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TagEasy

Google Ads conversion tracking

Google Ads measures conversions through a Conversion ID + Conversion Label combo (one pair per conversion action). TagEasy fires the conversion tag whenever the matching VisualEvent does — typically a purchase or a lead form submit.

Step 1 — Create a conversion action in Google Ads

  1. Go to ads.google.com → Tools → Conversions
  2. + New conversion action → Website
  3. Enter your domain → Scan
  4. Choose the category — typically Purchase for ecommerce or Submit lead form for B2B
  5. Set value (use transaction-specific values for ecommerce)
  6. Set count: Every for purchases, One for leads
  7. Click Create and continue

Step 2 — Copy the Conversion ID + Label

After creating the conversion, click See event snippet → the snippet contains a string like:

gtag('event', 'conversion', {
  'send_to': 'AW-123456789/AbC-D_efG-h12_34-567',
  'value': 1.0,
  'currency': 'USD'
});

The two parts you need are:

  • Conversion ID — the AW-123456789 part (10-12 digits after AW-)
  • Conversion Label — the part after the slash (AbC-D_efG-h12_34-567)

Step 3 — Enter both in TagEasy

During setup:

  • Step 4 → check "Track Google Ads conversions"
  • Enter Conversion ID and Conversion Label

Or after launch:

  • Dashboard → your website → Pixels tab
  • Set googleAdsConversionId + googleAdsConversionLabel

Step 4 — Apply the conversion template

TagEasy ships two Google Ads templates:

  • conversion — generic conversion fire (good for leads, signups, custom actions)
  • conversion_purchase — purchase fire with transaction value + currency from the dataLayer

Apply whichever match your conversion action's category. You can apply both if you track both purchases and leads — they use distinct Conversion Labels.

Step 5 — Verify in Tag Assistant

  1. Install the Google Tag Assistant Chrome extension
  2. Visit your site → click the extension → Connect
  3. Trigger a conversion (test purchase, test form submit)
  4. The assistant logs the conversion event with the right send_to value

In Google Ads, conversion data appears in the Conversions report with a delay of ~3 hours for new actions. Until then, status will say "Unverified". Don't panic.

Enhanced Conversions (optional)

Enhanced Conversions improve attribution accuracy by sending hashed user data (email, phone, name, address) alongside the conversion. To enable:

  1. In Google Ads → your conversion action → toggle Turn on enhanced conversions
  2. Pick the Google tag implementation option
  3. Push the user data into dataLayer before the conversion fires:
window.dataLayer.push({
  event: 'purchase',
  enhanced_conversion_data: {
    email: 'customer@example.com',
    phone_number: '+15551234567'
  }
})

Google will hash the data client-side before sending. If you collect only email at checkout, that's still helpful — partial data improves match rates.

Multiple conversion actions

You can create multiple conversion actions (e.g., separate purchases vs. signups) — each gets its own Conversion Label. In TagEasy, the current single-input UI tracks the primary purchase action; for additional actions, you can add them as custom GTM tags directly until we add multi-conversion support.

Continue to TikTok Pixel setup or back to pixels overview.