Tracking is a really important thing to do if you have ads. Analyzing and collecting data can help you understand the users behaviours and how they interact with your marketing campaign. To track conversions on Meta and Google Ads, you’ll need two methods: Meta Pixel and the Google Ads conversion tracking tag.

Table of Contents

Toggle

Tracking Conversions on Meta Ads

Install the Meta Pixel

• Go to Meta Business Manager and then Events Manager.
• Click Add Data Source, then Web, then Meta Pixel.
• Name your Pixel and connect it to your website.
• Install the Pixel code. You can do it:
  • Manually: Copy the code and paste it before the closing </head> tag on your site.
  • With a plugin: If using WordPress, you can use the PixelYourSite or Facebook for WordPress plugin.

Set Up Conversion Events

• In Events Manager, click Add Events, and then click From the Pixel.
• Choose standard events like:
  • Purchase
  • Lead
  • AddToCart
  • CompleteRegistration
• Or create custom events if your goal is unique. For example: “BookCall”.
• Use Event Setup Tool to add events without touching code.

Verify and Test

• Use Meta Pixel Helper (Chrome extension) to check if the Pixel is firing.
• Trigger the event on your site and confirm it appears in Events Manager.

Optimize Ads for Conversions

• In Ads Manager, when creating a campaign, choose Conversions as your objective and select the correct event.

Tracking Conversions on Google Ads

Create a Conversion Action

• In Google Ads, go to Tools & Settings, then Measurement and then Conversions.
• Click New Conversion Action.
• Choose your type:
  • Website (most common).
  • App.
  • Phone calls.
  • Import. For example: CRM data.

Set Up the Tracking Code

• For website conversions:
  • Select Website and enter your domain.
  • Pick the conversion type. For example: Purchase, Sign-up, Form Submission.
  • Choose Install the tag yourself or Use Google Tag Manager.
• Place the global site tag (gtag.js) in the <head> of every page.
• Add the event snippet only on the page where the conversion happens. For example: thank-you page.

Use Google Tag Manager (This Step is Recommended)

• Create a tag for the Google Ads Conversion.
• Trigger it on the conversion event. For example: form submission or thank-you page view.
• Publish changes.

Verify

• Use Tag Assistant (Google Chrome extension) to test if the tag fires correctly.
• In Google Ads, check the conversion status after 24–48 hours.

Conclusion

Tracking conversions isn’t just a technical step as it may seem, it’s the backbone of running profitable ad campaigns.

Use Meta Pixel and Google Ads conversion tracking to gain clear insight into what’s working, what’s not and how people are engaging with your offers. With accurate data in hand, you can make smarter marketing decisions, refine your targeting and ultimately get better ROI.