Setup accurate and active conversion tracking

1. Sign in to your Google Ads account. Sign in with the same username that you used to create your Ad Grants account in Part 1.

2. In the upper right corner, click the tool icon , and under "Measurement," click Conversions.

3. Click the plus button .

4. Select Import, select Google Analytics, then click Continue.

5. Select the goal or transaction meeting the following requirements that you want to import, then click Import and continue.

   1. If you aren’t using Ecommerce, then ensure that the goal that is tracking an online transaction is a Destination goal tracking a visit to the payment confirmation page.

   2. If you direct people off your site to complete the transaction with a third party payment processor and cannot get the confirmation or value passed back, setup Event tracking on the final stage Donate or Purchase button.

   3. We recommend using Ecommerce and importing Transactions. Since Transactions should track all monetary transactions on your site, avoid importing other goals that are also tracking values along with Transactions, as this will probably lead to duplicative counting.

   4. Click Done.

Once you've imported your Analytics goals, edit them to save the following settings.

6. Click the name of the imported goal you want to edit.

7. In the bottom right corner, click Edit Settings.

8. Click Category. Select "Purchase/Sale" from the dropdown for the conversion action that reports a transaction with a monetary value.

9. Click Value. Use the setting “Use the value from Analytics” once you have accurately established value tracking in Analytics. De-select/select “Use the same currency as in Analytics.”

10. Click Count. Select “Every,” which is best for transactions, when every conversion likely adds value for your nonprofit. “One” is best for leads, such as a sign-up form on your website, when only one conversion per ad click likely adds value for your organization.

11. Click Conversion window. Select how long to track conversions after an ad interaction from the drop-down. 90 days is recommended to capture longer purchasing cycles, like donations.

12. Click View-through conversion window. Select how long to track view-through conversions from the drop-down. 30 days is recommended to capture longer purchasing cycles, like donations.

13. Click Include in “Conversions.” Select “Yes” to include tracking for monetary transactions in your "Conversions" reporting column and use this data to influence your Smart Bidding strategy.

14. Click Attribution model and select an appropriate model. We recommend “Time decay.”

15. Click Save for each section and Done at the bottom of the window.

If you don’t wish to install Google Analytics, you have the ability to process payments on your site, and can edit your site to add conversion tracking code, called a “tag,” track a visit to the purchase confirmation page using destination page tracking with Google Ads.

1. Sign in to your Google Ads account. Sign in with the same username that you used to create your Ad Grants account in Part 1.

2. In the upper right corner, click the tool icon , and under "Measurement," click Conversions.

3. Click the plus button .

4. Select Website.

5. Next to “Conversion name,” enter a name for the conversion you’d like to track, such as “Once off donation,” “Monthly donation,” “Ticket purchase,” “Online store purchase.” This will help you recognize this conversion action later in conversion reports.

6. Next to “Category,” select Purchase/Sale from the dropdown.

7. Next to “Value,” select how to track the value of each conversion.

   • Select “Use different values for each conversion” if the total amount could be different each time the same conversion happens, e.g. if you’re tracking purchases of products or tickets with different prices. Later, when you add your conversion tracking tag, you’ll need to customize your tag to track transaction-specific values.

   • Select “Use the same value for each conversion” if you plan to setup multiple conversion actions for each transaction and each transaction tracks a specific value. For example, setup a conversion action with a value of $10 if someone donates $10 by tracking a visit to the confirmation page: example.com/thankyou10. In order to track a donation of $20, a second conversion action with a value of $20 should be set up to track a visit to the confirmation page: example.com/thankyou20.

8. Next to “Count,” select “Every,” which is best for transactions, when every conversion likely adds value for your nonprofit. “One” is best for leads, such as a sign-up form on your website, when only one conversion per ad click likely adds value for your organization.

9. Click Conversion window. Select how long to track conversions after an ad interaction from the drop-down. 90 days is recommended to capture longer purchasing cycles, like donations.

10. Click View-through conversion window. Select how long to track view-through conversions from the drop-down. 30 days is recommended to capture longer purchasing cycles, like donations.

11. Click Include in “Conversions.” Select “Yes” to include data for this important conversion action tracking monetary transactions in your "Conversions" reporting column and use it to influence your Smart Bidding strategy.

12. Click “Attribution model” and select an appropriate model. We recommend “Time decay.”

13. Click Create and continue.

You’ll now see a screen that shows you’ve created your conversion action. Follow the instructions in Step 2 to set up your tag. The tag must be implemented for conversion tracking to be deemed complete and your account eligible to be activated.