Agent skill
google-ads-conversion-tracking-setup
This skill should be used when the user asks to \"set up conversion tracking\", \"implement Google Tag\", \"configure Enhanced Conversions\", \"import offline conversions\", or mentions \"gtag setup\", \"conversion value tracking\", or \"primary vs secondary conversions\".
activeReaches the webInstructions only2,392 words
Filed under ABM and paid and Analytics and reporting.
From Ad-Superpowers/ad-superpowers-plugin · 120 skills · 5 · pushed 2026-09-10
What it does when it runs
This skill should be used when the user asks to \"set up conversion tracking\", \"implement Google Tag\", \"configure Enhanced Conversions\", \"import offline conversions\", or mentions \"gtag setup\", \"conversion value tracking\", or \"primary vs secondary conversions\". Do NOT use for: debugging existing tracking issues (use conversion-tracking-debugger), Meta pixel setup (use meta tools), GA4 event setup (use ga4 tools).
Read from the skill and the 2 files bundled beside it. A skill’s own description is written to be selected by an agent, so it describes the job and not the dependencies.
- Keys and connectors you must supply
- None found.
- Hosts it reaches
- www.googletagmanager.com
- Tool permissions it declares
- No
allowed-toolsin the frontmatter. It only issues instructions, so there is nothing to bound. - Actions present in the files
- None. Instructions only.
Install it
View source on GitHub ↗git clone --depth 1 --filter=blob:none --sparse https://github.com/Ad-Superpowers/ad-superpowers-plugin.git /tmp/ad-superpowers-plugin git -C /tmp/ad-superpowers-plugin sparse-checkout set "plugin/skills/google-ads-conversion-tracking-setup" mkdir -p ~/.claude/skills/google-ads-conversion-tracking-setup cp -R "/tmp/ad-superpowers-plugin/plugin/skills/google-ads-conversion-tracking-setup/." ~/.claude/skills/google-ads-conversion-tracking-setup/
Picked up without a restart. A project skill of the same name is shadowed by your personal one. For one repository only, swap ~/.claude/skills for .claude/skills. Claude Code docs ↗
Or take the whole library
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/plugin marketplace add Ad-Superpowers/ad-superpowers-plugin /plugin
The folder is the same in every client that implements the format — 46 of them — so if yours is not above, only the destination changes.
The skill
Source on GitHub ↗Reproduced in full from Ad-Superpowers/ad-superpowers-plugin/blob/9b6385d2d2d228e4dac096a1d6bc5715c04fa736/plugin/skills/google-ads-conversion-tracking-setup/SKILL.md, which is licensed MIT (repository). 2,392 words, 42 headings.
Conversion Tracking Setup
Complete guide for correctly setting up and optimizing Google Ads conversion tracking, including Enhanced Conversions and offline conversion import.
See detailed-reference.md for details.
Conversion Actions Configuration
Conversion Action Types
CONVERSION ACTION TYPES
=======================
NOTE: New in v23.1 — YOUTUBE_FOLLOW_ON_VIEWS conversion category
+-- Tracks YouTube views that lead to subsequent organic views
+-- Category: YOUTUBE_FOLLOW_ON_VIEWS
+-- Use for: YouTube campaign brand awareness attribution
+-- Visible in "All Conversions" column
PURCHASE (E-commerce)
+-- Category: Purchase
+-- Value: Dynamic (transaction value)
+-- Count: Every conversion
+-- Window: 30-90 days
+-- Include in Conversions: YES
LEAD (Lead Gen)
+-- Category: Submit lead form
+-- Value: Static or dynamic lead value
+-- Count: One per click
+-- Window: 30-90 days
+-- Include in Conversions: YES (primary)
SIGN UP (SaaS/Registration)
+-- Category: Sign-up
+-- Value: Static (estimated value)
+-- Count: One per click
+-- Window: 30-60 days
+-- Include in Conversions: YES/NO (based on funnel)
PAGE VIEW (Micro-conversions)
+-- Category: Page view
+-- Value: Static (small)
+-- Count: One per click
+-- Window: 7-30 days
+-- Include in Conversions: NO (observation only)
PHONE CALL
+-- Category: Phone call
+-- Value: Per call or static
+-- Count: One/Every (based on use case)
+-- Window: 30 days
+-- Include in Conversions: YES
Primary vs Secondary Conversions
PRIMARY VS SECONDARY CONVERSIONS
================================
PRIMARY CONVERSIONS:
+-- "Include in Conversions: YES"
+-- Used for Smart Bidding optimization
+-- Counted in "Conversions" column
+-- Choose: Your main goal (purchase, lead, etc.)
