How to Find Your Google Ads Conversion ID and Label

Your Google Ads conversion ID and conversion label are in each conversion action's Tag setup section, under Goals > Conversions > Summary: the ID is the number after AW- and is the same for every action in the account, and the label is the string after the slash and differs for each action. The checks below show where to copy both, what they look like, and how to tell them apart from the customer ID and the Google tag ID.

Copy the values in Google Ads

Check 1: Open the conversion action

WhereGoogle AdsGoalsConversionsSummary

Do: Click the name of the conversion action you want to track.

You should see: A Tag setup section with a Use Google Tag Manager option (Tag Manager Help: Google Ads conversions). Google's website call setup names the install options Install the tag yourself, Email the tag and Use Google Tag Manager.

If not: Automatically created conversion actions, such as auto-detected goals or Smart campaign conversions, don't generate a standalone Conversion Label. Create a manual website conversion action and choose Use Google Tag Manager to get one.

Careful: If the account uses cross-account conversion tracking, the actions are created in the manager account, and an account can't use both kinds. Open the action there.

Check 2: Copy the ID and the label

WhereGoogle AdsGoalsConversionsSummaryTag setupUse Google Tag Manager

Do: Copy Conversion ID and Conversion label, then paste them into their respective fields in the Google Ads Conversion Tracking tag (Tag Manager Help: Google Ads conversions).

You should see: Two values. Google says the Conversion ID is unique per Google Ads account, while the Conversion Label is unique per conversion action, so every action in the account shows the same ID and its own label.

If not: If you install by code instead, both values sit in the action's event snippet, as check 3 shows.

Careful: A Google Ads Remarketing tag needs only the Conversion ID. Google says to add a label there only for tag-based remarketing lists and warns that adding conversion action-specific labels will inflate conversion counts.

Check 3: Do the values have the right shape?

WhereGoogle AdsGoalsConversionsSummary

Do: Open the action and find the send_to line in its event snippet. Google's own sample (Add a Google tag to your website):

gtag('event', 'conversion', {'send_to': 'AW-123456789/AbC-D_efG-h12_34-567',
  'value': 1.0,
  'currency': 'USD'
});

You should see: The pattern AW-CONVERSION_ID/CONVERSION_LABEL. The digits between AW- and the slash are the conversion ID, and the characters after the slash are the label. The phone snippet carries the same pair in phone_conversion_ids (Google tag for conversion tracking), and the Google tag's config command can carry the conversion ID with the AW- prefix.

If not: If the field you are filling holds a number with hyphens, or an ID that starts with GT- or G-, you copied a different ID. Checks 4 and 5 show which one. Some integrations want the whole string: in Shopify, the Google & YouTube app's Add custom conversion ID/label takes the full AW-CONVERSION_ID/CONVERSION_LABEL string.

Tell them apart from other Google IDs

Check 4: Is it the customer ID?

Do: In Google Ads, click your profile picture in the top right corner. Your customer ID is listed under your account name.

You should see: A 10-digit number in the form XXX-XXX-XXXX. It identifies the account when you contact support or link Google Analytics or Business Profile. The conversion tags carry the conversion ID instead.

If not: If a Conversion ID field holds this number, replace it with the value from check 2.

Careful: Google advises sharing your customer ID only with people you trust, because anyone who has it may be able to use it to access your Google Ads information.

Check 5: Is it the Google tag ID?

WhereGoogle AdsToolsData managerGoogle tagManage

Do: Under Your Google tag, click the Google tag, then read Tag details (where is my Google tag ID).

You should see: A tag ID such as GT-XXXXXXXXX, G-XXXXXXXXX or AW-XXXXXXXXX. A single Google tag can have multiple tag IDs, and this one goes in the Tag ID field of the Google tag in Tag Manager.

If not: If the Google Ads Conversion Tracking tag holds a tag ID and no label, replace it with the conversion ID and label from check 2.

Check the live tag

Check 6: Does the site send the same ID and label?

WhereChromeMore ToolsDeveloper ToolsNetwork

Do: With the Network tab open, go to the page where the conversion fires and find the request to www.googleadservices.com.

You should see: The number after www.googleadservices.com/pagead/conversion/ matches your conversion ID, and the characters after &label= match your label (Google: test your conversion measurement tag).

If not: If they differ, Google says the tag is most likely tied to a different conversion action. Put the values from check 2 in the tag, publish, and run the same test again. For a guided test, use Tag Assistant to check conversion tags.

Next step

With the right ID and label in place, set up the tag itself with Google Ads conversion tracking in Google Tag Manager and read the result in Google Ads conversion status. A tag only records what happens on the website. If the sale closes on the phone or in a CRM, the next step is sending that outcome back to Google Ads, which is where closed-loop attribution starts.

Frequently asked questions

Is the Google Ads conversion ID the same as the customer ID?

No. The customer ID is the 10-digit account number shown as XXX-XXX-XXXX under your account name, used for support and for linking Google products. The conversion ID is the number after AW- in your conversion tags, and you copy it from the conversion action's "Tag setup" section.

Do all conversion actions in one Google Ads account have the same conversion ID?

Yes. Google's Tag Manager help says the Conversion ID is unique per Google Ads account and the Conversion Label is unique per conversion action, so two actions in one account differ only in the label.

Why does my Google Ads conversion action have no conversion label?

Automatically created conversion actions, such as auto-detected goals or Smart campaign conversions, don't generate a standalone Conversion Label. To get one, create a manual website conversion action and choose "Use Google Tag Manager".

Is the Google tag ID the same as the Google Ads conversion ID?

Not necessarily. Google's examples of tag IDs are GT-XXXXXXXXX, G-XXXXXXXXX and AW-XXXXXXXXX, and one Google tag can have several. The Google tag takes a tag ID, while the Google Ads Conversion Tracking tag in Tag Manager needs the conversion ID and the conversion label of one action.