Set up conversion tracking for your website

1. Create a conversion action

A conversion action is a specific customer action that you've defined as valuable to your business, such as an online purchase or phone call. Tracking conversion actions lets you see how your ads lead to those meaningful actions.

First: Create a new conversion action

An animated GIF demonstrating how to create a new conversion action for your website.

  1. Sign in to your Google Ads account.
  2. In the upper right corner, click the tools icon Google Ads | tools [Icon], and under "Measurement," click Conversions.
  3. In the summary, click + New conversion action.
  4. Select Website and click Next.
  5. Enter your website domain and click Scan in order to:

Next: Choose how to set up your conversion action

You can set up conversion actions in 2 ways:

A UI element used to represent the creation of a conversion action using a URL.

Method 1: Set up conversions with a URL

Use this method if you want to track a page load as a conversion and you don’t need to customize your measurement setup. This is the fastest and easiest way to set up a conversion action.

Instructions

Use this method if you can count a view of a specific webpage as a conversion, and you don’t need to customize your tag with conversion value, transaction IDs, enhanced conversions parameters, such as email address and phone number or other custom parameters. An animated gif that shows the steps to set up a conversion with a URL.
  1. If you see a list of suggested URLs, you can click Accept Suggestion to track one of the suggested URLs as a conversion.
  2. To add your own URL, click Add URL.
    1. Select the conversion goal that best matches the URL you’d like to track as a conversion.
    2. Select the option that best matches your URL: (for example: www.mydomain.com/home).
      1. URL is (For example: default, exact match)
      2. URL starts with (For example: www.mydomain.com…)
      3. URL contains (For example: mydomain.com/home… )
    3. Enter the URL of the conversion page on your website. For example, a “Thank you” page after a purchase, or a click that subscribes to your newsletter or service.
    4. Click Add.
  3. Click Settings if you’d like to edit the settings for any of the URLs you added:
    1. Next to “Goal and action optimization”, you can choose the goal the conversion counts towards from the drop-down menu.
    2. Click Conversion action optimization options to determine whether this is a primary action for bidding optimization and reporting, or a secondary action used for observation.
    3. Next to “Conversion name”, enter a name for the conversion you’d like to track, such as “newsletter sign up” or “wedding bouquet purchase”. This will help you recognize this conversion action later in conversion reports.
    4. Next to “Value”, select how to track the value of each conversion.
      1. Use the same value for each conversion. Enter the amount each conversion is worth to your business. The default is the absolute value 1, but if you sell only one kind of item at the same price, enter the dollar value.
      2. When setting up your conversion action using codeless website conversion tracking you can not set up value tracking using different values. You can only add value reporting using different values to website conversion actions that you have set up using the conversion event snippet.
      3. Don't use a value for this conversion action (not recommended).
    5. Next to “Count”, select how to count these conversions.
      1. Every: This setting is best for sales, when every conversion likely adds value for your business.
      2. One: This setting is best for leads, such as a sign-up form on your website, when only one conversion per ad click likely adds value for your business.
    6. Click Click-through conversion window to select how long to track conversions after an ad interaction from the drop-down. For Search, Shopping, and Display campaigns, the window can be 1 to 90 days. Learn more about conversion windows.
    7. Click Engaged-view-through conversion window to select how long to track view-through conversions from the drop-down. For Search, Shopping, and Display campaigns, the window can be 1 to 30 days.
    8. Click Attribution model. Attribution models can give you a better understanding of how your ads perform and can help you optimize across conversion journeys. Learn more about Attribution models.
    9. Click Save and continue.
  4. Click Save and continue.
Note: If you chose this method to set up a conversion with a URL, you won’t be able to use Google Tag Manager to set up your conversion tag. If you use conversions with URLs, you don’t need to add conversion event code to the page and you can’t set up enhanced conversions by editing your event code.
A UI element used to represent the creation of a conversion action manually.

Method 2: Set up conversions manually

Use this method if you need to track clicks on buttons or links, or you want to customize your event tag with value tracking, transaction IDs, or other custom parameters.

Instructions

Use this method if you want to count clicks on buttons or links instead of page loads, or if you want to customize the conversion data your tag collects, such as conversion value, transaction IDs, and other custom parameters.

An animated gif that shows the steps to set up a conversion manually.
  1. Go to the section “Create and install conversions manually (advanced)” and click + Create conversion.
  2. Next to “Goal and action optimization”, you can choose the goal the conversion counts towards from the drop-down menu.
  3. Click Conversion action optimization options to determine whether this is a primary action for bidding optimization and reporting, or a secondary action used for observation.
  4. Next to “Conversion name”, enter a name for the conversion you’d like to track, such as “newsletter sign up” or “wedding bouquet purchase”. This will help you recognize this conversion action later in conversion reports.
  5. Next to “Goal”, select the action you’d like to track. A goal is a conversion you want to maximize by launching campaigns. You will be able to use these categories to organize and segment your campaign reports.
  6. Next to “Value”, select how to track the value of each conversion.
    1. Use the same value for each conversion: Enter the amount each conversion is worth to your business.
    2. Use different values for each conversion: Use this option if, for example, you’re tracking purchases of products with different prices. Later, when you add your conversion tracking tag, you’ll need to customize your tag to track transaction-specific values.
    3. Don't use a value for this conversion action (not recommended)
  7. Next to “Count”, select how to count these conversions.
    1. One: This setting is best for leads, such as a sign-up form on your website, when only one conversion per ad click likely adds value for your business.
    2. Every: This setting is best for sales, when every conversion likely adds value for your business.
  8. Click Click-through conversion window. Select how long to track conversions after an ad interaction from the drop-down. For Search, Shopping, and Display campaigns, the window can be 1 to 90 days. Learn more about conversion windows.
  9. Click Engaged View-through conversion window. Select how long to track view-through conversions from the drop-down. For Search, Shopping, and Display campaigns, the window can be 1 to 30 days.
  10. Click Attribution model. Attribution models can give you a better understanding of how your ads perform and can help you optimize across conversion journeys. Learn more about Attribution models.
  11. Click Save and continue.
Note: This conversion action will be applied by default to the campaigns in your account as long as the conversion goal is set as an account-default goal and the conversion action is set as “primary”.
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