SECONDARY CONVERSIONS:
+-- "Include in Conversions: NO"
+-- NOT used for bidding
+-- Visible in "All Conversions" column
+-- Choose: Micro-conversions, observation metrics
BEST PRACTICE:
--------------
E-commerce:
+-- Primary: Purchase
+-- Secondary: Add to Cart, Begin Checkout, View Product
Lead Gen:
+-- Primary: Qualified Lead (or SQL)
+-- Secondary: Form Submit, Click-to-Call, PDF Download
SaaS:
+-- Primary: Trial Start or Signup
+-- Secondary: Feature Engagement, Pricing Page View
Conversion Settings
CONVERSION SETTINGS DETAIL
==========================
COUNT:
+-- "Every": Each conversion counts (e-commerce: every purchase)
+-- "One": One conversion per click (leads: one lead per click)
+-- Recommendation: Purchases = Every, Leads = One
CONVERSION WINDOW:
+-- Click-through: 30-90 days (default 30)
+-- View-through: 1-30 days (default 1)
+-- Engaged-view: 3-30 days (default 3)
+-- Recommendation: Adjust based on sales cycle
ATTRIBUTION MODEL:
+-- Data-driven (recommended, default since 2024)
+-- Last click
+-- First click
+-- Linear / Time decay / Position-based (deprecated)
+-- Recommendation: Use Data-driven (DDA)
Google Ads Tag Setup
Basic Tag Implementation
<!-- Google Tag (gtag.js) - BASE CODE -->
<!-- Place in <head> of every page -->
<script async src="https://www.googletagmanager.com/gtag/js?id=AW-XXXXXXXXX"></script>
<script>
window.dataLayer = window.dataLayer || [];
function gtag(){dataLayer.push(arguments);}
gtag('js', new Date());
// Google Ads Tag
gtag('config', 'AW-XXXXXXXXX');
</script>
Conversion Event Implementation
<!-- PURCHASE CONVERSION (E-commerce) -->
<!-- Place on thank-you page / order confirmation -->
<script>
gtag('event', 'conversion', {
'send_to': 'AW-XXXXXXXXX/YYYYYYYYYYYY',
'value': 150.00, // Transaction value
'currency': 'EUR', // Currency
'transaction_id': 'ORDER-12345' // Unique order ID (deduplication)
});
</script>
<!-- LEAD CONVERSION -->
<!-- Place on thank-you page after form submit -->
<script>
gtag('event', 'conversion', {
'send_to': 'AW-XXXXXXXXX/ZZZZZZZZZZZZ',
'value': 50.00, // Estimated lead value
'currency': 'EUR'
});
</script>
<!-- PHONE CALL CONVERSION -->
<!-- Via Google forwarding number or manual -->
<script>
gtag('event', 'conversion', {
'send_to': 'AW-XXXXXXXXX/CALLCONVID',
'value': 25.00,
'currency': 'EUR'
});
</script>
Dynamic Value Tracking
// DYNAMIC VALUE TRACKING (E-commerce)
// Get transaction value from your e-commerce platform
// Example for standard e-commerce
<script>
// Ensure these variables are available on confirmation page
var orderValue = {{order_total}}; // Populate from platform
var orderId = '{{order_id}}'; // Unique order ID
var orderCurrency = 'EUR';
gtag('event', 'conversion', {
'send_to': 'AW-XXXXXXXXX/YYYYYYYYYYYY',
'value': orderValue,
'currency': orderCurrency,
'transaction_id': orderId
});
</script>
// DYNAMIC VALUE WITH ITEMS (Enhanced E-commerce)
<script>
gtag('event', 'purchase', {
'send_to': 'AW-XXXXXXXXX/YYYYYYYYYYYY',
'value': 150.00,
'currency': 'EUR',
'transaction_id': 'ORDER-12345',
'items': [
{
'id': 'SKU001',
'name': 'Product Name',
'quantity': 2,
'price': 75.00
}
]
});
</script>
Enhanced Conversions
What Are Enhanced Conversions?
