Google Ads

08/10/2026

With Google Ads you measure how many campaigns bring purchases and information requests on the academy site. Aladia loads the Google tag with your Conversion ID (AW-…) on the public pages and, on every purchase or request, sends the conversion with the label of the action you created in Google Ads. Without labels the tag is only used for remarketing (visits).

Cookies, consent and the pages where it runs apply to every tool: see Tracking and cookies.

Where to find the ID and labels

1. In Google Ads: Goals › Conversions › Summary. Create a Website conversion action for purchases (e.g. "Course purchase", Purchase category) and one for requests (e.g. "Information request", Submit lead form category) (Google: set up web conversions).
2. Open the action › Tag setup › Use Google Tag Manager: you see the Conversion ID (digits only) and the Conversion label (Google: Google Ads conversions in Tag Manager).
3. In Aladia write the ID with AW- in front (e.g. AW-123456789); the labels as they are (e.g. AbC-D_efG12). It's the same pair as the event snippet's send_to: AW-123456789/AbC-D_efG12.

Both actions share the same conversion ID and have different labels.

Connect it in Aladia

1. Settings › Integrations, Marketing category, Google Ads card.
2. In the Connection section enter the AW-… ID and turn the switch on.
3. Enter the labels you need:
   • Purchase conversion label: counts purchases from checkout, with value, currency and transaction ID;
   • Lead conversion label: counts requests sent from the course form.
4. Press Save: the Active badge appears. In the What we send section a conversion without a label is flagged No label set.

You need the Owner or Admin role. Labels accept only letters, digits, - and _.

Events we send

Course viewed, checkout opened and sign-up are not sent to Google Ads. The purchase value is the amount paid in the checkout currency; transaction_id is the checkout session ID, so Google Ads doesn't count the same purchase twice (Google: how Google Ads tracks conversions). No personal data: no email, phone or name (Google Ads gets server-side conversions through GA4: see server-side sending).

How to check

1. Turn Google Ads on, enter the labels and save.
2. Open the academy site in an incognito window and press Accept in the cookie banner.
3. Connect the site in Tag Assistant: you see the AW-… tag; send a test request (or make a test purchase) and check the conversion event with the right send_to (Google: Tag Assistant).
4. In Google Ads, Goals › Conversions, the action status updates within a few hours of the first conversion (Google: the Google tag for Google Ads conversions).

Server-side sending

We do not connect the Google Ads API directly (it requires OAuth access to the ad account). Server-side conversions reach Google Ads through GA4:

1. Link GA4 to Google Ads (Google: link Google Ads and Analytics).
2. Turn on GA4 server-side sending.
3. In Google Ads import the GA4 key events purchase and generate_lead as conversions (Google Ads: import Analytics conversions).

Conversions with the purchase and request labels stay in the browser: if you use both those and the ones imported from GA4, keep only one of them as primary for the same event, otherwise you count it twice. What we send, deduplication and privacy: Server-side sending.

Common issues

• "Expected format" below the ID. Write AW- followed by the conversion ID digits, without the slash and without the label.
• The status stays "Inactive" or "No recent conversions". No conversion has arrived since saving, the label isn't the action's, or the visitor refused Marketing consent (with Consent Mode v2 Google models these conversions).
• Purchases made after signing in don't arrive. The labelled conversion fires from the checkout without sign-in; the others arrive by importing GA4 events with server-side sending.

Double counting

See also: Google Tag Manager, Google Analytics 4.