How to Get Your Google Ads Conversion ID and Label

Find your Google Ads Conversion ID and Conversion Label from an existing purchase conversion — both required to configure the Upstack Data Google Ads destination.

Quick Summary

• In Google Ads, navigate to Goals → Conversions → Summary.
• Click your Purchase conversion to open its detail page.
• Scroll to Tag Setup and click “Use Google Tag Manager”.
• Copy the Conversion ID (AW- followed by 9–10 digits) and the Conversion Label (11-character alphanumeric string).

Prerequisites

Before you start, you need:

• Admin or Manager access to a Google Ads account
• An existing Purchase conversion action (e.g., “Purchase - UpstackData”). If you haven’t created one yet, see How to Create a New Upstack Data Purchase Goal in Google Ads →.

Steps to Find Your Conversion ID and Label

1. Sign in to Google Ads

   Sign in to Google Ads.

2. Open the Conversions summary

   In the left-hand menu, navigate to Goals → Conversions → Summary.

   
3. Open your Purchase conversion

   Find and click your “Purchase - UpstackData” conversion (or your existing purchase conversion).

   
4. Scroll to Tag Setup

   On the conversion detail page, scroll down to the Tag Setup section.

   
5. Click Use Google Tag Manager

   Click “Use Google Tag Manager”.

   

   Use Google Tag Manager button

6. Copy your Conversion ID and Conversion Label

   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)

     

   Copy both values, then paste them into your Google Ads destination in the Upstack dashboard (app.upstackdata.com/pixel/event-destinations).

   Click Create Configuration in the Upstack dashboard to save the setup.

   

Verify the Setup

To confirm you copied the correct values:

• The Conversion ID should match the format AW- + 9–10 digits.
• The Conversion Label should be exactly 11 characters (letters and digits, no spaces).
• After saving in the Upstack dashboard, the Google Ads destination should appear as Healthy under Events Destination.

If the destination shows Unhealthy, re-open the Tag Setup in Google Ads to confirm both values were copied without leading or trailing spaces. If issues persist, contact Upstack Data support.