Notes

Dear Mr. Kevin

Thanks for reaching out to us with your queries about Conversations. I understand you just want to know what are Conversions and how to create them for your website. I am happy to help you with your issue. After looking into the issue I am pleased to share details about Conversations;

Conversation is an action that's counted when someone interacts with your ad or free product listing (for example, clicks a text ad or views a video ad) and then takes an action that you’ve defined as valuable to your business, such as an online purchase or a call to your business from a mobile phone.

Conversions are measured with conversion tracking. You can use different tracking processes to measure conversions depending on the action someone takes when they interact with your ad or free listing. Conversions can be tracked across different surfaces (such as mobile or desktop) and may include modeled conversions. Modeled conversions use data that does not identify individual users to estimate conversions that Google is unable to observe directly. This can offer a more complete report of your conversions.
You can also refer to our help article 'https://support.google.com/google-ads/answer/6365?hl=en' that will help you gain more knowledge about definition of Conversations.

I am also delighted to share the steps you can take to create Conversations on the Google Ads interface;

Step 1: Create a conversion action
1. Firstly please sign in to your Google Ads account.
2. In the upper right corner, click the tools icon Google Ads, and under "Measurement," click Conversions.
3. Click the plus button .
4. Click Website.
5. Under the categories section, select the type of action you’d like to track. There are categories available to classify actions for Sales, Leads, and other activities.
6. Next to “Conversion name,” enter a name for the conversion you’d like to track, such as “newsletter sign up” or “wedding bouquet purchase.” This will help you recognize this conversion action later in conversion reports.
7. Next to “Category,” select a description for your conversion action. The category allows you to segment your conversions in reports, so you can see similar conversions together.
8. Next to “Value,” select how to track the value of each conversion.
-You can use the same value for each conversion. Enter the amount each conversion is worth to your business.
-You can use different values for each conversion. Use this option if, for example, you’re tracking purchases of products with different prices. Later, when you add your conversion tracking tag, you’ll need to customize your tag to track transaction-specific values.
-You can go ahead without a value.
9. Next to “Count,” select how to count these conversions.
-One. This setting is best for leads, such as a sign-up form on your website, when only one conversion per ad click likely adds value for your business.
-Every. This setting is best for sales, when every conversion likely adds value for your business.
10. Click on Click-through conversion window. Select how long to track conversions after an ad interaction from the drop-down. For Search, Shopping, and Display campaigns, the window can be 1 to 90 days.
11. Click View-through conversion window. Select how long to track view-through conversions from the drop-down. For Search, Shopping, and Display campaigns, the window can be 1 to 30 days.
12. Click Include in “Conversions.” This setting — selected by default — lets you decide whether or not to include data for this conversion action in your "Conversions" reporting column. If you uncheck this setting, data will still be included in the "All conversions" column. You might want to uncheck this setting if you use Smart Bidding, and you don't want to include this particular conversion action in your bid strategy.
13.Click Create and continue.
You’ll now see a screen that shows you’ve created your conversion action. Follow the instructions in the next section to set up your tag.

Important: If you are using conversion actions sets to control which conversions are included at the campaign-level then make sure you add this new action to all appropriate sets otherwise those campaigns will not optimize to this action.

Step 2: Set up your conversion tracking tag

To set up website conversion tracking for the first time, you'll need to add 2 code snippets to your website: the global site tag and the event snippet.

The global site tag adds website visitors to your "All visitors" remarketing lists (if you've set up remarketing) and sets new cookies on your domain, which will store information about the ad click that brought someone to your site. Note that your Google Ads conversion tracking tag will be able to use this click information to attribute a conversion to your Google Ads campaigns. Please ensure you're providing users with clear and comprehensive information about data collection, and obtaining consent where legally required.

You must install the global site tag on every page of your website, but you need only one global site tag for each Google Ads account.

The event snippet tracks actions that should be counted as conversions. Install this snippet on site pages you'd like to track conversions for. Each conversion action has its own associated event snippet, whereas the global site tag is the same across all conversion actions within a Google Ads account.

Choose from 2 ways to install your tag.

Option 1: You can install the tag yourself

1. Under “Global site tag,” select the option that best describes your situation and follow the instructions for installing the tag:
-I haven’t installed the global site tag on my website: Choose this option if it’s your first time setting up the tag for a conversion action in your account and you haven’t installed the global site tag from another Google product. This option shows the full global site tag. To install the tag, copy the tag code and paste it between the <head></head> tags of every page of your website.

