How to Get Your Google Ads Conversion ID and Label

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Prerequisites

• Admin or Manager access to a Google Ads account
• An existing Purchase conversion action (e.g., “Purchase - UpstackData”). If you haven’t created one yet, see How to Create a New Upstack Data Purchase Goal in Google Ads →.

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Steps to Find Your Conversion ID and Label

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.

3

Open your Purchase conversion

Find and click your “Purchase - UpstackData” conversion (or your existing purchase conversion).

4

Scroll to Tag Setup

On the conversion detail page, scroll down to the Tag Setup section.

5

Click Use Google Tag Manager

Click “Use Google Tag Manager”.Use Google Tag Manager button

6

Copy your Conversion ID and Conversion Label

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)

Copy both values, then paste them into your Google Ads destination in the Upstack dashboard (app.upstackdata.com/pixel/event-destinations).Click Create Configuration in the Upstack dashboard to save the setup.

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Verify the Setup

• The Conversion ID should match the format AW- + 9–10 digits.
• The Conversion Label should be exactly 11 characters (letters and digits, no spaces).
• After saving in the Upstack dashboard, the Google Ads destination should appear as Healthy under Events Destination.