Adding Google Ads Conversion Tracking to Your Page in Classic Builder

Google Ads conversion tracking allows you to track any conversions when a user interacts with your ad. Once you’ve created your conversion action in Google Ads, you can begin adding the tracking scripts onto your landing page(s). 

The event snippet - paired with the Google tag (previously known as the global site tag) - should only be added to the page or pop-up following the conversion action.

As a general guideline, the Google tag should be added to all pages. 

This article will explain the following:

1. How to install Google Ads Conversion tracking (Google tag + event snippet) in the Classic Builder via: 
   • The Form Confirmation Dialog, or the
   • External thank-you page
2. Installing Google Ads Conversion tracking with Lightboxes,
3. Disclaimers about script ordering,
4. Installing Google Ads Conversion tracking in Script Manager, and
5. Configuring Google Ads Conversion Tracking on a Button-Click

Working in Smart Builder?

To add Google Ads Conversion Tracking to Smart Builder, we recommend setting up Google Tag Manager (GTM) in Unbounce; see this article to learn more: Tracking Form Submission Events for Smart Builder Pages.

Then, in your GTM container, set up a form submission trigger, and link this trigger to the Google Ads Conversion Tracking tag, which will report those conversions back to Google Ads. 

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Setting up the Conversion (Google Tag & Event Snippet) in Google Ads

When copying the event snippet and Google tag from Google Ads (you'll come across this step as you setup your conversion action) be sure tick the box to track a conversion on a Page load:

This way, when the page following the conversion action loads from Unbounce, the conversion will fire back to Google Ads. 

Configuring Google Ads Conversion Tracking on the Form Confirmation Dialog

A Form Confirmation Dialog is a pop-up that appears when your visitors complete a form. 

It's important to note that your main landing page requires the Google tag, and the Form Confirmation Dialog must include the Google tag and the event snippet. See the steps below for more.

1. Navigate to the landing page you'd like to enable with Google Ads conversion tracking.
2. Click the JavaScript widget at the bottom left-hand corner of the builder.
3. Add the Google tag script on all the pages you’d like to track back to Google Ads (start by following Google Ads conversion tracking instructions).
4. Once added, the Google tag will appear in the JavaScript widget as so:
   
   
   • Remember, add only the Google tag onto your main landing page. We'll add the event snippet later. 
5. Click Done to save the script.
   
   
6. Next, navigate to the Form Confirmation Dialog tab at the upper left section of the builder. 
7. Click the Javascripts widget at the bottom left of the builder.
   
8. Name your script and set the Placement to Head.
9. Paste in your Google tag script that includes the Google Ads event snippet:
   Form confirmation dialog (Google tag + event snippet):
   
10. Click Done to save the script.
11. Save and Republish your page.

Configuring Google Ads Conversion Tracking on a Separate Thank-You Page

Instead of a Form Confirmation Dialog, you can direct your page visitors to an external thank-you page. This thank-you page must include the Google tag + the event snippet. 

1. Navigate to your thank-you page in the Classic Builder.
2. Click the Javascript widget at the bottom-left of the builder to add a script for this thank-you page.
3. Name your script and set the Placement to Head. Paste in your Google tag that includes the Google Ads event snippet:
   Thank-you page (Google tag + event snippet):
   
   
4. Click Done to save the script.
5. Save and Republish your page.

Working with Lightboxes

If you've set up your Unbounce form in a lightbox, be sure to add the Google tag to the Javascript widget of your Lightbox. To recap, follow these steps:

1. Navigate to the Lightbox tab at the upper left section of the builder. 
2. Click the Javascripts widget at the bottom left of the builder.
3. Add the Google tag script only to your Lightbox with the form.
4. Click Done to save the script.
5. Proceed to add the Google tag + event snippet scripts within your Form Confirmation Dialog, or a separate Thank-you page. 
6. Save and Republish your page.

Ordering Your Scripts

It's best practice to include all your Google Ads tracking scripts either entirely in the builder using the Javascript widget (variant-level scripts) or globally using the Script Manager (domain-level scripts).

Attempting to install either script in different places can cause tracking discrepancies.

For example, if you've installed the Google tag in Script Manager, it's best to install the event tracking script in Script Manager as well.

See the next section of this documentation to learn more.

Configuring Google Ads Conversion Tracking using Script Manager

Installing Google Ads Conversion Tracking into Script Manager requires two Custom Scripts, one for the Google tag, and one for the event snippet, so two steps.

Step I: Installing the Google tag in Script Manager

1. In the Unbounce app, click Settings from the left-hand side menu.
2. From the drop-down menu, select Script Manager.
3. Click the blue Add a Script button on the top-right hand corner.
4. From the pop-up, select a Custom Script from the drop-down menu, and give the script a name: 
   
5. Two panels will appear; update the fields with the following values:
   • Within the Script Details tab, set the Placement to the Head.
   • The Included on value set to All.
6. In the Javascript field, paste the Google tag script only within the dialog box. Do not include the event snippet yet:
   
7. Select which subdomain(s) you'd like to apply the Google tag to in the Script Usage tab.
8. Click the Save and Publish Script button, and move on to Step II.

Step II: Installing the event snippet in Script Manager

9. Follow steps 1-4 from above to add another Custom Script in Script Manager.
10. This time, update the fields within the two panels with the following values:
    • Within the Script Details tab, set the Placement to the Before Body End Tag.
    • The Included on value should be set to the Form Confirmation Page.
11. In the Javascript field, paste the event snippet only within the dialog box:
    
12. Select which subdomain(s) you'd like to apply the event snippet to in the Script Usage tab.
13. Click the Save and Publish Script, and you'll be all set!

Read more about the importance of script ordering within our documentation: Does Order Matter When I'm Adding Custom Scripts to My Landing Page?

Configuring Google Ads Conversion Tracking on a Button-Click

Setting up on-click conversion tracking in Unbounce requires some custom code. Please see this community article for more instructions on setting this up (if you have trouble viewing this link, please try in an incognito window).

Frequently Asked Questions

What if I've installed the Google tag in Script Manager and the event snippet at the page-level (within the Javascript widget)? Will this work?

This can cause tracking discrepancies. Page-level scripts in the Javascript widget fire before domain-level scripts (via Script Manager). If the event snippet fires first, it won’t have anything to fire to, since the Google tag has not loaded yet. 

To remedy this, either install both the Google tag and the event snippet entirely a the page-level using the Javascript widget, or in Script Manager only.

How do I know if the Google tag and event snippet fire correctly?

The best way to confirm your Google Ads Conversion Tracking is working is to install Google's Tag Assistant browser extension. Try submitting a test lead on your landing page while running the Google Tag Assistant.

This plugin helps you troubleshoot and detect how your Google tags fire on your landing page.