How to Set Up Conversion Tracking Correctly in Google Ads

Conversion tracking is the foundation of Google Ads optimization. Without accurate conversion data, Google's algorithm can't optimize toward your actual business goals.

The Most Common Errors

Counting the confirmation page load as a conversion (fires on every refresh, inflating counts). Tracking multiple conversion actions at the same weight, confusing the algorithm. Not tracking all conversion paths — missing phone calls for businesses where calls matter.

Use Google Tag Manager

GTM is the most reliable way to implement conversion tracking — more reliable than adding code directly to your website. It allows you to deploy and update tracking without developer involvement.

Set Your Primary Conversion Action Correctly

Mark your primary conversion action — the action that represents genuine business value — as a conversion. Mark lower-value actions (page visits, video views) as 'Other' so they don't influence your bidding.

The fix: Check your Google Ads conversion settings. Compare your conversion count for the last 30 days to your CRM or order data for the same period. A significant discrepancy means your conversion tracking has a problem that needs fixing before you optimize toward it.