Google Ads

Updated July 2026 · 1 min read

Track Google Ads conversions through your server container — by importing GA4 conversions or by running the Ads conversion tag server-side.

Two ways to do it

• Import from GA4 — if GA4 already runs through your container, mark your key events as conversions and import them into Google Ads. No extra server tags needed.
• Ads conversion tag in the server container — send conversions to Google Ads directly, with click IDs handled server-side.

Not sure? Start with the GA4 import — it builds on Send GA4 events server-side and needs the least setup.

Path 1: import GA4 conversions

1. In GA4, mark the event you care about — like purchase — as a key event.
2. In Google Ads, open your conversion settings and import the GA4 key event as a conversion action.
3. Done — your server-side GA4 stream now feeds Google Ads.

Path 2: run the conversion tag server-side

1. In your server container in Google Tag Manager, add a Conversion Linker tag that fires on all pages — it stores ad click information.
2. Add a Google Ads Conversion Tracking tag with the Conversion ID and Conversion Label from your Google Ads conversion action.
3. Set it to fire on your purchase or lead event claimed by the GA4 client, then publish.

Consent matters

For visitors from the EEA and UK, Google requires consent signals alongside your conversions. Make sure your consent banner passes consent state (Consent Mode) through to your tags — without it, conversions from those regions can be dropped.

Verify

Fire a test conversion with Preview and debug mode open. Conversions usually appear in Google Ads within a few hours — if nothing shows, walk through Events not showing up.