An introduction to the Google Ads - Conversion tracking Destination
Destination Type:
This is a client-side destination, meaning that you must track all events client-side (including Placed Order
and Started Subscription
) for this destination to work properly.
If you want to set up a Google Ads conversion for a server-side tracked event, then you should follow the instructions to Import server-side conversions in Google Ads through GA4
Get Tag ID & Conversion Label(s)
Navigate to your Google Ads Dashboards and choose Goals > Summary.
Choose
Choose Conversions on a website, and click on Edit to modify the website.
Google Ads might propose a GA4 tag instead for a G-tag, but the steps stay the same. Choose Edit, and select the Google Tag.
Choose Purchase from the list of conversion actions.
Click on Add conversion actions and select you Google Tag.
Select Set up manually using code.
Open the Conversion settings and pick a name for your conversion: e.g. [Converge] Purchase
. Then click on Done.
Click Save and continue.
Click on See event snippet.
10. Copy the Tag ID and the Conversion ID, in this example the Tag ID is AW-11288325266
; the Conversion ID is 5CTkCNPJvIcZEJLZ2IYq
. You will need both for the Converge destination.
Set up the destination
In the Converge sidebar, click on
Select the Google Ads - Conversion tracking destination and click Next.
Give you destination a name (e.g. Google Ads - Conversion Destination) and optional description and click Next.
Copy the Tag ID you found earlier in the Tag ID field and click Next.
Click on
In the Forward As value copy the Tag ID and the Conversion Label separated by a /
. From our example it would be AW-11288325266/5CTkCNPJvIcZEJLZ2IYq
Select Client as the Forwarding Mode and click Next.
Activate enhanced conversions
This section explains how to set up conversions for auxiliary events like Added to Cart and Started Checkout.
Before setting up additional conversions, make sure you have the Converge Google Ads - Conversion tracking destination and the Converge Purchase conversion configured. If not, follow the Installation instructions first.
Open your Google Ads Dashboard and go to Goals > Summary.
Click
Select Conversions on a website, confirm a Google Tag is already connected, and click Continue.
Choose the conversion type that best matches your event.
Example: Select Begin checkout for a Started Checkout conversion.
Click Set up next to your Google Tag.
Click Create a manual event, name your conversion (e.g., [Converge] Begin Checkout
), and click Use event.
Click Save and continue.
Click See event snippet.
Copy the Conversion ID (e.g., 5CTkCNPJvIcZEJLZ2IYq
).
In your Converge dashboard, under Destinations, click on Configuration > Event mapping > Add new mapping.
Click on
In the Forward As value copy the Tag ID and the Conversion Label separated by a /
. From our example it would be AW-11288325266/5CTkCNPJvIcZEJLZ2IYq
Select Client as the Forwarding Mode.
Click Save.
This integration supports the following Converge destination functionality.
Converge Feature | Supported |
---|---|
Custom Events | |
Filters | |
Server-side Conversions |
Our Google Ads Destination does not support forwarding server-side conversions natively.
However, you can still get a Converge server-side event in Google Ads through the GA4 import functionality.
Make sure your conversion arrives in GA4
If your conversion event already exists in GA4 (e.g. when you want to import a purchase
or add_to_cart
-conversion), then you can move straight onto Step 2.
If you are looking to set up a custom event as a conversion in Google (e.g. a new_customer_purchase
-event), you should first make sure that your event is configured as a Custom Event in the GA4 Destination.
Import your GA4 event in Google Ads as a conversion
new_customer_purchase
event. But you should import the event/conversion that applies to your use case. Navigate to your GA4 dashboard and click on the settings icon in the bottom left corner.
In the submenu, navigate to Events.
Under the Events submenu, mark new_customer_purchase
as a conversion, if you’d like to import any other conversions, then mark these too.
Navigate back to the settings and go to Attribution settings..
Under Channels that can receive credit, select Google paid channels
The custom conversion is now created in GA4, time to import it into Google Ads. Navigate to Google Ads Manager, go to the Tools and Settings > Conversions submenu in the top bar and click on New conversion action.
Choose the Import as your means of setting up the conversion and choose Google Analytics 4 properties > Web as your source of import. After that, hit Continue.
Choose the new_customer_purchase
event (and optionally other events) and click on Import and continue.
Choose your newly created conversion from the conversions list to change its properties.
Click on Edit Settings.
Mark the conversion as Secondary and hit Save if you want to use it exclusively for reporting purposes.
Change the conversion goal to Purchase and hit Save and Done.
If you need to track conversions across multiple domains you will need to set up cross-domain tracking in your Google Ads account.
Google Ads will automatically add cross-domain tracking parameters to every link going from domain A to domain B.
Why are one or more of my campaigns not receiving conversion data since Converge?
If none of your campaigns are receiving any conversions, you likely did not configure your conversions correctly and should revise the Installation instructions.
If only some of your campaigns are not receiving conversions, then check the following:
Can I have an existing (different) Google Ads Tag running side-by-side Converge?
In general, you should be OK running a separate Google Ads Tag and the Converge Google Ads Destination side-by-side.
However, in rare cases, your existing Google Ads tag and the Converge Google Ads Destination can interfere with each other, especially when the Deploy a separate data layer for Converge-option is enabled.
If you notice under-reporting of your conversions set up through the Converge Google Ads Destination and you have an existing Google Ads Tag installed on the website, turn this functionality off under Advanced > Edit Configuration.