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Google Ads conversion tracking for WordPress.

If you advertise on Google and cannot see which clicks turned into enquiries, Google is guessing on your behalf. Tracking takes two pieces: the Google tag, and a line of code at the moment somebody gets in touch. Most plugins do the first. This one does both. Plenty of sites have neither: our August 2026 check of 558 businesses running Meta ads found 160 with no ad tag on their homepage.

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Example

Two pieces, and most plugins only do the first.

Without the second piece Google sees the visit but never learns that it turned into an enquiry, so it cannot tell which ad worked.

  1. 1Somebody clicks your adOn Google, searching for what you sell.
  2. 2They land on your pageThe Google tag sees the visit.Piece oneMost plugins stop here
  3. 3They get in touchA thank-you page, a tap on your number or WhatsApp, a form that sent.Piece twoThis plugin adds it
  4. 4Google Ads counts itAgainst the ad and the search that brought them.

Two values from Google Ads, and the moments that count.

Paste a Conversion ID and a Conversion label, then tick the moments that mean somebody actually got in touch. There is nothing else to configure.

Where the two values areIn Google Ads open Goals → Conversions → Summary, click the conversion you want to report, then Tag setup → Use Google Tag Manager. Google shows both.

2When should a conversion be reported?

Pages people reach after getting in touch/thank-you
/booking-confirmedOne per line, up to ten. A page somebody only ever sees once they have actually got in touch.
Taps and clicks Somebody taps a phone number on your siteAny link that dials, anywhere on the site. Somebody taps a WhatsApp linkLinks to wa.me or api.whatsapp.com. Somebody sends a Contact Form 7 formCounted when the form reports that it sent, not when it is submitted.

It will not double‑count your leads.

Two Google tags for the same account count every enquiry twice, which is worse than having none: you end up optimising towards a number that is not real. So before it loads anything, it looks for a tag that is already there.

It leaves purchases to Google’s own WooCommerce plugin on purpose, so an order is never counted twice either.

Load the Google tag Only if nothing else is RecommendedAlwaysNever, something else already loads it
What it finds, and what it does
Site Kit by GoogleSteps aside, still reportsGoogle Tag ManagerSteps aside, still reportsAnother plugin’s Google tagSteps aside, still reportsNothing elseLoads the Google tag itselfA tag your theme prints into the pageCannot see it: choose Never

It talks to Google, and nobody else.

The plugin makes no request of its own. Your visitors’ browsers load Google’s tag and report to Google directly; your settings stay in your own database.

What it does with your site
Sends to AdmiralNothingRequests from your serverNoneLoadsGoogle’s tag, from GoogleStoresYour settings, in your own databaseWhen you uninstallIts settings are deletedLicenceGPLv2 or later
Optional: who the business is

Fill in the business name and website and it prints one small description of the business on your home page, the kind Google and AI assistants read. Nothing is printed until both are filled in. Leave it empty if an SEO plugin already describes the business.

Have Admiral set it up.

Admiral installs the plugin for you when it sets up your tracking, fills in both values, and checks the tag on every landing page your ads send people to.

No card to start. Nothing changes until you say so.

First audit · harbourskin.exampleExample
Read 30 days of Google Ads4 found, nothing changed
  1. Search terms that spend and never convert“free consultation”, “skin clinic jobs”$212this month
  2. Keywords with nothing to show for the money“cheap facial near me”, 31 clicks, no bookings$64this week
  3. Ads leaking onto search partners and the Display network11% of spend, no bookings$118this month
  4. One enquiry counted many timesThe booking form counts each booking twice2×bookings overstated

49 named checks on Google Ads and 14 on Meta, each time it reads.