Google Ads Conversion Tracking: Complete Guide (2026)
GA4 + gtag + Enhanced Conversions + Server-side tagging
What Counts as a Conversion?
Phone calls, WhatsApp clicks, form submissions, demo bookings, purchases, lead magnet downloads. Prioritize high‑intent actions and avoid vanity goals.
Setup Paths
- Direct gtag: Add a conversion event on the thank‑you page or CTA click.
- GA4 Import: Create events in GA4 (e.g.,
generate_lead) and import into Google Ads. - Enhanced Conversions: Pass hashed PII to improve match rate and attribution.
- Server‑side: Use GTM server container to improve reliability and privacy.
Best Practices
- Deduplicate events. Avoid double firing via GA4 + gtag.
- Use first‑party conversion tracking for WhatsApp and call links.
- Define conversions with values and conversion windows aligned to your sales cycle.