How to Create a New Conversion in Google Ads

1. Sign in to Google Ads.

2. In the upper right corner, click the tools icon, and under “Measurement,” click Conversions.

3. Click the +CONVERSIONS button.

4. Click Website.

5. Next to “Conversion name,” enter a name for the conversion you would like to track. Popular names for conversions are Transactions, Sales or Leads.

6. Next to “Category,” select a description for your conversion action. (optional)

7. Next to “Value,” select 1 of 3 options outlined below for how you would like to track the value of each conversion;

•  “Use the same value for each conversion” – This option would be suitable for any lead-based conversions that have a specific worth to your business.
• “Use different values for each conversion” – This option would be suitable for accounts tracking purchases of products with different prices. Later, we will customize our tag to track transaction-specific values.
• “Don’t use a value”

8. Next to “Count,” select how to count these conversions.

• For purchases “Every” is recommended.
• For leads, “One” is recommended.

Google Ads conversion tracking settings options.

9. In the Click-through conversion dropdown, select how long to track conversions after an ad interaction from the drop-down. The window can be 1 to 90 days. This can vary for every account, but typically we suggest the following;

• For retail clients, we suggest a 30-day window.
• For lead gen, we suggest you take a look at the typical conversion length for previous users. If you are unsure, a 30-day window is a good place to start.

10. In the View-through conversion dropdown. Select how long to track view-through conversions from the drop-down. We suggest 1 day.

11. In the Include in “Conversions” dropdown, we suggest the following;

• If this conversion will be the main KPI, select “Yes” by checking the box.
• If this conversion will be a secondary KPI, choose “No” by leaving the box empty.

12. Click Create and continue.