To use conversion tracking, you’ll need to put a small snippet of HTML and JavaScript code on the page that customers see after they’ve completed a valuable action on your site. For example, you could add the code to your purchase confirmation page, which is the page people see after they’ve made a purchase. Before you can set this up, you’ll need:

  • An AdWords account
  • A website: this is where you’ll put the snippet of code.
  • Ability to edit website: if you don’t know any HTML and Javascript, don’t worry — you can still generate the code snippet in AdWords and send it to the person who makes changes to your website.


  1. Sign in to your AdWords account.
  2. Click the Tools tab, and select Conversions from the drop-down menu.

  • Under the Conversions tab, click the +Conversion button.

  • In the “Conversion name” field, enter the name of the conversion you’d like to track on your website. This will help you recognize this action later when it shows up in conversion reports.  An example might be “newsletter sign-up”.
  • In the “Source” field, select where your customers will complete the conversion. For example, if customers will order the product from your website, you’ll select “Webpage.”

  • Click the Save and continue button.
  • On the next page,


  1. In the “Conversion category” field, select the category that best applies to your conversion. If you’re tracking newsletter sign ups, you’ll pick “Sign up.” For purchases, you’ll pick “Purchase/Sale.” If your conversion doesn’t fall into a listed category, select “Other.” Your choice here won’t impact the way your conversions are recorded.
  2. In the “Conversion window” field, choose how long after an ad click you want to track conversions for this conversion action. You can select a window as short as one week or as long as 90 days.
  3. In the “Count” field, choose whether to count all or unique conversions.
  4. In the “Conversion value” field, choose whether each conversion has the same value, a different value, or if you’d prefer not to count a value.
  5. Click Save and continue.
  6. Select “Someone else makes changes to the code” or “I make changes to the code,” depending on which applies to you.  If you chose “Someone else makes changes to the code,” just fill out the email form that pops up and click Send email. The code snippet will be sent you the person who edits your website!  If you chose “I make changes to the code,” a window will open up below with your code snippet.
  7. Congrats! You’ve generated the code. Now follow the instructions in the following article in order to install Google Adwords conversion code in the Google Tag Manager account.



By end of this article, you should know how to extract the conversion code from Google Adwords account.