Conversion tracking is a no-cost tool that shows you what happens after someone interacts with your ads – whether they donated, purchased something from your charity shop, called your support line, signed up for your newsletter, signed up to volunteer, or downloaded your app.
When someone completes an action that you've defined as valuable, these completed actions are called conversions. Learn more about conversion tracking.
Google Ad Grants conversion tracking policy
Google Ad Grants policy requires active and accurate conversion tracking.
Track at least 1 conversion per month
At least one of the conversion types below must be set up as described and when the account is active, must accrue at least 1 conversion per month to comply with our policy.
Track meaningful actions
Conversion types such as time spent on site or homepage visits may be added to your account, however, they should not be added to every campaign. The “account-default” setting lets you choose whether or not to include the conversion action data related to your conversion goal in your conversions reporting by default across your campaigns. Learn more about campaign-specific conversion goals
If your conversion rate is high, please confirm that it's due to strong performance for a meaningful conversion.
Depending on the type of goal that you wish to track, the set up is different, so the first step in setting up conversion tracking is choosing your goal. Based on the action you wish to track, skip to the relevant section below.
Track a monetary transaction
Track any monetary transaction on your site or on a third party payment platform from donations, ticket sales, charity shop sales, fee based event bookings, service payments, appointments, membership growth to fundraising initiative signups.
Select your preferred set up from the following two most popular ways to establish tracking.
Import events from Google Analytics (recommended)
1. Set up Google Analytics and create events
A conversion is created in Google Ads from a Google Analytics key event and provides a consistent way of measuring important actions in both Google Analytics and Google Ads. A conversion helps you improve your marketing strategy by providing consistent conversion counts across platforms so you can understand and optimize your ad campaigns. Unlike key events, conversions are eligible for bidding and reporting in Google Ads.
When you link your Google Analytics property to a Google Ads account, you enable data to flow between products so you can do the following:
2. Import Google Analytics events into Google Ads
Once you have goals created in Google Analytics, import them into your Google Ads account to use the conversion data to optimize your account.
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Click the create button 
, then select Conversion action.
- Click Import, select Google Analytics 4 properties, then click Continue.
- Select each Google Analytics key event you want to import, then click Import and continue.
- Click Done.
Use Google Ads conversion tracking for your website
You can create conversion action from website events and Google Analytics App events, such as checkouts or sign-ups, without having to make changes to your website's code.
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Click the create button , then select Conversion action.
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Select Website.
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Enter your organization's website where you want to measure your conversions and select Scan.
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Select the conversion goal Purchase.
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Provide the URL that users reach only after after completing a conversion, such as a confirmation page or a page thanking the user. Learn more about conversion pages
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Select See more settings. Next to Value, select how to track the value of each conversion.
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Select “Use different values for each conversion” if the total amount could be different each time the same conversion happens, e.g. if you’re tracking purchases of products or tickets with different prices. You’ll need to set up a tag to track transaction-specific values.
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Select “Use the same value for each conversion” if you plan to set up multiple conversion actions for each transaction and each transaction tracks a specific value. For example, set up a conversion action with a value of $10 if someone donates $10 by tracking a visit to the confirmation page: example.com/thankyou10. In order to track a donation of $20, a second conversion action with a value of $20 should be set up to track a visit to the confirmation page: example.com/thankyou20.
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Next to Count, select “One,” which is best for leads, such as a sign-up form on your website, when only one conversion per ad click likely adds value for your organization.
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Next to View-through conversion window, select how long to track view-through conversions from the drop-down. 30 days is recommended to capture longer conversion cycles, like for volunteer signups.
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Select Done, Add, then Save & continue
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You'll then have the option to activate measurement with a Google tag on your website. You need to do this before individual event snippets can start measuring conversions. Learn how to set up the Google tag.
Track a sign-up, service user, lead, form submitted or key document download
Track any meaningful action taken on your site. Once the action is completed, the user should reach a confirmation or thank you page. Track this page using web page tracking. If you don't have a confirmation page, track the click of the action button.
Select your preferred set up from the following two most popular ways to establish tracking.
Use Google Analytics to track the thank you page or a click of a button
1. Set up Google Analytics and create goals
A conversion is created in Google Ads from a Google Analytics key event and provides a consistent way of measuring important actions in both Google Analytics and Google Ads. A conversion helps you improve your marketing strategy by providing consistent conversion counts across platforms so you can understand and optimize your ad campaigns. Unlike key events, conversions are eligible for bidding and reporting in Google Ads.
When you link your Google Analytics property to a Google Ads account, you enable data to flow between products so you can do the following:
2. Import Google Analytics goals into Google Ads
Once you have goals created in Google Analytics, import them into your Google Ads account to use the conversion data to optimize your account.
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Click the create button , then select Conversion action.
- Click Import, select Google Analytics 4 properties, then click Continue.
- Select each Google Analytics key event you want to import, then click Import and continue.
- Click Done.
Use Google Ads conversion tracking for your website
You can create conversion action from website events and Google Analytics App events, such as checkouts or sign-ups, without having to make changes to your website's code.
-
Click the create button , then select Conversion action.
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Select Website.
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Enter your organization's website where you want to measure your conversions and select Scan.
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Select the conversion goal Contact or Submit lead form.
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Provide the URL that users reach only after submitting a 'Contact us' form or a volunteer sign up form, such as a confirmation page or a page thanking the user. Learn more about conversion pages
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Select See more settings. Next to Value, select how to track the value of each conversion.
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“Use different values for each conversion” is used if the total amount could be different each time the same conversion happens, e.g. if you’re tracking purchases of products or tickets with different prices. You’ll need to set up a manual tag to track transaction-specific values.
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Select “Use the same value for each conversion” if there is an average value from each lead.
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Next to Count, select “One,” which is best for leads, such as a sign-up form on your website, when only one conversion per ad click likely adds value for your organization.
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Next to View-through conversion window, select how long to track view-through conversions from the drop-down. 30 days is recommended to capture longer purchasing cycles, like donations.
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Select Done, Add, then Save and continue
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You'll then have the option to activate measurement with a Google tag on your website. You need to do this before individual event snippets can start measuring conversions. Learn how to set up the Google tag.
Track hotline or support line phone calls
Select the phone call conversions you want to track. Some options require Google forwarding numbers, which are only available in certain countries.
If you use another system to track calls that lead to sales or other conversions, you can import these conversions.
Learn more
Ad Grants Requirement:
Minimum 30 seconds call length
Troubleshoot conversion tracking status
- Active: An “Active” conversion action overview status is highlighted in green and indicates that everything is working as intended. Hover over the status to view additional details.
- Needs Attention: A “Needs attention” conversion action overview status is highlighted in yellow and indicates there are action items to address. Hover over the status to view additional details and any next steps to take.
- Inactive: An “Inactive” conversion action overview status is highlighted in red and indicates that everything isn’t working as intended. Hover over the status to view additional details.
- No recent conversions: A “No recent conversions” conversion action overview status is highlighted in gray and indicates that there haven’t been any recorded conversions in the last 7 days. Hover over the status to view additional details.
- Other: You can view details by hovering over the “Other” conversion action overview status.
For more information, visit the conversion tracking status troubleshooter.
, then select Conversion action.