How to Track Conversions Accurately with Google Ads & Facebook

Start with Clear Goals

First things first - define what a conversion means for your business. Is it a sale? A lead? A download? Once you’ve got that down, the rest gets easier.

Google Ads Conversion Tracking

Google Ads gives you a few ways to track conversions, but the most common is with the Google Ads conversion tag.

Here’s how it works:

• You create a conversion action in your Google Ads account.

• You add the global site tag (gtag.js) and event snippet to your website.

• When someone completes your conversion goal, the snippet fires and reports back to Google Ads.

If you’re using Google Tag Manager (GTM), it gets even easier. GTM lets you manage all your tags in one place, and you can set up conversion tracking without touching your site’s code directly.

Pro tip: Use URL-based triggers or button click triggers to make sure you’re tracking the right actions.

Facebook Pixel Conversion Tracking

Facebook Pixel is Facebook’s version of the tracking tag. It’s a small piece of code you place on your site to track user actions.

Here’s the quick setup:

• Install the base Pixel code on every page of your site.

• Add event codes to the specific actions you want to track - like purchases or sign-ups.

You can also use Facebook’s Event Setup Tool if you’re not comfortable editing code. And if you’re using Shopify, WordPress, or other popular platforms, there are plug-and-play options.

Just like with Google, you can also use GTM to manage your Facebook Pixel events.

The Accuracy Gap

Here’s where it gets tricky - browser privacy updates, iOS limitations, and ad blockers can mess with both Google and Facebook tracking. This is where many marketers get inaccurate or missing data.

That’s why it’s smart to supplement Pixel-based tracking with something more robust, like server-side tracking (S2S) or a third-party ad tracker. These tools don’t rely on the user’s browser, so they can catch conversions your Pixels might miss.

Bonus: UTM Parameters & Offline Tracking

Don’t forget to use UTM parameters in your ad URLs. These help track traffic sources in Google Analytics, even if your conversion tracking gets fuzzy.

Running offline conversions? Like calls or in-store purchases? Both Google and Facebook let you import offline data manually or through integrations. It’s not always instant, but it closes the loop.

In a Nutshell

If you’re running ads on Google or Facebook, conversion tracking is your best friend. Use native tools like Google Ads tags and Facebook Pixel, but don’t stop there. Consider backing it up with server-side tracking or an ad tracker for next-level accuracy.

That way, every click gets the credit it deserves - and you can make sharper, more profitable decisions.