Track Google Ads conversions on a form

Watch the steps

1. 1Edit
2. 2Advanced
3. 3Google Ads
4. 4Enable Google Ads Conversion Tracking
5. 5Google Tag ID
6. 6Conversion Label
7. 7Save Advanced Settings

Track Google Ads conversions on a form (0:25)

Google Ads conversion tracking tells Google Ads which clicks on your ads turned into a paid order, so you can see which ads make money. You add it to each form you advertise: a Google Tag ID and a Conversion Label.

BCL loads your Google tag on the form and sends a conversion event with the amount and order number when the receipt page opens after a successful payment. COD and manual bank transfer orders send it when the order is placed. Google Ads conversions are sent from the customer’s browser only; there is no server-side option for them.

Get your tag and label from Google Ads

You need a conversion action for purchases first:

1. In Google Ads, go to Goals → Conversions → Summary and open your purchase conversion action (or create one for a website).
2. Under Tag setup, choose Install the tag yourself.
3. Copy the Google tag (it contains AW- followed by numbers) and the event snippet (its send_to value looks like AW-1234567890/AbCdEfGh).

Add the tag and label to your form

The same Google Ads tab is on payment, event and booking forms.

1. Go to Payments → Forms and click Edit on the form.

   

2. Click Advanced.

   

3. Open the Google Ads tab and turn on Enable Google Ads Conversion Tracking.

4. Paste your tag ID into Google Tag ID and your send_to value into Conversion Label.

   

5. Click Save Advanced Settings.

   

Tip

Not sure which part is which? Click the code button at the end of Google Tag ID (or the document button at the end of Conversion Label), paste the whole script from Google Ads and click Extract. BCL fills in the field for you.

Payment links and affiliates

Google Ads tracking is also available outside forms:

Where	Where to set it	Notes
Payment links	Platform Setup → Link Configuration → Pixel Settings	One setting for all your payment links.
Affiliates	The affiliate’s own dashboard: Promotion Links (see Share your affiliate links)	Sent only for sales that affiliate referred, and only when the payment succeeds.

Tips

A few things help your conversions count correctly:

• Check that the conversion was sent. Go to Tools → Marketing Logs and open the Google Ads tab. Each row is one conversion, with the tag and label BCL used. See Marketing Pixel Logs.
• Use the purchase conversion’s label. Each conversion action in Google Ads has its own label. Copy it from the purchase action, not from a sign-up or page-view action, or the sale is counted under the wrong goal.
• Want purchase reports as well? Google Analytics 4 is set once for your whole account under Platform Setup → Integrations. See Track purchases in Google Analytics 4.

Common issues

What is the difference between the Google Tag ID and the Conversion Label?

The Google Tag ID (AW- followed by numbers) identifies your Google Ads account. The Conversion Label (AW-number/label) identifies the conversion action, for example Purchase. BCL needs both.

Do COD orders count as Google Ads conversions?

Yes. BCL sends the conversion when the payment succeeds, and also when a COD or manual bank transfer order is placed and still pending.

Can my affiliates track their own Google Ads?

Yes. Each affiliate can add their own Google Tag ID and Conversion Label for your form in their affiliate dashboard. Their conversion is sent only for sales they referred.

Related articles

• Track purchases in Google Analytics 4
• Check purchases sent to your pixels (Marketing Pixel Logs)
• Add a Meta (Facebook) pixel to a form
• Create a payment link