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Conversion tracking on your website with Google Ads

When running campaigns on Google Search you most likely want to know how many of your site's visitors perform the required action on your site, such as a purchase, filling in a form or clicking on a certain link. This requires you to start tracking conversions. In this article we'll explain how to create a tracking code and how to implement it in your website.

First of all, it's important that you know how to edit your website's HTML code or have access to a developer who can assist you with this process. We'll tackle 2 main steps in this article:

  1. Creating a conversion tracking code for your website
  2. Implement the tracking code in your website

Creating a conversion tracking code for your website

Let's start with creating the tracking code in Google Search Autopilot.

  1. In the main menu on the left, navigate to "Conversion Trackers"
  2. Click the blue button "Create Tracker"
  3. Choose if you want to track website conversions or phone calls
  4. Choose which action you want to track (purchase, page view etc)
  5. Choose if you want a fixed value per conversion or a different one per conversion.
    1. In both cases you need to set a value for a conversion. If you are going to track different conversion values, the value you set here will be the backup value in case something goes wrong.
  6. Choose how many conversion you want to track per click or interaction. Generally speaking, except for tracking leads, you want to measure every conversion such as every purchase etc.
  7. Choose a conversion window. This will be how long after the user who has clicked your ad will stay eligible for assigning his conversion to your campaigns and ads. Default is 30 days, in which case if a user completes a purchase within 30 days, your campaign will add it to your results.
  8. View through window: same as conversion window, however, in this case the user has only viewed your ad.
  9. Include in conversions: default yes, and highly recommended to view the results in your dashboard.
  10. Attribution model: by default this is time decay. This means that older clicks from older campaigns will get less value attributed for conversions than newer ones.
  11. Click the "Create Tracker" button to create the tracker.

It will now show up in your dashboard. For the next step click the </> icon at the end of tracker's row.

Implementing the conversion tracker in your website

For implementing a conversion tracker in your website you either need the knowledge and access to your website's HTML code, or you need to call in the assistance of a developer.

When clicking the </> button behind your newly created conversion tracker you will see instructions and two pieces of code:

  1. Global site tag
  2. Event snippet

There are multiple ways to install these, but in the following steps we'll explain how to implement the tracking codes to measure a conversion when a user get's to see a "Thank you" page after completing a purchase on your website. At the end of this page you'll find instructions on how to measure clicks or button clicks as conversions.

Step 1: Copy the Global site tag code and paste it between the <head></head> tags of your website's HTML. Make sure that this is done for all pages on your website and not just the conversion page.

Step 2: Copy the event snippet and paste it between the <head></head> tags on the page that the user get's to see after completing the purchase, such as a "Thank you" page.

Now, every time a user completes a purchase, the code on your website will tell Google Ads about the conversion and match the user with users that have clicked on any of your ads.

In case you want to reference the official Google documentation on this page view conversion implementation, it's available here.

Tracking dynamic conversion values

After implementing the above codes, you are now also able to track dynamic values for each conversion on your website. It requires you to adjust the event snippet (which you've pasted on your website) dynamically, by adding value and currency fields to the code.

Your event snippet will look like this (please note, this is just an example):

<!-- Gebeurtenisfragment voor voorbeeld van conversiepagina -->
  gtag('event', 'conversion', {'send_to': 'AW-123456789/AbC-D_efG-h12_34-567',
    'value': 123.05,
    'currency': 'USD'

Detailed explanation on dynamic values can be found in the official Google Ads documentation.

Tracking link or button clicks as conversions

If you want to track link clicks or button clicks as conversions first make sure to have finished to above implementation guide. Then reference this official Google guide to implement conversion tracking for clicks.