Setting Up Conversion Tracking in Google Ads: Complete Tutorial

Running ads without measuring results is like driving with your eyes closed you might move forward, but you’ll never know if you’re heading in the right direction. This is exactly what happens when businesses run Google Ads without setting up conversion tracking.

Google Ads is one of the most powerful advertising platforms in the world, but success doesn’t just depend on creating ads. The real magic lies in knowing what happens after someone clicks your ad. Did they buy a product? Fill out a contact form? Call your business? Sign up for a newsletter? These valuable actions are called conversions, and tracking them is the only way to measure whether your ad spend is paying off.

Without conversion tracking, you’re essentially guessing. You may see clicks, impressions, and costs but you won’t know which keywords, ads, or campaigns are actually generating sales or leads. On the other hand, when conversion tracking is set up properly, you can:

• See which ads bring the most valuable customers

• Calculate your return on investment (ROI) accurately

• Stop wasting money on underperforming campaigns

• Make data-driven decisions to scale your business

For businesses in Pakistan whether you’re running an eCommerce store, a service-based business, or even freelancing conversion tracking can be a complete game-changer. Many small businesses here still run ads blindly, focusing only on clicks instead of real results. By learning how to track conversions, you immediately put yourself ahead of 80% of your competitors.

In this tutorial, we’ll walk through a step-by-step guide on setting up conversion tracking in Google Ads. We’ll cover everything from understanding what conversions are, to creating a tracking action, installing the conversion tag, and verifying your setup. Plus, we’ll share best practices and troubleshooting tips so you don’t run into common pitfalls.

By the end of this guide, you’ll have a complete system in place to track leads, sales, calls, and more allowing you to finally run profitable, data-driven Google Ads campaigns.

Understanding Google Ads Conversion Tracking

Before jumping into the technical setup, it’s important to build a clear understanding of what conversion tracking actually is and why it’s so valuable. Many beginners mistakenly think of it as just “adding code” to a website, but in reality, conversion tracking is about connecting business goals with ad performance.

What is conversion tracking and why it matters

Conversion tracking is a feature in Google Ads that lets you measure what happens after someone interacts with your ad. For example:

• If a customer buys a product on your eCommerce store → that’s a conversion.

• If someone fills out your contact form → that’s a conversion.

• If a user calls your business from the ad → that’s a conversion.

• If they download your app → that’s a conversion too.

In simple words, it helps you answer: “Are my ads driving real business results, or just clicks?”

This matters because without conversion data, you can’t optimize effectively. Google Ads uses this data to improve your bidding strategies (like Target CPA or Target ROAS) and show your ads to the right people at the right time.

Different types of conversions (website, calls, app installs, offline)

Google Ads allows you to track multiple types of conversions, depending on your business needs:

1. Website Conversions – Track actions like purchases, sign-ups, or downloads.

2. Phone Call Conversions – Track calls directly from your ads or your website.

3. App Conversions – Track installs or in-app actions if you’re promoting an app.

4. Offline Conversions – Import data if leads generated online convert into sales offline (e.g., a customer fills a form but purchases later in-store).

For businesses in Pakistan, some of the most common conversions include WhatsApp inquiries, phone calls, and lead form submissions, since many small businesses rely on direct communication rather than full online checkout systems.

Common mistakes beginners make

While the idea sounds simple, many advertisers struggle with conversion tracking. Some common mistakes include:

• Setting up tracking for all clicks instead of real business actions

• Forgetting to verify whether the tag is working properly

• Not segmenting different conversion types (treating purchases and sign-ups the same)

• Relying only on “clicks” as success instead of actual results

Avoiding these pitfalls from the beginning ensures you get clean, reliable data that can guide better decision-making.

Step-by-Step Guide to Setting Up Conversion Tracking

Now that you understand the importance of conversion tracking, let’s go through the practical steps of setting it up in your Google Ads account. Don’t worry if you’re not technical Google makes the process beginner-friendly, and I’ll break it down clearly.

Creating a conversion action in Google Ads

1. Log in to your Google Ads account.

2. From the top menu, click on Tools & Settings → Conversions.

3. Click + New Conversion Action.

4. Choose the type of conversion you want to track:

   • Website

   • App

   • Phone Calls

   • Import (offline conversions)

5. If you’re tracking website actions (like purchases or form submissions), select Website.

6. Enter details such as conversion name (e.g., “Lead Form Submission”), value (optional), and count settings (choose whether to count every conversion or just once per customer).

This step tells Google what you consider a valuable action.

Installing the conversion tracking tag (with Google Tag Manager & manual setup)

Once you create the conversion action, Google gives you a piece of code (called a conversion tag) to place on your website. There are two main ways to install it:

Option 1: Using Google Tag Manager (recommended)

• If you already use Google Tag Manager (GTM), copy the Conversion ID and Conversion Label provided by Google Ads.

• Go to GTM → Create a new tag → Choose “Google Ads Conversion Tracking”.

• Paste in the ID and Label → Set a trigger (e.g., “Thank You Page” after form submission).

• Save and publish your container.

Option 2: Manual installation

• Google will give you two pieces of code: a Global Site Tag (gtag.js) and an Event Snippet.

• Place the Global Site Tag in the <head> section of your website.

