How can I set up Conversions in Google Ads?

Introduction

This document sets out the process to create Google Ads conversions within the Google Ads platform. 

Please note that setting up Google Ads conversions is not the same as How do I import Google Analytics into Google Ads? Whilst the end result is that one can attribute conversions to Google Ads campaigns in the Google Ads platform for both setups, there are underlying differences in how the data is processed, and attributed. More detailed information about these differences can be found in the article Comparing Analytics and Google Ads conversion metrics.

Official documentation on this process can be found in the article Set up conversion tracking for your website.

Time Required

30 minutes

Tools and Equipment Required

• Internet access
• Google Ads account

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On this page:

  Creating Conversions within Google Ads

  Appendix

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Creating Conversions within Google Ads

• Sign in to your Google Ads account.
• In the menu at the left of your screen, click on Goals.
• From the menu that shows up, under Conversions click Summary.
• In the summary, click + New conversion action.
• Click Website.
• Put https://booking.zerolatencyvr.com within the website domain text box and click Scan.
• Follow the below instructions and execute them for each conversion listed in the Appendix 1 table further down in the document. 
  • Click Add a conversion action manually.
  • Configure the conversions noted in Appendix 1 using the settings provided. Where settings are not specified in the table below, the default settings can be used. For more advanced users, if they are comfortable, they can adjust the conversion settings as desired. 
  • Click Done.
• After creating all the conversion actions, tick the Turn on enhanced conversions option as below:
  
• Click Agree and continue.
• Click on the Use Google Tag Manager tab. 
• Copy the Conversion ID and store it somewhere handy such as a notepad file or spreadsheet.
• Copy the Conversion labels that are found beneath, ensuring that you store them in a way that easily identifies which label belongs to which conversion.
• Click Done.
• This will take you back to the Summary tab.
• Except for Purchase which remains your Primary goal, change each other new GTM goal you added to Secondary. 

Installing Google Ads Conversions via Google Tag Manager

• Go to your Google Tag Manager account > Variables
• You will need to do the following steps for each conversion action in Appendix 1:
  • Click on the Variable for the conversion action created on Google Ads (e.g. Selected Players - Google Ads - GTM)
  • Under Variable Configuration, you will find a field called Value:
    
  • Copy here the Conversion Label for the Google Ads conversion ("Eg1dC..." above is an example only).
  • Note the Purchase conversion label in Google Ads corresponds to the Checkout Complete variable in GTM.
  • Note the Begin Checkout conversion label in Google Ads corresponds to the Proceed to checkout variable in GTM.
  • Click Save.
• Once you're done doing the previous step for all conversion actions, click the Submit button on the upper right corner:
  
• Give the GTM version a name & description that are easy to remember (e.g. V2: Updated Google Ads conversion),
• Click the Publish button.

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Appendix

Appendix 1: List of Google Ads Conversions to be created.

Goal and action optimization	Conversion action optimization options	Conversion name	Value	Count	Required
Purchase	Primary action used for bidding optimization	Purchase - Google Ads - GTM	Use different values for each conversion	Every	Yes
Begin checkout	Secondary action not used for bidding optimization	Begin checkout - Google Ads - GTM	Use different values for each conversion	One	No
Add to cart	Secondary action not used for bidding optimization	Add to cart - Google Ads - GTM	Use different values for each conversion	One	No
Other	Secondary action not used for bidding optimization	Selected Date - Google Ads - GTM	Don’t use a value for this conversion action (not recommended)	One	No
Other	Secondary action not used for bidding optimization	Selected Players - Google Ads - GTM	Don’t use a value for this conversion action (not recommended)	One	No
Other	Secondary action not used for bidding optimization	Selected Time - Google Ads - GTM	Don’t use a value for this conversion action (not recommended)	One	No

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Article Keywords/Phrases: 
Google Ads
Marketing
Conversions