Set up your conversion measurements

Conversions provide insights into your campaign performance. You choose what you identify as valuable, like a purchase, sign-up, or phone call, and Google Ads will then help you get the most out of your campaigns.

First, tell us about your business and where your conversions happen. After making your selections, add a data source for the conversion locations you’ve selected. We’ll save your data source preferences for the next time you come back to this conversion set up workflow. When you move to the next step, you’ll be able to create conversions from any of the data sources you’ve added.

This article will explain the steps you need to follow to set up your measurements:

1. Choose what conversions you want to measure
2. Set up a conversion
3. Next steps

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Step 1: Choose what conversion you want to measure

Creating a conversion action begins with you telling us what’s important to your business. Measuring conversions provides insights to your campaign performance. Google Ads can optimize your campaigns to achieve your business goals.

Before you get started, tell us where you engage with your customers:

• Website
• App
• Phone calls
• Offline

Set up web conversions

To measure conversions on your website, Google Ads will need access to data from your website. Once you’ve entered your website domain, you can add your website data source:

1. In your Google Ads account, click the Goals icon .
2. Click the Conversions drop down in the section menu.
3. Click Summary.
4. In the Summary, click the + New Conversion action.
5. Select Conversions on a website
6. Click Add URL.
7. Enter your website domain you want to measure conversions on.
8. To find the best way to connect, click Scan in order to:
   • Detect if your website has the Google tag. If the Google tag is detected, we recommend using the Google tag to measure your conversions. (if you don’t have one on your website, you’ll be shown the Google tag code to put on your website). If you don’t have the Google tag yet, you can set one up.
   • Determine if the website is already set up as a property in Google Analytics, connecting using Google Analytics is recommended if your website already has a Google Analytics property setup.
9. If the Google tag is detected or a linked Google Analytics account is detected, your website is set up to measure conversions. Click Done.
10. If we don’t detect a Google tag or a Google Analytics account for your website, you’ll be prompted to set up a Google tag. Click Set up.
11. Follow the instructions to Set up your Google tag. You’ll need to complete this step before your web conversions will start measuring.

Note: To link a new Google Analytics 4 account, refer to the next section.

Set up a Google Analytics 4 web data source

1. In your Google Ads account, click the Goals icon .
2. Click the Conversions drop down in the section menu.
3. Click Summary.
4. In the Summary, click the + New Conversion action.
5. Select Conversions on a website and click Continue
6. Click Add URL
7. Click Scan
8. If a Google Analytics account is available, you’ll see it displayed.
9. Choose the data you want to share by turning on the switch:
   • Import app and web metrics. Learn about using GA metrics in Google Ads .
   • Import Google Analytics audiences. Learn about remarketing audiences.
10. Click Link.
11. Click Done.
    • Note: When we detect that a Google Analytics property has app data streams, you’ll be prompted to use the Google Analytics property to measure activity in your apps.
12. To use GA4 to measure your app activity, Click Use property.
13. “Conversion on a website” and “Conversion on an app” should both be checked.
14. Click Continue.

Set up an app data source

1. In your Google Ads account, click the Goals icon .
2. Click the Conversions drop down in the section menu.
3. Click Summary.
4. In the Summary, click the + New Conversion action
5. Click Conversions on an app and click Continue.
6. Click Set up.
7. Choose how you want to connect your app:
   • Google Analytics
   • Google Play
     • Note: Google Play measures downloads and in-app purchases only.
   • Third party app analytics.
8. Click Done. “Conversions on an app” will show the product and conversion source you’ve just created.

Set up a phone data source

1. In your Google Ads account, click the Goals icon .
2. Click the Conversions drop down in the section menu.
3. Click Summary.
4. In the Summary, click the + New Conversion action
5. Click Conversions from phone calls.
6. Click Continue.

Set up an offline data source

1. In your Google Ads account, click the Goals icon .
2. Click the Conversions drop down in the section menu.
3. Click Summary.
4. In the Summary, click the + New Conversion action
5. Click Conversions from an offline source.
6. Click Add data source.
7. Click Continue.
8. Click Connect with a product and Choose the new data source you want to set up. Note: You can choose to Skip and set up a data source later.
   • Note: Your new measurement set up won’t be active until a data source is connected.
9. Choose a connection source option from the following:
   • Direct connection
   • Third party integration by Zapier
   • Partner integration
10. Click Connect.
    • If provided, follow the instructions from the new product data source you’ve selected.
11. Click Done.

Note: “Conversions from an offline source” will show the product and conversion source you’ve just created. If you opted to skip and set up a data source later, it will show “Data source to be connected later”.

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Step 2: Set up a conversion

Choose the conversion categories you want to measure and the events you can use to measure them.

Web conversions

1. Choose the conversion category you want to measure.
   • If a suggestion is available, you can create a new conversion action from the recommended event by clicking Accept suggestions.
   • If no suggestions are available, you can set up a new conversion action setting up a new codeless or manual event. A codeless event can be detected by your Google tag without adding any new code to your website.
     1. Click Set up on an existing conversion, or select + Add an event to this category to choose from existing Google Analytics events.
     2. Click Create a codeless event or Create a manual event.
2. Select your Event type, specific match, and Form URL information, then click Use event.
3. Click Save and continue.

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 collect transaction specific values like transaction IDs and/or other custom parameters. This is the fastest and easiest way to set up a conversion action.

