Google Ads Conversion Tracking Setup – Client Reference Guide

Google Ads Conversion Tracking Setup – Client Reference Guide

Purpose

This guide helps you (the client) independently set up Google Ads Conversion Tracking and connect it with Meritto so that leads generated from Google Ads are accurately tracked as conversions. This enables correct reporting, campaign optimization, and ROI measurement. 
This article is written in simple, non-technical language and can be followed step-by-step without developer support. 

What is Google Ads Conversion Tracking?

Google Ads Conversion Tracking allows you to tell Google: 
  1. When a user submits a form 
  2. When a lead is created 
  3. Which ad, campaign, keyword, or creative generated that lead 
Without conversion tracking: 
  1. Google Ads only knows clicks 
  2. Campaign optimization is inaccurate 
  3. Cost per lead (CPL) reporting becomes unreliable 
With conversion tracking: 
  1. Google Ads automatically optimizes for high-quality leads 
  2. You can track real business outcomes, not just traffic
How Meritto Works with Google Ads 

Meritto captures: 
  1. Lead source (Google Ads)
  2. Campaign, ad group, keyword, and click ID (GCLID) 
Meritto then: 
  1. Sends conversion data back to Google Ads 
  2. Helps Google understand which clicks converted into leads 
Important: Meritto does NOT create or manage your Google Ads account. The conversion setup must be done on your end. 

Pre-requisites

Please ensure the following: 
  1. Access to your Google Ads account (Admin access) 
  2. Access to Google Tag Manager (GTM) (recommended) OR your website backend
  3. Active Meritto account with lead capture forms/live website 
  4. Confirmation of what should be counted as a conversion (usually form submission or lead creation) 
Meritto strongly recommends using Google Tag Manager (GTM) because: 
  1. No direct code changes are required later 
  2. Easy debugging and updates 
  3. Safer than hardcoding scripts 
This guide follows the GTM-based setup. 

Step 1: Create a Conversion Action in Google Ads 

  1. Log in to Google Ads 
  2. Click Tools & Settings (top right) 
  3. Go to Conversions 
  4. Click + New Conversion Action 
  5. Select Website
    1. Conversion Configuration 
      1. Category: Lead 
      2. Conversion Name: Example – Website Lead – Meritto
      3. Value: Use same value for each conversion (or no value) 
      4. Count: One (recommended for leads) 
      5. Click-through Conversion Window: 30 days 
      6. View-through Conversion Window: 1 day 
      7. Attribution Model: Data-driven (recommended) 
      8. Select Website
  6. Click Create and Continue 

Step 2: Note Conversion ID and Conversion Label

After creation, Google Ads will show: 
  1. Conversion ID 
  2. Conversion Label 
Save these details carefully – they will be required in GTM and Meritto.

Step 3: Access Google Tag Manager (GTM) 

  1. Go to Google Tag Manager 
  2. Select your Account and Container 
  3. Ensure the container is already installed on your website 
If GTM is not installed, please contact your website developer before proceeding. 

Step 4: Create Google Ads Conversion Tag in GTM 

  1. In GTM, go to Tags ->New 
  2. Tag Type: Google Ads Conversion Tracking 
  3. Enter: 
    1. Conversion ID 
    2. Conversion Label 
  4. Leave other settings as default unless advised otherwise

Step 5: Configure Trigger (Form Submission / Thank You Page) 

Option A: Thank You Page (Recommended) 
If your website redirects users to a thank-you page after form submission: 
  1. Trigger Type: Page View 
  2. Trigger Condition: Page URL contains /thank-you 
Option B: Form Submission (If no thank-you page) 
  1. Trigger Type: Form Submission 
  2. Enable: 
    1. Wait for Tags 
    2. Check Validation 
  3. Trigger on Some Forms based on form ID or URL 

Step 6: Publish GTM Container 

  1. Click Submit 
  2. Add Version Name: Google Ads Conversion Tracking 
  3. Click Publish

Step 7: Enable Auto-tagging in Google Ads 

  1. Go to Google Ads -> Settings 
  2. Open Account Settings 
  3. Enable Auto-tagging 
This allows Google to pass the GCLID which Meritto uses for attribution.

Step 8: Configure Google Ads Integration in Meritto

  1. Log in to Meritto Admin Panel 
  2. Go to Integrations / Marketing Integrations 
  3. Open Google Ads Integration 
  4. Enter: 
    1. Conversion ID 
    2. Conversion Label 
  5. Save configuration 
This allows Meritto to send conversion confirmation back to Google Ads. 

Step 9: Test the Setup 

How to Test?
  1. Click on a live Google Ad 
  2. Submit a test lead 
  3. Check: 
    1. Lead creation in Meritto 
    2. Conversion status in Google Ads (may take 2–6 hours)
Tools for Validation:
  1. Google Tag Assistant 
  2. GTM Preview Mode 

Common Issues & Troubleshooting

Conversions Not Showing: 
  1. GTM container not published 
  2. Auto-tagging disabled 
  3. Wrong conversion ID/label 
  4. Trigger firing incorrectly 
Duplicate Conversions:
  1. Conversion count set to "Every" instead of "One" 
  2. Multiple triggers firing
Delay in Reporting:
  1. Google Ads reporting delay of up to 24 hours is normal

Best Practices 

  1. Always use One conversion per lead 
  2. Avoid hardcoding Google Ads scripts 
  3. Use GTM for all marketing tags 
  4. Test after every website change 

When to Contact Meritto Support

Please contact Meritto Support if: 
  1. Leads are coming but conversions are not tracked
  2. GCLID is missing in lead records 
  3. You need help validating the setup

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