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 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. it also sets new cookies on your domain, which will store information about the ad click that brought someone to your site. When your Google tag is linked to your Google Ads account, it uses 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

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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