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Implementing a Google AdWords Conversion Tracking Tag

Google AdWords

Google AdWords conversion tracking tags allow you to track how effectively your Google AdWords campaigns are running. Through the conversion tracking, you can view valuable information such as where traffic originated. Other examples include:

  • website purchases
  • phone calls
  • app downloads
  • newsletter sign-ups and more

Depending on the type of conversion tracking you're using, the options below may vary slightly.

Setting Up AdWords Tracking Tags

The first step is to create a conversion action in your AdWords account. Next, identify a page or action you would like to track as a conversion. Once those steps have been initiated, you will need to add the appropriate conversion tracking tag to your website. There are two types of conversion tracking and they each have their own way of being implemented.

Type One -Page Load Conversion

This variation counts a customer loading a new page, such as a form submission, thank you page, or a purchase confirmation as a conversion. To implement, copy the generated conversion tag from your AdWords account and apply it to the body of the desired page for conversion tracking. Here's an example of what the code will look like:

            <!-- Google Code for Purchase Conversion Page -->
<script type="text/javascript">
/* <![CDATA[ */
var google_conversion_id = 1234567890;
var google_conversion_language = "en_US";
var google_conversion_format = "1";
var google_conversion_color = "666666";
var google_conversion_label = "xxx-XXx1xXXX123X1xX";
var google_remarketing_only = "false"
var google_conversion_value = 10.0;
var google_conversion_currency = "USD"
/* ]]> */
<script type="text/javascript"
<img height=1 width=1 border=0

Type Two - Click Conversion

This type of implementation counts a conversion only when a user clicks a specified button or link. To implement, you will need to add the following code to the body of the page:

<!-- Google Code for Add to Cart Conversion Page
In your html page, add the snippet and call goog_report_conversion
when someone clicks on the chosen link or button. -->
<script type="text/javascript">
/* <![CDATA[ */
goog_snippet_vars = function() {
var w = window;
w.google_conversion_id = 12345678;
w.google_conversion_label = "abcDeFGHIJklmN0PQ";
w.google_conversion_value = 13.00;
w.google_conversion_currency = "USD";
w.google_remarketing_only = false;
goog_report_conversion = function(url) {
window.google_conversion_format = "3";
var opt = new Object();
opt.onload_callback = function() {
if (typeof(url) != 'undefined') {
window.location = url;
var conv_handler = window['google_trackConversion'];
if (typeof(conv_handler) == 'function') {
/* ]]> */
<script type="text/javascript"

Finally, you will need to apply code to the call-to-action object (button or link), as shown below:

 <button onclick="goog_report_conversion('')" 
         href="">Download now!</button>

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Brian Lynch Headshot
by Brian Lynch
Brian has a background in back-end and front-end development. He takes pride in delivering code of a high standard.
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