Set up conversion tracking for your website

Set up conversion tracking for your website

Note: The global site tag (gtag.js) is now the Google tag. With this change, new and existing gtag.js installations will get new capabilities to help you do more, improve data quality, and adopt new features – all without additional code. Learn more About the Google tag.

Conversion tracking can help you see how effectively your ad clicks lead to valuable customer activity on your website, such as purchases, sign-ups, and form submissions.

This article demonstrates how to create a conversion action to track customer actions on your website.

Before you begin

Google Tag Manager doesn't yet support all Google tag functionality associated with Google Ads. If you use Tag Manager:
  • Don't add the Google tag (gtag.js) in Google Tag Manager via custom HTML or a template as it may not work as intended.
  • If you want to automatically set up conversion with URLs, you will need to install the gtag.js snippet directly in your website.
  • We recommend reconfiguring enhanced conversions and enhanced conversions for leads directly in your Tag Manager container.
Note: If you want to set up your conversion measurement with a CMS-host (Content Management System) website (for example, a website created using Wix, WordPress, Drupal, Squarespace, GoDaddy, WooCommerce, Shopify, Magento, Awesome Motive, Hubspot, etc.) you can find those instructions under our conversion tracking partner integrations.

There are two steps to set up conversion tracking:

Create a conversion action Set up your Google tag
An animated GIF demonstrating how to create a new conversion action for your website. An animation demonstrating the Tag ID and Destination ID on Google tag.

Before you can set up website conversion tracking you need:

  • A website: This is where you'll put the Google tag code.
  • Ability to edit website code: Either you or your web developer will need to be able to add the code to your website.

To learn more about how conversion tracking works and why to use it, read About conversion tracking.

Or, if you're not sure if website conversion tracking is right for you, you can find instructions for all the different kinds of conversion tracking here.

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