Conversion tracking in Google Ads
How to set up conversion tracking in Google Ads
To measure the success of your ad campaigns, it's crucial to set up conversion tracking. This article provides a simple guide to implementing Google Ads conversion tracking in your online store.
Setup
Step 1: Set up a Google Ads account.
If you need assistance, you can contact us.
Step 2: Add the Google tag (AW code) to the Acendy control panel.
Go to Tools > Data Manager.
Press “manage” by the Google tag.
Copy the AW code, which may look like this: “AW-12345678”.
Log in to the Acendy control panel > "Configuration" > "Google" > Activate "Google Ads conversion tracking" > Paste the AW code into the “Adwords conversion time” field.
Step 3: Create a conversion action.
In Google Ads, click on "Goals" in the side menu and then "Summary". Click on the blue icon "+Create a conversion action".
Obs! If you see the view as shown below, you must skip to step 1 ("New design setup") further down in the guide.
Step 4: Select "Website" as the conversion.
Step 5: Enter the URL to your online store where you want to measure conversions.
Remember to add https - or other security protocols, and with or without www. depending on what you have activated in your online store. Then press "Save and continue".
Step 6: Then click on "+Add a conversion action manually".
Add a conversion manually, then click Accept and continue.
To maximize the value of the campaigns, we recommend choosing "Turn on optimized conversions, given that you have the consent module, or similar activated for your online store and activated the "Enhanced Conversion" function in the control panel. Read more about it here.
If you have used GA4 for conversion tracking, you must select "Use only Google ads" at the bottom right of the image below.
When you click on this, follow the steps below as normal.
Step 7: Select information about the conversion action:
In this configuration, we want to optimize for purchases, by selecting the conversion name Purchase and having different values due to the different products for the online store.
Press DONE -> Accept and continue at the bottom
Step 8: Then select "See the event code snippet" for your conversion:
Step 9: Retrieve your AW code for purchases from your Google tag.
We need the part with AW-xxxxx/xxxxxx to identify your new purchase conversion.
Step 10: Navigate to "Configuration" > "Google" in your Acendy control panel:
With the AW code snippet copied and ready, navigate to your control panel and find the Google services.
Step 11: Paste the code into Google Ads conversion tracking
Step 12: Change conversion goals in Google Ads
When the new purchase conversions are tracking purchases, you should change the goals to avoid double tracking.
Change the new purchase conversion "Purchase" from secondary to Primary, and ensure that the old GA4 tracking is set as secondary.
Guide new design setup - creation Google Ads Tag
In some Google Ads accounts, there is now a new setup for implementing the Google Ads tag. Below you will find the steps you must take to create the tag and retrieve the necessary codes.
Step 1: Select conversions in the main menu and press "Continue"
Step 2: Press "purchase"
Step 3: Select " + Add conversion actions "
Step 4: Select your domain
Step 5: Select "Create manual event", and name it: Purchase (Control panel Acendy)
Step 6: Click on "Use the event", then "Save and continue"
Step 7: You can now retrieve the event code and implement it in the online store - see the next step.
Step 8: Navigate to "Configuration" > "Google" in your Acendy control panel:
With the AW code snippet copied and ready, navigate to your control panel and find the Google services.
Step 9: Paste the code into Google Ads conversion tracking
Step 10: Change conversion goals in Google Ads
When the new purchase conversions are tracking purchases, you should change the goals to avoid double tracking.
Change the new purchase conversion "Purchase" from secondary to Primary, and ensure that the old GA4 tracking is set as secondary.
Control and Troubleshooting
Depending on the traffic to your online store, it may take some time before the conversion action is verified. Check with a test purchase, or wait until you get a registered purchase from a customer.
In the same window where you can create a new conversion, you also have a troubleshooting function. This uses tag-assistant. If you have made a test purchase, copy the URL for the completed conversion.
If you have been waiting for a customer to make a purchase, you can log in as a customer and enter the URL: /checkout_success behind the URL to your online store.
Then click on the troubleshooting button and paste in the URL.
In the tag-assistant window, you will see a number of events that have triggered on the page. Under Purchase you can check the implementation.
If an output has come to your AW account, you will see it under "Hits Sent" with event name and values.