How to Set Up Conversion Tracking in Google Ads

To set up conversion tracking in Google Ads, create a conversion action under Goals, choose how to measure it (the Google tag on your site, Google Tag Manager, a no-code URL rule, or an import of GA4 key events), then set its value, count, conversion window and primary or secondary status before testing it. The settings matter as much as the tag: they decide what lands in the Conversions column and what Smart Bidding learns from. A lead form should usually count "one" conversion per click, a purchase "every".

This guide walks through each choice in order, with a comparison of the Google tag and GA4 import, a settings checklist and a worked example for a lead-gen account.

What do you need before you start?

• Admin access to the Google Ads account.
• Access to your website or Google Tag Manager container.
• Auto-tagging turned on, so every ad click carries a gclid.
• A list of the actions you want to measure, and which one represents real business value.
• If you plan to import from GA4: the GA4 property linked to Google Ads and Edit access to that property.

If you are new to the concept, our pillar on what conversion tracking is explains the methods and why they exist.

Google tag or GA4 import: which should you use?

Both work. The right choice depends on what you need Google Ads to see.

Sources: Google Ads Help on importing GA4 conversions and setting up web conversions. Many accounts use the Google tag action as primary and keep the GA4 import as secondary for comparison. Never mark both as primary for the same action, or the Conversions column counts it twice.

How do you create a conversion action step by step?

1. Open Goals in Google Ads. Start a new web conversion. Google scans your domain to check whether a Google tag is already installed.
2. Install or confirm the Google tag. If none is found, add it to every page directly or through Google Tag Manager.
3. Choose how the conversion fires. Use "automatically without code" with a URL rule (URL is, contains or starts with) for simple thank-you pages, or "manually using code" for button clicks, form submits and dynamic values.
4. Pick a goal category. For example Submit lead form, Book appointment or Purchase. This drives how Google groups and bids on the action.
5. Set the value. Same value for every conversion, a dynamic value from the page, or no value (more on this below).
6. Set the count. "One" for leads, "Every" for purchases.
7. Set the windows. The click-through window defaults to 30 days and can be set from 1 to 30, 60 or 90 days depending on the source (Google Ads Help). Match it to your real lead-to-conversion lag.
8. Set action optimization. Primary if Smart Bidding should optimize toward it, secondary if it is for reporting only.
9. Turn on enhanced conversions. They send hashed first-party data such as email to improve matching. See our guide to Google Ads enhanced conversions.
10. Publish and test. Use Tag Assistant to fire a test conversion and check the action's status in Google Ads over the next days.

Primary vs secondary: how should you set them?

Primary actions are reported in the Conversions column and used for bidding. Secondary actions appear in All conversions and are not used for bidding, unless they are part of a custom goal (Google Ads Help).

A practical rule: one primary action per funnel, and it should be the deepest stage that still happens often enough for the algorithm to learn. For lead-gen, the best primary is usually a qualified lead or booked meeting uploaded from your CRM, which is covered in our step-by-step on Google Ads offline conversion import. Form submits, calls and WhatsApp clicks stay secondary so you still see them.

Which settings checklist should you follow?

Count changes only apply to future reporting, so decide before you collect months of data.

How do you set conversion values for leads? A worked example

Values tell Google which conversions matter more. For ecommerce, pass the order value. For lead-gen, use expected value: average deal value multiplied by the probability that a lead at this stage becomes a customer.

Formula: expected value = average deal value x close rate from that stage.

Example (hypothetical numbers): a B2B training company sells courses averaging $3,000. Out of 100 form leads, 25 book a meeting and 6 buy.

With these values, a campaign that drives 10 meetings ($7,200 in conversion value) ranks above one that drives 30 forms ($5,400), which matches what sales would tell you. Revisit the rates each quarter. If you are deciding what to optimize toward, read cost per lead vs cost per sale.

What are the most common setup mistakes?

• Counting "every" on lead forms, so one person submitting twice becomes two conversions.
• Primary status on both the Google tag action and the GA4 import of the same event.
• Thank-you page rules that fire on reloads or on pages reachable without submitting.
• All actions valued at 1, so Smart Bidding treats a newsletter signup like a sale.
• A 30-day window on a business whose leads take 60 days to close.
• Calls and WhatsApp chats not tracked at all, which hides a large share of LATAM leads.

When is native Google Ads tracking not enough?

Google Ads only sees Google Ads. If you also run Meta, TikTok and Click-to-WhatsApp, each platform reports its own version, and the totals rarely match your CRM. That is where a cross-channel tool helps. Admira ties leads from Meta, Google Ads, TikTok and WhatsApp to CRM revenue, and its Conversion API sends CRM stages back to the platforms server-side, so Google can bid on qualified leads without a manual upload routine. It starts at $199/month and needs no engineering for setup, though as a young brand it has few public reviews. If you only run Google Ads and sell online, the native tag plus GA4 may be all you need.

Who this guide is for, and when it doesn't apply

For: advertisers and agencies setting up or cleaning up Google Ads conversions, especially lead-gen accounts.

Not covered: app conversions through Firebase, store visits, and Shopify's native Google channel, which installs its own tags. Check those setups separately so you do not double count.

FAQ

How long does Google Ads conversion tracking take to show data?

A tag-based action records conversions as soon as it fires, but its status can take a few days to update. GA4 import options can take 24 to 48 hours to appear after linking.

Should I import GA4 conversions or use the Google Ads tag?

Use the Google Ads tag for bidding if you want view-through data and full Google Ads features. Use GA4 import if you manage events in GA4, and never mark both as primary for the same action.

What is the default conversion window in Google Ads?

30 days for click-through conversions, adjustable from 1 up to 90 days depending on the conversion source.

Should leads count one or every conversion?

One. It counts one lead per ad click, which matches how lead value works. Use every for purchases.

Can I track phone calls and WhatsApp clicks?

Yes. Google Ads supports call conversions, and you can track WhatsApp button clicks as a website event. For chats that turn into sales, upload the outcome from your CRM.

Do I need enhanced conversions?

It is optional but recommended. It improves matching by sending hashed first-party data such as email, which helps when cookies are limited.