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Technology · Analytics

Google Ads Conversion Tracking

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Google Ads conversion tracking records valuable actions that follow a click on your ad, such as a purchase, a sign-up or a phone call. You add a Google tag, or code snippet, to your website to measure the website ones.[1]

A free tool integrated with Google Ads that tracks user actions after ad interactions. It allows advertisers to measure the effectiveness of their campaigns by tracking specific actions like purchases, sign-ups, or downloads, helping optimize ad spend and improve overall campaign performance.

Google Ads Conversion Tracking belongs toAnalyticscategory.

How it works

A tag on your site, plus a temporary cookie after the ad click[1]

Sources

Website, app, phone call and offline conversions[1]

Data source

Use the Google tag, Google Analytics, or both[1]

Return on spend

Shows which keywords and ads drive valuable activity[1]

140websites

use it — 5.5% of the 2,555 websites we scanned in the last 12 months

#7of 132

tools in its category seen in our scans (we recognize 429)

50public pages

on UptimeCard — open any of them to see how that site is doing

In short: the way to see which Google ads pay off. Set conversions as primary or secondary with care, because that decides what Smart Bidding learns from.[1]

6.56% of all websites we track run Google Ads Conversion Tracking▲ 0.04 points since 20 Sep

Should you use Google Ads Conversion Tracking?

The 10-second version, from the vendor’s own pages and what we see in our scans

Google Ads Conversion Tracking fits if…

  • You run Google ads and want to know which keywords and ads lead to sales or sign-ups[1]
  • You use Google Analytics already and want to reuse its events[1]

Look elsewhere if…

  • Your ads run on Facebook or Instagram[2]Meta has its own pixel for that.
Tracking uses a cookie, so your consent setup matters where consent is required[1]
After linking accounts or marking an event as a key event, import options can take a day or two to appear[1]

Google's conversion tag next to two other ad tags

Tracking code from other ad networks. Statements come from each vendor's own page; website counts are ours.

Google Ads Conversion TrackingFacebook PixelLinkedin Insight Tag
What the vendor says
What it isA Google taga code snippet in your site or app[1]JavaScript codeadded to your website[2]A code snippetadded to your website[3]
What we see in our scans
Websites running it1405.5% of 2,555 scanned sites46818.3% of 2,555 scanned sites43517% of 2,555 scanned sites
Typical page load time4.3 s✓48 public sites4.7 s139 public sites4.4 s264 public sites
Typical page weight2.9 MB✓typical home page3.4 MBtypical home page3.4 MBtypical home page
Security grade B or better19%3 of 16 graded sites score B or better24%10 of 41 graded sites score B or better35%✓25 of 72 graded sites score B or better

Only what each vendor page states.

  • Facebook Pixel: Meta's tracking code for Facebook and Instagram ads[2]
  • Linkedin Insight Tag: LinkedIn's tag for conversions and retargeting[3]

Choose Google Ads Conversion Tracking if…

  • Your ads run on Google[1]

Choose Facebook Pixel if…

  • Your ads run on Facebook and Instagram[2]

Choose Linkedin Insight Tag if…

  • You want to retarget site visitors with LinkedIn ads[3]
  • You want to see the job titles and industries of your visitors[3]

How Google Ads Conversion Tracking sites protect themselves

Share of the 140 sites we scanned that run each protection

HSTS63% · 88 sites

HTTP Strict Transport Security (HSTS) informs browsers that the site should only be accessed using HTTPS

reCAPTCHA29% · 40 sites

reCAPTCHA is a free service from Google that helps protect websites from spam and abuse

Cloudflare Bot Management15% · 21 sites

Cloudflare bot management solution identifies and mitigates automated traffic to protect websites from bad bots

Protections add up, they do not replace each other: a site can run all of them.

What sites use Google Ads Conversion Tracking for

An estimate from UptimeCard's technology map of 43 public sites

Runs the whole site25 sites

accredible.com · advapacs.com · appfigures.com

Runs the marketing site18 sites

akamai.com · autotrader.co.za · avalara.com

Rough guide, not a measurement: each description is written automatically from the site’s technology stack and the site has not confirmed it. A site is counted once, in the first group its description fits (shop, help and docs, blog, marketing site; otherwise the whole site). Descriptions that only guess (“likely”, “may”) are left out.

At a glance

UptimeCard's own scans and tests of 2,555 websites · refreshed weekly

How Google Ads Conversion Tracking sites scoreout of 100 · hover or tap a score for details

53PerformanceLowaverage site: 5086AccessibilityGoodaverage site: 8993Best practicesGoodaverage site: 9392SEOGoodaverage site: 92

Page load time

Loads about as fast as the average site

Google Ads Conversion Tracking sites
4.3 s
All sites
4.3 s

Most Google Ads Conversion Tracking sites load in 3.3–5.9 s. Home page weight: 2.9 MB vs 3.3 MB for all sites. 48 public sites measured.

Where are they hosted?

Mostly Cloudflare and Amazon Web Services

  • Cloudflare34%
  • Amazon Web Services22%
  • Google Cloud8%
  • Incapsula4%
  • Other32%
United States 52%Canada 24%CL 2%

Who uses it?

Technology and Software is the biggest group

Technology and Software62%
Business Services10%
Cybersecurity6%
Software as a Service (SaaS)6%

Share of 50 classified public sites. “× average” compares with all 961 public sites.

How Google Ads Conversion Tracking sites are built

Closest partners. The number says how many times more often the tool runs on Google Ads Conversion Tracking sites than on an average website. Hover a partner for its share of sites.

