Google Ads Conversion Tracking Setup

Connect your Google account, pick a conversion for each thing you want to track, and you're done. There's nothing to copy out of Google Ads, and each conversion is sent from both the visitor's browser and your site's server.

Step 1: Connect with Google

1. In WordPress, go to Settings → Conversion Bridge → Ads and turn on Google Ads.
2. Under Connection Method, leave Connect with Google (Recommended) selected and click Connect with Google.
3. Sign in with the Google account you use for Google Ads, allow access, and choose your Google Ads account.

You're sent back to WordPress with a Google Ads connected message, and your Destination ID is filled in for you. The sign-in goes through conversionbridgewp.com, but your conversions never do. They go straight from your site to Google.

If you'd rather not sign in, set it up by hand. If your conversion actions live in a Google Ads manager account, use your own service account, since connecting can't send those from your server.

Step 2: Turn on Enhanced Conversions

Enhanced ConversionsEnhanced conversions send customer details, like email and name, usually hashed, so ad platforms can match more conversions to the people who saw your ads. sends the customer's email, phone number, name and address with each conversion, so Google can match it to the person who clicked your ad. These details are hashed (scrambled one way) on your site first.

It's on by default in Conversion Bridge, but Google rejects server-side conversions with these details until your account allows them. Google doesn't let other software change this, so it's the one step you do in Google Ads:

1. Go to Goals → Conversions → Conversion settings.
2. Open Customer data terms and accept them, if they don't already say Accepted.
3. Open Enhanced conversions and check Turn on enhanced conversions.
4. If Google asks you to choose a method, choose Google Ads API.
5. Click Save.

Google can take a few hours to start accepting these details. If you've connected with Google and something is still off, Conversion Bridge shows a warning with a link straight to this page.

Step 3: Choose a conversion for each event

1. Go to Settings → Conversion Bridge → Integrations and open the plugin you want to track, like WooCommerce or your form plugin.
2. Check the event or form, then click Advanced settings next to it.
3. Under Google Ads Conversion Label, click Choose from Google Ads.
4. Pick a conversion and click Use this one. To make a new one, open the Create new tab, enter a name, choose a category and click Create in Google Ads.
5. The label fills itself in. Save your settings.

Repeat this for each thing you want to track, using its own conversion. The same link shows up in the settings Conversion Bridge adds inside form plugins and page builders.

To track a button click, create a Custom Event with the Click type and your button's CSS selector, then choose the conversion in its settings.

Step 4: Check that it's working

The Conversion tracking status card on your Google Ads overview shows where each conversion stands:

• No recent conversions: Google can see your tracking, but no conversions from an ad click have come in over the last 7 days. This is normal right after setup.
• Recording conversions: conversions from ad clicks are coming in.
• Needs attention: nothing has been tracked yet and there may be a problem.

Google only reports a conversion it can tie to a real ad click, so a test visit won't show up in your reports, even with a made-up click ID. To test before your ads are running, click Troubleshoot next to a conversion. It opens Tag Assistant and walks you through making the conversion happen on your site.

A few things to expect:

• A brand new conversion can take about an hour before Google accepts it from your server. The browser records it right away.
• For the first 14 days a conversion gets server-side sends, Google shows them in reports but doesn't use them for bidding. After that they count on their own.
• If Google rejects a conversion, you'll see a notice in WordPress that links to the Health screen with the reason.

Still stuck? Turn on logging and open a support ticket.

Set it up by hand

Use this if you don't want to connect with Google. You'll copy two things out of Google Ads: your Destination ID once, and a Conversion Label for each conversion. This video shows the whole thing on a real store:

Get your Destination ID

1. In Google Ads, go to Tools → Data manager and click Manage next to your tag under Google tag.
2. On the Configuration tab, copy the ID that starts with "AW-". Skip any that start with "G-" or "GT-".
3. In WordPress, go to Settings → Conversion Bridge → Ads, turn on Google Ads, choose Enter Destination ID manually, paste the ID and save.

If you see two different AW- IDs, scroll down to Destinations on that page and use the one listed there. That's the account your conversions belong to.

Get a Conversion Label

1. In Google Ads, click Goals, then Create conversion actionA conversion action is the thing you tell Google Ads to count as a success, like a purchase, a form submission or a phone call, along with how to count and value it..
2. Make sure Conversions on a website is checked and click Save and continue.
3. Pick a category, like Purchase or Submit lead form.
4. Click Create conversion, choose your website, then choose Manually with code.
5. Click Conversion settings and set the value. For orders, choose Use different values for each conversion so each order total comes through. For forms, choose Use the same value for each conversion and enter what a lead is worth to you.
6. Click Done, then Save and continue.
7. In the code Google shows, copy only the part after the slash in send_to. In AW-123456789/AbC-dEfGhIjK, the label is AbC-dEfGhIjK.

Then follow Step 3, but paste the label into the Google Ads Conversion Label field instead of clicking the link.

This isn't the same as the plain Conversion Label field, which only names the event in your reports. See Conversion Label and Conversion Value.