ENHANCED CONVERSIONS EXPLAINED
===============================
WHAT:
+-- Send first-party data (email, phone, name, address)
+-- Data is hashed (SHA256) for privacy
+-- Google matches with logged-in users
+-- Improves conversion attribution, especially after iOS 14.5
BENEFITS:
+-- +5-15% more measured conversions
+-- Better cross-device tracking
+-- Resilient against cookie blocking
+-- Improved Smart Bidding optimization
+-- Required for optimal performance
TYPES:
+-- Enhanced Conversions for Web: Website purchases/leads
+-- Enhanced Conversions for Leads: Offline lead tracking
+-- Customer Match: Audience building
NEW IN v20+: user_ip_address field
+-- The user's IP address can now be sent as an additional match signal
+-- Improves match rates for server-side conversions
+-- Field: user_ip_address (plain text, not hashed)
Enhanced Conversions for Web (GTM)
GTM SETUP: ENHANCED CONVERSIONS FOR WEB
========================================
STEP 1: Enable in Google Ads
----------------------------
1. Goals -> Conversions -> Settings
2. Enhanced conversions: Turn on
3. Choose: Google Tag Manager
STEP 2: GTM Configuration
--------------------------
1. Modify Google Ads Conversion Tracking Tag
2. "Include user-provided data from your website": check
3. Choose data source:
- New Variable: User-Provided Data
- Or: Data Layer
STEP 3: User Data Variable Setup (GTM)
---------------------------------------
Variable Type: User-Provided Data
Data Source: Manual Configuration or Data Layer
FIELDS (minimum email):
+-- Email: {{user_email}}
+-- Phone: {{user_phone}}
+-- First Name: {{user_firstname}}
+-- Last Name: {{user_lastname}}
+-- Street: {{user_street}}
+-- City: {{user_city}}
+-- Postal Code: {{user_zip}}
+-- Country: {{user_country}}
Enhanced Conversions Code (Direct)
// ENHANCED CONVERSIONS - DIRECT IMPLEMENTATION
// Send user data with conversion event
<script>
// Method 1: Via gtag set command (recommended)
gtag('set', 'user_data', {
'email': '[email protected]', // Plain text or SHA256
'phone_number': '+31612345678', // E.164 format
'address': {
'first_name': 'John',
'last_name': 'Smith',
'street': 'Main Street 123',
'city': 'Amsterdam',
'postal_code': '1012AB',
'country': 'NL'
}
// user_ip_address: available for server-side Enhanced Conversions (v20+)
// Improves match rates — send plain text IP, not hashed
});
// Then conversion event
gtag('event', 'conversion', {
'send_to': 'AW-XXXXXXXXX/YYYYYYYYYYYY',
'value': 150.00,
'currency': 'EUR',
'transaction_id': 'ORDER-12345'
});
</script>
// Method 2: SHA256 hashing (privacy-first)
<script>
async function hashData(data) {
const encoder = new TextEncoder();
const dataBuffer = encoder.encode(data.toLowerCase().trim());
const hashBuffer = await crypto.subtle.digest('SHA-256', dataBuffer);
const hashArray = Array.from(new Uint8Array(hashBuffer));
return hashArray.map(b => b.toString(16).padStart(2, '0')).join('');
}
async function sendConversion() {
const hashedEmail = await hashData('[email protected]');
gtag('set', 'user_data', {
'sha256_email_address': hashedEmail
});
gtag('event', 'conversion', {
'send_to': 'AW-XXXXXXXXX/YYYYYYYYYYYY',
'value': 150.00,
'currency': 'EUR',
'transaction_id': 'ORDER-12345'
});
}
sendConversion();
