Tracking conversions is the single most important part of running a successful Google Ads campaign. Without it, you are essentially flying blind, spending your hard-earned Australian dollars without knowing which keywords or ads are actually generating phone calls, form submissions, or sales for your business.
In this guide, we will walk you through setting up conversion tracking using the Google Tag method. This ensures that when a Brisbane local clicks your ad and gets in touch, Google knows about it, allowing you to optimise your return on investment (ROI).
Prerequisites: Before You Begin
Before diving into the setup, ensure you have the following ready:- A Google Ads Account: You must have an active account with administrative access.
- Website Access: You need to be able to edit your website's code or have access to your CMS (like WordPress, Shopify, or Squarespace).
- A Defined Goal: Know exactly what you want to track (e.g., a 'Thank You' page visit after a form submission or a click on a phone number).
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Step 1: Access the Conversions Menu
Log in to your Google Ads account. In the left-hand navigation menu (or under the 'Tools and Settings' spanner icon at the top, depending on your view), click on Goals and then select Conversions.What you should see: A summary screen showing any existing conversion actions. If this is your first time, the list will be empty or contain default smart goals.
Step 2: Create a New Conversion Action
Click the blue + New conversion action button. Google will present you with four options: Website, App, Phone calls, or Import. For most Australian small businesses, Website is the correct choice as it covers contact forms and online bookings.Step 3: Scan Your Website
Google will ask you to enter your website URL. Type in your full domain (e.g., https://yourbusiness.com.au) and click Scan. This allows Google to check if you already have the Google Tag (gtag.js) installed.Step 4: Choose the Creation Method
After the scan, scroll down to the section titled Create conversion actions manually using code. Click the link that says + Add a conversion action manually. This is the most reliable method for ensuring your data is clean and accurate.Step 5: Configure the Conversion Settings
A settings window will appear. Fill it out as follows:- Goal category: Select the most relevant option, such as 'Contact' or 'Submit lead form'.
- Conversion name: Give it a clear name like "Contact Form Submission - Main Page".
- Value: If you are a service-based business, select "Don't use a value for this conversion action" (unless you know the exact average lead value). If you sell products, use a specific value.
- Count: Select One for leads (if one person fills out a form three times, it’s still just one lead) or Every for sales.
- Click-through conversion window: Set this to 30 days (default).
- Attribution model: We recommend Data-driven as it uses Google's AI to give credit to the most influential clicks.
Click Create and continue.
Step 6: Set Up the Google Tag
You will now see three options for installing the tag. Select Use Google Tag Manager if you are tech-savvy, or Install the tag yourself if you are comfortable adding code to your website header.If you choose to install it yourself, Google will provide a snippet of code. This is the Google Tag. It must be placed in the section of every page on your website.
Pro Tip: If you use WordPress, plugins like 'Header and Footer Scripts' make this process very easy without needing to touch your theme files.
Step 7: Define the Event Snippet
Once the global Google Tag is installed, you need the Event Snippet. This code tells Google that a conversion happened only on a specific page (like your 'Thank You' page).Choose Page Load if the conversion happens when a user lands on a specific URL. Copy this smaller snippet of code and paste it into the section of your 'Thank You' page, immediately following the Google Tag you placed in Step 6.
Step 8: Verify the Setup with Tag Assistant
Don't just assume it works! Go to tagassistant.google.com. Enter your website URL and follow the prompts to 'Debug'. Navigate to your contact form and complete a test submission. If the tag fires correctly, you will see a green success message in the Tag Assistant window.---
Common Mistakes to Avoid
Double Counting: Ensure you aren't tracking the 'Contact Us' page load as a conversion. Only track the 'Thank You' page that appears after* the form is sent. Otherwise, you'll record a conversion every time someone just looks for your address.- Ignoring the ABN: If you are setting up local extensions alongside conversions, ensure your ABN details in Google Business Profile match your Ads billing to avoid account suspension.
- Forgetting Mobile Users: Many Australians browse on mobile. Ensure your 'Click to Call' buttons are also tracked as conversion actions.
Troubleshooting
- Status: Unverified: It can take up to 24 hours for Google to verify a tag. If it still says unverified after a day, check that the code is definitely within the
tags and not the. - No Conversions Showing: Check if your 'Conversion Window' is too short or if your ads are actually receiving clicks. If you have clicks but no conversions, the issue might be your website's user experience (UX) rather than the tracking code.
- Tag Not Found: If you use a website builder like Wix or Squarespace, they often have a dedicated 'Google Ads' integration section where you only need to paste your Conversion ID (e.g., AW-123456789) rather than the whole code snippet.
Summary and Next Steps
Now that your tracking is live, Google will begin collecting data. Within a few weeks, you will be able to see exactly which keywords are driving business and which are wasting your budget.- Monitor for 14 days: Let the data accumulate before making major changes.
- Optimise Bids: Once you see which keywords convert, increase your bids on those high-performers.
- Refine Ad Copy: Look at the ads with the highest conversion rate (not just click-through rate) and write more variations of those.
If you find the technical setup a bit daunting or want a professional to audit your current tracking, the team at Local Marketing Group is here to help. We specialise in making sure Australian businesses get the most out of their digital spend. Contact us today for a strategy session.