Set up your web conversions

Website conversion measurement analyses specific actions that users take on your website after interacting with your Google Ads. These metrics can provide insights into user behaviour and campaign performance. Understanding how users interact with your site after clicking an ad is crucial for optimising your campaign. Learn more about conversion measurement.

This article will explain the steps you need to follow to set up your web conversion measurements.

On this page

• Get started with website conversion data sources
• Set up a website conversion
• Summary and next steps

Step 1: Get started with website conversion data sources

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 that 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 that 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 ticked.
14. Click Continue.

Step 2: Set up a website conversion

1. Choose the conversion category that 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 that 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 that you want to measure as a conversion.
5. Click Use event.
   • Note: If you use conversions with URLs, you won’t be able to customise 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 customise 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.

Step 3: Next steps

1. View the conversion categories that 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.

Set up conversions using dynamic values

Review the following requirements before setting up your dynamic values:

• Know the conversion page URL where the conversion tag fires (such as the confirmation page URL) and the conversion event trigger (for example, a button click or a page view).
• Make sure that there are values available (conversion value, transaction ID, currency) on the page where your conversion tracking tag fires.

Set up values using CSS selectors

To identify the CSS selectors to input into the event parameter fields follow these steps:

1. Using the Chrome browser, navigate to the page where values appear.
   • Values may appear on the conversion page of your website or on a page that comes before the conversion page, such as a form submission page that comes before your purchase confirmation page.
2. Identify the values that you want to send with conversions. This data may appear on the conversion page or may appear on another page, such as the form submission page just before the purchase confirmation page. Use your mouse to right-click on top of it and select 'Inspect'.
   • For example, if you're trying to capture a purchase value, make sure that you're right-clicking the purchase value.
3. You'll find the Chrome Developer Tools launch within your Chrome Browser.
4. Within the source code presented in the Chrome Developer Tools page, you'll find a portion of the code highlighted. This highlighted code is the page element where you need to extract CSS selectors for the customer data that you right-clicked in Step 2 of this section.
5. Hover your mouse over the highlighted code and right-click it.
6. Scroll down to 'Copy', then select Copy selector.
7. In your other tab, with Google Ads open, paste that text in the 'Extraction location' field.
   • For reference, it should look something similar to but not exactly like this:
     tsf > div:nth-child(2) > div.A8SBwf > div.RNNXgb > div > div.a4bIc > custEmail
8. Make sure that 'Extraction mode' is set to CSS selector.
9. Repeat steps 2–8 of this section for each different value (value transaction ID and currency), by copying the CSS selector into the extraction location field for each event parameter in Google Ads.
10. In Google Ads, select Save.

Troubleshooting

If you have a problem with your conversion tag status, go to Troubleshooting conversion measurement status.

If you have a problem with your conversion tag:

• For Google tags, download and review Google Tag Assistant.
• For Google Tag Manager, review Troubleshoot issues.