Go to Tools & Settings in the top right menu of your Google Ads interface, then under the Measurement section click Conversions. This is your central hub for all conversion tracking setup and management. From the Conversions page you can create new conversion actions by clicking the blue plus button. You'll choose the conversion source—website, app, phone calls, or import from another system like Google Analytics 4. For website conversions, Google Ads generates a global site tag and event snippet that you paste into your site code, or you can use Google Tag Manager which is cleaner for most setups. Once conversion actions are created, this same page shows you all active conversions with their status, recent conversion counts, and whether the tag is firing correctly. Click into any conversion action to see its settings: conversion window, attribution model, whether it counts every conversion or one per click, and the assigned value if you're tracking revenue. To see actual conversion performance data, navigate to your campaigns, ad groups, or keywords and add the Conversions column from the column customization menu. The Conversions page under Tools is purely for setup and tag health—the reporting lives in your campaign views. Common mistake: people set up conversions but forget to verify tag implementation. Use the Google Tag Assistant or check the status column on the Conversions page within 24 hours to confirm events are firing. At Ottawa SEO we also cross-reference conversion counts with GA4 for the first week to catch discrepancies early, especially for e-commerce clients where a miscounted conversion can waste thousands in ad spend. If you're importing conversions from Analytics, CRM systems, or tracking offline conversions, you'll still start at Tools > Measurement > Conversions but select the import option. Make sure your Google Ads and GA4 accounts are linked properly or imports won't populate.