AdWords conversion tracking

AdWords conversion tracking shows 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.

You can set up an AdWords conversion tracking tag from Tag Manager. Before getting started with this tag, we recommend getting familiar with conversion tracking in the AdWords Help Center.

To set this up, you'll need to supply the required AdWords Conversion ID and Conversion Label, an optional Conversion Value, Order ID, and Currency Code.

It is highly recommended that you add an Order ID to help avoid counting duplicate conversions. This will require generating an Order ID from your app or website and setting Tag Manager to capture the Order ID as a data layer variable.
  1. In Tag Manager, start a new AdWords tag. From the home screen select New Tag and then Tag Configuration and then AdWords Conversion Tracking.
  2. Sign in to your AdWords account at https://adwords.google.com to gather the values that you will use to complete the tag setup:
    • If you are using the new AdWords experience:
      1. In your AdWords account, click the Tool icon ( ).
      2. Select Measurement and then Conversions, which opens to the Conversion Actions table.
      3. Click on the name of the conversion that you want to use.
      4. Click the Tag setup section.
      5. Click Use Google Tag Manager. The tab will show your conversion ID and conversion label.
    • If you are using the classic AdWords experience:
      1. In your AdWords account, go to Shared Library and then Audiences.
      2. Click Tag Details and select Setup.
      3. Expand the View AdWords remarketing tag and instructions section and record the conversion ID (example highlighted below).

        <script type="text/javascript">
        /* <![CDATA[ */
        var google_conversion_id = 123456733;
        var google_custom_params = window.google_tag_params;
        var google_remarketing_only = true;
        /* ]]> */
        </script>
        


        Optional: If you have a tag-based remarketing list with conversion label, open the tag to view details and record the conversion ID and conversion label.

        <script type="text/javascript">
        /* <![CDATA[ */
        var google_conversion_id = 123456733;
        var google_conversion_label = "vOzVCLSr3nUQmqytvgM";
        var google_custom_params = window.google_tag_params;
        var google_remarketing_only = true;
        /* ]]> */
        </script>
        
  3. In Google Tag Manager, add the required Conversion ID and Conversion Label values to their respective fields. You may optionally add a Conversion Value, Order ID, and Currency Code. Be sure to use Tag Manager variables for these field values whenever applicable. (For instance, you will always want to use a variable for Order ID.)
  4. Choose one or more triggers in the Triggering section to specify when the tag should fire.
  5. Click Save to complete your tag setup.
  6. Important: To ensure proper tracking in all browsers, add a Conversion Linker tag with this configuration.
  7. Preview your changes, and publish when ready.
If you want to capture the entire flow of customers through your site and include conversions from non-AdWords sources in your conversion tracking reports, use Tag Manager to deploy Google Analytics across your entire site and then import your Analytics goals and transactions into AdWords.

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