Set up Google Ads conversion tracking

The Google tag lets Google Ads record conversions on your website, such as purchases or enquiries.

The short version

1. In Google Ads, go to Goals, then Conversions, and create a new website conversion action.
2. Choose what to track: for example a purchase, lead form or phone call from your site.
3. Install the Google tag on every page of your site, either directly, through your website builder, or through Google Tag Manager.
4. Add the event snippet, or a Tag Manager trigger, on the page or action that counts as a conversion.
5. Use Google Tag Assistant to check it fires.

Full instructions: see Google's guide, About conversion tracking, and follow the setup links from there.