Set up a Google Ads campaign

Updated 2026-09-14

Your tag reports each purchase with its value — but only once Google has a conversion action to receive it. That action is also where your conversion label comes from.

Create the purchase conversion action

  1. In Google Ads, open Goals → Conversions, then New conversion action.
  2. Choose Website, and set it up manually rather than by scanning your site.
  3. Set the goal category to Purchase.
  4. For value, choose Use different values for each conversion. This is the setting that matters most — pick a fixed value instead and Google ignores the amount we send, which makes your ROAS meaningless.
  5. Count every conversion. Each ticket order is a real sale.
  6. Save, then open Tag setup → Install the tag yourself. Copy the AW-… ID and the label after the slash in send_to into your event's Google Ads tag row.

Then set that conversion action as your campaign's conversion goal.

Reporting per event

Meta can split results by event because we send the event ID with every pixel event. Google doesn't get one — each conversion carries only the amount, the currency, and the order ID.

So to see per-event numbers in Google, give each event its own conversion action and paste that action's label into that event's Tracking row. Same tag ID across all of them, a different label each time. One shared label means one merged total across every event you're running.

Bid on revenue

Because each conversion carries value and currency, you can run Maximize conversion value or Target ROAS instead of counting conversions. That's what finding the label buys you.

value is the total the buyer paid, platform fee included, so Google's revenue figure sits above your payout by that amount — same as Meta's.

Don't build URL-based conversions

Google can also create a conversion from a page visit instead of the tag. Don't. The purchase screen is reachable on refresh, on a shared link, and by buyers who never completed payment, so a URL rule over-counts — and it carries no revenue, which puts value bidding out of reach.

Next

Haven't added your tag yet? See Add a Google Ads tag.

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