Here’s an example of a global site tag, where “AW-CONVERSION_ID” stands for the conversion ID that’s unique to your Google Ads account:

<script async
src="https://www.googletagmanager.com/gtag/js?id=AW-CONVERSION_ID"></script>

<script>

window.dataLayer = window.dataLayer || [];

function gtag(){dataLayer.push(arguments);}

gtag('js', new Date());

gtag('config', 'AW-CONVERSION_ID');

</script>

-I installed the global site tag on my website from another Google product (example: Google Analytics) or from another Google Ads account: If this option applies to you, you won’t need to add the global site tag to your website again; however, for conversion tracking to work for this account, you’ll need to add the config command (the piece of code that contains your conversion ID) to every instance of the global site tag. This option shows that command, where “AW-CONVERSION_ID” stands for your account’s conversion ID:


gtag('config', 'AW-CONVERSION_ID');

Add the config command to every instance of the global site tag on your website, right above the </script> end tag.

Here’s an example of a global site tag that’s configured for both Google Analytics and Google Ads, with the config command for the Google Ads account highlighted:

<script async
src="https://www.googletagmanager.com/gtag/js?id=GA_TRACKING_ID">

</script>

<script>

window.dataLayer = window.dataLayer || [ ] ;

function gtag(){dataLayer.push(arguments);}

gtag( 'js', new Date () ) ;

gtag( 'config', 'GA_TRACKING_ID');

gtag( 'config', 'AW-CONVERSION_ID');

</script>

-I already installed the global site tag on my website when I created another conversion action in this Google Ads account: If this option applies to you, you don’t need to add the global site tag again to your website. Just make sure that the global site tag appears on every page of your site and confirm that the config command in each instance of the tag contains your account’s conversion ID. You’ll see your conversion ID when you select this option.

2. (Optional) Modify the global site tag based on your preferences:
-If you don’t want the global site tag to add website visitors to your remarketing lists on initial page load, add the highlighted portion below to your global site tag’s 'config' command:
gtag('config',' AW-CONVERSION_ID',{'send_page_view': false});

-If you don’t want the global site tag to set first-party cookies on your site’s domain, add the highlighted portion below to your global site tag’s 'config' command:
gtag('config',' AW-CONVERSION_ID',{'conversion_linker': false});

Note: We don’t recommend doing this as it will lead to less accurate conversion measurement.

-If you want to disable the collection of remarketing data, add the highlighted gtag('set') command to your global site tag above the gtag('js') command. This will disable the collection of remarketing data for all configured Google Ads accounts.

<script async
src="https://www.googletagmanager.com/gtag/js?id=AW-CONVERSION_ID"></script>

<script>

window.dataLayer = window.dataLayer || [];

function gtag(){dataLayer.push(arguments);}

gtag('set', 'allow_ad_personalization_signals', false);

gtag('js', new Date());

gtag('config', 'AW-CONVERSION_ID');

</script>

3. Copy the global site tag, then follow the instructions to add it to your website.
Next to "Event snippet," select whether to track conversions on a page load or click.
-Page load: Count conversions when customers visit the conversion page, such as a confirmation page for a purchase or sign-up. This is the default and most common option. Learn more about Google's security standards.
-Click: Count conversions when customers click a button or link (such as a "Buy Now" button).
5. Copy the event snippet, then follow the instructions to add it to your website, or click Download snippet to add it later.
-If you're tracking conversions by page load, add the event snippet to the page you're tracking.
-If you’re tracking conversions by click, add the event snippet to the page that has the button or link you’d like to track for clicks.
6.Click Next.
7.Click Done.
8.If you’re tracking clicks on your website as conversions, follow the instructions in Track clicks on your website as conversions to add an additional piece of code to the button or link you’d like to track. This step is required for conversion tracking to work.

Option 2: Use Google Tag Manager
Google Tag Manager is a tag management system that allows you to quickly and easily update tags and code snippets on your website. You can use Google Tag Manager to install your conversion tracking tag.

1. Copy the Conversion ID and Conversion label (shown in this tab) for your conversion action.
2. Follow the instructions to set up Google Ads conversion tracking in Google Tag Manager. Important: To ensure proper tracking in all browsers, make sure you add a Conversion linker tag and configure it to fire on all of your webpages.
3. Click Next.
4. Click Done.
5. If you’re tracking clicks on your website as conversions, you’ll need to complete additional setup steps in Google Tag Manager. This is required for conversion tracking to work. Choose one of the 2 options below:
-Basic: Set up a click trigger so the conversion tracking tag fires when the relevant click occurs.
-Advanced: Add a function call to the code for the link, button, or button image. Then, set up a custom event trigger so the conversion tracking tag fires when the event (in this case, a click) occurs.

You can find further information (tips, notes etc.) about creating conversations on the Google Ads interface here: https://support.google.com/google-ads/answer/6095821?hl=en

I am sure these steps will help you overcome the challenges you are currently experiencing.

Don’t hesitate to let me know if you need any further help or any other info.

Sincerely,
Dzhaner
Google Ads Team