How do I track Google Ads conversions from my website?

How do I set it up?

1. Start. You need Admin access in Google Ads, and Edit access in Google Analytics if you’ll import from it. In Google Ads, open the Goals menu, select Summary, then + Create conversion action.
2. Scan your site. Select Edit data sources for “Conversions on a website”, enter your domain and select Scan.
   • If it finds your Google tag or a linked Analytics property, select Done.
   • If it finds nothing, select Set up to add a Google tag.
3. Pick a category that best matches what the visitor did.
4. Choose how to count it. Either:
   • From a page address (no code): choose Automatically without code, then “URL is” or “URL contains”, and enter the page people see after sending a form, such as /thank-you/. Select Done.
   • From Google Analytics: choose your GA4 events, tick the key events you want, then Select events and Save and continue.
5. Primary or Secondary. Mark the actions you want Google to optimize for as Primary. Use Secondary for ones you only want to watch.
6. Finish. Review the categories and select Agree and finish.
7. Check it. In Goals, then Summary, find the action in the Name column and read its Status.
   • Expected result: the action is listed with a status, and test conversions show up in its row once Google records them.

These steps follow Google’s web conversion tracking guide. Google says GA4 key events can take 24 to 48 hours to appear as import options after you link the accounts or mark them.

The short version

• In Google Ads: Goals, then Summary, then + Create conversion action, then scan your website.
• Track a thank-you page address, or import a GA4 key event. Then watch the Status column.

Should I use a page address or GA4?

Option	Good when	Watch for
Page address	Your form sends people to a thank-you page	Doesn’t work if the form shows its message on the same page
GA4 key event	You already track forms and calls in GA4	Only events marked as key events can be imported

If you haven’t set up key events yet, see our guide to key events in GA4.

What are the common mistakes?

• Counting twice. Google warns that tagging through a plugin and another method at the same time can duplicate conversions. Use one.
• Too many Primary actions. Google says wrong Primary or Secondary settings can stop Smart Bidding working well. Make only real leads Primary.
• No thank-you page. If the form doesn’t change page, use the GA4 route or ask for a thank-you page.

What if this didn’t work?

• Status shows no recent conversions: send a test form, then check again later. Use Google’s Tag Assistant to see whether the tag fires.
• Import options don’t appear: wait up to 48 hours after linking GA4.
• You can’t edit: ask whoever owns the Ads account for Admin access.

How does E-3 handle this?

Accounts E-3 sets up are created in your name, with E-3 added as a user. Ask us through Get support and say which actions count as a lead. Call 814-399-4655 or email support@e3help.me.

Related questions

• How do I see how many people visit my website?
• How do I add or change a form on my website?
• How do I verify my site with Google Search Console?