Create and report on Google Ads conversion trackers

Create a Google Ads conversion tracker

  1. Navigate to a Google Ads engine account.
    Steps for navigating to an engine account
    1. In the left navigation panel, click All accounts.
      What if the left navigation pane isn't visible?

    2. Click the navigation bar to display navigation options.

    3. In the Agency list, click on the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

    4. In the Advertiser list, click on the advertiser that contains the engine account.

    5. In the Account list, click on the engine account.

    6. Click Apply or press the Enter key.

    Search Ads 360 displays the engine account page.

  2. Click the More▼ tab, and then click Google Ads conversion trackers.
  3. Click + Conversion tracker.
  4. Select or enter conversion tracker properties as described below.
  5. Click Save.

Search Ads 360 creates the conversion tracker along with any code you need to report conversions.

Next steps

The next steps depend on the source of the conversions you're tracking:

Source Next steps
Call extensions
  1. Create or edit a call extension in Search Ads 360.
  2. Select the name of the conversion tracker.
  3. Select the Call Tracked checkbox.
Call-only ads
  1. Create or edit a call-only ad.
  2. In the ad properties, under Call tracking, select A Google forwarding number and use call reporting.
  3. Select the Count call as phone call conversions checkbox.
  4. In the Conversion action list, select the name of a call extension conversion tracker.

Calls to a phone number on your website
  1. Install tags for the conversion tracker.
  2. Create a JavaScript snippet to display the Google forwarding number on your website.
Clicks on your number on your mobile website

Install tags for the conversion tracker.

Website

Install tags for the conversion tracker.

Import from clicks Set up offline conversion tracking in Google Ads.

Informing your site visitors about data collection

Please ensure you're providing users with clear and comprehensive information about the data you collect on your websites, and getting consent for that collection where legally required.

Conversion tracker properties

Search Ads 360 can set the following properties for Google Ads conversion trackers.

Conversion tracker name

Enter a name for the conversion tracker. The name appears in reports in Search Ads 360 and Google Ads, and if you use Google Ads spreadsheets to import conversions for the tracker, you'll specify the conversion tracker's name in the spreadsheet. 

If your Google Ads account is part of a Google Ads manager account, and if you've created conversion trackers in the manager account, make sure the name you enter for this tracker isn't already used for a tracker in the manager account. If a managed account and manager account both have trackers with duplicate names, in Search Ads 360 both conversion trackers will be shown in conversion tracker lists without an indication of which account the conversion tracker is from.

Source

Select the source of the conversion:

  • Website. When you create this type of conversion tracker, Search Ads 360 generates a single snippet of code that contains HTML and JavaScript. Get the snippet and paste the code snippet or tag on your purchase or action-completed web pages.
  • Calls from ads using call extensions or call-only ads. Track the number of calls that result from your ads.

    To track calls from a call extension, you are required to select Call Tracked when you create the call extension.

    To track call-only ads, you are required to use a Google forwarding number with the ad and specify the call extension conversion action in the ad properties.
  • Calls to a phone number on your website. You can use a Google forwarding number along with a call extension to track more details about calls such as the caller area code.
    You can only report on call conversion metrics in Search Ads 360. Learn more about how to view call details in Google Ads Help.
  • Clicks on a number on your mobile website. Track clicks on your business phone number on your mobile website. Unlike website call conversions, this feature only tracks clicks on your phone number, not actual phone calls.
  • Import from clicks. Import offline conversions into Google Ads, then report on the offline conversions from Google Ads or Search Ads 360. Learn more about tracking offline conversions in Google Ads Help.

Conversion category

The conversion category is used to segment your conversion reports. Choose a category that best applies to your conversion. For example:

  • If you're tracking newsletter signups, choose "Sign-up."
  • If you're tracking purchases, choose "Purchase/Sale."
  • If your conversion doesn't fall into a listed category, select "Other."

Value

When you create or edit a conversion tracker, you have the following options for setting the value of each action:

  • Each conversion action has the same or static value.
    You can change the static value as often as you'd like. Just keep in mind that changes will apply only to conversions that happen after the change, and changes to the default value will usually take effect within a few hours.
     
  • Each conversion action has a unique value that your site dynamically calculates for each conversion.
    This is useful if you want to track sales.
     
  • No value associated with this conversion.
    In this case, the value of each conversion will be reported as 0.

Whether you set the same value for each conversion or each conversion has a unique value, you can select a different currency than your Google Ads account.

Learn more about conversion values in Google Ads Help.

Count

 Specify how to count conversions for this tracker:

  • Every. Google Ads counts every conversion that happens after an ad interaction. 
  • One. Google Ads counts only one conversion per ad click. 

Learn more about conversion counting in Google Ads Help.

Call length (call-related conversion trackers only)

Set the minimum number of seconds that a call must last to be counted as a conversion.

Conversion window

A conversion window, also known as the lookback window, is the period of time after a customer clicks your ad during which a conversion, such as a purchase, is recorded in Google Ads.  Set the maximum number of days after an ad click that a conversion is attributed to the ad click. 

The conversion window can be set to a minimum of 7 days and a maximum of 90 days.

If you pick 30 days, then conversions that happen within 30 days after a click are tracked.

A shorter conversion window will reduce the number of conversions your account records.

You can edit the conversion window setting for any of the webpage, import, or phone call conversions you're tracking. Learn more about editing a conversion window in Google Ads Help.

View-through conversion window (website conversion tracker only)

Set the maximum number of days after a customer sees your display ad and converts to attribute the conversion to the assistance of a display ad.  The view-through conversion window can be set to a minimum of 1 days and a maximum of 30 days. Learn about view-through data in Google Ads Help.

Markup language (website conversion tracker only)

Specify the language that your website is written in. The most common language is HTML.

Choose when to track conversions (website conversion tracker only)

  • Page load: Reports the conversion as soon as the conversion page loads.
  • On click: Reports the conversion when a customer clicks a specific button on your website.

Include in "Conversions"

Turn on this setting if you want to include conversions from this tracker in the Google Ads "Conversions" reporting column. If you turn off this setting, the tracker's conversions will still be included in the "All conversions" column. You might turn off this setting if you use Google Ads Smart Bidding and you don't want to include this tracker's conversions in the Google Ads bid strategy. Learn more about the "Include in 'Conversions'" setting.

Attribution model type

This setting determines which Google Ads attribution model to apply to conversions from this tracker. "Data-driven attribution" appears only if your account has enough data for Google Ads to generate a data-driven model. (These are not the same models you can apply to Floodlight conversions or Google Analytics conversions from Search Ads 360. You can only apply Google Ads attribution models to Google Ads conversion trackers.) 

The setting affects how this tracker's conversions are counted in your "Conversions" and "All conversions" columns.  For example, if you choose “First click” as your attribution model, conversions will be credited to the first ad customers clicked before completing a conversion. In your reports, the conversions would count in the campaigns, ad groups, ads, and keywords associated with the first-clicked ad. 

Learn more about Google Ads attribution models.

Was this helpful?
How can we improve it?