Adobe Experience Platform Launch4×DoubleClick Floodlight3×Linkedin Insight Tag2×jQuery UI2×HubSpot2×

Stacks we see most. Tools that tend to run together with Google Ads Conversion Tracking on the same websites. The percentage is the share of all 140 Google Ads Conversion Tracking sites that run the whole stack.

11 stacks · swipe, drag or use the arrows
#1

Google Ads Conversion Tracking + Google Analytics + Linkedin Insight Tag + Facebook Pixel + DoubleClick Floodlight

10.7%15 of 140 sites
#2

Google Ads Conversion Tracking + Google Analytics + DoubleClick Floodlight + Microsoft Advertising + Piwik PRO Core

7.1%10 of 140 sites
#3

Google Ads Conversion Tracking + Google Analytics + WordPress + HubSpot + Yoast SEO

5.7%8 of 140 sites
#4

Google Ads Conversion Tracking + Google Analytics + Linkedin Insight Tag + WordPress + Linkedin Ads

5.7%8 of 140 sites
#5

Google Ads Conversion Tracking + Linkedin Insight Tag + Facebook Pixel + Microsoft Advertising + Piwik PRO Core

5%7 of 140 sites
#6

Google Ads Conversion Tracking + Linkedin Insight Tag + DoubleClick Floodlight + HubSpot + Linkedin Ads

4.3%6 of 140 sites
#7

Google Ads Conversion Tracking + Facebook Pixel + DoubleClick Floodlight + jsDelivr + Piwik PRO Core

4.3%6 of 140 sites
#8

Google Ads Conversion Tracking + WordPress + Bootstrap + Yoast SEO + cdnjs

3.6%5 of 140 sites
#9

Google Ads Conversion Tracking + Facebook Pixel + Adobe Experience Platform Launch + Adobe Analytics + Adobe Experience Manager

3.6%5 of 140 sites
#10

Google Ads Conversion Tracking + WordPress + jsDelivr + Google Hosted Libraries

2.9%4 of 140 sites
#11

Google Ads Conversion Tracking + jsDelivr + Adobe Analytics

2.9%4 of 140 sites

Usually installed alongside

The bigger the bubble, the more of the 140 Google Ads Conversion Tracking sites also run the tool. Colour shows what the tool does. Hover or tap a bubble for details.

Google Ads100%DoubleClick Floodlight28%Microsoft Advertising19%Google Analytics84%Linkedin Insight Tag36%Facebook Pixel32%Google Tag Manager65%Adobe Experience Platform Launch15%HubSpot20%Yoast SEO18%OneTrust14%Cart Functionality13%
AdvertisingAnalyticsTag managerMarketingSearch visibilityCookie consentOnline store

Similar tools in its category

Analytics: 429 tools known, 132 seen in our scans

Microsoft Clarity234 sitesAlternativeCloudflare Browser Insights218 sitesAlternativecomScore55 sitesAlternativeSnowplow Analytics42 sitesAlternativeMatomo Analytics41 sitesAlternativeCrazy Egg39 sitesAlternativeDynatrace36 sitesAlternativeChartbeat36 sitesAlternativeFacebook Pixel468 sitesUsed togetherLinkedin Insight Tag435 sitesUsed togetherPiwik PRO Core181 sitesUsed togetherHubSpot Analytics166 sitesUsed together

How websites combine Google Ads Conversion Tracking with other tools

Relationships found on the websites that use it, from the same map status pages show.

Needs another tool 39Integrates with another 16Complements another tool 13Overlaps with another 7

Websites using Google Ads Conversion Tracking

140 websites use Google Ads Conversion Tracking: 5.5% of the 2,555 websites we scanned in the last 12 months. A selection is shown below.

Scores are out of 100: P Performance · A Accessibility · B Best practices · S SEO. Green 80+, yellow 65–79, orange 50–64, red below 50. The dot shows whether our last scan found the site failing (red) or not (green); Red, amber or blue: an active incident on the site's status page (outage, degraded, maintenance) or a failing scan; amber also means a certificate ending within 30 days. Hover the dot for details.

Questions about Google Ads Conversion Tracking

What counts as a conversion?
You choose what is valuable, such as a purchase, a sign-up or a phone call.[1]
Do all conversions need a tag?
No. Phone calls from call assets, and app downloads and in-app purchases from Google Play, can be recorded without tracking code.[1]
Should I use the Google tag or Google Analytics?
Either, or both. Google says Analytics is the most efficient choice if you already use it, and the Google tag suits a dedicated signal for Google Ads bidding.[1]
How do I check the tag works?
Google points to Tag Assistant for checking that your conversion tags are correctly implemented.[1]
How many websites use Google Ads Conversion Tracking?
We found Google Ads Conversion Tracking on 140 of the 2,555 websites we scanned in the last 12 months (5.5%). 50 of them have a public status page.
What is Google Ads Conversion Tracking often used with?
Among the websites we scan, Google Ads Conversion Tracking is often found alongside Google Analytics (83.6% of its sites), PHP (44.3% of its sites), Linkedin Insight Tag (35.7% of its sites).
What are the alternatives to Google Ads Conversion Tracking?
Other analytics tools we recognize include Facebook Pixel, Linkedin Insight Tag, Microsoft Clarity, Cloudflare Browser Insights.

Is your website built with Google Ads Conversion Tracking?

UptimeCard checks it around the clock, tells you the minute it stops answering, and gives your visitors a status page.

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