When measuring website conversions with a codeless event, you can create an event that can be detected by your Google tag without adding any code to your website.

To create a new codeless conversion using Google Analytics:

1. Click Set up on a conversion placeholder or +Add an event to this category.
2. Select + Create new event.
3. Name your event.
4. Select Create a codeless event.
5. Choose an existing event to use as the trigger for the new event.
6. Enter the URL you want to measure as a conversion
7. Click Save.

To create a new codeless conversion with Google Ads:

1. Click Set up on a conversion placeholder or + Add an event to this category.
2. Click Create a codeless event.
3. Choose the event type.
4. Enter the URL you want to measure as a conversion.
5. Click Use event.
   • Note: If you use conversions with URLs, you won’t be able to customize your tag with conversion value, transaction IDs, enhanced conversions parameters, such as email address and phone number or other custom parameters.
6. Click Save and continue.

Method 2: Manually add conversion actions

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

1. When adding actions, click + Add an event to this category or Set up on a conversion.
2. Click Create a manual event.
3. Click Use event. You'll be given instructions in the next steps on how to add your manual event snippet with the Google tag or Google Tag Manager.

App conversions

App conversions require a data source to create conversions in the next step.

1. Select a category for your app conversions.
   • Note: If you want to create a Google Play conversion, make sure to select App download.
2. If there are conversion suggestions for Google Analytics or Third-party app analytics, you can accept the suggestion directly by clicking Accept suggestions.
   • If you're given a placeholder conversion for your app, click Set up.
   • If you aren't given an app conversion suggestions or placeholder, you can click + Add an event to this category.
3. Select your data source of Google Analytics or a third-party app analytics provider.
4. Select the event you want to measure as a conversion and click Done.

Offline conversions

You can create an offline conversion even if you have chosen to skip setting up an offline data source in the previous step.

1. Select Skip this step and set up a data source later in the previous step.
2. Select a conversion category you want to measure.
   • If you're given a placeholder conversion, click Set up.
   • If you aren't given a placeholder, you can click + Add an event to this category, then select Offline data sources.
3. Choose a category and select Set up or +Add an event to this category.
4. Select the fields that you’ll use in your data source and add any additional fields you want to import. Learn more about mapping fields in Ads.
   • Note: Some fields will be mapped automatically based on your data source.
5. If you have an event already created, you can select it and click Done.
6. Click Save and continue.

Phone call conversions

1. Choose the conversion category you want to measure.
2. Click Set up on the placeholder conversion or +Add an event to this category.
3. Select Calls from ads or Calls from website visits.
   • For phone calls from website visits, define your event by selecting Someone calls a phone number shown on my website and add your phone number.
   • Alternately, you can select Someone makes a call by clicking a phone number on my website. We will give you instructions at the end of the workflow to enable this.
   • For "Calls from uploads", click Set up or +Add an event to this category and select Calls from uploads. Follow the instructions to complete calls from uploads in the next steps.
4. Click Save and continue.

Edit conversion settings

1. Click Settings.
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 goal optimization options to determine whether this is a primary action for bidding optimization and reporting, or a secondary action used for reporting only.
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” (optional). This will help you recognize this conversion action goal later in conversion reports.
5. Next to “Value”, select how to measure the value of each conversion.
   • 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.
   • Using a different value for each conversion is only supported for conversions set up with a manual event via an event snippet. This option is not available for web conversions measured using a codeless event. You can only add value reporting using different values to website conversion actions goals that you have set up using the conversion event snippet.
   • Don't use a value for this conversion action goal (not recommended).
6. Next to “Count”, select how to count these conversions.
   • Every: This setting is best for sales, when every conversion likely adds value for your business.
   • 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.
7. Click Click-through conversion window to select how long to measure 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.
8. Click Engaged-view-through conversion window to select how long to measure view-through conversions from the drop-down. For Search, Shopping, and Display campaigns, the window can be 1 to 30 days.
9. 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.
10. Click Save and continue.

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Step 3: Next steps

Now that you’ve created your conversions, review the finish setting up your conversions next steps to ensure your conversions can be measured correctly.

Web conversions

1. View the conversion categories you created.
2. Activate measurement with a Google tag if you don’t already have one.
3. Click Set up on the Google tag.
4. Measure your individual conversions with an event snippet. Click See event snippet for instructions.
5. Set up your Google tag and event tags.
6. In the enhanced conversions section, click the switch to turn on enhanced conversions for your account.
7. Click Agree and finish.

App conversions

1. View the conversion categories you have created.
2. If you’ve turned on enhanced conversions for your account, click Agree and finish.

Offline conversions

1. View the conversion categories you have created.
2. Make sure to add an offline data source for conversion shells with no data source attached yet
3. Click Agree and finish.

Phone call conversions

Set up call from ads

1. Click Set up call from ads. You’ve created a new conversion category.
2. Click Finish.
3. Click Set up calls from website (calling a number shown on website).
4. Set up your Google tag and event tag.
5. Check your Google Click ID.
6. Click Agree and finish.

Set up calls from website

1. Click Set up calls from website (clicking on a call link, such as on a mobile).
2. Set up your Google tag and event tag.
3. Click Finish.
4. Click Set up call via upload.
5. Set up your Google tag and event tag
6. Turn on your website and lead tracking system. Learn more about Google Click ID.
7. Download the import template and make sure the column names and your transaction data are formatted correctly. Learn more about how to import phone call conversions.
8. Click Finish.