How to create a Google Ads conversion & find your Conversion ID & Label

The Google Ads destination needs two values: a Conversion ID and a Conversion Label. Both come from a conversion action set up to use Google Tag Manager. If you have not created a conversion action yet, follow the full walkthrough below.

Create a Google Ads conversion action

  1. Go to ads.google.com and sign in.

Sign in to Google Ads

  1. Click Tools and settings in the top navigation.

Google Ads Tools and settings menu

  1. Open Conversions and click Add conversion (+ New conversion action).

Add a new conversion action

  1. Choose Website as the conversion source.

Select Website as the conversion source

  1. Enter your store's domain name and continue.

Enter your domain name

  1. Click Add a conversion action manually so you can wire it to Google Tag Manager.

Add a conversion action manually

  1. Fill in the conversion details (name, category, value, counting), then click Done.

Enter the conversion action details

  1. Click Save and continue, then Done.

Save and continue

  1. Your new conversion action now appears in the list. Open it.

The newly created conversion action

  1. Expand Tag setup and choose Use Google Tag Manager. Google Tag Manager shows the two values you need:
    • Conversion ID — a numeric value, sometimes shown prefixed with AW-.
    • Conversion Label — a short alphanumeric string.

Tag setup — use Google Tag Manager

Finding the IDs again later

Reopen the conversion action any time and expand Tag setup → Use Google Tag Manager to see the Conversion ID and Label again.

Find the Google Ads conversion ID and label

Where they go

Enter both in Destinations → Google Ads:

Google Ads valueExtension field
Conversion IDConversion ID
Conversion LabelConversion Label

On container export, these are wired into the Google Ads conversion tag, which fires on payment_completed.

Dynamic remarketing (optional)

For dynamic remarketing, also enable it in the Google Ads group and enter your Merchant Center ID. Make sure the product identifier (SKU vs numeric ID) matches your Merchant Center feed — see Data Tuning.

Verify conversions

Place a test order in GTM Preview mode and confirm the Google Ads conversion tag fires. In Google Ads, the conversion action status moves to Recording conversions once it receives data (this can take a few hours).