Server-side tracking

When an ad blocker or browser setting stops the Google tag, the copy sent from your server still reaches Google. When both copies arrive, Google counts the conversion once. Connect with Google turns this on for you. Google Ads server-side tracking on WordPress has the longer explanation.

Here's what's sent:

• The conversion's ID (the order ID for purchases), its time, and its value and currency if it has one
• The Google click ID from the ad, if there is one
• With Enhanced Conversions on, the visitor's email, phone number, name and address, hashed on your server. Country and postal code are sent as plain text, because Google asks for them that way.

Your visitors' IP address and browser details are never sent. A conversion with no click ID and no customer details isn't sent from the server, since Google would have nothing to match it to.

With a supported cookie banner, a conversion is only sent from the server after the visitor accepts marketing cookiesA small piece of data stored in a user’s browser that helps websites remember user activity, preferences, or sessions across visits. (or Google Ads on its own, if your banner lists it separately).

To test without recording anything, turn on Server-Side Test Mode under advanced settings. Google checks each conversion and replies, but doesn't record it. Turn it off when you're done.

Use your own service account

A service account is a Google login for software instead of a person. Use one if you'd rather not sign in through Conversion Bridge, if your conversions live in a manager account, or if you're an agency managing several accounts.

1. Create a project. In the Google Cloud console, sign in with your Google Ads account and create a project.
2. Turn on two APIs. Enable the Data Manager API and the Google Ads API.
3. Ask for access. On the Google Ads API Overview page, expand Upgrade access level, check that it says Explorer, and click Apply for access. New projects can only reach test accounts until this is approved, which took a few minutes for me.
4. Make a key. In Service Accounts, click Create service account, name it and click Done. Click the new account, open Keys, and choose Add key → Create new key → JSON. Keep this file private, because anyone who has it can send conversions to your account.
5. Give it access. Copy the service account's email address. In Google Ads, go to Admin → Access and security, click + on the Users tab, paste the email and choose Standard access. For a manager account, add it there once and enter the manager's ID in Manager Account ID under advanced settings.
6. Add it to Conversion Bridge. Under Connection Method, choose Enter Destination ID manually and fill in your Destination ID. Check Send conversions server-side with a service account key, enter your 10-digit Google Ads Customer ID, paste the whole key file into Service Account Key, and save.
7. Click Test connection. It checks each step and tells you which one still needs attention.

Once it passes, Choose from Google Ads works just like it does in Step 3.

If Google says key creation is disabled, your Google Workspace organization blocks it, and an admin needs to allow it under Organization Policies.

Phone call tracking

Both options start the same way in Google Ads: go to Goals → Conversions, create a conversion action, select Phone Calls, choose the option below, and select Install the tag yourself. Then copy the part after the slash, as in the Conversion Label steps.

Clicks on a phone link. Choose Clicks on your number on your mobile website. In WordPress, go to Settings → Conversion Bridge → Integrations, open Core WordPress, make sure Track phone link clicks is checked, and paste it into Google Ads Conversion Label in its advanced settings. This works on any link that uses tel:.

Replacing your number. This swaps your number for a Google forwarding number when someone arrives from an ad. Choose Calls to a phone number on your website. In the Google Ads settings in Conversion Bridge, turn on Phone Number on Website Tracking, paste it in, and enter your number exactly as it appears on your site.

To swap the number in only some places, add a CSS class to those elements and enter it in Phone Number CSS Class, without a leading dot. For <span class="tracked-phone">760-123-4567</span>, enter tracked-phone.

Use Google Analytics key events

You can also base a conversion on a GA4 event instead of a Conversion Label, though the steps above are simpler.

1. In Google Analytics, go to Admin → Events and mark the event as a key event.
2. In Google Ads, go to Goals, start a new conversion action, click Website and enter your domain.
3. Google detects GA4 and lists your key events to choose from.

Different conversions for different campaigns

By default, Google Ads uses all your primary conversions for every campaign. If one campaign sells products and another collects leads, you can tell each one what to aim for. This is all done in Google Ads, with nothing to change in Conversion Bridge.

1. Open the campaign and click Settings.
2. Expand Conversion goals and change Account-default to Campaign-specific.
3. Click Choose campaign goals, pick the conversions for this campaign and click Save.

Conversions you don't pick are still tracked and show in All conversions, but they won't affect that campaign's bidding.

Consent Mode

When you've selected a cookie banner under Settings → Conversion Bridge → Options → Cookie Consent, Conversion Bridge handles Consent ModeA way for tracking scripts (like Google Analytics, Google Ads, and Meta) to respect a visitor's cookie consent choices while still collecting limited, privacy-safe data when consent is denied. for you. It starts as denied and updates as soon as the visitor chooses. If no banner is selected, it sends no consent signals and Google treats consent as granted.

Only turn on Consent Mode in one place. If your banner already sends these signals, use the Consent Signal Ownership setting so they aren't sent twice. Since June 15, 2026, the ad_storage signal is the only control over whether data from your Google Analytics tag reaches Google Ads, so it's worth getting right.

You can also choose whether Google Ads waits for consent (Basic) or loads right away and sends cookieless data until the visitor agrees (Advanced). See Google Consent Mode.