Add a conversion tracking tag to your website

When you create a conversion action in your Google Ads account, you’ll get a conversion tracking tag to add to your website. This tag tracks when someone who’s clicked your ad goes to your website and completes an action that you’ve defined as valuable, such as a purchase or sign-up.

This article explains how to add the tag to your website. Before you begin, make sure you’ve first followed the instructions to set up conversion tracking for your website.

These instructions are just for conversions that happen on your website. For other kinds of conversion tracking, like apps, phone calls, or offline conversions, find the instructions here.

Before you begin

Before you can add a conversion tracking tag to your website, you’ll need to do the following:

• Create a conversion action in your Google Ads account. To create a conversion action and get your conversion tag, follow the instructions in set up conversion tracking for your website.
• Have the ability to edit your website. Either you or your webmaster will need to be able to add the tag to your website code.
• Identify a conversion page on your website. The instructions in this article are for tracking when someone reaches a new page on your website after completing a conversion. For example, this can be a “Thank you for your order” page that a customer sees after making a purchase. If you want to track when someone clicks a link or button instead, follow the instructions to track clicks on your website as conversions.
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Instructions

Choose the version of the conversion tracking tag you’re using. You can get sitewide tag snippets from Google Ads only. We recommend you migrate to this new version. Tags from the previous version of AdWords, though, will still function. We’ve left instructions in case you have them installed.