Setting up Web Conversions in Google Ads
There are two ways to set up web conversions on Google Ads:
- Setting up Conversions with Code – GTM, manual implementation, etc.
- Goal Importing from Google Analtyics
There are positive and negatives with each
- Setting Up Conversions with Code: This code directly connects Google ads with the conversion action you wanted. Regardless if there was actions between the conversion and the ad click, Google Ads registeres the conversion. Google Ads doesn’t need to be the last click / last non direct click interaction in order to get confirmation that it contributed to the conversion
- Goal Importing from Google Analtyics: Google Analytics is the party here who decides where to attribute the goal to. Google Analytics gives attribution to the last non direct hit. So even if a Google ad was clicked preivously, if the user did something after that and then converted, Google Analytics won’t send data and give the conversion to Google Ads


Sean’s Google Ads Mistake!
I set up a goal on Google Analytics and imported it as a conversion to Google Ads.
The conversion was being counted for a while in Google Ads, but then one day it just fell off… wtf?
Well, it turns out, it’s because I changed the event that the Goal was based off of, that the conversion was based off of!
Event -> Goal -> Conversion
The Goal was event based, and the goal was to fire when the event was tracked. I changed the event name, so the Goal in the end never fired since it was tracking an event that wasn’t being recorded anymore. This in turn meant that the goal would never be completed, and thus the conversion would never be completed!