Set up goal tracking in Google Ads

Contributors

@amy-hebdon


Business Benefits

Monitor the profitability of your campaigns to track how they are meeting your business objectives. 


In Google Ads, click on Tools and Settings, click on Conversions, then click on the + button.

Select the types of conversions that your business needs to track.

Choose any conversions that are relevant to the monitoring of your Google Ads account. First link your Google Analytics and Google Ads accounts.

  • Select Website if you need to track conversions on your website, such as newsletters subscribers, or people buying products.
  • Select App if you promote an app through Google Ads.
  • Select Phone Calls to track calls that people make by clicking on an ad or a phone number on your website.
  • Select Import from Google Analytics to see the desired analytics conversions in your Google Ads interface.

For website conversions, create a conversion action by completing the prompts on the following screen.

  1. Select how frequently Google Ads should count the conversion: If you track transactions, select Every Conversion. If you track leads, select One Conversion.
  2. From Click-through conversion window, select the amount of time that Google Ads should track conversions after an ad interaction. 30 days is standard.
  3. From View-through conversion window, select the amount of time a conversion can be attributed to an ad after a prospect viewed your ad without clicking it. 30 days is standard for this too.
  4. Choose how you want to attribute conversions to your different Google Ads campaigns: as a rule of thumb, use Linear instead of Last click.
  5. Click Create and Continue.

Install the global site tag and event snippet on your website by following Google’s guidelines. You might need your developer or webmaster to do this.

For app conversions, check that you have the prerequisites and follow the prompts on the next screen.

Before setting up this conversion, you need:

  • An Android app: Your app in which you want to track conversions.
  • A Google Play account linked with your Google Ads account.
  1. Choose either:
    • Google Analytics App + Firebase: If you have a Google Analytics account set up on App + Firebase. Next, select the event that you want to track in your Google Ads interface. It must already be set up in Google Analytics.
    • Google Play: Track app installations or in-app purchases.
  2. Name your conversion, select your app, and set up a value for your conversion.
  3. Click Create and Continue.

For phone call conversions, follow the prompts in the next window and then set up the integration on your website or call interface.

  1. Select how frequently Google Ads should count the conversion: If you track transactions, select Every Conversion. If you track leads, select One Conversion.
  2. From Click-through conversion window, select the amount of time that Google Ads should track conversions after an ad interaction. 30 days is standard.
  3. From View-through conversion window, select the amount of time a conversion can be attributed to an ad after a prospect viewed your ad without clicking it. 30 days is standard for this too.
  4. Choose how you want to attribute conversions to your different Google Ads campaigns: as a rule of thumb, use Linear instead of Last click.
  5. Click Create and Continue.

To integrate the call tracking:

  • To track calls from ads using call extensions or call-only ads: Go to your interface and create a call extension in your Ads & Extensions section in your interface.
  • To track clicks on your number on your mobile website: Install the global site tag and event snippet on your website by following Google’s guidelines. You might need your developer or webmaster to do this.
  • To track calls to a phone number on your website: Install the code on your website by following Google’s guidelines. You might need your developer or wbmaster to do this.

Go to your Conversion tab and check Tracking Status to ensure the tracking is working.

Click on Tools and Conversion in the top right corner of your interface.

  • Recording Conversions: your tracking is working and conversions are occurring.
  • No Recent Conversions: your tracking is working, but no conversions have occurred in the last 7 days.
  • Unverified: Google Ads hasn’t yet automatically verified that your tracking is working. If this status persists for more than a day, something is wrong; get your developer or webmaster to check your tag setup.
  • Tag Inactive: your tag is absent or badly integrated. Ask your developer or webmaster to check the tag setup.

Periodically check your Conversions section to see if your goal tracking still has a status of Recording Conversions or No Recent Conversions.