Setting Up Conversion Actions in Google Ads

All the conversion actions created on the Google Ads Account:

Earlier, we created and imported the GA4 conversion actions for the RFI and RFQ into the Google Ads account. Following the email, we set up conversion actions directly in Google Ads based on website events.

All conversion actions have been properly configured, tested, and are functioning as expected. These were implemented using both the Google Ads account and Google Tag Manager.

Google Ads Account Guide: 

GAds 1: Navigate to Conversions

1. In the left-hand menu, click “Goals” (older interfaces may say “Tools & Settings” > “Measurement”).
2. Click “Conversions”.
   

GAds 2: Create a New Conversion Action

1. Click the “+” button to create a new conversion.
2. Choose the conversion source:
   • Website (for form submissions, purchases, etc.)
   • App (for app installs or in-app actions)
   • Phone calls
   • Import (from another tool like Salesforce)
     

GAds 3: Choose Website as Conversion Source

1. Select Website.
2. Enter your domain URL and click “Scan”.
3. Click “+ Add a conversion action manually”.
   

GAds 4: Set Up Conversion Details

Fill in the required fields:

• Conversion name – e.g., “Form Submission” or “Purchase”
• Category – choose the type of conversion (e.g., Submit lead form, Purchase, Contact)
• Value – assign a value per conversion (can be fixed, variable, or no value)
• Count – choose:
  • One: For leads/contact forms (only one conversion per click is counted)
  • Every: For e-commerce sales (count every purchase)
• Click-through conversion window – default is 30 days
• Engaged-view and view-through conversion windows – adjust if needed
• Attribution model – select the preferred model (e.g., Data-driven, Last click, etc.)
  

Click “Done” once completed.

GAds 5: Set Up the Tag

1. Choose how you want to install the tag:
   
   • Use Google Tag Manager
     
     

If using Google Tag Manager, select this option and follow instructions using a trigger (e.g., form submission trigger).

GAds 6: Confirm Tag Implementation

Once the tag is implemented on your site:

1. Use Google Tag Assistant or Google Ads Conversion Troubleshooter to verify that the tag is firing.
2. Google Ads will show the conversion status as “No recent conversions” initially and update after tracking begins.
   

GAds 7: Monitor Conversions

1. Go back to Tools > Conversions.
2. You’ll see the new action with its status.
3. Track performance under the “Campaigns” or “Conversions” columns in your reports.

Google Tag Manager Guide:

GTM 1 : Create a New Tag

1. In the left sidebar, click “Tags”.
2. Click “New” to create a new tag.
3. Name your tag something like “Google Ads – Form Submission Conversion”.

GTM 2: Configure the Tag

1. Click on “Tag Configuration”.
2. Choose “Google Ads Conversion Tracking”.
3. Paste your:
   • Conversion ID
   • Conversion Label
4. Leave the other fields as default unless you’re tracking dynamic values.
   • Optional: For e-commerce or advanced setups, enable conversion value tracking.

GTM 3: Add the Trigger

1. Click on “Triggering”.
2. Select the existing trigger you’ve already created (e.g., “Form Submit Success”, “Button Click – Contact Form”).
3. Click Save.
   

GTM 4: Submit and Publish the Container

1. Click “Submit” (top right).
2. Add a version name/description (e.g., “Added Google Ads Form Submission Tag”).
3. Click “Publish”.

GTM 5: Test the Tag

1. In GTM, click “Preview”.
2. Enter your website URL and navigate to the page where the trigger will fire.
3. Submit the form or take the required action.
4. In the Preview/Debug panel, confirm:
   • The tag fired when the trigger condition was met.
   • The correct tag shows under Tags Fired.

GTM 6: Verify in Google Ads

1. In your Google Ads account, go to Tools & Settings > Conversions.
2. Check the Status of the conversion (it will update to “Recording conversions” after a few successful fires).