Google Analytics: Adding A Website for Google Ads
Google Ads Conversion Tracking Setup Guide
Google Ads conversion tracking is essential if you want accurate data across devices, browsers, and platforms. Without it, Google cannot see what actions users take after clicking your ads, which means poor optimisation and wasted ad spend. This guide walks you through how to add website based, cross platform tracking so your Google Ads data carries through correctly for conversions.
What Is Cross-Platform Conversion Tracking
Cross platform tracking allows Google Ads to track conversions when users move between devices or browsers. For example, someone clicks your ad on mobile and completes the enquiry on desktop. When set up correctly, Google Ads connects those actions into one conversion path.
This relies on Google tags, enhanced conversions, and proper account linking.
Before You Start
Make sure you have access to the following:
- Google Ads account with admin access
- Google Analytics 4 property
- Website backend access or tag manager admin access
- Google Tag Manager account recommended
If you do not have these, stop here and organise access first. Partial access leads to broken tracking.
Step 1. Create a Conversion Action in Google Ads
- Log into Google Ads
- Click Tools and Settings
- Select Conversions under Measurement
- Click New Conversion Action
- Choose Website
- Select the goal type, for example Lead, Purchase, or Contact
- Define the conversion action, such as form submission or thank you page view
- Set value, count, and attribution model based on your business goals
- Save the conversion action
This creates the data point Google Ads will optimise against.
Step 2. Choose Your Tracking Method
Google Ads provides two main tracking options.
1. Ensure you have Google Tag directly installed on your website via Google Tag Manager - How
to install Google Tag (Recommended)
View Article
2. Setup Google Tag Manager Conversion
Tracking Setup recommended for flexibility and accuracy - Click here for our Guide
For cross platform tracking, Google Tag Manager is strongly recommended.
View
Article
Step 3. Install the Google Tag Using Google Tag Manager
- Log into Google Tag Manager
- Create a new Tag
- Select Google Ads Conversion Tracking
- Enter your Conversion ID and Conversion Label from Google Ads
- Choose the trigger, usually a form submission or thank you page view
- Save and publish the container
This ensures conversions fire only when the correct action occurs.
Step 4. Enable Enhanced Conversions
Enhanced conversions improve accuracy across devices by securely sending first party data like email or phone, hashed and privacy safe.
- Go back to Google Ads
- Open your conversion action
- Enable Enhanced Conversions
- Choose Google Tag Manager
- Configure user provided data variables in Tag Manager
- Save changes
This step is critical for cross device and cross browser attribution.
Step 5. Link Google Ads and Google Analytics 4
Linking GA4 improves reporting and strengthens attribution.
- Open Google Ads
- Go to Tools and Settings
- Select Linked Accounts
- Choose Google Analytics
- Link your GA4 property
- Enable personalised advertising and auto tagging
This allows shared signals and cleaner conversion data.
Step 6. Contact Us to Test & Validate Your Tag Installation
If conversions do not get recorded, pause your Google Ads campaigns until this is fixed - you are burning cash otherwise.
1300 762 496
Click here to Contact Us to review your tag installation.
Additional Thoughts...
Common Mistakes to Avoid
- Tracking page views instead of actions
- Duplicate conversion firing
- Missing enhanced conversions
- Not linking GA4
- Using the wrong trigger
These mistakes inflate data or break optimisation.
Why This Matters for Performance
When conversion tracking is set up correctly:
- Google Ads optimises faster
- Smart bidding works properly
- Cost per lead decreases
- Reporting reflects reality
When it is not, Google guesses. Guessing costs money.
How Ranking Australia Supports This Setup
SEO SERVICES
At Ranking Australia, we set up conversion tracking as part of your SEO and Google Ads foundations. We do not just install tags. We validate, test, and align tracking with real business outcomes.
SUPPORTED DATA INSIGHTS
All performance data feeds into our DataSense dashboard so you see what is working, what is not, and where to scale next. Pricing starts at $440 per month.
STRATEGIC ADVISORY
Talk to us about our Marketing Strategy Services - Use our data, and advice to succeed online and know what you need to do next. Contact us today.
Technical Support
If you are unsure whether your tracking is set up correctly, or you want it reviewed by Google experts, book a Digital Discovery session with our team - your first session is free. Click here.
