Google Ads Conversion Tracking: Setup, gtag vs GTM & Why It’s Not Working
How to set up your first conversion action, when to use gtag vs Google Tag Manager, and a troubleshooter for the most common reason conversions aren’t showing.
Conversion tracking records which ad clicks led to real results, so bidding and ROAS have accurate data to learn from. You create a conversion action in Google Ads, install the Google tag (gtag) or Tag Manager, and place the event snippet on your success page. If conversions aren’t showing, the usual causes are the snippet on the wrong page, the tag not firing, or simply waiting — conversions can take up to 24 hours to appear.
Without tracking, you’re flying blind
Everything smart in Google Ads — automated bidding, ROAS targets, optimisation — depends on Google knowing which clicks turned into results. Conversion tracking is how that signal gets back to your account. Skip it, and you’re paying for clicks with no idea which ones earned money.
Two ways to place the tag
| Method | What it is | Best when |
|---|---|---|
| Google tag (gtag.js) | A snippet you paste directly into your site’s code | Simple sites, one or two conversions, you can edit the HTML |
| Tag Manager (GTM) | One container installed once, then all tags managed inside it | WordPress, multiple tags, or changing things without touching code |
The five steps
In Google Ads, go to Goals → Conversions → New conversion action, then:
| # | Step |
|---|---|
| 1 | Pick the source — usually Website (also Phone calls, App, Import). |
| 2 | Define the action, e.g. a Lead from a form submit or a Purchase. |
| 3 | Set a value and a counting method (one vs every). |
| 4 | Install the tag (gtag or GTM) and put the event snippet on the success / thank-you page. |
| 5 | Test it — complete the action yourself and confirm it records with Tag Assistant. |
“Conversions not showing” troubleshooter
Answer a few quick questions and we’ll point you to the most likely reason your Google Ads conversions aren’t recording.
Why conversions don’t show up
If the troubleshooter above pointed somewhere, here’s the detail behind the most common causes:
- Event snippet on the wrong page. It must fire on the success page (the thank-you or order-confirmation page), not the form page.
- Tag not firing. Use Tag Assistant or GTM preview to confirm the tag actually triggers on the action.
- Too soon. Conversions can take up to around 24 hours to appear in reports.
- Action not counted. Check the conversion action’s status is Recording and that it’s included in the “Conversions” column setting.
- Conversion tracking sends the ‘this click worked’ signal back to Google Ads.
- Without it, bidding, ROAS and optimisation have nothing real to learn from.
- gtag is a direct snippet; GTM manages all tags in one place — better for WordPress.
- Place the event snippet on the success page, then test it before trusting any data.
- If conversions don’t show, check page placement, that the tag fires, and the 24-hour delay.
Conversion tracking FAQs
Why are my Google Ads conversions not showing?
Should I use gtag or Google Tag Manager?
How long do Google Ads conversions take to show?
What is a conversion action?
How do I test if conversion tracking works?
Do I need conversion tracking for Smart Bidding?
Related lessons
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