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

1. Sign in to your Google Ads account.
2. In the top right-hand corner, click the 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:
   • Detect if your website has the Google tag (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.
   • View a list of URLs that you can use to measure customer actions

Next: Choose how to set up your conversion action

You can set up conversion actions in two ways:

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 customise 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 customise your tag with conversion value, transaction IDs, enhanced conversions parameters, such as email address and phone number or other custom parameters.

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 that 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 that you added:
   1. Next to 'Goal and action optimisation', you can choose the goal that the conversion counts towards from the drop-down menu.
   2. Click Conversion action optimisation options to determine whether this is a primary action for bidding optimisation and reporting, or a secondary action used for observation.
   3. Next to 'Conversion name', enter a name for the conversion that you’d like to track, such as 'newsletter sign-up' or 'wedding bouquet purchase'. This will help you recognise 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 that 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 GBP 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've 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 optimise 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.

Method 2: Set up conversions manually

Use this method if you need to track clicks on buttons or links, or you want to customise 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 customise the conversion data your tag collects, such as conversion value, transaction IDs and other custom parameters.

1. Go to the section 'Create and install conversions manually (advanced)' and click + Create conversion.
2. Next to 'Goal and action optimisation', you can choose the goal that the conversion counts towards from the drop-down menu.
3. Click Conversion action optimisation options to determine whether this is a primary action for bidding optimisation and reporting, or a secondary action used for observation.
4. Next to 'Conversion name', enter a name for the conversion that you’d like to track, such as 'newsletter sign-up' or 'wedding bouquet purchase'. This will help you recognise this conversion action later in conversion reports.
5. Next to 'Goal', select the action that you’d like to track. A goal is a conversion that you want to maximise by launching campaigns. You'll be able to use these categories to organise 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 customise 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. From the drop-down menu, select how long you want to track conversions after an ad interaction. 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 optimise 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'.