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A Guide to Setting Up and Testing Conversion Tracking in Google Ads, Google Tag Manager, and Google Analytics 4

In the world of online advertising, tracking conversions is crucial for measuring the success of your campaigns and optimizing your marketing efforts. Google Ads, Google Tag Manager (GTM), and Google Analytics 4 (GA4) offer powerful tools for tracking conversions and gaining valuable insights into user behavior. In this blog post, we’ll walk you through the process of setting up and testing conversion tracking using these three essential tools.

Why Conversion Tracking Matters

Before we dive into the setup process, let’s quickly review why conversion tracking is so important:

Measure Campaign Effectiveness: Conversion tracking allows you to see which ads and keywords are driving valuable actions on your website, such as purchases, form submissions, or sign-ups. This information helps you allocate your budget more effectively.

Optimize Ad Spend: By tracking conversions, you can identify underperforming campaigns and reallocate your budget to the campaigns that generate the most conversions at the lowest cost.

Improve User Experience: Understanding the user journey through conversion tracking can help you optimize your website and landing pages to provide a better user experience, leading to higher conversion rates.

Now, let’s get started with the setup process.

Setting Up Conversion Tracking in Google Ads

  1. Login to Google Ads: Go to the Google Ads platform and sign in to your account.
  2. Click on “Tools & Settings”: In the top-right corner, click on the wrench icon to access the “Tools & Settings” menu.
  3. Select “Conversions”: Under the “Measurement” section, click on “Conversions.”
  4. Create a New Conversion Action: Click the “+ Conversion” button to create a new conversion action. Follow the setup wizard to define the conversion you want to track, whether it’s a purchase, form submission, or other valuable action.
  5. Set Up Conversion Tracking Code: Google Ads will provide you with a code snippet that needs to be placed on the relevant page of your website. This code will track when the conversion action occurs.
  6. Test Your Conversion Tracking: After implementing the tracking code, test it by performing the conversion action yourself or using a testing environment. Check if the conversion data is accurately recorded in your Google Ads account.

Implementing Conversion Tracking with Google Tag Manager

Google Tag Manager simplifies the process of adding tracking codes to your website. Here’s how to set up conversion tracking using GTM:

  1. Access Google Tag Manager: Log in to your Google Tag Manager account.
  2. Create a New Tag: Click on the container where you want to add the conversion tracking code, then click “Tags” and “+ New.”
  3. Choose a Tag Configuration: Select a tag configuration that corresponds to your desired conversion tracking. For instance, you can choose “Google Ads Conversion Tracking” for Google Ads conversions.
  4. Configure Your Tag: Follow the setup steps, which typically involve entering your Google Ads conversion ID and label. Make sure to set up triggers to specify when the tag should fire.
  5. Publish Your Changes: After configuring your tag, click “Submit” to publish your changes on your website.
  6. Test Your Setup: Use Google Tag Manager’s built-in preview mode to test if your tags are firing correctly when users perform the conversion action.

Tracking Conversions in Google Analytics 4

To get a more comprehensive view of user behavior and conversion data, integrate Google Analytics 4 with your conversion tracking. Here’s how:

  1. Access Google Analytics 4: Log in to your GA4 account.
  2. Create a Conversion Event: In GA4, set up a new event as your conversion. Define the parameters, such as the event name and specific details about the conversion action.
  3. Implement the Event Code: Similar to Google Ads, GA4 will provide you with a tracking code snippet. Add this code to the relevant pages on your website where the conversion action takes place.
  4. Set Up a Conversion Goal: In GA4, go to “Events” in the left-hand menu, and then click “Configure events.” Create a goal based on the conversion event you set up.
  5. Test Your Setup: Test your conversion tracking by performing the desired action and verifying that the data is captured accurately in your GA4 reports.


Effective conversion tracking is the backbone of successful online advertising campaigns. By setting up and testing conversion tracking in Google Ads, Google Tag Manager, and Google Analytics 4, you can gain valuable insights into your campaign performance, optimize your marketing efforts, and ultimately drive better results. Remember to regularly monitor and refine your tracking setup as your website and marketing strategies evolve to ensure accurate data and continued success.

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