• Place the Event Snippet on the page where conversions happen (e.g., the “Thank You” page).

For Pakistani businesses using platforms like WordPress, Shopify, or Wix, most of these platforms have plugins or integrations that make the process even easier.

Verifying and testing your setup (best practices + troubleshooting tips)

After installing, it’s crucial to verify whether your tag is firing correctly:

• Use the Google Tag Assistant extension to check if your conversion tag is working.

• In Google Ads, go back to your Conversions tab and check the Status. If it says “No Recent Conversions,” wait a few hours or test by completing a conversion yourself.

Troubleshooting tips:

• Double-check if the tag is on the correct page.

• Ensure you haven’t placed duplicate tags.

• For call tracking, make sure call extensions are set up properly.

Getting this step right ensures your ads deliver accurate and actionable data.

Best Practices & Optimization Tips

Setting up conversion tracking is just the beginning. To truly get the most out of your Google Ads campaigns, you need to apply best practices and keep optimizing your setup over time.

Using conversion tracking data to improve campaigns

Once conversions start flowing in, don’t just leave the data sitting there use it:

• Identify which keywords drive the most valuable conversions (not just clicks).

• Compare campaigns to see where your return on ad spend (ROAS) is strongest.

• Use conversion data to switch from manual bidding to automated strategies like Target CPA (Cost per Acquisition) or Target ROAS.

For example: If you run an online clothing store in Pakistan and notice that conversions come mostly from ads targeting “women’s kurti online shopping,” you can increase bids for those keywords and reduce spend on less profitable ones.

Setting up custom conversions for better insights

Not all conversions are equal. A newsletter signup doesn’t hold the same value as a completed purchase. That’s why it’s important to differentiate between conversion types:

• Assign values to conversions (e.g., a lead form = $5, a sale = $50).

• Create custom goals if you want to track specific actions like “WhatsApp message clicks” or “Video views.”

• Use micro-conversions (like time on site, downloads) alongside macro-conversions (purchases, calls) to understand the full user journey.

This helps you identify not just how many conversions you’re getting, but which ones truly matter to your business.

Troubleshooting common issues

Even experienced advertisers run into tracking problems. Some common ones include:

1. No conversions being tracked → Usually means the tag isn’t firing correctly or is placed on the wrong page.

2. Too many conversions recorded → Could mean the tag is firing multiple times (check duplicate placements).

3. Discrepancies between Google Ads and Analytics data → This is normal to some extent, but if numbers are way off, check time-zone settings and attribution models.

4. Delayed conversion reporting → Some conversions (like phone calls or offline imports) take up to 24 hours to appear.

By regularly testing and auditing your setup, you’ll ensure you’re always working with accurate, reliable data.

Conversion Tracking for Pakistani Businesses – Real Examples

While the technical setup of conversion tracking is the same worldwide, the real power comes from applying it to your business model. Let’s look at how some common Pakistani businesses can benefit:

1. E-Commerce Stores (Daraz Sellers, Shopify, Local Brands)
   Many online stores in Pakistan sell fashion, electronics, or household items. By setting up conversion tracking, these businesses can track which products generate the most sales. For instance, if your Google Ads show that “men’s sneakers” campaigns bring more sales than “women’s handbags,” you can shift your budget accordingly and scale profits.

2. Service-Based Businesses (Lawyers, Doctors, Real Estate Agents)
   Most service providers rely heavily on phone calls and WhatsApp inquiries. With call tracking in Google Ads, you can see exactly how many patients booked an appointment from your ad or how many property buyers called after seeing your listing. This eliminates guesswork and proves whether ads are worth the spend.

3. Freelancers & Digital Agencies
   Many Pakistani freelancers run Google Ads for clients abroad. By implementing conversion tracking, they can show clients clear results like “30 qualified leads generated this week,” which builds trust and allows them to charge higher fees.

In short, conversion tracking is not just a technical tool it’s a business growth weapon. It helps you allocate budget smartly, prove results, and grow faster in a competitive market.

Conclusion

Running Google Ads without conversion tracking is like spending money in the dark. You might see clicks and impressions, but you’ll never know if your investment is actually bringing results. By setting up conversion tracking, you turn guesswork into clear insights, allowing you to see exactly which ads, keywords, and campaigns are driving leads, sales, and calls.

In this tutorial, we walked through:

• What conversion tracking is and why it’s essential

• The different types of conversions you can track (website, calls, apps, offline)

• A step-by-step guide to creating a conversion action and installing the tag

• Best practices to optimize campaigns and avoid common mistakes

For businesses in Pakistan, this can be a true game-changer. Instead of blindly running ads for “more clicks,” you’ll know which strategies actually generate real business growth. Whether you’re an eCommerce store owner, a freelancer running ads for clients, or a service-based business, conversion tracking empowers you to maximize your ad spend and grow smarter.

Here’s your next step:
If you haven’t already, log in to your Google Ads account today and create your first conversion action. Test it, verify it, and start collecting data. Within days, you’ll begin to see which ads are profitable and which ones need adjustments.

Remember: what gets measured gets improved. By using conversion tracking effectively, you’re not just running ads you’re building a system that fuels growth, saves budget, and delivers long-term success.