Step 4: Conversion Tracking

Conversion tracking will help you to measure how effectively your campaigns are working and leading to the valuable customer activity on your website, such as form submission, sign-ups (Newsletter, webinar, auto demo etc) and purchases.

Set up conversion tracking for your website:


  1. Login into to Google adwords account. Click on Tools and select Conversion


  1. Click the +Conversion button.



  1. Now you will see different kind of conversion sources, select the website tracking option:


4. Name: Enter a name for the conversion action you’d like to track, such as “Online Order”, “Lead”, “Newsletter Sign-up” or “Sale” This will help you recognize this conversion action in conversion reports. Then click ” Done”.


For our “Classic Chocolate Bakery” example, we are keeping the name as “Online Orders”

  1. Click on Value, Now select the option how do you want to assign the value to each conversion:


Each time it happens, the conversion action has the same value:  Enter the  amount each conversion is worth to your business.

The value of this conversion action may vary: Use this option if, for example, you’re tracking purchases of products with different prices.

Don’t assign a value: If you are not sure how much each lead of conversion if worth to you, you can select this option.


For our “Classic Chocolate Bakery” example we are selecting the first option as its generating leads and it will be of same value for each conversion.

Choose the option best matches for your goals  Click “Done”


  1. Click Count and select how do you want to count your conversions:
  • Every: this setting is best for sales, when every conversion likely adds value for your business.
  • One: this setting 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 business.


For our “Classic Chocolate Bakery” example we are selecting the second option as it’s a lead generation website.

Once you select the option Click “Done”

  1. Now click on Conversion windows option:

Conversion window: Select for how long you want to track the conversions after someone clicks an ad. The window can be as short as one week or as long as 90 days.

 View-through conversion window: Select how long to track conversions after someone sees a banner ad or rich media on Display Network. The window is from 1 day to 30 days long.\


For our “Classic Chocolate Bakery” example we are selecting “90 days” conversion window.

Once you select the desired option Click “Done”


  1. Category: To describe your conversion choose a specific category which will display in your reports.


For our “Classic Chocolate Bakery” example we are selecting “Lead” as a category.

Once you select the desired category Click “Done

9 . Include in “Conversions”: if you dont want to include data for this conversion action in your “Conversions” reporting column, uncheck this setting as its elected by default. If you uncheck this setting, data will still be included in the “All conversions” Report.
If you use an automated bid strategy to optimize for conversions, and you don’t want to include this particular conversion action in your bid strategy.

Once you decide your selection Click “Done

  1. Click on “Save and Continue”



  1. Now from Tag Insertion page click on “Email instructions and Tags”. You will receive the email about to how to add the tag. You can take help from your website designer or developer, or you can add it by your self as per the instructions:

We add this tag on the Thank you or confirmation page, this is the page where you visitor will land after completing the desired action, e.g page after filling up the lead generation form or a page after completing sale.


Once you will add the code on required pages, adwords will start collecting conversion data along with other martrics.

Great, now it’s the time to move to the final step for this task and get your campaigns run.



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No. Step Duration
1. Edit existing Ad Group and add Keywords 10 mins
2. Add new ad copy in the ad group 20 mins
3. Create new ad groups 20 mins
4. Conversion Tracking 20 mins
5. Add Billing Details 15 mins