How do I track conversions in Google Ads?

by | Aug 19, 2025 | Blog

How Do I Track Conversions in Google Ads? A Complete Guide for Milton Keynes Businesses

Understanding Conversion Tracking in Google Ads

Tracking conversions is essential for measuring the success of your Google Ads campaigns. It helps you understand whether your ads are driving valuable customer actions, such as sales, sign-ups, or phone calls. At Milton Keynes Marketing, we specialise in harnessing Google Ads data to optimise your ROI effectively.

Conversion tracking provides insights that enable you to refine your advertising strategies, focus on high-performing keywords, and improve overall campaign efficiency. Without proper tracking, you’re essentially navigating blindly, risking wasted budget and missed opportunities.

How Google Ads Tracks Conversions

Google Ads tracks conversions through its conversion tracking code, a small snippet of HTML or JavaScript that you add to your website. When a user interacts with your ad and completes an action, this code records the conversion data back to your Google Ads account. This process allows you to attribute conversions accurately to specific ads, keywords, or campaigns.

The process involves setting up conversion actions within your Google Ads account. These actions can include website purchases, contact form submissions, newsletter sign-ups, or phone calls. Once set, Google Ads matches the conversion to the appropriate ad interaction, helping you measure campaign performance precisely.

Setting Up Conversion Tracking in Google Ads

Step 1: Access Your Google Ads Account

Log into your Google Ads account and select the campaign or account where you’d like to track conversions. Ensure that your billing and account settings are correctly configured.

Step 2: Create a New Conversion Action

Navigate to the “Tools & Settings” menu, then select “Conversions” under the “Measurement” section. Click the “+ New Conversion Action” button to start setting up your tracking.

Step 3: Choose Your Conversion Type

You’ll be prompted to select the type of conversion you want to track: website, app, phone calls, or import. For most local businesses, website conversions are the primary focus.

Step 4: Configure Conversion Settings

Provide details such as the name of the conversion (e.g., “Contact Form Submission”), value (if applicable), count method (every or one), click-through window, and view-through window. These settings help tailor tracking to your specific goals.

Step 5: Install the Conversion Tracking Tag

Once configured, Google will generate a conversion tracking tag. For website conversions, there are two parts:

– Global site tag: a base code placed on every page of your website.
– Event snippet: a specific code added to the page where the conversion occurs (e.g., thank you page).

You can add these snippets manually to your website’s HTML or use Google Tag Manager for easier management.

Implementing Conversion Tracking on Your Website

Manual Installation

If you are comfortable editing your website code, copy the global site tag and paste it into the `` section of every page. Then, insert the event snippet on the page that confirms a conversion, such as a thank you page.

Using Google Tag Manager

For easier management, especially if you have multiple tags, Google Tag Manager (GTM) is highly recommended. Install GTM on your website, then create a new tag for the conversion tracking code and set a trigger based on page views or specific actions.

Verifying and Troubleshooting Your Conversion Tracking

After implementation, it’s crucial to verify that your conversions are being tracked correctly. Use Google Tag Assistant or Chrome Developer Tools to troubleshoot issues.

Check for the presence of your global site tag on relevant pages. Test conversions yourself by completing the action and ensuring Google Ads reports the conversion within 24 hours.

If conversions don’t register, review your code placement, trigger conditions, and website crawlability. Sometimes, conflicts with other scripts or ad blockers can interfere with tracking.

Using Conversion Data to Optimise Campaigns

Conversion data is the backbone of effective Google Ads optimisation. Regularly review your “Conversions” section to identify which keywords, ads, and landing pages deliver the best results.

Adjust your bids based on conversion rates, pause underperforming ads, or create targeted remarketing campaigns. Continuous optimisation ensures your advertising budget is utilised efficiently.

Additional Conversion Tracking Options for Local Businesses

Apart from website actions, Google Ads allows tracking of:

– Phone calls via Google’s call tracking feature.
– App installs and in-app actions.
– Importing offline conversions like in-store purchases.

These options provide a comprehensive view of your lead generation efforts, especially valuable for local businesses aiming to measure in-store or phone-based customer interactions.

Tracking Phone Calls

Enable call tracking to measure calls generated directly from your ads. Use call extensions or call-only ads, and ensure you set up call conversion tracking within Google Ads.

Importing Offline Conversions

For in-store sales or offline lead forms, upload data like purchase details or leads into Google Ads. This allows attribution of offline actions to your digital campaigns.

FAQs About Tracking Conversions in Google Ads

  1. How do I verify if my conversion tracking is working? Use tools like Google Tag Assistant or Google Tag Manager Preview mode to check tags and conversions.
  2. Can I track multiple types of conversions? Yes, you can create and track various conversion actions such as sales, sign-ups, and phone calls.
  3. Is conversion tracking free? Absolutely. Google Ads provides this feature as part of the platform at no extra charge.
  4. How accurate is Google Ads conversion tracking? It is highly reliable but can be affected by ad blockers, cookie settings, or tag placement issues.
  5. Do I need technical skills to set up conversion tracking? Basic HTML knowledge helps, but Google Tag Manager makes setup accessible without coding expertise.
  6. Can I track conversions across multiple websites? Yes, by deploying the same tags across your different sites and configuring conversions separately.
  7. How long does it take for conversions to appear in reports? Usually within 24 hours, but sometimes longer depending on traffic and setup.
  8. What is the difference between conversions and click metrics? Clicks are user interactions with ads, while conversions measure the desired actions taken post-click.
  9. Can conversion tracking improve my ROI? Yes, by identifying top-performing ads and optimising for conversions, you can maximise your return on investment.
  10. Is it possible to track conversions on mobile apps? Yes, using app conversion tracking through Firebase or Google Play, which integrates with Google Ads.

Conclusion

Properly tracking conversions in Google Ads is fundamental for optimising your paid advertising efforts. At Milton Keynes Marketing, we specialise in setting up and analysing conversion data to help your local business grow. By implementing robust conversion tracking, you can make informed decisions, increase ROI, and achieve your marketing goals more efficiently.

Ready to get started with Google Ads conversion tracking? Contact our PPC experts today for tailored support that drives results. For a free consultation please contact us through our Milton Keynes PPC agency