Using the Google Ads conversion tracking tag

Conversions will be triggered either by button clicks or by form submissions on the main page or by visits to a thank you page (used as a conversion page).

First, you will need to install the Google tag. To install the Google tag, please follow the steps mentioned in Google’s documentation here: The Google tag needs to be added in Settings - JavaScript - Head.

After that. Follow the instructions on point 1 or 2 (lower on this page) and note that the code snippets mentioned there will need to be placed in Settings - Javascript - Body.

image of the settings tab where HTML CSS and Javascript code snippets can be added

Important note: Wherever you see AW-123456789/AbC-D_efG-h12_34-567 in the code snippets found in this article, you will need to replace that part with your own Google Ads ID. The example given is simply a placeholder.

1. Conversions triggered by button clicks

For tracking button clicks on your page, you will need to use the following code snippet and customize it to fit your needs:

You will need to customize the code with the Google Ads tracking script and change the #elementID with the corresponding element ID that you want to trigger the event.

Here is how you can find the button element ID number:

GIF of a button and how to find the button element ID number

  • If you want to track multiple buttons, you will have to add the code again for each button. Don’t forget to customize all the individual code snippets to have the correct element ID number and event parameters for each separate button.

2. Conversions triggered by form submissions

When tracking form submissions, in case of a single form on the page, you can use this code snippet:

If you have multiple forms on the page, you can use the following code snippet:

For this second code snippet, you will need to edit the "wid" value, which is only the digit part of the element ID. For #element-123, the "wid" value is "123". 

You also need to replace the "//add your event code here;" notes with your unique Google event code (it should look like this: gtag('event', 'conversion', {'send_to': 'AW-123456789/AbC-D_efG-h12_34-567'}); ).

  • NOTE: The "instapageFormSubmitSuccess" function can only be present on the page once, regardless of how many forms you have or how many actions you want to trigger after form submission. In case you have multiple snippets that need to fire after form submission, you must add all of them under the same Form Submit Callback function. If the snippets are not added under the same Form Submit Callback script, only the last function in the source code will be triggered.

3. Conversions triggered on the thank you page

You can also track conversions with a Thank You page. The Google Ads conversion tracking tag that was implemented on the landing page will fire upon page visit. This tracking tag, as Google mentioned, needs to be implemented on a Thank You page, because it will load only after the user has converted.

If you want to track conversions with a Thank You page, please follow the instructions described in this article:

How to track the same action in multiple platforms at the same time

If you need to track conversions using events from both Facebook( and Google Analytics( or Google Ads(, you just need to add the code for that platform in the same function, instead of copying the entire code again. This is because the function only needs to be triggered once. If you use the same code with the same function twice, the second function will override the first one. You can find the content of the respective functions in the dedicated articles for conversion tracking for the other platforms, linked above.

1. For form submissions

2. For button clicks

 NOTE: If you also want to see the cost per lead and cost per visitor metrics in your Instapage analytics, you can connect your Google Ads (ex-AdWords) by following the instructions in this article: