Set Up Google Ads Conversion Tracking in WaveRez

Google Ads conversion tracking lets you measure how many of the customers who click your Google ads actually complete a booking on your WaveRez booking portal. When set up correctly, WaveRez automatically reports each completed order back to your Google Ads account as a conversion, so you can see which campaigns, keywords, and ads are producing real bookings. This article is for WaveRez partners who already run Google Ads campaigns (or have an agency running them) and want WaveRez to send conversion data back to Google. Setup happens in two places: inside Google Ads (to retrieve two specific values) and inside the WaveRez Admin (to paste those values in). You do not need Google Tag Manager to use this feature. WaveRez fires the conversion event automatically once setup is complete.

You need the following before you begin:

If an agency manages your Google Ads campaigns, ask them to send you the Conversion ID and Conversion Label for the Conversion Action that should track WaveRez bookings. You do not need access to the Google Ads account yourself if your agency can send you those two values.

WaveRez asks for two values: a Conversion ID and a Conversion Label. Together these tell Google Ads which account to credit and which specific action to record when a customer completes a booking.

Conversion ID is the unique number assigned to your Google Ads account. It usually looks like a 9 or 10 digit number, sometimes shown with an "AW-" prefix (for example, AW-123456789). The Conversion ID identifies your account.

Conversion Label is a shorter alphanumeric string (for example, abcDEFghIJ12345678) that identifies one specific Conversion Action inside your account. A Google Ads account can have multiple Conversion Actions (one for purchases, one for newsletter signups, one for phone calls, etc.), and each one has its own Label. The Label identifies the action.

You can add more than one Conversion Pair in WaveRez if you want to track multiple Conversion Actions against your bookings. Most partners only need one pair, typically a Purchase Conversion Action.

Follow these steps inside your Google Ads account to find the two values WaveRez needs. The Google Ads interface changes occasionally, so menu names may shift slightly. The flow described here is current as of the latest Google Ads layout.

Step 1 — Log in to your Google Ads account at ads.google.com.

Step 2 — In the Google Ads left navigation, click Goals, then click Summary. The Summary screen displays a list of every Conversion Action that exists in your account.

Step 3 — Click the Conversion Action you want WaveRez to report bookings against. If you have not created one yet, create a new Conversion Action of type Purchase before continuing. The Conversion Action detail page opens.

Step 4 — Scroll down to the section labeled Tag Setup. Google Ads displays three installation options: install the tag yourself, email it to a developer, or use Google Tag Manager. Click the Use Google Tag Manager option. This option displays the Conversion ID and Conversion Label as two clearly labeled values you can copy. You do not need to install or use Google Tag Manager to copy these values, you are only using this option because it shows the values in the cleanest format.

Step 5 — Copy the Conversion ID. It appears as a number, sometimes shown with an "AW-" prefix. Copy only the numeric portion (without "AW-") if your version of Google Ads displays the prefix.

Step 6 — Copy the Conversion Label. It appears as a short alphanumeric string directly below the Conversion ID.

You now have both values needed to complete setup in WaveRez.

Once you have your Conversion ID and Conversion Label copied from Google Ads, enter them in the WaveRez Admin.

Step 1 — In the WaveRez Admin, navigate to the Google Ads settings page.

Step 2 — Paste your Google Ads Conversion ID into the Conversion ID field.

Step 3 — Paste your Google Ads Conversion Label into the Conversion Label field.

Step 4 — Click Save in the bottom-right corner of the screen. WaveRez stores the conversion pair and immediately begins reporting completed bookings back to your Google Ads account as conversions.

If you want WaveRez to report bookings against more than one Conversion Action in Google Ads, you can add additional pairs.

Step 1 — On the Google Ads settings page in WaveRez Admin, click Add Conversion Pair. A new set of Conversion ID and Conversion Label fields appears.

Step 2 — Paste the Conversion ID and Conversion Label for the additional Conversion Action into the new fields.

Step 3 — Click Save. WaveRez stores the additional pair and reports completed bookings to all configured pairs.

To remove a pair, click the red trash icon to the right of that pair's fields, then click Save.

WaveRez reports a conversion to Google Ads when a customer completes an order through the booking portal. A completed order means the customer reached the confirmation screen and the payment was processed successfully. Abandoned carts, incomplete checkouts, and orders that fail at payment are not reported as conversions.

Conversions are sent for orders placed through both the standalone booking portal and the lightframe embed on your website. Because the lightframe opens the booking portal as a full overlay (rather than a sandboxed iframe), conversion tracking works reliably in both contexts.

Symptom: No conversions are appearing in Google Ads after setup.

Cause: Google Ads typically takes 24 to 48 hours to begin displaying conversion data after a Conversion Action is connected for the first time. Even after data starts flowing, Google Ads attributes conversions based on the original ad click, which may have happened days earlier.

Resolution: Wait at least 48 hours after your first booking completes following setup, then check the Conversion Action's stats inside Google Ads (Goals > Summary, then click the Conversion Action). If no conversions appear after 48 hours and bookings have completed in that window, verify that the Conversion ID and Conversion Label entered in WaveRez exactly match the values shown under Tag Setup in Google Ads. A single mistyped character will prevent conversions from firing.

Symptom: An agency manages my Google Ads and I do not know my Conversion ID or Conversion Label.

Cause: When an agency runs your Google Ads campaigns, they typically retain access to the account and the conversion data, but they can share the Conversion ID and Conversion Label with you directly.

Resolution: Email your agency and ask them to send you the Conversion ID and Conversion Label for the Conversion Action they want WaveRez to report bookings against. They will know what these terms mean. You do not need direct access to the Google Ads account to set this up in WaveRez.

Symptom: I do not have a Conversion Action in my Google Ads account yet.

Cause: A Google Ads account does not automatically include a Conversion Action. One must be created manually before WaveRez can report bookings to it.

Resolution: In Google Ads, navigate to Goals > Summary and create a new Conversion Action of type Purchase. After it is created, follow the steps in the "Retrieve Your Conversion ID and Conversion Label From Google Ads" section of this article to copy the values and paste them into WaveRez.

Symptom: The on-screen instructions in WaveRez mention Google Tag Manager, but I do not use Google Tag Manager.

Cause: The WaveRez instructions tell you to navigate to Tag Setup > Google Tag Manager inside Google Ads. This is the location where Google Ads displays the Conversion ID and Conversion Label in the cleanest, most copyable format. You are not being asked to install or use Google Tag Manager.

Resolution: Follow the steps as written. The Google Tag Manager option inside Google Ads is just the cleanest place to copy the two values from, regardless of whether you actually use Google Tag Manager on your website. WaveRez does not require Google Tag Manager to function.