How do most people calculate the success/conversion of their ad campaigns? By using the Google Ads Pixel to calculate the number of clicks on the ad. Is it a correct way to measure the success of ad campaigns? What do you think? Indeed, it sounds logical, right?

But no. Calculating the clicks on the ads is not an appropriate way to measure success. That is where Google Ads Pixel comes in. With Google Ads Pixel, you can easily and accurately track your conversions and success rate of ads.

Sounds new? Don’t worry. This article will introduce you to all the necessities of Google Ads Pixel so you can successfully run a Google Ads campaign.  So let us begin.

Google Ads Pixel

Google Ads Pixel is also called Google conversion tracking/conversion tracking pixel.

It is basically a tiny snippet of codes. You will need to install it on your web pages for it to work. It works like a tracking tool. This tool will show you what happens after a customer interacts with the ads on your website.

When clicked on your ads, the pixel code will fire. Then this code will trigger the codes on related websites (The redirected website of the ad).

With the Google Ads Pixel, you can see whether your web page visitor has actually purchased the product/signed up for newsletters, etc. There are many applications of the Google Ads Pixel, but they primarily consist of tracking through the web.

How The Pixel Works

So we know that the Google Ad Pixel is basically a conversion tracking code. But how does a code installed on our webpage track the purchases made on another website? Let’s find out.

The Pixel code tracks conversion. So we first need to understand what conversion is. Conversions are actions that can be defined as purchasing an item, adding an item to the shopping cart, subscribing to a newsletter program, etc.

Whatever the conversion action is, it must be defined into the Pixel code. The code must be installed on the website too. When the action is performed (clicked on the advertisement), the pixel code will trigger to record the conversion.

After purchasing the product, the data of the codes can be compared to evaluate whether the customer was converted through your advertisement or from the advertisements of another website. It is all about data, code, and analytics.

How to Set Up Google Pixel

Now that you know the purpose and function of Google Ads Pixel, you must be wondering how to set it up. We will show you below.

You will need to complete two steps to set up the code for your website. First, you will need to create your own conversion tracking pixel. Then you will need to install that pixel into your website.

Creating Your Google Conversion Tracking Pixel

Let us start with creating a Google conversion tracking pixel for you. Follow these steps below.

1. Log in to Google AdWords

Go to Google AdWord and log into your Google account. Go to the AdWord dashboard and navigate to the “Tools” tab. From there, click on “Conversion”.

2. Choose Conversion Type

When you click on “Conversion”, you will see different options for conversion tracking. Some of them are websites, Apps, and Phone calls. Each of these conversion types tracks a specific type of action. For example, the Website option tracks sales and other specified actions on websites. The App options track in-app actions.

To keep things simple, let us go with the Website option.

3. Name and Category

Name your conversion and also choose what category it belongs to. Such categories can be sales, buy, sign-up view, etc.

4. Assign Value

Next, you need to assign values to all conversion actions that you have made. How much value these conversions should be assigned is your decision. You can assign the same or assign it differently. It’s done to track the ROI of the campaign.

5. Edit Conversion Tags

You will need to edit the conversion tags of each product for transaction-specific values. This is necessary if you have assigned different values to your conversions. If all conversions are assigned the same value, this step is not required.

6. Multiple or Single Conversion

Next, you need to decide whether to count all conversions from one click or just count one conversion from one click.

7. Choose Conversion Window

Finally, choose the conversion window. This will help your Google Ads proper attribution.

And voila! You have created your Google Ads Pixel code. Now we need to install/ set it up on your website.

Installing the Google Conversion Tracking Pixel

If your conversion code is not set, Google AdWords will ask you to set up your global site tag and event snippet for each conversion action.

The global site tag is set up on all pages of your website. It is both a remarketing and a conversion tracking code. The event snippet code is for specific actions defined while creating the Google Ads Pixel.

To install the code, you will need to go to the backend control panel of your Website. It is a tiring process. Rather than doing that, we suggest you paste the event snippet directly into your webpage code (If the website is built with WordPress). Use headers and footers and paste the snippet where it should be. Then you are all done.

Benefits of Using The Pixel

Here are some benefits/ reasons why you should use Google Ads Pixel.

  1. Identify the most successful ad campaigns on your website.
  2. View customer interactions
  3. Analyze your return on investment (ROI) for better planning in the future.
  4. Helps in strategizing biddings for campaign optimization


We hope you have found our Google Ads Pixel discussion very informative and helpful. Use our guide to create and install your Google Ads Pixel code and see your business grow.

We know that the installation process is tiring, but it yields high results. So we urge you to try Google Ads Pixel codes now if you are an eCommerce business owner.