Set up conversion tracking for your website

Note: The global site tag (gtag.js) is now the Google tag. With this change, new and existing gtag.js installations will get new capabilities to help you do more, improve data quality, and adopt new features – all without additional code. Learn more About the Google tag.

Conversion tracking can help you see how effectively your ad clicks lead to valuable customer activity on your website, such as purchases, sign-ups, and form submissions.

This article demonstrates how to create a conversion action to track customer actions on your website.

If you use Google Tag Manager (GTM) to manage your conversion tags, you need to implement the Google tag in GTM for all ads products, in addition to the Conversion Linker tag and Floodlights/Google Ads Conversion Tracking tags.

Note: Google Tag Assistant and Tag Diagnostics will continue to show implementation warnings when an event is sent to any Google product without first firing the corresponding Google tag.

Before you begin

Note: If you want to set up your conversion measurement with a CMS-host (Content Management System) website (for example, a website created using Wix, WordPress, Drupal, Squarespace, GoDaddy, WooCommerce, Shopify, Magento, Awesome Motive, Hubspot, etc.) you can find those instructions under our conversion tracking partner integrations.

There are two steps to set up conversion tracking:

Create a conversion action	Set up your Google tag
Setting up Conversion Tracking video series, part 1 of 2; creating conversion actions For subtitles in your language, turn on YouTube captions. Select the settings icon at the bottom of the video player, then select "Subtitles/CC" and choose your language.	Setting up Conversion Tracking - Install Google Tag manually within your custom site For subtitles in your language, turn on YouTube captions. Select the settings icon at the bottom of the video player, then select "Subtitles/CC" and choose your language.

Before you can set up website conversion tracking you need:

• A website: This is where you'll put the Google tag code.
• Ability to edit website code: Either you or your web developer will need to be able to add the code to your website.

Troubleshooting steps

• Check if you have one of the following set up:
  • Google Tag Manager. Learn more about troubleshooting your Tag Manager.
  • Google tag. Confirm your Google tag is set up and firing correctly.
• Make sure your conversion action is set up correctly. You can check your conversions status in your account and troubleshoot it.

To learn more about how conversion tracking works and why to use it, read About conversion tracking.

Or, if you're not sure if website conversion tracking is right for you, you can find instructions for all the different kinds of conversion tracking here.