</script>
Enhanced Conversions for Leads
Lead Conversion Flow
ENHANCED CONVERSIONS FOR LEADS
==============================
PURPOSE:
+-- Match offline sales data with ads clicks
+-- Optimize for real sales, not form fills
+-- Import lead -> opportunity -> closed won data
+-- Smart Bidding learns on high-quality leads
FLOW:
-----
1. User clicks on ad
2. User fills in form (email captured)
3. Form submit = "conversion" event WITH email
4. Lead goes to CRM
5. Lead gets qualified/closed
6. Import qualified lead back to Google Ads
7. Smart Bidding learns what good leads look like
Setup Lead Enhanced Conversions
// LEAD FORM SUBMISSION - ENHANCED CONVERSIONS
// Send on form submission
<script>
// On form submit, collect user data
document.getElementById('leadForm').addEventListener('submit', function(e) {
var email = document.getElementById('email').value;
var phone = document.getElementById('phone').value;
// Set user data
gtag('set', 'user_data', {
'email': email,
'phone_number': phone
});
// Fire conversion
gtag('event', 'conversion', {
'send_to': 'AW-XXXXXXXXX/LEADCONVID',
'value': 50.00,
'currency': 'EUR'
});
});
</script>
Offline Conversion Import
When to Use Offline Conversions
OFFLINE CONVERSION USE CASES
============================
1. LEAD GEN (B2B)
+-- Online: Form submit
+-- Offline: Lead -> Opportunity -> Closed Won
+-- Import: Qualified leads and deals
2. E-COMMERCE (High-value)
+-- Online: Quote request
+-- Offline: Sales call -> Purchase
+-- Import: Completed purchases
3. HYBRID BUSINESSES
+-- Online: Store locator, book appointment
+-- Offline: In-store purchase
+-- Import: In-store transactions
4. CALL TRACKING
+-- Online: Click-to-call
+-- Offline: Call qualified/resulted in sale
+-- Import: Qualified calls
Offline Conversion Setup
OFFLINE CONVERSION SETUP
========================
METHOD 1: GCLID-based (Traditional)
------------------------------------
1. Capture GCLID on click
- URL parameter: ?gclid=XXXXX
- Store in CRM with lead record
2. Create Offline Conversion Action
- Google Ads -> Goals -> Conversions -> + New
- Type: Import -> CRM, files, or other sources
- Name: "Qualified Lead" or "Closed Won"
3. Import conversions
- Via Upload (CSV/Google Sheets)
- Via API (automated)
- Via Partner integration (Salesforce, HubSpot, etc.)
UPLOAD FORMAT:
Parameters:
+-- Google Click ID (GCLID)
+-- Conversion Name
+-- Conversion Time
+-- Conversion Value
+-- Conversion Currency
METHOD 2: Enhanced Conversions for Leads
-----------------------------------------
1. Capture user data on form submit (email, phone)
2. Send Enhanced Conversion event
3. Import offline conversions with same user data
4. Google matches based on hashed data
ADVANTAGE: No GCLID capturing needed
Offline Conversion Upload Template
# CSV FORMAT FOR OFFLINE CONVERSIONS (GCLID)
Google Click ID,Conversion Name,Conversion Time,Conversion Value,Conversion Currency
EAIaIQobChMI...,Qualified Lead,2025-01-28 14:30:00,50,EUR
EAIaIQobChMI...,Closed Won,2025-01-28 15:45:00,5000,EUR
# CSV FORMAT FOR ENHANCED CONVERSIONS FOR LEADS
Email,Conversion Name,Conversion Time,Conversion Value,Conversion Currency
[email protected],Qualified Lead,2025-01-28 14:30:00,50,EUR
See api-patterns.md for details.
