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Quick Summary
  • In Google Ads, navigate to Goals → Conversions → Summary and click ”+ Create conversion action”.
  • Select Conversions on a website.
  • Choose Purchase as the goal type and select Set up manually using a code.
  • Name the conversion “Purchase - UpstackData”, set Click-through conversion window to 30 days, and enable Enhanced Conversions.
  • Save to generate your Conversion ID and Conversion Label.

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Prerequisites

Before you start, you need:
  • Admin or Manager access to a Google Ads account
  • Permission to create conversion actions in Google Ads

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Step-by-Step Instructions

1

Sign in to Google Ads

Sign in to Google Ads.
2

Open the Conversions summary

In the left-hand menu, navigate to Goals → Conversions → Summary.Google Ads left menu with Goals, Conversions, and Summary navigation
3

Create a new conversion action

  • Click the ”+ Create conversion action” button
  • Select “Conversions on a website” by ticking the checkbox on the right side of the panel
  • Click Save and continue Create conversion action button in Conversions Summary Select Conversions on a website option with checkbox
4

Configure the Purchase goal

  • Select “Purchase” as the goal/conversion action
  • In the “Choose an event to measure Purchase” panel, under “Create a new conversion action”, select “Set up manually using a code”
  • Click “Conversion settings” to expand the section
  • Set the Conversion name to “Purchase - UpstackData”
  • Set Click-through conversion window to 30 days Set up manually using a code option with Purchase goal selected
Example - select **Set up manually using a code** and **Purchase** as the Goal/Conversion actionConversion name field with Purchase UpstackData and 30 day windowExample - Conversion name: **Purchase - UpstackData** and Click-through conversion window: **30 days**
5

Enable Enhanced Conversions

Check the “Use enhanced conversion for conversion action” option to enable Enhanced Conversions.Click Done to save the changes and close the panel.Enhanced Conversions checkbox enabled for conversion action
Note: Enhanced Conversions improves match rates by using first-party customer data securely.
6

Save the configuration

Click Save and Continue to complete the setup.Save and Continue button to complete conversion setup
If your Google Ads interface looks different, see: ​**How to Create a Purchase Goal in Google Ads Using the Google Ads Tag (For Different Interface) →**

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What You’ll Receive

After saving, Google Ads displays:
  • Conversion ID — starts with AW- followed by 9–10 digits (e.g., AW-123456789)
  • Conversion Label — 11-character alphanumeric string (e.g., ABc1d2EFG3h)
Use these values in your Upstack Data destination configuration.

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Verify the Setup

To confirm the goal was created correctly:
  • Return to Goals → Conversions → Summary in Google Ads — the new “Purchase - UpstackData” conversion should appear in the list with a status of Inactive (it will become Active once it receives data).
  • Confirm the Click-through conversion window is 30 days and Enhanced Conversions is enabled on the conversion’s detail page.
If the conversion is missing, refresh the page and check that you saved the action. If issues persist, contact Upstack Data support.