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All lessons in Google Ads for Beginners Lesson 4.1 of 24

Module 0: Introduction to PPC

  1. 0.1What is PPC?
  2. 0.2PPC vs SEO vs SEM
  3. 0.3How the Google Ads auction works
  4. 0.4PPC platforms compared

Module 1: Planning Your First Campaign

  1. 1.1Setting PPC goals
  2. 1.2Setting a Google Ads budget
  3. 1.3PPC keyword research
  4. 1.4Google Ads keyword match types
  5. 1.5Negative keywords

Module 2: Building the Campaign

  1. 2.1How to create a Google Ads account
  2. 2.2Campaign and ad group structure
  3. 2.3Location, language, and schedule
  4. 2.4Google Ads bidding strategies

Module 3: Writing Ads That Get Clicks

  1. 3.1How to write responsive search ads
  2. 3.2PPC ad copy formulas
  3. 3.3Google Ads assets
  4. 3.4PPC landing page best practices

Module 4: Tracking Results

  1. 4.1Google Ads conversion tracking
  2. 4.2What is Quality Score?
  3. 4.3PPC metrics that matter
  4. 4.4Google Ads search terms report

Module 5: Optimizing and Scaling

  1. 5.1Your first 30 days
  2. 5.2Common Google Ads mistakes
  3. 5.3Your PPC action plan

Google Ads conversion tracking

What we will go through

  • What a conversion action is
  • Two ways to track website conversions: the Google tag or GA4 import
  • How to track phone calls from ads

Short answer

Conversion tracking records when someone takes a valuable action after clicking your ad. In Google Ads, create a conversion action, then install the Google tag on your site, or import conversions from Google Analytics 4. Add call tracking if customers phone you. Test each action before you trust the numbers.

What is a conversion action?

A conversion action is one specific thing you count, like a contact form submitted, a purchase completed, a call from an ad lasting 60 seconds or more, or a click on a Messenger or WhatsApp button.

Conversion tracking flow: click, page with Google tag, form sent, Google Ads records, bidding learnsAd clickYour siteGoogle tagForm sentconversionGoogle Adsrecords itBiddinglearnsNo tracking, no learningTest with your own form before you trust the numbers.
Tracking tells Google which clicks became customers.

Set one as your primary action, the one Google bids for. Others can be secondary, tracked for information only.

Two ways to track your website

Option 1: the Google tag. Create a website conversion action in Google Ads, install the Google tag on every page, and set the event to fire on your thank-you page or button click. Use Google Tag Manager, your website builder’s setting, or paste the code in the site header.

Option 2: import from GA4. If you already use Google Analytics 4, mark the event as a key event, like “generate_lead.” Link GA4 and Google Ads, then create a conversion action that imports from GA4. This is easier if your GA4 is already set up well.

Call tracking

  • Track calls from ads using your call asset. Set a minimum call length, like 60 seconds.
  • Track calls from your website with a Google forwarding number, where available.
  • Track clicks on your phone number on mobile as a simpler option.

Try it: setup stepper

Follow along in your own account. Menu names change often, so look for the closest match.

Step 1 of 6

Open Conversions

In Google Ads, go to Goals, then Conversions, then Summary.

Quick quiz

1. What is a primary conversion action?
2. What should you do right after setup?
3. You track the same form with both the tag and GA4 as primary. What happens?

Common mistakes

  • Counting page views as conversions. Track real actions only.
  • Setting many primary actions. Google gets mixed signals.
  • Never testing. Broken tags are common.
  • Double counting. Do not track the same form with both the tag and GA4 as primary actions.

Your action

Create one primary conversion action for your main goal from Lesson 1.1. Test it with your own form or call.

Key terms

Conversion action
A specific action you track as a conversion.
Google tag
Code on your site that sends data to Google Ads.
GA4 import
Bringing key events from Google Analytics 4 into Google Ads.
Call tracking
Counting phone calls from ads or your site.
Primary action
The conversion Google optimizes bids for.

Questions beginners ask

Do I need a developer?

Not always. Many website builders let you add the Google tag in their settings.

How long until conversions show?

Often within a few hours, sometimes a day or more.

Related lessons

Want someone to run your Google Ads while you learn? The team at Remar Digital can help.