Consent Mode v2
Consent Mode Implementation
CONSENT MODE V2 (Required for EU)
===================================
WHAT:
+-- Respects user consent preferences
+-- Adjusts tag behavior based on consent
+-- Collects aggregated data without consent
+-- Uses modeling to fill gaps
+-- REQUIRED for advertising in EU since March 2024
CONSENT TYPES:
+-- ad_storage: Advertising cookies
+-- analytics_storage: Analytics cookies
+-- ad_user_data: Send user data for ads (NEW)
+-- ad_personalization: Personalized ads
+-- functionality_storage: Functional cookies
Consent Mode Code
<!-- CONSENT MODE DEFAULT STATE -->
<!-- Place BEFORE loading gtag.js -->
<script>
// Default consent state (denied)
window.dataLayer = window.dataLayer || [];
function gtag(){dataLayer.push(arguments);}
gtag('consent', 'default', {
'ad_storage': 'denied',
'ad_user_data': 'denied',
'ad_personalization': 'denied',
'analytics_storage': 'denied',
'wait_for_update': 500 // Wait for CMP
});
// Enable URL passthrough for cross-domain
gtag('set', 'url_passthrough', true);
// Enable ads data redaction when denied
gtag('set', 'ads_data_redaction', true);
</script>
<!-- After user consent (via CMP) -->
<script>
// Update consent state when user accepts
function updateConsent(adConsent, analyticsConsent) {
gtag('consent', 'update', {
'ad_storage': adConsent ? 'granted' : 'denied',
'ad_user_data': adConsent ? 'granted' : 'denied',
'ad_personalization': adConsent ? 'granted' : 'denied',
'analytics_storage': analyticsConsent ? 'granted' : 'denied'
});
}
// Example: User clicks "Accept All"
document.getElementById('acceptAll').addEventListener('click', function() {
updateConsent(true, true);
});
</script>
MCP Tool: Audit Conversion Actions
Before setting up or modifying conversion tracking, pull the current
conversion action inventory:
google_ads_run_gaql(query="
SELECT
conversion_action.name,
conversion_action.status,
conversion_action.category,
conversion_action.type,
conversion_action.counting_type,
conversion_action.include_in_conversions_metric,
conversion_action.value_settings.default_value,
conversion_action.value_settings.always_use_default_value,
conversion_action.click_through_lookback_window_days
FROM conversion_action
ORDER BY conversion_action.name ASC
")
This shows: all conversion actions, their include/exclude status,
counting type (ONE_PER_CLICK vs MANY_PER_CLICK), and lookback windows.
Use to verify setup before go-live.
Tracking Verification
Conversion Tracking Test Checklist
TRACKING VERIFICATION CHECKLIST
================================
[ ] BASIC SETUP
+-- Google Tag loaded on all pages?
+-- Tag ID correct (AW-XXXXXXXXX)?
+-- No JavaScript errors in console?
+-- Test in Tag Assistant (legacy) or Preview mode
[ ] CONVERSION EVENTS
+-- Event fires on correct page/action?
+-- Correct conversion ID/label?
+-- Value correctly passed?
+-- Transaction ID unique per conversion?
+-- Currency correct (EUR, USD)?
[ ] ENHANCED CONVERSIONS
+-- User data being sent?
+-- Email format correct?
+-- Phone in E.164 format (+31...)?
+-- Data hashed or plain text (both OK)?
