Google Ads Conversion Code

Conversion tracking is a free tool based on a conversion code that shows you what happens after a customer clicks on your ad and how they interact with your landing page. It can be purchases, sign-ups, or form submissions. Google Ads Conversion Code will help you to understand a specific customer activity that is valuable to your business. Read more about conversion tracking here.

This guide will show you how to add a Google Ads Conversion Code to your landing page and start tracking user activity. You need a Google Ads account to create a conversion code.

If you don’t have an account, create one, and in the first step select Get more website sales or sign-ups.

Create a conversion action and get your tracking tags

1. Log in to your Google Ads account, create a new campaign (1) or select an existing campaign and click on View campaign (2).

2. In the upper right corner, click the tools icon and click on Conversions. If you don’t see this section, click on Switch to Expert Mode.

3. Add conversions and select Website.

4. Select the category, enter a conversion name and (optionally) set value. Select how to count the conversions. Click on One if you want to track leads, such as sign-ups. Select Every if you want to track sales. Customize the remaining options and click on Create and Continue.

5. In the Tag setup section, select Install the tag yourself.

6. Open a new tab and go to Smart Pages. Log in and go to the editor of your landing page. You will install two JavaScript snippets – a global site tag and an event snippet.

You can select one of two event snippets. Page load allows you to track conversions when users visit the thank you page after purchase or sign-up. Click enables you to track conversions when users click on a button.

Install the global site tag

1. In the Google Ads set up section, select HTML (1), check The global site tag isn’t installed on all your HTML pages (2), and copy or download the snippet (3).

2. In Smart Pages, go to the JavaScript Code section.

3. Click on Add script.
4. Type in a name (1), paste your code (2), select Head (3) and Both (4). Click on Add.

Install the event snippet – Page load

1. Go back to Google Ads, scroll down to customize your Event snippet. Select Page load (1), copy or download the snippet (2).

2. Go to Smart Pages, click on Add script to install the second snippet.
3. Type in a name (1), paste your code (2), and choose Body top (3) and Conversion page (4). Click on Add.

4. Publish your landing page.
5. Go back to the Google Ads setup section and Click on Next and then Done. Now you can track conversions.

Install the event snippet – Click

1. Go back to Google Ads, scroll down to customize your Event snippet. Select Click (1), copy or download the snippet (2).

2. Go to Smart Pages, click on Add script to install the second snippet.
3. Type in a name (1), paste your code (2), and choose Body top (3) and Main page (4). Click on Add.

4. Go to the editor of your landing page. You have to tag the buttons you want to track.

5. On the left side of the editor, find the Button widget then drag and drop into the active area of your landing page.

6. Click on Settings and go to the Settings section. Customize the following snippet:

Replace http://example.com/your-link with the destination URL. Paste the custom code in the code section. Click on Save and close.

7. Publish your landing page
8. Go back to the Google Ads setup section and Click on Next and then Done.

Conversion tracking status

You can check your Conversion tracking status and manage conversion actions here or log into your Google Ads account and go to the Conversions section.

If the tracking status is Unverified for less than 24 hours – Google needs a few hours to verify the tag after the first conversion.

If the tracking status is Unverified for more than 24 hours/Tag inactive – you should verify whether you have installed the correct tag and confirm that it is on the right page. Go here to find out more.