Track clicks on your website as conversions

You can use conversion tracking to track when someone clicks a button or link on your website. For example, you can track when someone clicks a “Buy now” button, or when someone clicks a phone number on your mobile website.

This article explains how to add and edit a conversion tracking tag to track customer clicks on your website. To track a conversion on a page load instead, follow these instructions.

Before you begin

Before you can add a conversion tracking tag to your website, you’ll need to:

  • Make sure this kind of conversion tracking is right for you. Read the “Why use it” section below to learn about the reasons you might want to track a conversion on a click rather than a page load.
  • Have the ability to edit your website. Either you or your webmaster will need to be able to add the tag to your website code.

Instructions

Choose the version of the conversion tracking tag you're using. You can get sitewide tag snippets from Google Ads only. We recommend you migrate to this new version. Tags from the previous version of AdWords will still function. We've left instructions in case you have them installed. 

Set up conversion tracking using the global site tag

  1. First, create a conversion action (see Set up conversion tracking for your website, if tracking clicks for a desktop site or Track clicks on a phone number on your mobile website, if tracking clicks for a mobile site). When you reach the part about setting up the tag, make sure that you select the Click option, instead of Page load. The event snippet will look like this:
<script>
function gtag_report_conversion(url) {
  var callback = function () {
    if (typeof(url) != 'undefined') {
      window.location = url;
    }
  };
  gtag('event', 'conversion', {
      'send_to': 'AW-CONVERSION_ID/CONVERSION_LABEL',
      'value': 1.0,
      'currency': 'USD',
      'event_callback': callback
  });
return false;
}
</script>

Note

You may disable the collection of remarketing data for users who do not wish to view personalized ads. Learn how to disable the collection of remarketing data for specific users
  1. On your website, open the HTML for the page with the button or link that you want to track. Insert the event snippet between the head tags (<head></head>) of your page, right after the global site tag.
  2. You'll now need to add an onclick attribute directly to the code for the button or link you want to track. The particular code you use will depend on how the link or button is displayed on your site: as a text link, a button, or a button image.

Add the code to a text link: This code shows you how to add click tracking functionality to a link using the <a> tag. In the code below, replace “http://example.com/your-link” with the destination URL of your link or “800-123-4567” with the phone number on your website, and replace “Download now!” or "Call now!" with your link text. The code that should be added to the link tag is highlighted in yellow.

<a onclick="return gtag_report_conversion('http://example.com/your-link');"
href="http://example.com/your-link">Download now!</a>

or

<a onclick="return gtag_report_conversion('tel:800-123-4567');" href="tel:800-123-4567">Call now!</a>
 

Add the code to a button: This code shows you how to add click tracking functionality to a button using the <button> tag. In the code below, replace “http://example.com/your-link” with the destination URL of your link or “800-123-4567” with the phone number on your website.

<button onclick="return gtag_report_conversion(‘http://example.com/your-link')">Submit</button>

or

<button onclick="return gtag_report_conversion('tel:800-123-4567')">Call now!</button>

Add the code to a button image: In the code below, replace “download_button.gif” with your button image, replace the width and height with your button’s parameters, and replace “http://example.com/your-link” with the URL for your link or “800-123-4567” with the phone number on your website.

<img src="download_button.gif" alt="Download Whitepaper"
        width="32" height="32"
        onclick="return gtag_report_conversion('http://example.com/your-link')" /> 

or
<img src="call_button.gif" alt="Call now!"
        width="32" height="32"
        onclick="return gtag_report_conversion('tel:800-123-4567')" />  

For conversion tracking to work, you'll need to add both the event snippet and the appropriate onclick code from one of the examples above to the page that has the link or button. This tells Google Ads to record a conversion only when a customer clicks on the link or button.

Important

Your website must call the gtag_report_conversion function when someone clicks on the link, button, or button image and pass your website or telephone link (examples: ‘http://example.com/your-link’, ‘tel:800-123-4567’) as the parameter value. 

Check your conversion tracking tag

If you want to make sure your conversion tracking tag is installed and tracking conversions correctly, or you think there may be a problem with the tag, check your conversion tracking tag.

Set up conversion tracking using Javascript

Follow these steps to track conversions based on clicks on your website or mobile website.

  1. Once you’ve set up your conversion action, your conversion tag should look something like this:
    	<!-- Google Code for Add to Cart Conversion Page
    	In your html page, add the snippet and call goog_report_conversion
    	when someone clicks on the chosen link or button. -->
    	<script type="text/javascript">
    	 /* <![CDATA[ */
    	goog_snippet_vars = function() {
    	  var w = window;
          w.google_conversion_id = 12345678;
    	  w.google_conversion_label = "abcDeFGHIJklmN0PQ";
    	  w.google_conversion_value = 13.00;
    	  w.google_conversion_currency = "USD";
    	  w.google_remarketing_only = false;
    	}
    	// DO NOT CHANGE THE CODE BELOW.
    	goog_report_conversion = function(url) {
    	  goog_snippet_vars();
    	  window.google_conversion_format = "3";
    	  var opt = new Object();
    	  opt.onload_callback = function() {
    	  if (typeof(url) != 'undefined') {
    	    window.location = url;
    	  }
    	}
    	var conv_handler = window['google_trackConversion'];
    	if (typeof(conv_handler) == 'function') {
    	  conv_handler(opt);
    	  }
            }
    	/* ]]> */
    	</script>
    	<script type="text/javascript"
    	src="//www.googleadservices.com/pagead/conversion_async.js">
    	</script>
    

    Note

    You may disable the collection of remarketing data for users who do not wish to view personalized ads. Learn how to disable the collection of remarketing data for specific users
  2. On your website, open the HTML for the page with the button or link that you want to track.
  3. Between the body tags (<body></body>) of the page, paste the conversion tracking tag.
  4. You'll now need to add an on click command directly to the code for the button or link you want to track. The particular code you use will depend on how the link or button is displayed on your site: as a text link, image, or button:
    • Add the code to a text link: In the code below, replace “http://example.com/your-link” with the URL for your website or telephone link, and replace “Download now!” with your link text.
       
      <a onclick="goog_report_conversion ('http://example.com/your-link')"
      href="http://example.com/your-link">Download now!</a>
      

      Or:
       
      <a onclick="goog_report_conversion ('tel:800-123-4567')"
      href="#">Call now!</a>
      
    • Add the code to a button: In the code below, replace “http://example.com/your-link” with the URL for your website or telephone link, and replace “Download now!” with your button text.
       
      <button onclick="goog_report_conversion('http://example.com/your-link')" href="http://example.com/your-link">Download now!</button>
      

      Or:
       
      <button onclick="goog_report_conversion('tel:800-123-4567')">Call 800-123-4567</button>
      
    • Add the code to an image: In the code below, replace “download_button.gif” with your button image, replace the width and height with your button’s parameters, and replace “http://example.com/your-link” with the URL for your link.
       
      <img src="download_button.gif" alt="Download Whitepaper"
              width="32" height="32"
              onClick="goog_report_conversion
              ('http://example.com/your-link')"/>        

      Or:
       
      <img src="my_phone_button.gif" alt="Call: 800-123-4567"
       width="32" height="32" 
       onClick="goog_report_conversion('tel:800-123-4567')"/>
      

For the tracking to work, you'll need to include both the conversion tracking tag and the appropriate onclick code from one of the examples above. This tells AdWords to record a conversion only when a customer clicks on a chosen link or button.

Check your conversion tag

If you want to make sure your conversion tag is installed and tracking conversions correctly, or you think there may be a problem with the tag, read these instructions for checking your conversion tracking tag.

 
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