your website code, you can use Google Tag Manager to install the tag. You’ll need to provide the following information:
Conversion ID
Conversion label
You’ll find this information in the event snippet for your conversion action. In the sample snippet below, TAG_ID stands for the conversion ID unique to your account, while AW-CONVERSION_LABEL stands for the conversion label, which is unique per conversion action.
<!-- Event snippet for Example conversion page -->
<script>
gtag('event', 'conversion', {'send_to': 'AW-CONVERSION_ID/AW-CONVERSION_LABEL',
'value': 1.0,
'currency': 'USD'
});
</script>
You’re now done setting up conversion tracking for your website.

Advanced options

Disable the collection of personalized data

You can choose to disable the collection of personalized advertising data for users who do not wish to view personalized ads or for your own compliance reasons. You can modify the Google tag and disable the collection of personalized advertising data for particular users on your site, or choose to exclude all users from California in the Audience Manager section of your Google Ads account.

Not sure if your tag is set up correctly?

You can use Tag Assistant to check the implementation of your tag. For additional troubleshooting, visit Troubleshoot your sitewide tagging or Use Tag Assistant to troubleshoot your unverified or inactive conversion actions.

Informing your site visitors about data collection

As always, please ensure you're providing users with clear and comprehensive information about the data you collect on your websites, and getting consent for that collection where legally required.

Security and privacy for website tracking

Google's security standards are strict. Google Ads only collects data on pages where you have deployed the associated tags.

Please ensure you're providing users with clear and comprehensive information about the data you collect on your websites, and getting consent for that collection where legally required.

Related links

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