Every result measured in Google Ads—such as a purchase or form submission—has a conversion ID and a conversion label.

You need both values. Copying only one is not enough to configure that conversion.

Before you start

Confirm which result you want to measure. One account may contain separate actions for purchases, leads, WhatsApp, and other conversions.

How to find the ID and label

Open the conversions summary

In Google Ads, go to Goals → Conversions → Summary.

Google Ads menu with Goals, Conversions, and Summary highlighted — This page lists the conversion actions used by the account.

Select the correct conversion action

Click the action you want to configure. Use its name and category to distinguish, for example, a purchase from a lead.

Google Ads conversion actions list with one action selected — Select the same event you are preparing in ETM.

Open the tag instructions

In the conversion details, find the tag setup area and open the management instructions.

Google Ads conversion details with Manage highlighted — The instructions contain the values needed to install the conversion.

Choose Google Tag Manager and copy both values

Select Use Google Tag Manager, then copy the Conversion ID and Conversion label separately.

Google Ads GTM instructions showing the conversion ID and label — Use the copy buttons so characters are not lost or swapped.

Where to use them in ETM

When selecting Google Ads as the destination for a lead or purchase, paste each value into its matching field. Make sure the ETM action represents the same conversion you opened in Google Ads.

NEXT STEP

Found what you needed?

Open ETM, choose your GTM, and use this information to prepare the tracking.

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