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Quick Summary
  • In the Upstack dashboard, click ”+ New Destination” and select Google Ads.
  • In Google Ads, find your conversion under Goals → Conversions → Summary.
  • Open Tag Setup to reveal your Conversion ID and Conversion Label.
  • Paste both values into the Upstack dashboard and click Create Destination.

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Tracking Method

Tracking Method is set to Browser + Server by default. The browser tag reports purchases to the conversion action set by the Google Ads Conversion ID and Google Ads Conversion Label below. Server-side delivery reports to the conversion actions you link in Event conversion mappings. Google Ads doesn’t deduplicate between the two, so keep only one purchase action Primary. To set up server-side delivery, follow How to Set Up Google Ads Server-Side Conversions API in Upstack Data. If you don’t want to load the Google Ads tag in the browser, choose Server. See Tracking Method.

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Prerequisites

Before you start, you need:

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Configuration Steps

1

Sign in to Upstack Data

Sign in to Upstack Data at app.upstackdata.com.
2

Add a new Google Ads destination

  • In the Upstack dashboard, navigate to Destinations (app.upstackdata.com/destinations)
  • Click ”+ New Destination” in the top-right corner of the page Add New Destination
  • In the Select a Destination popup, click “Google Ads”
  • Click Next Select Google Ads destinations
3

Find your conversion in Google Ads

  • In a new tab, sign in to Google Ads
  • In the left-hand menu, navigate to Goals → Conversions → Summary Google Ads menu with Goals and Conversions Summary options
Google Ads Conversions Summary PageFind your primary Purchase conversion (usually named “Purchase - UpstackData”) and click to open it.Primary Purchase conversion event in Google Ads Conversions listExample Primary Conversion Event
Note: Your conversion may be named differently. Look for the primary event linked to your purchase conversion.
4

Open Tag Setup to reveal your IDs

On the conversion detail page, scroll down to the Tag Setup section and click “Use Google Tag Manager”.
For a step-by-step walkthrough, see How to Get Your Google Ads Conversion ID and Label →.
Tag Setup section with Use Google Tag Manager optionGoogle Ads displays your Conversion ID and Conversion Label.
  • Conversion ID — starts with AW- followed by 9–10 digits (e.g., AW-123456789)
  • Conversion Label — 11-character alphanumeric string (e.g., ABc1d2EFG3h) Google Tag Manager showing Conversion ID and Conversion Label values
5

Enter your Conversion ID and Conversion Label

Back in the Upstack dashboard:
  • In the Google Ads Conversion ID field, paste your full Conversion ID from Google Ads (e.g., AW-123456789). The AW- prefix is required.
  • In the Google Ads Conversion Label field, paste your Conversion Label from Google Ads (e.g., ABc1d2EFG3h). Upstack Google Ads destination form with Conversion ID and Label fields
6

Create the configuration

Click Create Destination to save the setup.Create Configuration button to save Google Ads destination
Success! 🎉 You should see a confirmation message and the Google Ads destination will appear as “Healthy” in your destinations list.
Google Ads destination showing Healthy status in destinations list

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Verify the Setup

To confirm the destination is working:
  • In the Upstack dashboard, the Google Ads destination should show Healthy status under Destinations.
  • Place a test order on your store and check Google Ads Goals → Conversions → Summary within 24–48 hours to confirm the conversion is recorded.
If the destination shows Unhealthy or no conversions arrive, double-check that:
  • The Conversion ID starts with AW- and matches the value shown in Google Ads.
  • The Conversion Label was copied without leading or trailing spaces.
  • The conversion action in Google Ads is enabled and not paused.
If issues persist, contact Upstack Data support with your Conversion ID and Conversion Label.