What is the Google Ads conversion tracking code?

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The Google Ads conversion tracking code, also known as the “global site tag,” is a snippet of code provided by Google Ads that needs to be added to the specific pages of your website or app where you want to track conversions. This code is unique to your Google Ads account and is generated within the Google Ads interface.

When a user completes a desired action, such as making a purchase or submitting a form, the conversion tracking code sends information back to Google Ads, allowing you to track and measure the success of your advertising campaigns.

Here’s an example of what the Google Ads conversion tracking code looks like:

<script async src=""></script>
window.dataLayer = window.dataLayer || [];
function gtag(){dataLayer.push(arguments);}
gtag('js', new Date());

gtag('config', 'YOUR_CONVERSION_ID');

In the code snippet, you’ll need to replace “YOUR_CONVERSION_ID” with the actual conversion ID provided by Google Ads. This unique identifier links the conversion tracking code to your specific conversion action.

To set up the conversion tracking code, follow these steps:

  1. Log in to your Google Ads account.
  2. Go to the “Tools & Settings” menu and select “Conversions” under the “Measurement” section.
  3. Click the “+” button to create a new conversion action.
  4. Follow the setup process and choose the appropriate conversion type, such as purchase, form submission, or phone call.
  5. After configuring the conversion settings, Google Ads will provide you with the conversion tracking code snippet.
  6. Copy the code snippet and add it to the pages of your website or app where you want to track conversions. Place it between the <head> and </head> tags or just before the closing </body> tag.

Remember to place the code on the specific pages that indicate a successful conversion, such as the thank-you page after a purchase or the confirmation page after form submission.

By adding the Google Ads conversion tracking code to your website or app, you can accurately measure the performance of your advertising campaigns, track conversions, and optimize your strategies to achieve your desired business goals.

  1. Multiple conversion actions: You can set up multiple conversion actions in your Google Ads account, each with its own unique conversion ID. This allows you to track different types of conversions or specific actions on your website or app. For example, you can have separate conversion actions for purchases, newsletter sign-ups, or lead form submissions.
  2. Event-based tracking: The conversion tracking code can be triggered based on specific events or actions taken by users, such as button clicks or form submissions. By customizing the code implementation, you can track conversions that occur as a result of specific user interactions, providing more granular data on the effectiveness of your campaigns.
  3. Dynamic conversion values: If your conversions have different values, such as varying order values in e-commerce, you can dynamically pass the conversion value to Google Ads using the conversion tracking code. This allows you to accurately track the revenue generated by your campaigns and optimize your bidding and budgeting strategies accordingly.
  4. Tag managers: If you’re using a tag management system, such as Google Tag Manager, you can deploy the Google Ads conversion tracking code through the tag manager interface. This provides a centralized way to manage all your tracking codes and simplifies the process of adding or updating conversion tracking on your website or app.
  5. Testing and verification: After implementing the conversion tracking code, it’s important to test and verify that it’s working correctly. Google provides a “Tag Assistant” browser extension that can help you check if the conversion tracking code is firing properly and capturing conversions on your website. Additionally, Google Ads provides conversion tracking tools to help you verify that conversions are being recorded accurately.
  6. Importance of accurate implementation: To ensure accurate tracking of conversions, it’s crucial to implement the conversion tracking code correctly on the designated pages. Any errors or omissions in the code placement can lead to inaccurate or incomplete conversion data. Therefore, it’s recommended to test and confirm that conversions are being tracked accurately after implementing the code.

By using the Google Ads conversion tracking code effectively, you can gain valuable insights into the performance of your advertising campaigns, measure the return on investment, and make data-driven decisions to optimiz

  1. Offline conversion tracking: In addition to tracking conversions that occur online, Google Ads also offers the ability to track offline conversions. This is useful for businesses that generate leads or sales through phone calls or in-store visits. You can import offline conversion data into Google Ads by integrating your customer relationship management (CRM) system with Google Ads, allowing you to attribute conversions back to your advertising campaigns.
  2. Attribution modeling: Google Ads provides various attribution models that allow you to assign credit for conversions to different touchpoints along the customer journey. The conversion tracking code helps collect data that feeds into these attribution models, enabling you to understand the impact of different ads and keywords in driving conversions. Attribution modeling can help you make informed decisions about budget allocation and campaign optimization.
  3. Cross-device tracking: With the prevalence of multi-device usage, it’s important to track conversions across devices. The Google Ads conversion tracking code utilizes cross-device tracking capabilities, allowing you to track conversions when users interact with your ads on one device and complete the conversion on another. This provides a more comprehensive view of the customer journey and helps you understand the effectiveness of your campaigns across different devices.
  4. Conversion tracking for app installations: If you have a mobile app, you can also track app installations and in-app conversions using the Google Ads conversion tracking code. By integrating the code into your app, you can measure the performance of your app campaigns, track installs, and attribute conversions back to specific ads or keywords.
  5. Conversion tracking for specific platforms: Google Ads provides specific conversion tracking options for various platforms. For example, if you have an e-commerce store built on Shopify or another popular e-commerce platform, you can use the Google Ads conversion tracking app or plugin available for that platform to simplify the implementation of the code and streamline the tracking process.
  6. Data-driven optimizations: The data collected through conversion tracking is valuable for optimizing your Google Ads campaigns. It allows you to analyze the performance of different ads, keywords, and targeting options and make data-driven decisions to improve campaign efficiency and drive better results. By monitoring conversion data, you can identify trends, adjust bids, refine ad messaging, and optimize your overall campaign strategy.

Remember, accurate and reliable conversion tracking is essential for measuring the success of your advertising efforts and making informed decisions. Take the time to set up conversion tracking correctly, test its functionality, and regularly monitor the performance data to ensure your campaigns are on track to meet your goals.


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