Adwords Conversion Tracking : The Complete Guide

Adwords Conversion Tracking is an amazing free conversion rate tracking tool provided by Google Adwords that enables you to track how well your ad campaigns are performing in terms of lead generation, driving sales and downloads, increasing email sign ups and other key actions for your business.

Google Adwords allows you to track any kind of conversion rate specific to your business. It can be any customer action such as signing up for your website, making a purchase, subscribing to newsletter, filling out an online survey, downloading whitepapers and case studies, or even calling your phone number from a mobile phone. Once you’ve determined what conversion rate you want to track for your business, you can easily set up conversion tracking for your Google Adwords Campaign.


Here’s a list of Best Google Adwords Examples to boost your PPC Advertising Campaigns.


How to Set up Adwords Conversion Tracking?

Basically, setting up Adwords Conversion Tracking involves generating an HTML Adwords Conversion Tracking code in Google Adwords and pasting it on your web page that a person visits after completing the conversion action. For example, it can be a “Thank You” Page after signing up for your newsletter, or an “Order Confirmation” Page after making a purchase on your website.

To set up Adwords Conversion Tracking, click on Tools and Analysis tab in Adwords, select Conversions from the dropdown menu. You’ll be taken to a page that lists all the conversions that you’ve configured so far in your Adwords account. To create new conversion, click Conversions tab and click +Conversions button.

You’ll see a form which you’ll need to fill with details required for Google Adwords to generate HTML code that you need to paste on your web page.

As shown below, give your conversion tracking a name such as “Contact form submission” if you’re tracking how many visitors have filled out contact form, or “Purchase” if you’re tracking purchases made on your website, to help you quickly identify what conversion rate you’re tracking.

Next, you need to select the source of conversion. You’ll see 3 options:

  1. Webpage – If the customer’s conversion action depends on visiting a web page, such as signing up for newsletter, making a purchase, or contact form submission.
  2. Call on-site – If the customer’s conversion action is to call the phone number on your site from his mobile device.
  3. App Download – If you’re tracking app downloads

adwords conversion tracking type


Bonus Read: Learn How to Become a Google Adwords Partner


Let’s look at each conversion source in more detail

1. Webpage Conversions

When you select web page conversion option, you’ll see a dropdown where you need to select conversion category – Purchase/Sale, Signup, Lead, or View of a key page (e.g contact us page), or other.

adwords conversion tracking web page conversion

You need to also select the markup language of the conversion tracking code to be generated. The default and most commonly used option is HTML. However, if you’re also running a mobile website, you can check with your web developers if the other options like CHTML, XHTML, etc will be suitable for your website.

Next assign a monetary value for each conversion. You can manually enter this value, such as $15, if that’s the price of an e-book whose sales you’re tracking. If you’re selling multiple products, you can also dynamically record the shopping cart value in your Adwords Conversion Tracker.

When you enable the conversion tracker, your website visitors will see a non-obtrusive message on your site letting them know that their visits are being tracked by Google. You can disable it by selecting “Don’t add a notification to the code generated for my page”. If you decide to show the notification, you can also change the default message, and customize its appearance by changing the size (single line vs two lines text), page background color and language.

Finally, you’ll get an HTML Adwords Conversion Tracking code on the next page, that you need to paste on the webpage which a person visits after completing conversion (e.g Thank You page). You can also email the code to others such as your webmaster or web developer, in case you’re not responsible for making on-site changes.

adwords conversion tracking html code


You can also read how Google Adwords works under the hood to optimize your Google Ad Campaign Performance.


2. Call On-Site Conversions

If your website has a phone number that customers can call from their mobile phones, you can track it using google adwords conversion tracking – which visitors call your business and how many times. Follow the steps mentioned above to generate HTML code and then insert onclick tags into the code provided by Google Adwords.

Here’s an example of tracking the calls to your business phone number when a user clicks a Call Now link on your website.

<a onclick=”goog_report_conversion(‘tel:915-213-5423’)” href=”#”>Call Now</a>

You can replace the phone in the above example with your business phone number, and the “call now” text with a custom text that you want. You can also use a button instead of a link

<button onclick=”goog_report_conversion(‘tel:915-213-5423’)” href=”#”>Call 915-213-5423</button>

You can even replace the button with an image of the “call now” button.

<img src=”call_now.gif” onclick=”goog_report_conversion(‘tel:915-213-5423’)” alt=”Call 915-213-5423″/>


Bonus Read: 5 Best PPC Management Software to manage your PPC Advertising Campaigns.


3. App Conversions

With Google Adwords Conversion Tracking Tool, you can even track Android app downloads on Google Play Store and iOS apps on Apple Play Store. iOS app tracking is not available for Ads shown on Google Search or Google Display Network – but only on the ads that are served on mobile apps via Google Display Network.

mobile app download tracking guide

To set up Adwords Conversion Tracking for Android Apps, you need to provide the app’s Package Name, that you can obtain from the App’s Page on Google Play Store. Copy the App URL. The package name is the text after “details?id=” and before “&feature=”. Here’s an example (part in bold is package name):

Copy-paste the package name into the Package Name Text box. To test if it’s working correctly, click “View in Android Market” and it will link you through to the App’s Page on Google Play Store. If you get an error, you need to enter the package name correctly.

That’s it. There’s no HTML code in this case. Your Android App conversions will begin after 24 hours.


You can also learn how to retarget your website visitors using Google Remarketing Ads.


How to Analyze Adwords Conversion Data

You can view the campaign conversion data from the Campaigns Tab for each adword, ad group and keyword. To customize your conversions report, click Columns and then Conversions to customize which columns you want to see in your report.

customize conversion columns

Here are some of the basic columns you can include:

  1. Conv. (1-per-click) – Counts every time your ad gets one or more clicks. It’s a great way to track the number of leads generated by your Ad Campaign
  2. Cost / Conv. (1-per-click) –  It’s basically the amount of money you spend for each conversion. This gives you a good idea about Campaign ROI. Ideally, the average revenue generated from each conversion should be more than the amount spent on it.
  3. Conv. rate (1-per-click) – It’s the percent of clicks that led to conversions. Higher your conversion rates, the more effective your Ad Campaign.
  4. View-through conv – It’s number of people who viewed your ad but did not click on it, and later resulted in a conversion.


You can also read about the new Expanded Text Ads by Google to help you drive more website traffic.



Google Adwords Conversion Tracking, along with Google Adwords Preview Tool is a very useful way to track conversion rates for your Ad Campaigns, monitor and improve the number of click-throughs and other conversion actions such as sign ups, online purchases, app downloads, and even call to your business phone number. It’s an amazing way to gauge the ROI of your Google Adwords Campaign, improve Google Adwords Quality Score and drive more revenues from your PPC Advertising Campaigns.


How do you use Google Adwords Conversion? Do you have any tips?


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