How to Create Google Ads Conversion Actions in Ad Manager

Ad Manager allows you to create, manage, and edit Google Ads offline conversion actions - directly from within the platform. This ensures that your offline sales, leads, and actions are properly tracked in Google Ads for better optimisation and reporting.

In this article, we’ll cover how to use the Google Ads Conversion Action Flow inside Ad Manager.

TABLE OF CONTENTS

• Where to find the Conversion Actions section
• View existing Google Ads conversions
• Create a new conversion action
• Edit or delete a conversion action
• Key Notes & Best Practices

Where to find the Conversion Actions section

1. Navigate to Marketing → Ad Manager

2. Click on Settings (gear icon)
   
   
   

3. Select Google Ads under Platform Settings

4. Click on the Conversions tab
   
   
   
   

This will open the Conversion Actions table view.

View existing Google Ads conversions

In the Conversions tab, you will see:

• A list of all existing conversion actions from your connected Google Ads account

• Any new conversions you create via Ad Manager

• The table includes columns:

  • Conversion Name

  • All Conversion Value

  • All Conversions

  • Conversion Source
    

You can use:

• Search to filter conversions by name

• Date Range filter to view conversions created or updated within a specific time frame

Create a new conversion action

To create a new conversion action:

1. Click “+ Create a new conversion”
   
   
   
   

2. Fill out the form in the Create Conversion modal:
   
   

3. Click Create.

We will create the conversion action in Google Ads via API - no manual setup needed in Google Ads UI

Edit or delete a conversion action

You can edit or delete any conversion action created in the app:

1. Click the 3-dot menu next to the conversion

2. Choose Edit or Delete
   
   
   

Edit Modal:
In the edit modal, you can update:

• Count settings

• Value & currency

• Click-through window

• Conversion source
  
  

Note:
Attribution model is fixed to Data-driven for offline conversions (per Google Ads guidelines).

Key Notes & Best Practices

• This flow is for Offline Conversion Actions - tracking events like leads, sales, and calls that occur outside your website/app.
• All conversions created here are automatically available in your Google Ads account and can be used in campaign reporting.
• Existing Google Ads conversions are automatically imported into this view.
• Our tracking will upload conversion events to match these conversion actions (via workflows - separate from this setup).
• Future enhancements will add Google Tag Manager (GTM) integration for website conversion actions.