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Install guides · Webflow

How to install Google Ads conversion tracking on Webflow

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What conversion tracking actually is

Conversion tracking is a small piece of code — called a tag — that you place on your website. When someone clicks your Google ad and then does something valuable on your site (calls you, fills out a form, buys something), that tag sends a quiet signal back to Google Ads saying “this click turned into a customer.” Without it, Google sees clicks going out but never learns what happened next.

Why it matters

Without conversion tracking, Google Ads is flying blind. It can’t tell which keywords or ads are bringing in real customers versus people who clicked and left. That means its automatic bidding — the part that’s supposed to get you more customers for less money — has nothing to learn from. You also lose the ability to build retargeting audiences (lists of people who visited but didn’t convert, so you can show them ads again). Your campaign dashboard will show clicks and costs, but you’ll have no idea if any of those clicks are worth the money. Small budgets get wasted fast in that situation.

What you’ll need

  • A Google Ads account (free to create at ads.google.com — you don’t need to be running ads yet)
  • Your Conversion ID — this is the “AW-XXXXXXX” number Google Ads gives you when you set up a conversion action; it identifies your account
  • Your Conversion Label — a short string of letters and numbers that sits alongside the Conversion ID and identifies the specific action you’re tracking (like a form submission or phone call)
  • Admin access to your Webflow project (you need to be the site owner or have an Editor role with publishing rights)
  • A published Webflow site on a paid plan (the Starter/free plan does not allow custom code)

Step-by-step install

  1. Log in to Google Ads, click Goals in the left sidebar, then click Conversions and then Summary.

  2. Click the blue New conversion action button, choose Website, and follow the prompts to name your action (for example, “Contact form submitted”) — when you finish, Google will show you your tag details.

  3. On the tag details screen, choose Install the tag yourself, then select Use Google tag — you’ll see two separate code snippets: the Global Site Tag (the main tracking code that goes on every page) and the Event Snippet (the smaller code that fires only on your thank-you or confirmation page).

  4. Copy the Global Site Tag — it starts with <!-- Google tag (gtag.js) --> — and keep it somewhere handy (a plain text file works fine).

  5. Open a new browser tab, go to webflow.com, and open your project in the Designer (the visual editor).

  6. In the Designer, click the Pages panel icon in the left toolbar — it looks like a small document — to open your list of pages.

  7. At the top of the Pages panel, click the gear icon next to your site name (not next to an individual page) to open Site Settings — this is where code added here will run on every page of your site.

  8. Inside Site Settings, scroll down to the section labeled Custom Code — you’ll see two text boxes: one labeled Head Code and one labeled Footer Code.

  9. Paste your Global Site Tag into the Head Code box — Google recommends the <head> section, and this box is exactly that.

  10. Click Save at the bottom of the Site Settings panel — you’ll see a green confirmation bar appear briefly at the top of the screen.

  11. Now go back to your Pages panel and click the gear icon next to your thank-you page (the page a visitor lands on after submitting your form or completing a purchase) — this opens settings for that individual page only.

  12. Scroll down to the Custom Code section within that page’s settings — you’ll see the same Before </body> tag text box.

  13. Paste your Event Snippet — the shorter code block from Google Ads — into the Before </body> tag box on this page, then click Save.

  14. Click the Publish button in the top-right corner of the Designer — it’s a blue button labeled Publish — and choose your live domain, then click Publish to Selected Domains to push your changes live.

How to test that it’s actually working

After publishing, visit your live site (not the Webflow preview — the actual published URL), complete the action you’re tracking (submit the form, reach the thank-you page), and check whether Google received the signal. The easiest way to do this is with Tag Assistant, Google’s free Chrome extension. Install it from the Chrome Web Store, click its icon while on your thank-you page, and it will show you a green checkmark next to your Conversion ID if the tag fired correctly. A red or orange icon means something is wrong.

If you want a second check without any extension, open Chrome’s developer tools (press F12 or right-click anywhere and choose Inspect), click the Network tab, reload your thank-you page, and type conversion in the filter bar at the top of the Network panel. You should see a request to googleadservices.com/pagead/conversion/ appear in the list. If that request shows up with a status of 200, the tag is working. If nothing appears, the tag is not firing.

Common gotchas on Webflow

  • Staging vs. published environments. Code you add in the Designer only goes live after you click Publish. If you test on the Webflow preview URL (the one ending in .webflow.io during editing), the tag may behave differently or not fire at all. Always test on your actual published domain.
  • Cache invalidation lag. After you publish, Webflow’s CDN can take a few minutes to clear the old version of your pages. If Tag Assistant shows nothing right after publishing, wait two or three minutes and try again before assuming something is broken.
  • Per-page code limit. Webflow caps the amount of custom code you can add per page. If you have a lot of other scripts already in your page settings, you may hit this limit. If your Event Snippet won’t save, check whether you’re near the character limit and remove any unused scripts first.
  • Free plan blocks custom code entirely. The Starter plan (Webflow’s free tier) does not allow the Custom Code section at all — the boxes simply won’t appear. You need at least a Basic site plan to use this feature.
  • Accidentally pasting the Event Snippet site-wide. If you paste the Event Snippet into Site Settings instead of the individual thank-you page, it will fire on every page load and your conversion numbers will be wildly inflated. The Global Site Tag goes site-wide; the Event Snippet goes only on the confirmation page.
  • Webflow’s built-in integrations panel. Webflow has a separate Integrations tab inside Project Settings (reachable from the main dashboard, not the Designer). This panel has a dedicated Google Analytics field, but it does not support Google Ads conversion tags. Don’t use it for this — use the Custom Code boxes described above.

What to do if your platform doesn’t allow this

If you’re on Webflow’s free Starter plan and can’t upgrade right now, your cleanest options are to move to a paid Webflow plan (a one-time change that unlocks custom code permanently), or to use Google Tag Manager. GTM is a free tool from Google that acts as a container — you paste one GTM snippet into your site and then manage all your tags from a separate dashboard. Webflow does allow the GTM snippet on paid plans, and GTM can fire your Google Ads conversion tag without you touching your site code again. If neither option works, Google Ads does allow offline conversion uploads — you export a CSV of customers and upload it manually — but that process is tedious and only practical if you have a very small number of conversions to track.

Get a free audit when you start running ads

When you’re ready to run Google Ads, InspectMyAds will review your tracking setup, your account structure, and your existing campaigns at no charge — just share your email and we’ll reach out once we’ve confirmed your conversion tracking is verified and firing correctly. Management fee only. Your Google Ads spend is billed directly by Google to your own card — we never touch your ad budget.

Free audit when you start

Get a free audit when you start running ads

Tracking installed? Good. When you’re ready to actually launch your first Google Ads campaign, drop your email and we’ll do a free audit on your account — conversion tracking verification, keyword sanity check, and the three things to fix first.

Management fee only. Your Google Ads spend is billed directly by Google to your own card — we never touch your ad budget.

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