Pardot Knowledge Base

Tracking Google AdWords Conversions

Last Updated: Sep 06, 2016 | Print this Article


You can track Google AdWords conversions upon submission of your Pardot forms. For Google AdWords conversions, you will need to add your conversion code to the Thank You Code area of the Pardot form. The form's Thank You Code can be found within Step 4. Completion Actions within the Forms Wizard.

If your form redirects to a separate Thank You Page rather than showing the form's Thank You Code, place your AdWords conversion code on the Thank You Page that you redirect to.

More details on tracking AdWords conversions, including information on obtaining your AdWords conversion code, are available in Google's AdWords Conversion Tracking Setup Guide.

Frequently Asked Questions

Occasionally you may notice differences or variation between the number of Conversions and Unique Prospects associated with them.

To explain some of these differences, it is important to explain the method we use to pull each figure, and then take a look at circumstances where we could see discrepancies so that we can minimize this wherever possible.


We pull all the data for clicks in the Paid Search Campaign report directly from your Google AdWords account after the Google AdWords connector has been setup.

This figure is directly pulled from AdWords once every 24 hours and should exactly replicate the data displayed in AdWords at the the time we last updated.

Should the connector become unverified for any period of time, upon re-verification we will look back as far as the previous 10 days to pull historical data.

As time elapses since the previous update, this figure may appear slightly lower than the one in AdWords until we update this overnight.

This total counts for prospects and also visitors who have not yet converted.


Google tracks a conversion when the visitor or prospect who registered the click (within the last 30 days ) then goes on to hit the Google Conversion Code

The date we mark for the conversion is the date that the ad was clicked and not the date the conversion happened, although ordinarily these are the same date.

The key to this process is that the prospect/vistor hits the following touch points:

  • Google Ad Click
  • Google Conversion Code - within 30 days of clicking the Google Ad.
Completing this process results in Google AdWords marking this visitor as a conversion and Pardot subsequently receives the count of converted visitors from Google AdWords to display this figure under Paid Search Campaigns.

Why doesn't the number of Conversions match my Unique Prospects in the Paid Search report?

I have more Conversions than Unique Prospects

In order to create a correspondence between Google adwords conversions and Pardot conversions (prospects), the conversion code must exist on all form thank you pages. Furthermore, the conversion code cannot exist on any pages that can be reached without first converting to a Pardot prospect.

The simplest explanation for this is that the same prospect has completed this process more than once and therefore at least one unique prospect has multiple conversions associated with them.

It is also possible that the process of clicking a Google ad and then hitting the Google conversion code is completed without submitting a form to convert as a Prospect. This would occur if the conversion code was placed somewhere that wasn't gated by a Pardot form.

Ensuring that the conversion code only appears on the thank you page of a Pardot form

will help to keep the count for your Unique Prospects and Conversions as close together as possible.

Another reason you may have more conversions than prospects is based on how you have Conversions configured in your Google Adwords account — you may be tracking multiple conversions per click. If you want track conversions on a per-click basis, update your conversion actions settings in Google AdWords to track only one conversion per click.

I have more Unique Prospects than Conversions

The most common explanation for this is that not every Form that is placed on a page linked to by a Paid Search Ad, has the Pardot Tracking Code on it and/or the Thank You page for that form does not contain the Google Conversion Code.

This means that whilst we include the Prospect in this report as they have clicked the initial Ad and also, naturally, count them as a unique prospect – we do not count their conversion as they haven't hit the Google conversion code.

It can also be the case, although it is rare, that a Prospect is included here, having clicked an Ad over 30 days ago but they did not complete the Form within that 30 day period and therefore Google does not count them as a conversion but the click still means they are included in this report.

Usage Notes

  • Conversions in AdWords can take up to 24 hours to appear.
  • In order to track conversions, your AdWords ads must be approved and running.
  • These instructions require that Pardot tracking code be in place on the page that your AdWords Ad directs to. If your form rests in an iframe on a page that does not have Pardot tracking code, Pardot will not be able to associate the visitor's click on your ad with the prospect who completed the form.
  • Google Analytics is a separate service that can be used in conjunction with AdWords conversion reporting, but has no effect on actual conversions.

Need more? Start a conversation with other Pardot users in our Success Community