How do Google Ads conversion labels work?

A conversion label is what tells Google Ads which action just happened — a purchase, an add-to-cart, a sign-up. You create each label inside Google Ads (Tools & Settings → Conversions → Tag setup), then paste it into the matching field in the module's Google Ads platform, along with your AW- conversion ID.

You get a separate label field for each tracked action: purchase, add to cart, begin checkout, view item, sign up, search, and a page-view label that fires on every page load to build remarketing audiences. Only the actions you give a label to send a conversion — leave a field empty and that action is simply skipped, so you control exactly what counts. The common mistake is reusing one label for everything; use a distinct label per action so your reporting separates a sale from a cart add. If you also run GA4 direct, the module reuses the already-loaded gtag.js rather than loading it twice.

The required field is the Google Ads conversion ID. Labels are optional per event, but no label means no Google Ads conversion call for that action. Purchase uses its own purchase label and can include transaction ID, value and currency; non-purchase events such as view item, add to cart, begin checkout, sign up and search are only sent when their matching label exists.

Google Ads conversion ID: AW-123456789
Purchase label: AbCdEfGhIjK
send_to: AW-123456789/AbCdEfGhIjK

The page-view label is different from ecommerce conversion labels: it can fire on every page load for remarketing audience building. If you do not need page-view conversion pings, leave that label empty and keep ecommerce labels only for actions you actually want to count.

Google Ads conversion tracking is part of Marketing Revolution, our all-in-one tracking module.