How to Track Conversions With Google AdWords

Let’s say you’re running Google AdWords campaigns, business is great and you’re actually generating a significant number of clicks. That’s great! But wait, can you tell how many people who clicked on your ad actually ended up completing your goal? The answer is NO!

Getting clicks is a good start but you need to be able to assess your success, and in order to do that you need to track your conversions. Using Google AdWords (Soon to become Google Ads) will allow you to track your conversions, analyse your data and determine which keywords or search queries result in more actions. Consequently, you will be able to identify which areas of your campaign require more focus and optimise them accordingly.

Tracking conversions won’t necessarily double your sales overnight, but over time and by using the generated data correctly to make smarter decisions and optimizations you can increase the effectiveness and performance of your campaigns and ultimately drive more business results.

In this article, we’ll cover everything you need to know to get started with conversion tracking using Google AdWords.

 Tracking Conversions with Google AdWords

Before we begin with the basics of setting up a conversion tracking with Google AdWords, you will need to decide what you want to track exactly and choose from the following conversion sources:

1- Websites: If your goal is to track the purchases made on your, the number of page visits or form submissions.

2- Phones: If you want to track the number of phone calls you receive from your site

3- Apps: If you wish to track your App downloads or the number of actions made on App.

# Adding the HTML Code

 You will need to install a snippet of HTML code on your webpage, specifically the page your customers land on after completing the conversion act. This could be your “Thank you” page for instance, the “contact form submission” or “email sign-ups” etc. So once the customer lands on this particular page, the conversion code will notify AdWords that your ad lead to this conversion and Voila! that’s simply how it works.


# Setting up Conversion Tracking

Step 1: Create a Conversion Action

  • Go to your Google AdWords account, click on “Tools” in the top navigation bar and then select “Conversions”.

  • Click on the red “Conversion” button to create your first conversion action.

  • Select the type of conversion you’d like to track

  • And give your action a specific name that you can recognise as an action later in the conversion report.

  • In this section, you will need to set a value for your conversion or in other words how much each conversion is worth to your business.  You can choose to set the same value, use different values for each conversion or if you don’t want to assign any value to this specific action.

  • At this stage, you need to indicate how long you would like to track the conversion. Make sure you allow your conversion enough amount of time you expect your customers need before they convert and complete your goal action.

  • Under the category option, you can select the category that best applies to a specific conversion. For website purchases you can select “Purchase/Sale”, for tracking email sign ups you can choose “Sign-up” for any alternative conversions not listed you can select “Other” 


Step 2: Set up your conversion tracking tag

In this section, you will have access to the specific snippet code you need to add to your webpage for this conversion action.

  • You can click on the “Edit Settings” to check if there are any changes you’d like to make.

  • Under install you tag, you get to choose between the two options “track conversions on page load” if your goal action is to track the number of purchases or sign-ups. Or “click” if you’d like to count conversions when your customers click on a specific link or button.

  • When it comes to the final step of installing the conversion tracking tag, you’ll be presented with two options to select from:

- Save instructions and tag if you’re installing the tag by yourself.

- Email instructions and tag if someone else will be installing it, such as your developer or in case you’re using Google Tag manager. An email including your code snippet and the instruction of using it will then be directly sent to you.

You can find more information about how to set up conversion tracking on the Google support page.


Clicks can say a lot about your performance but they can’t match up to conversions. The number of clicks an ad receives cannot measure your campaign’s success, the number of conversions on the other hand can. The difference between the two is exactly similar to a customer’s experience in-store, the clicks are customers browsing and leaving without making a purchase and the conversions are the numbers of customers completing the purchasing action.

As simple as that!

You need to track the customers buying from your store to evaluate your store’s success and the same applies online. With Google AdWords’ conversion tracking option, you will be able to track the effectiveness and performance of your campaign from your own comfy chair.

This post is part of adaplo Blog.

Evaluate your Google Shopping for free

Receive a PDF report that grades your Shopping Campaigns and provides actionable recommendation on the 9 most common mistakes. It takes less than 1 minute!

Get a free analysis