How to Create Purchase Conversion Events in Google Ads
- Admin
- May 18
- 5 min read
When it comes to paid advertising, perhaps the most important part of measuring success is monitoring actual sales. For both eCommerce and lead generation companies, creating Google Ads Purchase Conversion events is the key to unlocking campaign performance data and scaling profitably.
In this guide, you'll discover everything you need to know about building and optimizing purchase conversion events in Google Ads - from setup to troubleshooting and more.
Why Purchase Conversions Matter in Google Ads
Without purchase conversions, your ad campaigns are operating blind. You might know how many clicks you're getting, but not how many are converting to paying customers. Purchase conversions help track:
Understand. your return on ad spend (ROAS)
Maximize ad delivery with smart bidding
Discover leading-performing campaigns, keywords, and creatives
Make better marketing decisions
The Role of Conversion Tracking in Campaign Success
Conversion tracking is foundational to Google Ads success. It fuels machine learning algorithms that decide which users to target, how much to bid, and which ads to show. Proper setup ensures that you’re not just spending money - you’re investing it strategically.
Understanding Conversion Tracking in Google Ads
What Are Conversion Actions
In Google Ads, a conversion action is something important that your customer does and you'd like to measure - such as filling out a form, calling, or buying online.
These events indicate value and help inform bidding.
Different Types of Conversion Events
Google Ads allows you to track:
Website conversions (e.g., purchases, sign-ups)
App installs and in-app actions
Phone calls
Offline conversions (manually imported)
For eCommerce, the primary focus is on purchase conversions.
Key Metrics Measured by Purchase Conversions
When tracking purchases, you’ll get insights into:
Number of conversions
Conversion rate
Conversion value
Cost per conversion
Return on ad spend (ROAS)
Pre-Requisites for Setting Up Purchase Conversion Events
Before setting up, ensure the following:
Google Ads and Google Tag Manager access
You’ll need admin access to both Google Ads and Google Tag Manager (GTM) for seamless implementation.
Your Website Should Have a Purchase “Thank You” Page
This is where the conversion tag will trigger. Usually, it's a page like /order-confirmation or /thank-you.
Configured Google Ads Conversion Tag
You will either do the install manually or use GTM. Google Ads offers specific tags for each conversion action.
Step-by-Step: Creating a Purchase Conversion Action in Google Ads
Go to Tools & Settings > Conversions
Sign in to your Google Ads account.
Go to Tools & Settings > Measurement > Conversions.
Click + New conversion action.
Choose “Website” as the Conversion Source
Select "Website" when asked for the conversion type.
Enter Conversion Name and Select "Purchase/Sale"
Name your conversion something like "Purchase – Product Page" and select Purchase/Sale as the type.
Assign Conversion Value and Count Method
Select if each buy has equal value or varied values.
Select "Every" for buys (you prefer counting all sales, not a single one per click).
Select Attribution Model
Select an attribution model - Data-driven is suggested for the majority of accounts.
Installing the Google Ads Conversion Tag
Manual Tag Implementation (HTML Code)
If not using GTM:
Copy the Global Site Tag (gtag.js) and place it in your site’s <head>.
Place the Event Snippet on the thank-you page.
Using Google Tag Manager
Recommended for most users. GTM makes tag deployment easier and more flexible.
Adding the Event Snippet on Purchase Confirmation Page
In GTM:
Create a new Tag > Google Ads Conversion Tracking.
Paste your Conversion ID and Conversion Label.
Using Google Tag Manager to Fire Purchase Events
Creating a Trigger for Purchase Page (e.g., URL Contains “/thank-you”)
Go to Triggers > New > Page View.
Set conditions like: Page URL contains “thank-you”.
Configuring Tags to Fire on the Trigger
Assign the new trigger to your conversion tag.
Publish your GTM container.
Testing the Tag Using Preview Mode
Use Preview Mode in GTM to confirm the tag fires.
Visit the thank-you page and check for correct firing.
Verifying Conversion Tag Implementation
Use Google Tag Assistant or Chrome DevTools
Install Google Tag Assistant to test if the tag is present and firing.
You can also use Chrome DevTools > Network tab to inspect outgoing requests.
Check for Real-Time Conversion Reports in Google Ads
Go to Tools & Settings > Conversions > Diagnostics to verify tracking.
Enhanced Conversions for Web (Optional but Recommended)
What Are Enhanced Conversions?
Enhanced conversions employ hashed first-party information (such as email or phone) to enhance the accuracy of conversion tracking.
Enabling Enhanced Conversions in Google Ads
Navigate to your conversion action.
Enable Enhanced Conversions and complete setup steps.
Capturing First-Party Data Securely
Make sure to gather user data securely and in a compliant manner (hashed and encrypted prior to sending to Google).
Setting Up Google Ads Conversion API (Advanced)
Server-Side Tracking for Purchases
This is sending conversion information directly from your server to Google Ads, with reliability even if browsers block cookies or JavaScript.
Advantages of Using Conversion API vs. Client-Side Tags
More accurate tracking
Less data loss
Better attribution and reporting
Linking Google Analytics with Google Ads
Why It’s Important for Purchase Tracking
Linking allows you to:
Share audience data
Import transactions/goals
Analyze user journeys
Importing Goals or Transactions into Google Ads
In Google Ads:
Go to Tools & Settings > Conversions > Import.
Choose Google Analytics (GA4) and import desired events.
Monitoring Cross-Device and Cross-Browser Transactions
Google Signals role in Cross-Device Tracking
Google Signals relies on signed-in user data to bridge user behavior on devices and browsers.
Enhancing Attribution Accuracy
Turn on Google Signals in GA4 for more complete reporting and attribution understanding.
Setting Up Tracking of Conversion Value
Employing Dynamic Values across various Products
Send individual product values dynamically by inserting data into the tag.
Adding Value Parameters in GTM or Website Code
Use GTM variables to grab the product values and pass them to the conversion tag.
Troubleshooting Typical Conversion Problems
Conversions Not Firing or Being Reflected in Google Ads
Verify:
Tag firing rules
GTM preview
Ad blockers or browser restrictions
Debugging Tag Manager Triggers and Variables
Check if:
The trigger is properly set up
Variables are picking up the proper value
Best Practices to Maximize Purchase Conversions
Aligning Bidding Strategies of Your Campaigns
Target ROAS or Maximize Conversions bidding strategies should be used for optimized delivery.
Target ROAS or Maximize Conversions
Smart bidding will automatically change bids to meet your performance targets.
Testing Landing Pages and Checkout Flow
Test using tools such as Google Optimize or GA4, which versions of the page result in more conversions.
Frequently Asked Questions Regarding Google Ads Purchase Conversions
1. Is it possible to track offline purchases in Google Ads?
Ans: Yes, you can import offline conversions based on unique identifiers such as GCLIDs.
2. When do conversions get updated?
Ans: Usually within 3-24 hours, depending on your tag implementation and attribution settings.
3. How are first-click and data-driven attribution different?
Ans:
First-click credits everything to the very first interaction.
Data-driven uses machine learning to allocate credit for impact.
Key Takeaways for Effective Purchase Conversion Tracking
Accurate tracking starts with a clean setup.
Enhanced conversions and server-side tracking improve reliability.
Smart bidding and attribution models can significantly impact results.
Next Steps to Scale Campaign Performance
Once your purchase conversions are live:
Analyze conversion paths
A/B test creatives and landing pages
Adjust your bidding strategies
Use conversion data to fuel remarketing campaigns
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