How to Set Up Conversion Tracking in Google Ads (Step-by-Step)
Running Google Ads without conversion tracking is like driving with your eyes closed.
You may get clicks, but you won’t know what’s actually working.
Conversion tracking tells you:
- Which ads bring leads
- Which keywords make sales
- Which campaigns waste money
In this guide, you’ll learn how to set up conversion tracking in Google Ads step-by-step, explained in very simple words — perfect for UAE businesses and beginners.
What Is Conversion Tracking in Google Ads?
A conversion is any action you want users to take, such as:
- Filling a contact form
- Calling your business
- Clicking WhatsApp
- Making a purchase
- Booking an appointment
Conversion tracking shows Google Ads what success looks like for your business.
Without it:
- Google can’t optimize properly
- You can’t measure ROI
- Your budget gets wasted
To understand why tracking matters for performance, read: Understanding Google Ads metrics: Key metrics for business success.
Why Conversion Tracking Is Critical for Google Ads Success
Helps Google Optimize Your Ads
Google’s smart bidding needs data.
Conversion tracking tells Google which clicks matter, so it can show ads to similar users.
Shows Real ROI
You stop focusing on clicks and start focusing on results.
Saves Money
You pause ads that don’t convert and scale ads that do.
This is essential if you want Google Ads and SEO to work together properly.
Learn more here: SEO and Google Ads: A Powerful Partnership
Step-by-Step: How to Set Up Conversion Tracking in Google Ads
Step 1: Log In to Google Ads
- Go to Google Ads
- Click Tools & Settings
- Under “Measurement,” click Conversions
This is where all tracking starts.
Step 2: Create a New Conversion Action
Click the + New Conversion Action button.
You’ll see options like:
- Website
- App
- Phone calls
- Import
For most UAE businesses, choose Website.
Step 3: Choose the Conversion Type
Select what you want to track:
- Purchase
- Lead (most common)
- Sign-up
- Contact
- Other
Example:
If you track a contact form, choose Lead
Step 4: Configure Conversion Settings
Set:
- Conversion name (e.g., Contact Form Submission)
- Value (use same value or different values)
- Count (One for leads, Every for e-commerce)
- Click-through window (keep default if unsure)
Click Create and Continue.
Step 5: Install the Conversion Tag
Now Google gives you a tracking code.
You have 3 options:
- Use Google Tag Manager (best option)
- Add code manually to your website
- Email code to developer
If you use WordPress, many plugins make this easy.
Step 6: Add the Tag to the Right Page
For example:
- Contact form → Thank You page
- Purchase → Order confirmation page
The tag should fire only when the conversion happens.
Step 7: Test the Conversion
After setup:
- Use Google Tag Assistant
- Or submit a test form / order
Google Ads will show “Recording conversions” once it works.
Link Google Analytics (Highly Recommended)
Link Google Ads with Google Analytics to get better data:
- User behavior
- Landing page performance
- SEO vs Ads comparison
This helps you improve both SEO and Ads together.
Read this guide for full tracking strategy: Tracking SEO and Ads performance with Google Analytics.
Common Conversion Tracking Mistakes
Avoid these:
- Tracking page views instead of real actions
- Forgetting to test conversions
- Tracking too many useless actions
- Not setting primary conversions
- Not linking Google Analytics
Fixing these can instantly improve ad performance.
How Conversion Tracking Improves Landing Pages
Once tracking is live, you can see:
- Which landing page converts better
- Where users drop off
- Which ads bring quality leads
If your landing page is weak, conversions will be low even with good ads.
Learn more here: Role of landing page in sucessful google ads campaigns
To set up conversion tracking in Google Ads, create a conversion action, choose the goal type, install the tracking tag, test it, and link Google Analytics for better insights.
FAQs
Q1: Is conversion tracking free in Google Ads?
Yes. Conversion tracking is completely free.
Q2: How long does it take to start tracking conversions?
Usually a few hours to 24 hours after setup.
Q3: Can small UAE businesses use conversion tracking?
Yes. Even one conversion action can improve results significantly.
Q4: What is the most important conversion to track?
Leads, purchases, or bookings — anything that brings real business value.
Conclusion
If you want Google Ads to actually work, conversion tracking is not optional — it’s mandatory.
Once tracking is set up:
- Google optimizes better
- You spend smarter
- ROI improves
- Growth becomes predictable
If you want help setting up conversion tracking, fixing errors, or optimizing Google Ads for your UAE business,