Where Can You Find the Conversion ID in Google Ads?

What the “Conversion ID” is (and what it isn’t)

In Google Ads conversion tracking, the Conversion ID is the account-level identifier used by the Google tag and conversion tags to attribute conversions back to the correct Google Ads account. It’s unique per Google Ads account.

Most people look for the Conversion ID because a website, CRM, ecommerce platform, or tag management tool asks for it alongside the Conversion label. The label is unique per conversion action (for example, “Purchase” vs “Lead”), while the Conversion ID is shared across conversion actions in the same account.

The most common confusion I see (even with experienced marketers) is mixing up the Conversion ID with the Customer ID (the 10-digit account number shown in the Google Ads UI) or with IDs used in analytics products. They are not interchangeable, and using the wrong one is a classic reason conversions don’t record.

Where to find the Conversion ID in Google Ads (current UI path)

If you already have a conversion action created, the fastest way to find the Conversion ID is to open that conversion action and look in its tag instructions. In the current Google Ads experience, this is typically organized under the “Goals” area.

Method A (most common): Copy it from the “Use Google Tag Manager” view

This is the cleanest approach if you’re setting up conversion tracking through a tag manager, because the interface usually surfaces both values clearly and in the format you need.

• In your Google Ads account, click the Goals icon.
• Go to Conversions, then open Summary.
• Click the conversion action you want to track (for example, “Purchase” or “Lead”).
• Find the Tag setup section, then choose Use Google Tag Manager.
• Copy the Conversion ID and Conversion label.

Practical tip: In most tag manager setups, the Conversion ID field expects the numeric ID only (no prefix). If you see the ID appear with an “AW-” prefix elsewhere, that’s normal—but don’t assume every platform wants the prefix. Always match the destination field requirements.

Method B: Find it inside your event snippet (direct install / developer handoff)

If you’re installing directly on the site (or handing instructions to a developer), you’ll often find the Conversion ID embedded in the event snippet. In many implementations, it appears as part of a “send_to” value that looks like:

AW-CONVERSION_ID/CONVERSION_LABEL

In plain terms, the Conversion ID is the number after “AW-”, and the Conversion label is the string after the slash. This is especially helpful when a third-party tool asks you for the Conversion ID/label pair and you already have the snippet in front of you.

If you’re using call conversion tracking on a website, you may also see the Conversion ID and label referenced in the phone-related snippet variations. The key idea is the same: the account-level ID is the Conversion ID, and the action-level identifier is the label.

Method C: If you’re setting up conversions from a website scan or “no-code” flow

When you create web conversions through the guided setup (often involving a website scan and codeless events), you’ll still end up with a conversion action. Once it exists, you can open that conversion action in the Conversions summary and use the same “Tag setup” area to access the ID/label details when needed for tools that require manual entry.

Common reasons you “can’t find” the Conversion ID (and how to fix it fast)

You’re looking at the wrong ID (Customer ID vs Conversion ID)

If you copied the account’s 10-digit Customer ID from the top of the interface, that’s not the Conversion ID. The Conversion ID is found in the conversion action’s tag setup and in conversion snippets (often presented with or without an “AW-” prefix depending on context).

You don’t see a “Tag setup” option

This usually happens for one of three reasons. Either you don’t have sufficient access in the account to view tag instructions, you’re in a different account than the one that owns the conversion action, or the conversion action was created/imported in a way that doesn’t use an Ads conversion snippet in the same way (for example, certain analytics-based setups). In practice, the fix is to open the specific conversion action you’re optimizing to, then look for setup instructions related to tags or implementation.

You copied the right values, but conversions still don’t record

When I audit broken tracking, the issue is often not “missing ID,” but mismatched ID/label pairs (using the label from Conversion A with the ID from Account B), duplicate implementations, or firing the event on the wrong page/trigger. If you’re past the “where do I find it” step, the next best move is to confirm the conversion action status in the Conversions summary and verify that your tag fires when the conversion happens (not just on page load of a random page).

One final tip from years of clean-up work: if you’re using multiple systems (a website builder, an ecommerce app integration, and a tag manager), decide which one is the “source of truth” for conversion tracking. Otherwise, you can end up double-counting (which makes automated bidding look better on paper while actually wasting budget).

‍

If you’re hunting down your Google Ads Conversion ID, it helps to remember it’s an account-level identifier (often shown with an “AW-” prefix) that you’ll typically find inside a specific conversion action’s Tag setup instructions—especially under Goals > Conversions when you choose the Google Tag Manager option—or embedded in the event snippet as the “AW-CONVERSION_ID/CONVERSION_LABEL” pattern, which also makes it easier to avoid mixing it up with your 10-digit Customer ID. And once your tracking foundations are in place, tools like Blobr can help you stay on top of what happens next by connecting to your Google Ads account and using specialized AI agents to continuously analyze performance and surface clear, prioritized actions across keywords, ads, budgets, and landing pages, while keeping you fully in control of what gets applied.