Summary  
This chapter covers implementing client-side event-tracking code with a tag management system or direct tag embedding, defining and configuring conversion events (including naming, value assignment, and attribution settings), and validating triggers to ensure accurate measurement.

General domain of usage  
Digital marketing analytics

You can't optimize what you can't measure. Without proper **conversion tracking**, you're essentially guessing where your ad spend is going. This chapter explains how to set up conversion tracking the right way so you know exactly which clicks are driving results.


### Key Points:

- A **conversion** is any meaningful action someone takes after clicking your ad - such as a purchase, form fill, phone call, or visiting a key page;
- Conversions can be tracked via **Google Ads tags (global site tag or via GTM), GA4 events**, or **imports from a CRM/offline system**;
- Installing the **global site tag** or using **Google Tag Manager** ensures data is sent back to Google Ads so your campaigns can optimize properly;
- Each conversion should be **clearly named, categorized by funnel stage**, and **assigned a value** so you can measure both volume and impact;
- Linking Google Ads with GA4 allows you to import event-based conversions and improve bidding with richer data;
- Always test your setup with **Tag Assistant, GTM preview mode**, or **GA4 DebugView** to ensure accuracy before scaling spend.


The complete course for freelancers, business owners, and marketers to confidently run
profitable Google Ads campaigns—designed for real-world application.

An introduction to Google Ads, exploring how it can benefit your business or clients, the different types of campaigns available, and a guided look inside the platform’s interface.

Learn how to set up your Google Ads account for long-term success, from structuring it professionally and integrating key tracking tools to configuring billing, permissions, and essential business settings.

Master keyword research and targeting by learning how to use the Keyword Planner, understand match types, and build ad groups strategically for maximum campaign performance.

Learn how to create ads that drive results by writing compelling ad copy, leveraging ad extensions for greater impact, and following best practices to ensure smooth approval.

Discover how to design landing pages that drive action, ensure a strong message match with your ads, and use testing and optimization tools to continually improve performance.

Gain full control over your ad spend by understanding daily vs. lifetime budgets, choosing between manual and automated bidding, and optimizing your Quality Score for better results.

Unlock the full potential of audience targeting by creating core, custom, and lookalike audiences, applying high-converting remarketing strategies, and leveraging Customer Match with GA4 audiences in your campaigns.

Learn what Performance Max campaigns are, when to use them, how to provide high-quality creative assets and data, and the best practices for monitoring and optimizing their performance.

Explore why short-form video is so powerful in 2025, how to create effective YouTube ads using accessible tools, and proven targeting strategies to maximize video campaign success.

Master conversion tracking and attribution by setting up Google Ads tracking, using UTM tags and GA4 events, comparing attribution models, integrating multiple data sources, and building advanced reports in Google Looker Studio.

Learn how to troubleshoot poor campaign performance, manage negative keywords and UX issues, perform regular account audits, adapt strategies during force majeure events, and apply lessons from cross-industry case studies.

Discover when and how to scale campaigns effectively, leverage scripts and rules to automate campaign management, and stay up to date with the latest platform changes to maintain a competitive edge.

Setting up Google Ads Conversion Tracking

Key Points:

Awesome!

Setting up Google Ads Conversion Tracking

Key Points: