Setting Up Conversion Tracking



What is a conversion?

A conversion is any meaningful action completed by a visitor on your website. This could range from making a purchase, subscribing to an email list or newsletter, downloading a whitepaper, or even viewing an important page on you site.

Conversion rate is the percentage of total visitors that convert.

Conversion rate optimization (CRO) is the process of taking action to improve your conversion rate. There are several factors you can tweak to improve your conversion rate such as making changes to your keywords, landing pages, or ads. It’s important to think of your keywords, ads, and landing pages as a as a tight knit team that works together to achieve success; The more relevant these elements are to each other the more likely a lead will convert. A/B testing or split testing can be used to monitor the performance of your landing pages, ads or texts, which in term will give you the ability to make crucial changes to increase your conversion rate.

Conversion tracking is the process of monitoring the number of conversions completed on your website as well as other relevant data, such as type of conversion and keywords used by search engine visitors. Implementing conversion tracking is EXTREMELY important because it will provide you with insightful data to evaluate how your accounts are performing and assist you in making necessary changes to help optimize your performance in turn improving your outcomes and reducing your spend.

Setting Up Conversion Tracking In WordStream, AdWords, and Bing

Below is a complete guide to implementing conversion tracking through: WordStream, AdWords, and Bing.

NOTE: WordStream does not create its own tracking codes, but pulls codes directly from Google AdWords.


WordStream tracking codes are brought directly from Google, which makes it extremely easy to set up conversion tracking codes directly in the software without having to navigate back to the Google AdWords interface.

To create a new tracking code in WordStream follow the below steps:

1.      Navigate over to your “Manage PPC” tab at the top of your browser

2.      Go to the “Show Me More” tab in the dark grey toolbar, under the Smart Tools bar, and using the arrow scroll down to select “Conversion Tracking”

3.      To create a new code select the funnel icon. NOTE: Your conversion codes will be displayed on the left hand side of the screen, and these are all the different codes you’ve generated for various conversions on your website.

4.      To create a new conversion you will need to name the conversion for example if you’re tracking blog subscriptions name the conversion “Blog Subscriptions.” Then set the tracking purpose from the dropdown.

5.      Select “Get Code” to generate the HTML code that you can copy and paste to the relevant page you want to track. This code will need to be placed between the <body><body> tags of the code on the page the user lands on immediately after completing the conversion i.e. the thank you or confirmation page. NOTE: If not familiar with coding you can send the generated code to whoever is responsible for this function within your company with the above directions making sure to specify the thank you or confirmation page you are tracking.


You can also generate conversions tracking codes through your AdWords account. Follow the below steps to get coding:

1.      Click on the “Tools and Analysis” tab, and select “Conversions” from the drop-down menu.

2.      This will bring you to the “All conversions” page. To create a new conversion make sure you are in the conversion tab, and then click the green +Conversion button.

3.      Here you will need to name your conversion and select the source (see the steps on choosing a source below) to generate the HTML tracking code.

Choosing a source: A conversion source is where the user completed the conversion. It’s important to select the right source to generate the correct tracking code for either a conversion made on your webpage, through a phone call, or by downloading an app. Below is an overview of how to generate codes for the various sources.

Webpage conversions:

1.      Choose the “Conversion category” from the dropdown depending on what you are generating a code for. For example if your website conversion is for a visitor who has purchased your product you would chose the “Purchase/Sale” option. This is used for organization purposes when sorting and analyzing your data.

2.      Next select your “Conversion window.” This is the number of days after a click in which you’d like to track conversions. For example if you set your window to 30 days then a user who converts 30 days after clicking on your add is tracked. NOTE: The shorter the window the less conversions your account will record, and the higher the CPA will be.

3.      Select a “Markup language” from the dropdown. HTML is the standard choice, but check with your web developer to see if he an alternative would be more appropriate (CHTML, XHTML, WML).

4.      You can enter in a conversion value if desired. This is most useful when tracking a sale for example if someone purchases a $20 book from your site you could enter in 20 for the conversion value.



5.      Navigate to the next screen to generate the code. Here you can select who makes changes to your site, and email them the code with a personalized message. If you make these change to your site you will want to copy the code in the box, and paste it between the <body><body> tags of the page your conversions are directed to after converting.

Call On-Site Conversions

1.      Follow the above steps to generate your code

2.      Once the code is generated you’ll need to edit the conversion code by manually inserting onclick HTML tags. This will ensure a conversion is recorded only when a user clicks on a certain phone number. Onclick tags will display differently depending on how the phone number is shown on your mobile site. The options include: text link, image, or button. Below are code examples for each option:

a.      Text Link: replace the phone number with yours, and the Call Now text with whatever text you’d like.

Google onclick tags

b.      Image: Replace “call_now_buttom.gif” with the name of your gif file, and replace the phone number with your own.

onclick tag for gifs

c.      Button: Replace the phone number with your own

conversion tracking tags

App Download

NOTE: iOS app downloads tracking is currently only available for ads served in mobile apps through the Display Network.

1.      First select the mobile platform you’re tracking 

2.      For Android you’ll be prompted to enter in your package name. To find this go to the app’s page in the Google play store and copy the URL. The package number is the information after the details?id= string, and before the & features= string. You will simply copy and paste this text into the Package name box in the image below, click save and continue, click done, and your app downloads conversion data will start appearing with the rest of your data within 24 hours.

3.      For iOS you will be prompted to set up an optional conversion value based on what the conversion app download you’re tracking is worth to your business. Click save and continue and you’ll be provided the conversion tracking code to put in to your app.


Follow the steps below to create conversion tracking codes in Bing.

NOTE: You will need to create separate conversion codes for Google AdWords and Bing if using both of these search engines to promote your ads.

1.      Before getting started make sure your analytics settings are enabled by navigating to the Campaigns tab, click “manage your analytics settings,” select the appropriate account from the account dropdown, and click the “edit” link in the Analytics status to make sure conversion tracking is enabled.

2.      To create a tracking code, click “create goal.”

3.      In this screen you will first want to name your goal, i.e. the theme or purpose you are tracking.

4.      Next you will set the conversion steps to successfully track the action taken after converting. Conversion steps occur after a visitor has clicked your ad and converted. There are three types of conversion steps:

a.      A land step: tracks when a visitor lands on your confirmation page after clicking an ad. (One land step per goal).

b.      A browse step: tracks when a visitor browses a specific page (maximum of five browse steps per goal).

c.      A prospect step: tracks when a visitor is close to making a conversion, for example if you’re an ecommerce business and a visitor places items in a shopping cart (maximum of five steps per goal).

5.      You have the choice to track revenue and cost for conversion as well by selecting the revenue to track and/or the cost to track. This is especially helpful if your conversion code is selling a product with a constant value such as a sweater that costs $40.

1.      Once your content with your settings hit “Save and generate code.” To activate the conversion tracking copy the code in the box, and paste it between the <body><body> tags of the page your conversions are directed to after converting for example the thank you or confirmation page.



As a reminder, setting up conversion tracking is one of the most crucial actions to complete in order to receive accurate and informative performance data to in order optimize your account to improve quality score, lower cost, and get better results.