Where do I find the conversion ID and label?

The Conversion ID and Conversion Label are two unique pieces of data essential for setting up Google Ads conversion tracking using Google Tag Manager (GTM) or third-party platforms.

The Conversion ID is unique to your entire Google Ads account (often prefixed with AW-), while the Conversion Label is unique to each individual conversion action (e.g., one label for “Form Submission” and another for “Phone Call”).

Step-by-Step Guide

Step 1: Navigate to the Conversions Summary

Sign in to your Google Ads account.
Click the menu on the left hand side, Click Goals > Conversions > Summary
This will take you to the Summary page, which lists all your existing conversion actions.

Step 2: Select the Conversion Action

In the table, find the name of the conversion action you want to track (e.g., Contact Form Submission).
Click on the name of the conversion action. This opens the detailed settings page.

Step 3: Access the Tag Setup

On the Conversion Action details page, scroll down to the Tag setup section and click the arrow icon to expand it.
You will see three options for installation. Click the one that says Use Google Tag Manager.

Step 4: Locate and Copy the ID and Label

A panel will appear titled Conversion ID and Conversion Label.

Conversion ID: A numerical string, often displayed with the AW- prefix.
Conversion Label: A unique, complex string of letters and numbers.

Copy these two exact values. They are what you will paste into the corresponding fields when creating your Google Ads Conversion Tracking Tag within GTM.

Last Updated 2nd February 2026.

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