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Ad Conversion Tracking

How to Track WordPress Form Submissions as Google AdWords Conversions

by Lindsay Liedke on Feb 22, 2018

Do you want to know how your AdWords campaign are really doing? If someone clicks on your ad but never actually finishes converting on your website, that means you’re wasting your resources on ads that aren’t really working. In this article, we’ll show you how to track WordPress form submissions as AdWords conversions so you can see exactly how many leads your ads are bringing in and converting.

If you’re using a WordPress lead generation plugin like WPForms, it’s easy to track conversions from your AdWords campaigns – here’s how.

Step 1: Link Google AdWords to Google Analytics

In order to setup AdWords conversion tracking of your WPForms, you need to link your Google AdWords account to your Google Analytics account.

To start, log into your Google Analytics account and click on the Admin tab.

Ad Conversion Tracking - GA Admin Tab

Under the Account column, select the Google Analytics account you want to link to AdWords from the dropdown menu.

Ad Conversion Tracking - GA Choose Account

Next, under the Property column, choose which property you want to link to AdWords from the dropdown menu.

Ad Conversion Tracking - GA Choose Property

Lastly, scroll down under the Property section and click on AdWords Linking.

Ad Conversion Tracking - GA Ad Linking

Here you’ll see every AdWords account you have set up. Choose the one you want to link to your Analytics account and click Continue.

Ad Conversion Tracking - GA Ad Account

Give your Link Group a title and toggle the view On.

Ad Conversion Tracking - GA Ad Link Configure

Click Link Accounts.

Your Google Analytics and Google AdWords accounts are now linked and data can flow between them, thanks to the built-in auto-tagging feature that lets Google Analytics know when a site visitor lands on your site after clicking on an ad.

Step 2: Create a Google Analytics Goal

In order to see data collected by Google Analytics in your AdWords account, you need to create an Analytics goal first.

Setting up a Google Analytics goal gives you the chance to track specific user behavior on your website. For example, button clicks, eBook downloads, and in our example, form submissions.

While in your Google Analytics account, click on the Admin tab in the lower left hand corner. From there, click on Goals in the View column.

Ad Conversion Tracking - GA Goals

To create a goal, click the + New Goal button.

Ad Conversion Tracking - GA New Goal

Next, choose the goal setup you want to use. You have the option of choosing Template or Custom. Then click Continue.

From there, give your goal a name and choose a goal type. You can choose from Destination, Duration, Pages/Screens per Sessions, and Event.

When you’re done, click Continue.

Ad Conversion Tracking - GA New Goal Description

Because you are tracking AdWords form conversions, you could choose Destination as your goal type if you redirect users after submitting their forms to another URL.

You could also choose the goal type Event and measure how many people click “Submit” on your WordPress form.

If you want an easier way to track your WordPress form conversions, we recommend using the MonsterInsights Forms Tracking addon. This will automatically track all your form conversions for you – no need to set anything up in Google Analytics.

For this tutorial, we’ll select Destination. Just remember, if you’re using Destination as a goal type, you’ll have to have a thank you page set up for users to go to once they have submitted your form.

After you pick your options, click Continue.

Next, enter the URL that users will redirect to upon form completion, such as your thank you page.

If you are tracking eCommerce transactions, you have the option here to assign a monetary value to each form submission, as well as assign a specific funnel of pages you want each user that submits a form on your site to follow afterwards.

Ad Conversion Tracking - GA New Goal Details

Lastly, you can click on Verify Goal if you want to measure how often you might expect this goal to convert based on your data for the past 7 days.

Click Save.

Step 3: Import Goals into AdWords

Now that you have created a goal in your Google Analytics account, you must import this goal into your AdWords account.

In other words, you need to let AdWords know that Google Analytics is tracking a specific goal, and have it ask Analytics for the data it collects.

Start by logging into your Google AdWords account.

Navigate to the tool icon at the top right-hand corner of the main page. Now, click on the Measurement dropdown menu and click on Conversions.

