Step-by-step Google Ads conversion tracking setup — global site tag, GA4 import, cross-device tracking, consent mode, and how to troubleshoot when conversions are not recording.
February 24, 20269 min read
Conversion tracking is the foundation of paid search management. Without it, you're flying blind. This guide walks you through every method — from basic global site tag implementation to advanced GA4 import and cross-device tracking — and shows you exactly how to diagnose when something breaks.
Why Is Conversion Tracking the #1 Priority for Google Ads?
Google Ads cannot optimize campaigns without conversion data. The platform uses your conversion history to:
Power Smart Bidding (Target CPA, ROAS, Maximize Conversions)
Build audience segments for remarketing
Generate Performance Max optimization signals
Attribute value to keywords, ads, and creative
Forecast future campaign performance
Missing even 20% of conversions means losing 20% of optimization power. You can't catch up by increasing budget — you need accurate tracking first.
What Are the Three Ways to Track Conversions in Google Ads?
Global site tag (gtag.js) with event tracking — direct implementation
Google Analytics 4 (GA4) import — push conversions from GA4 to Ads
Google Tag Manager (GTM) — container-based tag management for flexibility
Which Method Should You Use?
Most accounts should combine Google Analytics 4 + Global Site Tag. This gives you conversion data in Ads while maintaining GA4's reporting flexibility. GTM is only necessary if you have complex cross-domain tracking or custom event logic.
How to Set Up Global Site Tag Conversion Tracking?
Step-by-step installation of the Google site tag for conversion tracking:
Go to Google Ads > Tools & settings > Conversions
Click the + Conversion button and select Website
Choose your conversion category (Purchase, Sign-up, Phone Call, etc.)
Set your conversion value (dynamic or fixed)
Copy the global site tag (gtag.js) code
Paste it in your website's <head> section before closing </head>
Wait 24 hours and verify conversions appear in Ads
Global Site Tag Installation Checklist
Tag appears in <head> before other scripts
Conversion event fires on success page, not just form submission
Event values match your actual transaction amounts
Currency code is correct (USD, GBP, EUR, etc.)
Device ID tracking enabled for cross-device attribution
How to Import Conversions From GA4 Into Google Ads?
GA4 import is the modern way to track conversions in Google Ads. It's more flexible than direct gtag implementation and gives you better reporting.
Ensure Google Analytics 4 is linked to your website
Configure purchase events in GA4 (ecommerce_purchase for stores, purchase event for leads)
Go to Google Ads > Tools & settings > Conversions
Click + Create conversion > GA4
Select your GA4 property and conversion event
Choose conversion value settings (dynamic or fixed)
Enable 'Include in reporting' and set the conversion window (30 days typical)
Sync is automatic — conversions begin flowing in 24-48 hours
Why GA4 Import Is Better Than Direct Tag Setup
One event definition used across GA4 and Google Ads
Cross-domain tracking built-in through GA4 session IDs
Offline conversion import works seamlessly
Easier to modify conversion logic without touching your site
Better attribution modeling in GA4 reports
How Do You Set Up Conversion Tracking Across Multiple Domains?
If users convert on a different domain (e.g., store.example.com → checkout.store.com), you need cross-domain tracking. GA4 handles this automatically if configured correctly.
In GA4 Admin > Data Streams, list all domains
Enable 'Enhanced measurement' in Data Streams settings
Add both domains to cross-domain linking
Ensure the gtag.js code is on both domains with matching user IDs
Test with Google Analytics Debugger extension
Cross-Domain Tracking Troubleshooting
Users see new session after domain switch — missing cross-domain config
Conversions recorded on wrong domain — check GA4 domain listing
Conversion window shows wrong data — verify event timestamp sync
What About Consent Mode and Privacy-Compliant Tracking?
EU privacy laws (GDPR) and similar regulations require consent before tracking. Google Consent Mode lets you:
Delay tag firing until user grants consent
Track website behavior without full conversion data when consent is denied
Automatically adjust conversion modeling for privacy compliance
Maintain bid optimization even with consent restrictions
Implementation: Add consent checks to your gtag initialization before any event firing.
Why Are Your Google Ads Conversions Not Recording?
Conversion tracking breaks for a few common reasons. Here's the diagnostic flowchart:
Check: Is the global site tag installed on the conversion page? Use Tag Assistant
Check: Is the conversion event firing? Inspect browser console for gtag events
Check: Is the conversion event name exactly matching your Google Ads setup?
Check: Is user conversion window open (30 days default)?
Check: Did you wait 24 hours for Google Ads to process initial conversions?
Check: Is conversion value correct and currency matching?
Conversion Tracking Troubleshooting Checklist
Tag appears in page HTML source code
Event fires on success page in Network tab (not blocked by popup/redirect)
Event name in tag matches conversion name in Google Ads
No JavaScript errors in browser console blocking event
Cookie policy allows Google Analytics and Ads cookies
How to set up Google Ads conversion tracking correctly — tag installation, GA4 import, cross-device attribution, consent mode, and troubleshooting when conversions are not recording.
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