Google Ads conversions

Google Ads conversion tags help to build reports that show you what happens after a customer clicks on your ads – whether they purchased a product, signed up for your newsletter, called your business, or downloaded your app. When a customer completes an action that you've defined as valuable, these customer actions are called conversions.

Before you get started with this tag, we recommend that you learn more about Google Ads conversion measurement.

Before you begin

This guide assumes that you’ve done the following:

• Create an account and container in Google Tag Manager
• Set up your Google tag
• You have a Conversion linker tag
• Create a conversion action in Google Ads

To set up Google Ads conversion measurement, you will need to enter the required Google Ads Conversion ID and Conversion Label, and an optional Conversion Value, Transaction ID, and/or Currency Code.

To avoid duplicate conversions in your reports, add a Transaction ID from your app or website as the value for a data layer variable in Tag Manager.

1. In your Tag Manager workspace, click Add a new tag.
2. Click Tag Configuration Google Ads Google Ads Conversion Tracking
3. To find your Conversion ID and Conversion Label, follow these steps:
   1. In your Google Ads account, click the Goals icon .
   2. In “Conversions”, under “Summary”, click the conversion action you want to track.
   3. At the “Tag setup” section, click Use Google Tag Manager.
   4. Copy your Conversion ID and Conversion label. The Conversion ID is unique per Google Ads account, while the Conversion Label is unique per conversion action.
4. In Tag Manager, add the required Conversion ID and Conversion label values obtained from step 3 to their respective fields. You may optionally add a Conversion Value, Transaction ID*, and Currency Code. Be sure to use Tag Manager variables for these field values whenever applicable.
5. Choose one or more triggers in the Triggering section to specify when the tag should fire. If you don’t have any triggers yet, you need to create a new trigger.
6. Click Save to complete your tag setup.
7. Preview your changes and publish when ready.

* For Transaction ID, most cases will use a variable for transaction ID. You will need to set up your app or website to generate a Transaction ID, add that value to the data layer, and create a Tag Manager variable to retrieve the Transaction ID value.

If you want to capture the entire flow of customers through your site and include conversions from non-Google Ads sources in your conversion reports, use Tag Manager to deploy Google Analytics across your entire site and then import your Analytics goals and transactions into Google Ads.

Related resources

• Google Ads: Set up conversion tracking
• Conversion Linker tag
• Set up conversion measurement for your website
• Use a transaction ID to minimize duplicate conversions
• Tag Manager variables