Website Conversion Tracking for AdWords

Website Conversion Tracking for AdWords

Now that your campaigns are ready to work its wonders, website conversion tracking is the last thing to the setup and also one of the most important things as it will help you analyze your campaign performance and optimize later. We recommend to never start your campaigns without setting up website conversion tracking.

Depending on the business type, different conversion types are tracked. Here in this article, we are going to discuss conversion tracking your website. Check our article on how to track call conversions if you are a business primarily getting leads from direct calls.


The steps involved in setting up website conversion tracking are as follows:

  • Create website conversion tracking tag
  • Get your conversion tag
  • Implement conversion tag to your website

Creating website conversion tracking tag

To begin creating the conversion tag follow the steps below:

  • On top of your Adwords homepage. Click on ‘Tools’->conversionsWebsite conversion tracking
  • Click on  ‘+Conversions’ button to create a new conversion tracking
    Setting conversion pixel
  • Since we are currently setting conversion tag for website, select ‘Website’ of the options displayed
    Selecting Website conversion tracking
  • Fill the form with the required data and submit.
    Website conversion tracking setup form

    • Name

      Fill the unique name for the conversion tracking as you may want to apply a different type of conversion tracking for a different campaign. This will help you recognize it later when evaluating the performance

    • Value

      There are  3 options in this tab:
      Set value for AdWords website conversion tracking

      • In first radio, you can assign the same value to each conversion. This can help in case you have a fixed price for your product, service, etc
      • In second radio, you can apply dynamic value for each customer. For instance, if you are tracking sale of products with different prices
      • But if  you are not sure and just want to count the conversions, select “Don’t assign a value”. This is usually the best option for advertisers who are collecting leads.
    • Count

      If a customer comes on the landing page or fills the lead form multiple times, count helps you define whether you want to count ‘every conversion’ or just ‘once’. Usually, in this case, your industry type defines this number. If you are collecting leads, it is suggested that you count it ‘once’, since the prospect might have just refreshed the page and in case you are an e-commerce, you might want to keep it as ‘Every conversion’, as the customer might be placing multiple orders (Though you might want to take a call based on your customer behaviour)

    • Conversion Window

      If a customer completes a conversion action with in the conversion window after clicking on an ad, conversion is attributed to Google AdWords. Else the conversion is not attributed to the campaign as the user took too long to complete a conversion and might have been influenced by something else. The values available are 1-60 days.

    • Category

      Help you define the category which fits your conversion action for better analysis later. You can select any of these: Lead, Sign-up, purchase/sale or others.

    • Include in conversions

      Includes data from conversion action to the conversions column on AdWords dashboard

    • Attribution model

      This setting lets you choose how to assign credit for each conversion: to the last click a customer made before a conversion, the first click, or a combination of clicks.
      For Example, there may be multiple touch points before a client converts. Attribution model helps you evaluate and give credit to the different touch points. Google gives you multiple  ways you can give credits:

      • Last click(most popular) – Gives all the credit to the last clicked Ad
      • First Click –  Gives all the credit to first clicked ad
      • Linear – Distributes the credit to all clicks equally
      • Time decay – Gives more credit to clicks that happened closer to the conversion
      • Position based – Gives 40% to both first and last click and remaining 20% is evenly distributed amongst all other clicks in-between
      • Data driven – Distributes credit based on past data for conversion action(This can only happen if you have enough data in account)


Get your Conversion Tag

As soon as you save settings, it takes you to the next page and allows you to review your settings. If you need to make any changes, click on ‘Edit settings’
Setting for AdWords conversion tag

The above set of instructions will generate an HTML code(a.k.a conversion tag) in a gray box. At the bottom of it, there will be two buttons, select one of them:

  • Save instructions and tag:

    • In-case you plan to install the conversion tracking tag yourself on the website.
  • Email instructions and tag:

    • If someone else will install the conversion tracking tag on your website.

Tag Code for AdWords Website conversion tracking

Applying conversion tag to your website

Copy the code and add it to the page on your website you want to track (for eg, the “Thank you” or “We will get back to you soon” page that comes after the customer has filled the lead form). Below are the steps you need to follow:

  • Open the HTML page you want to add the conversion tag to. This is called the conversion page.
  • Paste your website conversion tracking tag between the body tags of the page. (<body> Conversion Tag </body>)
  • If you had selected the conversion value to be different every time, You would need to make adjustments to the code to reflect this. The conversion_value parameter has to be updated every time with the correct value.
  • Save changes to your web page and you are done!

Please do not add this tag on every single page like the analytics code as this will result in more than 100% conversion ratio. Only add to the final thank you page or payment success page. Setting up an accurate conversion tag helps you track not only your performance or which keyword resulted in leads but later helps you optimize for improved performance.


About the author

Salil Panikkaveettil

CEO and co founder of AdNabu. Exploring the intersection of data and marketing

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