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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.
Tip: If you would like to publish this tag without disrupting or waiting for other in-progress changes, try working on it in a new workspace.
  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 to gather the values that you will use to complete the tag setup:
    • Classic AdWords experience:
      1. For Order ID, you will need to set up your app or website to generate an Order ID, add that value to the data layer, and create a Tag Manager variable to retrieve the Order ID value.
      2. In the code box, find the values for the AdWords code variables and record their corresponding values. For Conversion ID, this will be google_conversion_id, for Conversion Label, this will be google_conversion_label, and so on.
      3. Select the name of the conversion action that you want to use from the Name column.
      4. In your AdWords account, navigate to Tools and then Conversions and then Conversion actions.
    • New AdWords experience:
      1. In your AdWords account, click the Tools, Billing, and Settings menu (More).
      2. Select Measurement: Conversions, which opens to the Conversion Actions table
      3. Click on the name of the conversion that you want to use.
      4. Expand the Tab heading to view the tag details.
      5. Under Event tag, you should see code that looks like this:
        gtag('event', 'conversion', {
          'transaction_id': ''

        In the send_to parameter, the conversion ID and conversion label will be where AW-CONVERSION_ID and AW-CONVERSION_LABEL appear in the above code.
  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.

Next steps

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