Ad Conversion Tracking - Ad Google Analytics

Click on the blue (+) to add your goal to AdWords and select which type of conversions you want to track. You have the following options:

  • Website. Track sales and other actions on your website.
  • App. Track app installs and in-app actions.
  • Phone Calls. Track calls from your ads or your website.
  • Import. Import conversions from another system.

Since you are tracking form conversions on your website, click on Website.

Ad Conversion Tracking - Ad Conversion Type

You will see a screen with several settings options:

  • Conversion name
  • Category best describing the conversion action
  • How to track the value of each conversion
  • The number of conversions to count per click or interaction

When you have configured the settings, click Create and Continue.

Step 4: Add Tracking to Your WordPress Site

To make sure that Google Analytics, AdWords, and your website all work together, you must place both the Global site tag and Event Snippet onto your WordPress website.

The global site tag adds all site visitors that come to your website to your remarketing lists and sets new cookies on your domain, which will store information about the ad click that brought a site visitor to your site.

You must include this snippet on every page of your website for it to work.

Ad Conversion Tracking - Global Site Tag

The event snippet works with the global site tag to track actions that should be counted as conversions. You have the option to create a snippet that you’ll add to all pages that users are redirected to after submitting your WordPress forms, or one that you’ll add to the event that counts as a conversion on your website, such as a “Submit” button.

Only install this snippet on the pages you’d like to track.

Ad Conversion Tracking - Event Snippet

To install snippets of code onto your site’s pages, open up the HTML text editor in the page you want to add the snippet to and paste your snippet. Save the changes to your web page and you’re all set.

Because this is specialized code designed to track your form conversions and help send data to Google Analytics, and then over to Google AdWords, when you preview your changes none of this code will appear on the frontend of your website.

Ad Conversion Tracking - Snippet

And there you have it! You have successfully set up AdWords conversion tracking in your WPForms. Now whenever a site visitor signs up after clicking on an ad and entering your site, you’ll be able to see the Google Analytics data right in your AdWords account. It is recommended you wait approximately 9-10 hours before checking your conversion rates, as this is how long it will take for Google Analytics and AdWords to begin working together.

If you liked this article, be sure to check out this excellent guide to email marketing for top notch tips and tricks for launching your email campaigns as you begin to build a bigger email list.

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  1. Thanks for reading this article – I hope you found it helpful.

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  2. Hi there, am thinking about using MonsterInsights Pro for tracking form submissions. Above you mention that nothing is required to be setup in GA… but how would this data be used in Adwords Conversion tracking? Is there any set up required?

  3. Hi, i have a question, i cant use Google Analytics because im not the admin of the webpage, but i have configured my conversion in Google Adwords, i want the conversion activated when someone clicks on the submit button of my form, if y paste the code below the [wpform] code, i will have that? or everytime someones open my page will count as a conversion?

    When people click my ad, they go directly to the page with the wpform, thats why, thank you!

    1. Hi Juan,

      Generally if you need to add tracking code, it’s best to put this in the form’s confirmation message. That way, the form will only get counted if the user completing the submission.

      Hope that helps! 🙂

  4. Thanks for a great article, this is really helpful, I have a question, that if we are using “Google Tag Manger” in our website, then if there are different seeings for “Google Tag Manager” ?

  5. Great article! Just need something clarified.
    My form is on every page on my site and when someone clicks the submit button, it goes to a thank you page. So I placed the tag and snippet in the header.php file of the WordPress template between the head tags as directed by Google. But from your final image above, I see the snippet in the actual body where the form is. Should I do the same and move the snippet from the head tags and move to the body?
    Also, since I cannot add the onclick attribute to the form button that would allow me to track when a person submits, what can I do to track the button behaviour?

    Thanks in advance


  6. Is there a way of telling what the name of the person who filled in the form who came from an adwords ad is? (or just the exact time of the form sent)

    We want to track anyone that came from an ad, and match it to the enquiry contact form. The contact may result in a big sale or none at all.

    We want to see if all of our ads are worth the final result!

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