Last Updated on July 3, 2025

Google Ads Conversion Tracking Checklist

Form Submissions

  • I have conversion actions that track form submissions in place
  • Each conversion actions is correctly set to primary/secondary
  • I’m not missing any form submissions (all forms on my site are accounted for)
  • I’m not over-reporting form submissions (my tags/triggers/filters are adequately broad/narrow)
  • All conversion actions have the correct value assigned
  • All conversion actions are tracked directly (source is “website” or similar; NO imports from GA4)
    • If using GTM, I have double-checked tag setup and have thoroughly tested in Preview mode
  • Enhanced conversions are enabled and set up properly (this is best practice but extenuating circumstances can apply)
  • Reported form submission numbers are correct (within 10% of actual submissions)
    • Must go count actual form submissions on website backend
  • MAKE SURE conversion goal is set to “account default” (unless MC requests otherwise)

Purchases

  • I have a conversion action that tracks purchases
  • My purchase conversion action is set to Primary
  • Conversion value is set to “Use different values” (this is default)
  • All conversion actions are tracked directly (source is “website” or similar; NO imports
  • Enhanced conversions are enabled and set up properly (this is best practice but not necessarily required for accurate tracking)
Shopify
  • Best practice is to set up the purchase conversion action using the “Customer Events” section. Training on how to that here
  • If not using “Customer Events”, the “Google and Youtube” app is being used to track purchases (directly to ads, NOT being routed through GA4)
WooCommerce
  • Best practices is to connect WooCommerce and Google Ads using the “Google for WooCommerce” plugin.
    • If using this method, WooCommerce will automatically export a conversion action to Google Ads that looks like this: “[0a1b] Google for WooCommerce purchase action”

Phone Calls

  • I have conversion actions that track phone calls
  • I am only tracking first-time phone calls as Primary (repeat phone calls as Secondary)
  • All conversion actions have the correct value assigned
  • Call Asset (calls from ads) is set up and has an assigned “Call Length” filter (if desired)
    • I am not double-tracking Call Asset with First Time Phone Call (see below)
  • All website call conversion actions are tracked directly (source is “website” or similar; NO imports from GA4) using CallRail or other
    • If client is not paying for call tracking service, ensure that a Google Forwarding Number is being used
CallRail
  • A number pool is being used to track all website phone calls
    • The number pool’s swap target (and forwarding number) is correct
  • A separate, static number is being used for the Google Ads Call Asset
  • Integrations are set up properly
    • The website integration is working (most likely using JavaScript Snippet or WordPress integration)
    • The Google Ads integration is working and is reporting First Time Phone Calls and Repeat Phone Calls as separate conversion actions
  • Integration filters are set up properly (MC’s may request you set filters up their own way)
    • All numbers EXCEPT Call Asset number is being reported (this prevents it from double tracking with the “Calls from Ads” conversion action)
    • Call type is set to “All Calls”
    • Call duration filter matches that of the “Calls From Ads” conversion action
  • Phone calls reported in the Ads account match actual number of calls (within 10%)
    • Must go count number of calls in CallRail; remember to account for “first time” and “call length” filters
Google Forwarding Number
  • Tag is set up correctly in GTM (display and forwarding numbers are correct)
  • This one is hard to troubleshoot. If it is reporting phone calls, it’s most likely working. That’s about as close as we can get