Ad Conversion Tracking

How to Track WordPress Form Submissions as Google AdWords Conversions

Do you want to know how your Google Ads (formerly known as Google Adwords) campaigns are really doing?

If someone clicks on your ad but never actually finishes converting on your website, that means you’re wasting time and money on ads.

In this article, we’ll show you how to track WordPress form submissions as Google Ads 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 Google Ads campaigns – here’s how.

Step 1: Link Google Ads to Google Analytics

In order to set up Google Ads conversion tracking of your WPForms, you need to link your Google Ads account to your Google Analytics account.

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

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Ad-Conversion-Tracking-GA-Admin-Tab-google ads

Under both the Account and the Property columns, make sure the right Google Analytics account you want to link is selected. If not, click on the dropdown to search for another account.

google analytics adwords conversions setup

After that, look under the Property section and click on Google Ads Linking.

google ads linking adsense conversion

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

select linked google ads account

Next, a box will pop up under Link configuration. Give your Link Group a title and toggle the view On.

toggle google ads view on

Click on the Link Accounts button.

link accounts google ads

Your Google Analytics and Google Ads accounts are now linked. In other words, data can now 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 Google Ads 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.

Ad-Conversion-Tracking-GA-Admin-Tab-google ads

After that, go to the 3rd column to the right (the View column) and click on Goals.

google ads set goal

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

ad new goal google ads conversion tracking

Next, choose the goal setup you want to use. You have the option of choosing Template or Custom. Template will be selected by default.

google ads template

Scroll down and select Custom and Continue.

custom google ads template

On the next screen, give your goal a name and choose a goal type. You can choose from Destination, Duration, Pages/Screens per Sessions, and Event.

Because you’re tracking Google Ads 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. It can also help you track links and button clicks in WordPress.

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

When you’re done, click Continue.

name your adwords goal

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

If you’re tracking eCommerce transactions, you have the option here to assign a monetary value to each form submission. You can also assign a specific funnel of pages you want each user that submits a form on your site to follow afterwards. In addition, 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

After that, click Save.

ad conversion tracking analytics

Step 3: Import Goals into Google Ads Account

Now that you have created a goal in your Google Analytics account, you need to import your goal into your Google Ads account.

In other words, you need to let Google Ads 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 Ads 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 under Conversions.

google ads conversion tracking

Click on the blue (+Conversions) button to add your goal to Google Ads 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’re tracking form conversions on your website, click on Website.

track website conversions

You’ll see a screen with several settings options including:

  • Category best describing the conversion action
  • Conversion name
  • How to track the value of each conversion
  • The number of conversions to count per click or interaction
  • Conversion window
  • View-through conversion window
  • Including in “conversions”
  • Attribution model

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

create and continue button form tracking

Step 4: Add Tracking to Your WordPress Site

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

Click on the Install the tag yourself button.

install google ad tracking on site

Next, you’ll see some code. Don’t worry, you’ve got this!

At this point, you can also click on the Important option to set things up to fire an Analytics Event upon submission and turn that Event into a Goal on Analytics, which you can later import to Google Ads if you have the accounts linked.

This code is the Global site tag. You must include this tag on every page of your website for it to work and store information about the ad click that brought a site visitor to your site.

Click on Download Snippet.

download global site tag

After that, scroll down to the Event snippet.

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.

For the Event snippet, you’re only going to install this on the pages you’d like to track.

Click on Download Snippet then Next. 

download event snippet

Next, you’ll need to paste both the Global site tag and the Event snippet code (both referred to as snippets) onto your site’s pages.

To do this, open the 2 .txt files you just downloaded and copy the code.

After that, go into WordPress and open the HTML text editor in the page you want to add the snippets to.

To do this, click on the 3 vertical dots next to the gear icon in the top right hand side of the page and select Code Editor.

track wordpress form submissions code editor

Now, paste the code and click on the blue Update button to save the changes to your web page.

insert snippet into your code editor

Repeat this step with the Global site tag on all pages and with the Event Snippet on the pages you want to track.

This is specialized code that’s designed to track your form conversions and send data to Google Analytics and then to Google Ads, all behind the scenes. Meaning, when you preview your changes, none of this code will actually be shown on your website.

Final Thoughts

It’s recommended you wait 9-10 hours before checking your conversion rates. This is how long it could take for Google Analytics and Google Ads to begin working together.

And there you have it! You have successfully set up Google Ads 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 Google Ads account.

If you liked this article, be sure to check out this guide on the best email marketing services so you can start launching your email campaigns as you build your email list.

And as always, don’t forget to please follow us on Facebook and Twitter.

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  1. 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?

  2. 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! 🙂

  3. 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” ?

      1. We are running a Google Ads campaign that needs to track events. We need to know which Ad is prompting people to submit a specific form.
        How can I insert the tracking code to the submit button?

      2. Hi Sueli,

        I apologize that we don’t have the option to add such a code to the Submit button.

        With Google Analytics it might be possible to add a script to the form’s confirmation message or page so that it tracks users who viewed the confirmation. While it is outside the scope of our support to customize the script needed, here’s Google’s documentation, in case it helps.


  4. 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


  5. 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!

  6. Hello

    if we import goals of analytic into AdWords then will it count both organic + paid goals into Adwords or just paid like any adword conversion tracking code works.

    Because analytics shows both organic & paid traffic data.

  7. best article ever!! i usually read articles, get solutions and move on but this will be the first time i’m stopping to comment. This article is for wpforms but guys if you are looking to input event tag for any other page not necessarily wpforms, this step will work just as well. no other site goes as far as teaching you how to put event tags on wordpress individual pages yourself this easy. Other writers should learn from this writer this is super explanatory it doesn’t make you go crazy and dummies were considered while writing this you can tell the writer loves writing. Article talks about wpforms but get the info, you can apply it in getting your first tag setup right

  8. Hello,
    Great article! Is there a way to see the contact information (email address etc) in WordPress of the person that submitted the lead form that came from the Google Ads source?

    1. Hi Kristin – In order to collect this type of information, you’d need to add fields for Address, Email, etc to your form. And to help encourage people to submit a form with this kind of information, you could consider also offering a lead magnet (typically something the user can download immediately after submitting a form, to incentivize submitting that form). I hope this helps!

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