You create conversion tracking in Google Ads through the conversions setup wizard under Tools & Settings > Measurement > Conversions. Click the plus button and select your conversion source: website actions, app installs, phone calls, or imported conversions from analytics or CRM. For website conversions, you'll define the action (purchase, form submit, page view), assign a value if applicable, and set the conversion window (typically 30-90 days). Google Ads generates a global site tag and an event snippet. The global tag goes on every page of your site in the header, while the event snippet fires only on your conversion page like a thank-you or confirmation screen. If you're running Google Tag Manager, you can deploy both through GTM containers instead of hardcoding them, which most of our clients prefer for flexibility. For ecommerce, you'll want to pass dynamic values so Google Ads knows the actual transaction amount, not just that a conversion happened. This requires adding variables to the event snippet that pull from your checkout system. Phone call conversions work differently: you can track calls from ads using Google forwarding numbers, calls to a number on your mobile site, or clicks on your phone number. Test your setup immediately using Google Tag Assistant or the conversions preview in your account. Conversions typically show as unverified for 24-48 hours until Google registers enough data. Common mistakes we see: installing the event snippet on every page instead of just the conversion page, forgetting to remove old tracking code when migrating to GA4-linked conversions, and not excluding internal traffic by IP. For Canadian ecommerce clients, we generally track purchases as primary conversions with assigned revenue values, then set up secondary conversions for add-to-cart or initiated-checkout without including them in the conversions column. This keeps your reported ROAS clean while still giving you funnel visibility. If you're tracking leads rather than sales, assign estimated values based on your close rate and average contract size so Google's bidding algorithms can optimize properly.