Ressources STÆNK

How to enable conversions on Google Ads?

conversions on Google Ads

To ensure that your are effective and get a good return on investment, you need to be able to measure the performance of your campaigns as well as the conversion rate. In this article, we show you how to enable conversion tracking to allow you to analyze clicks on your ads to convert and drive your users to action on your site. 

Why use conversion tracking?

Conversion tracking allows you to collect data to make your SEA campaigns more effective. You will be able to identify the keywords and ads that convert the best. In fact, conversion tracking allows you to better understand the interactions and the behavior between your customers and your ads before conversion. In this way, you will have more hindsight to analyze your bids, your return on investment and your advertising expenses. 

What do you need to enable conversion tracking? 

To activate conversion tracking, you need an account Google Ads active. Also, you must have access to your website in order to change the code to integrate the tracking beacon into it. You can call your site administrator if you are unable to modify your website. We show you the steps to follow to set up the conversion tracking below and for more details do not hesitate to consult the Google support

Start by creating a conversion action 

In your Google Ads account, by creating a conversion action, you will get a tracking code : this is a tag that you will have to add within the code of your website. 

  • Sign in to your Google Ads account. In the top right corner, click the Tools icon, then under 'Statistics', click 'Conversions'.
  • You will need to rename the conversion action so that you can easily recognize it in your performance report. To do this, next to "Conversion Type Name", assign a name to the conversion action you want to track. 
  • Create categories to group all the same conversion actions in your detailed reports: next to "Category", select a description corresponding to your conversion action. 
  • Select the mode for monitoring the value of each conversion: click on "Value".
  • Click on "Number" to select how you want to account for conversions.
  • Then select the period of time during which you want to track conversions after a user has clicked on your ads (the period ranges from 1 to 90 days): click on "Conversion tracking period". 
  • Similarly, select the follow-up period after display this time (between 1 and 30 days): click on Conversion follow-up period after display. 
  • If you want to include the data of your conversion action in the "Conversions" column of the Google Ads detailed report, in this case you must click on "Include" in "Conversions". 
  • Click on Create and continue: your conversion action has been created. 

To find out how to access its Google Ads statistics, click on this article

Then activate the conversion tracking tag

To be able to track your conversions from your site you need to add the Global Site Tag and the event snippet by code of your website. 

The Global Site Tag 

You must insert the Global Site Tag on all pages of your site, but only once per Google Ads account. This tag defines new cookies in your field. These record clicks on ads that have redirected users to your site. Also, you must specify to your users that you collect their data on your site to track conversions, in order to comply with legislation. 

Also, if you have configured "remarketing" or "retargueting" in your account, the Global Site Tag allows you to automatically add your site visitors to the "All Visitors" list for future reports. 

The event extract 

The event snippet is associated with a single conversion action, which is different from the Global Site Tag. Therefore, you must insert the event snippet tag on the pages of the site for which you want to enable tracking conversions. 

conversions on Google Ads

How do I add the conversion tracking tag? 

Option 1: Install the beacon by yourself

Under "Global Site Tag", there are several options to choose from depending on whether you have already installed this tag or if this is the first time. Then, all you have to do is follow the instructions for inserting the tag. To insert it, copy the code displayed and paste it between the and tags on each page of your website.

Here is an example of a global site tag given by the Google Support. Here, "AW-CONVERSION_ID" is the conversion ID for your Google Ads account:

window.dataLayer = window.dataLayer || [];

function gtag(){dataLayer.push(arguments);}

gtag('js', new Date());

gtag("config", "AW-CONVERSION_ID");

Option 2: Use Google Tag Manager

If you don't feel like installing the tag yourself, you can use Google Tag Manager. This tool allows you to manage your tags (including the tag for tracking conversions) and the modernize easily on your website. 


Conversion tracking allows you to make your SEA campaigns more effective, with better analysis of actions of your customers as a result of clicks on your ads. To be sure to collect all the data, check that the configuration has worked properly using Google Tag Assistant. Finally, don't forget that you need to inform your users and provide them with clear and complete information about the data you collect on your websites. You must obtain their consent, as required by law. Google's security standards are strict. Google Ads only collects data on pages on which you've deployed the associated tags.

Related Articles


à propos de l'auteur.e : Ludivine Mazzotti

Leave a Reply

Your email address will not be published. Les champs obligatoires sont indiqués avec *



Discover the 10 best web marketing strategies in 2020, from business strategy to execution, to improve operational efficiency.


Download our white paper and discover the whole process to optimize your site's SEO on search engines.