Create a conversion tag for Google Ads
You can create conversion tags for new conversions to be tracked for individual Google Ads accounts, not tracked at a manager account level.
To generate conversion tags for existing conversions, use the ad network’s editor.
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In the main menu, click Search > Admin > Conversions.
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In the toolbar above the data table, click
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Specify the conversion tag settings.
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Select the account, and then select the conversion type.
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Click Next.
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Specify the conversion options.
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Click Generate.
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Copy the conversion tag and implement it on the websites from which you want to track the conversion metric.
See “Installing the Google tag” in the Google Ads help to “2. Set up your Google tag.”
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Click Done.
Once you add the tags to your website and they begin firing, Google Ads records conversions on the website. Search, Social, & Commerce syncs the conversions daily. For more information about the data that’s synced, see "Google Ads conversion data in Search, Social, & Commerce.
Conversion tag settings conversion-tag-settings-google
Select an Account: The applicable Google Ads account.
Type of Conversion: The type of conversion to track: Click on a webpage element, Calls to a phone number on your website, or Clicks to your number on your mobile website.
Conversion Name: A unique name for the conversion metric.
[Conversion Category]: The conversion category. The available categories vary by conversion type. For Calls to a phone number on your website and Clicks to your number on your mobile website, “Phone Call Lead” is selected by default.
[Action Type]: Whether the goal is a Primary action used for bidding optimization or a Secondary action not used for bidding optimization.
Value: How to measure the value of each conversion:
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Use the same value for each conversion, which requires you to select a currency and enter the value for each conversion.
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Use a different value for each conversion, which requires you to select a currency and enter a default value for each conversion. You can change the default value in the tag with a transaction-specific value when you implement the tag on a specific webpage.
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Don’t use a value for this conversion action (Not recommended)
Count: How many conversions to count per click or interaction: Every (Recommended for every purchases because every purchase is valuable) or One (Recommended for leads, sign-ups and other conversions because only the first interaction is valuable).
Click Through Conversion Window: The maximum number of days after an ad interaction for which conversions are recorded. For search, display, and shopping campaigns, the window can be from 1-90 days. Select a number or select Custom and enter a number.
View Through Conversion Window: The maximum number of days after a user views your ads for which view-through conversions are recorded. For search, display, and shopping campaigns, the window can be from 1-90 days. Select a number or select Custom and enter a number.
Attribution Model: How much credit each ad interaction gets: Data driven, Last click, First click, Linear, Time decay, or Position based.