+-- Status: "Recording" in Google Ads
[ ] REAL-TIME CHECK
+-- Make test conversion
+-- Verify via GAQL: SELECT conversion_action.name, conversion_action.status,
metrics.conversions FROM conversion_action WHERE segments.date DURING LAST_7_DAYS
+-- Verify value and details
+-- Latency: Max 3-6 hours for visibility
[ ] DATA QUALITY
+-- No duplicate conversions
+-- Values are realistic
+-- Conversion rate is logical
+-- Compare with GA4/backend data
Debugging Script
/**
* Conversion Tracking Debug Helper
*
* Add to console to debug tracking
*/
(function() {
// Check if gtag exists
if (typeof gtag === 'undefined') {
console.error('gtag not found! Google Tag not loaded.');
return;
}
console.log('gtag found');
// Check dataLayer
if (window.dataLayer) {
console.log('dataLayer exists with', window.dataLayer.length, 'items');
// Find conversion events
var conversions = window.dataLayer.filter(function(item) {
return item[0] === 'event' && item[1] === 'conversion';
});
if (conversions.length > 0) {
console.log('Found', conversions.length, 'conversion event(s)');
conversions.forEach(function(conv, i) {
console.log(' Conversion', i + 1, ':', conv);
});
} else {
console.warn('No conversion events found in dataLayer');
}
// Find user_data
var userData = window.dataLayer.filter(function(item) {
return item[0] === 'set' && item[1] === 'user_data';
});
if (userData.length > 0) {
console.log('Enhanced Conversions user_data found');
} else {
console.warn('No user_data found - Enhanced Conversions may not be active');
}
// Find consent events
var consent = window.dataLayer.filter(function(item) {
return item[0] === 'consent';
});
console.log('Consent events:', consent.length);
} else {
console.error('dataLayer not found!');
}
// Check for common issues
var scripts = document.querySelectorAll('script[src*="googletagmanager.com/gtag"]');
if (scripts.length === 0) {
console.error('Google Tag script not found in DOM');
} else if (scripts.length > 1) {
console.warn('Multiple Google Tag scripts found - may cause issues');
} else {
console.log('Google Tag script found');
}
})();
Conversion Tracking Audit
# Conversion Tracking Audit Report
## Account Info
- Account ID: [AW-XXXXXXXXX]
- Date: [DATE]
- Auditor: [NAME]
## Conversion Actions Summary
| Action Name | Type | Primary | Value | Count | Status |
|-------------|------|---------|-------|-------|--------|
| Purchase | Sale | Yes | Dynamic | Every | OK |
| Lead Form | Lead | Yes | $50 | One | OK |
| Add to Cart | Engagement | No | - | Every | OK |
## Tracking Implementation
### Tag Status
- [ ] Google Tag installed: [Yes/No]
- [ ] Tag on all pages: [Yes/No]
- [ ] No console errors: [Yes/No]
- [ ] Consent Mode active: [Yes/No]
### Enhanced Conversions
- [ ] Enabled in Google Ads: [Yes/No]
- [ ] User data sent: [Yes/No]
- [ ] Match rate: [X%]
- [ ] Data fields: [email, phone, etc.]
### Data Quality
- [ ] Conversion rate logical: [Yes/No]
- [ ] Values accurate: [Yes/No]
- [ ] No duplicates: [Yes/No]
- [ ] GA4 comparison: [Match/Discrepancy X%]
## Issues Found
1. **[Issue]**
- Impact: [High/Medium/Low]
- Fix: [Description]
2. **[Issue]**
- Impact: [High/Medium/Low]
- Fix: [Description]
## Recommendations
1. [Recommendation with priority]
2. [Recommendation with priority]
3. [Recommendation with priority]
## Action Plan
### Week 1
- [ ] [Action item]
- [ ] [Action item]
### Week 2-4
- [ ] [Action item]
- [ ] [Action item]
Files bundled with it
These load only when the skill asks for them, so they cost nothing until it runs.
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