How to Set Up Google Ads Website Conversion Tracking for Form Fills

Overview

Website conversion tracking in Google Ads lets you measure form submissions as conversions. This helps you track leads and optimize campaigns. In this guide, you'll learn how to track form fills step-by-step using Google Ads and Google Tag Manager.

Step-by-Step Instructions

1. Create a conversion action in Google Ads

• Log in to Google Ads.

• Click Tools & Settings > Conversions.

• Click + New Conversion Action.

• Choose Website.
  
  

2. Set up conversion details

• Enter your website URL and click Scan.

• Select Form submissions as the goal.

• Name your conversion (example: "Lead Form Fill").

• Set a value if you want to track revenue.

• Choose Every or One for how conversions are counted.

• Click Done.

3. Get the tag setup instructions

• On the next screen, choose Use Google Tag Manager.

• Copy the Conversion ID and Conversion Label shown.
  
  

4. Add the tag in Google Tag Manager

• Open Google Tag Manager.

• Click Tags > New.

• Choose Google Ads Conversion Tracking.

• Paste the Conversion ID and Conversion Label you copied.
  
  

5. Set the trigger to fire on form submission

• Click Triggering inside the tag.

• Choose an existing Form Submission trigger, or create a new one:

• Click + > Trigger Configuration > Form Submission.

• Enable Check Validation.

• Set Wait for Tags to 2000ms.

• Choose Some Forms and add a condition (example: Form ID equals contact-form).
  
  

6. Test the tag

• Click Preview in Google Tag Manager.

• Submit a test form on your website.

• Check if the tag fires in Tag Assistant.
  
  

7. Publish the container

• If the tag fires correctly, click Submit in Google Tag Manager.

• Add a version name (example: "Google Ads Conversion Tag") and click Publish.
  
  

8. Verify in Google Ads

• Go back to Conversions in Google Ads.

• Find your conversion action.

• Look for Status: Recording conversions (this may take 24-48 hours).
  
  

Final Checklist

✅ Create a conversion action in Google Ads
✅ Add the conversion tag in Google Tag Manager
✅ Set the trigger to fire on form submission
✅ Test the tag using Tag Assistant
✅ Publish the GTM container
✅ Check that conversions are recording in Google Ads

By setting this up, you'll be able to track form fills as conversions, giving you better insights into lead generation from paid ads.