How to Create a Purchase Goal in Google Ads Using the Google Ads Tag (For Different Interface)

Create a Google Ads purchase goal using the Google Ads Tag flow (alternate interface) with Enhanced Conversions enabled for use with Upstack Data server-side forwarding.

Quick Summary

• In Google Ads, click Tools and Settings (wrench icon) → Measurement → Conversions in the top-right.
• Click ”+ Create conversion action” and select Website.
• Choose Purchase as the goal and add a conversion action manually.
• Name the conversion “Purchase - UpstackData” and enable Enhanced Conversions.
• Save to generate your Conversion ID and Conversion Label.

Prerequisites

Before you start, you need:

• Admin or Manager access to a Google Ads account
• Permission to create conversion actions in Google Ads

This guide is for the older Google Ads interface that uses Tools and Settings → Measurement → Conversions. If your account uses the newer Goals menu, follow How to Create a New Upstack Data Purchase Goal in Google Ads → instead.

Setup Instructions

1. Sign in to Google Ads

   Sign in to Google Ads with your Google account.

2. Open Conversions

   • In the top-right of Google Ads, click Tools and Settings (wrench icon)
   • Under Measurement, select Conversions
3. Create a new conversion action

   • Click ”+ Create conversion action”
   • Select Website when prompted
4. Configure the Purchase goal

   • (Optional) Enter your website domain and click Scan

   • Choose “Add a conversion action manually”

   • Select Purchase as the goal and conversion action optimization

   • Set the Conversion name to “Purchase - UpstackData”

     
5. Enable Enhanced Conversions

   Turn on Enhanced Conversions, then click Done.

   

   Note: Enhanced Conversions improves match rates by using first-party customer data securely.

6. Save the configuration

   Click Save and Continue to complete the setup.

   

   If your Google Ads interface uses the Goals menu instead, see: ​**How to Create a New Upstack Data Purchase Goal in Google Ads →**

What You’ll Receive

After saving, 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)

Use these values in your Upstack Data destination configuration.

Verify the Setup

To confirm the goal was created correctly:

• Return to Tools and Settings → Measurement → Conversions — the new “Purchase - UpstackData” conversion should appear in the list.
• Open the conversion and confirm Enhanced Conversions is enabled.

If the conversion is missing, refresh the page and confirm you completed the Save and Continue step. If issues persist, contact Upstack Data support.