WordPress Conversion Tracking Made Simple: A Step-by-Step Guide

Universal Analytics allows you to create your own goals and track their conversion.

MonsterInsights will automatically detect your WordPress form plugin and will also start tracking miscellaneous WordPress forms on your site.

MonsterInsights settings - conversions tab

You’ll see a list of forms on your website with their impressions, conversion, and conversion rates.

Next, you need to choose how to connect your website and send activity to Facebook.

You can use the ‘Pixel Code’ method and simply copy the code.

Copy the pixel code

Simply click the ‘+ New Goal’ button to set up a new goal.

Add a new goal

It works with all top eCommerce platforms for WordPress, including WooCommerce, MemberPress, LifterLMS, Easy Digital Downloads, and more.

Depending on your business, the conversion is the desired action you want users to perform on your website.

  • For an online store or eCommerce website, a conversion could be a successful purchase.
  • For a news/blog site, the conversion could be a successful subscription to the email newsletter.
  • For a professional services website, a conversion could be a user filling up a contact form.

After that, view the Google Ads report by going to the Acquisition » Google Ads » Campaigns section. Here, you can see conversions for all your paid campaigns.

View Google ads report in UA

Use UTM Parameters for Conversion Tracking in Google Analytics

After you have successfully installed the pixel code, you can track conversions on your Twitter Ads account.

Optimizing Conversion Rates to Boost Sales

You can also use UTM parameters anywhere you want to share your URLs.

To find the Conversion ID and Conversion Label, you’ll need to go to your Google Ads dashboard and create a conversion action.

After that, click the ‘View Google Ads campaigns’ option at the bottom of the report.

View session google ads campaign report

Next, you will need to select the goal type. Universal Analytics offers 4 types:

  • Destination: This tracks whether a visitor went to a specific page. This could be a thank you page or any conversion page on your site.
  • Duration: This tracks how long a visitor spends on your website. More time spent on a website means more engagement.
  • Pages/Screens per session: This tracks how many pages an average visitor looks at on your site.
  • Event: This can track all sorts of things, like button clicks, video plays, and downloads. It requires a bit more setup than the other options.

The easiest way to do this is by using MonsterInsights. It is the best Google Analytics plugin on the market that comes with enhanced eCommerce tracking, form tracking, and other conversion tracking tools built-in.

MonsterInsights will automatically detect your eCommerce software and enable advanced eCommerce tracking for your store.

Once you install the addon, it should automatically activate.

MonsterInsights comes with a Forms addon that lets you easily track form conversions on your WordPress site. It works with all popular WordPress form plugins, including WPForms, Formidable Forms, Gravity Forms, Contact Form 7, and more.

Now that you’ve created a custom event in GA4, the next step is to view the conversions.

On the next screen, you will see different options to add the Twitter pixel to your site.

Next, you’ll see your top conversion sources with the number of visits, conversion share, and revenue. You can see which sources are bringing you more revenue and which traffic sources are not very effective.

Top conversion sources

Go to the Google Analytics dashboard and click the ‘Admin’ tab on the bottom left. Then, in the View column, click on Goals.

Click on goals

For more details, see our complete guide on setting up goals in Google Analytics.

Setting Up Events in Google Analytics 4

That said, an easier way of tracking user behavior is by using MonsterInsights. The plugin automatically sets up different events in Google Analytics.

Here, you will need to enter the Conversion ID, which will be in this format: AW-123456789.

Enter conversion ID and label
Ecommerce Conversion Reports in Google Analytics

Usually, you’d need to add a code snippet to your WordPress website to track Facebook conversions. However, WPCode makes it very simple, and you can simply enter the Facebook Pixel ID to set up tracking.

Next, you can scroll down to the bottom to see your custom URL.

Head over to the Insights » Reports page and switch to the ‘Forms’ tab.

Forms report

That’s not all the data. You can drill down these reports even further inside Google Analytics.

For instance, you can enter a campaign source, like a newsletter or Google, which tells you where the users are coming from. After that, you can define a campaign medium, such as emails or banner ads, and enter a campaign name.

Enter campaign source and medium

Simply click the ‘+ Connect to Data Sources’ button in the left-hand menu.

Connect data source

You can select Traffic source » Session source from the dropdown list.

Select session source

First, you need to switch back to your WordPress website’s admin area.

Now you can simply provide the last part of the URL you want to track as the destination.

Next, you need to enable enhanced eCommerce tracking in your Google Analytics account. Go to your Google Analytics dashboard and select your website.

Next, Google Analytics will list your email campaigns.

At the bottom, you will see the Facebook Pixel. Go ahead and copy the pixel ID.

Choose how to connect to your site

For this tutorial, we will create a ‘Destination’ goal to track visitors who view our thank you page after completing a form.

You should now see a new window slide in from the right. This is where all your custom events will be listed.

Don’t forget to click the ‘Save Changes’ button to store your settings.

First, you’ll need to log in to Facebook and visit the Meta Business Suite. Then, click on All Tools » Events Manager.

Go to event manager

First, you’ll need to go to the ‘Admin’ settings from your GA4 property.

Go to admin settings

Now that you’ve added UTM parameters to a URL, you can track its performance in Google Analytics.

On the next screen, you can enter details of your new event.

For instance, if you want to track users coming from a particular ad, then you can add UTM parameters to your ad URL like this:

You can now repeat this step to track other custom events.

Go ahead and click the ‘Create’ button.

Create a custom event

Next, you will need to navigate to the Property column.

Your campaigns will appear here.

Note that you’ll need at least the WPCode Plus plan because it includes the Conversion Pixel Addon. However, there is also a free version of WPCode you can use to get started.

Facebook is the largest social media website on the planet, with billions of active users. This is why Facebook ads are sometimes the easiest way to reach a niche audience.

Simply install and activate the MonsterInsights plugin. For more details, see our step-by-step guide on how to install a WordPress plugin.

Viewing Your Form Conversion Reports

For more details, please see our guide on how to set up form tracking in Google Analytics.

Setting Up Goals for Conversion Tracking in Universal Analytics

This helps in tracking how each WordPress form is performing. You can optimize low-converting forms while increasing the visibility of high-converting forms.

GA4 will automatically enter the specific Parameter and Operator for your custom event.

You should now see a pixel created by Twitter.

Do you want to add conversion tracking features to your WordPress website?

So far, we have covered how to track eCommerce and form conversions.

For Universal Analytics, you can open your website property.

Upon activation, you’ll see the setup wizard. Go ahead and click the ‘Launch the Wizard’ button.

Launch setup wizard

What if you wanted to manually set up conversion goals and track them in Google Analytics?

In this guide, we will show you how to add conversion tracking in WordPress and track your conversions like a total pro.

Ultimate Guide to conversion tracking in WordPress

You can use the search bar to filter the traffic source for your custom campaign. For example, if you’re tracking conversions from a newsletter, then you can look up ‘Email’ in the report.

View different traffic sources

Once you’re happy with your goal, click the Save button. You should then see your goal listed in a table. You can edit it, switch it off and on, or create more goals here.

View new goal

That being said, let’s take a look at what tools we’ll need to set up conversion tracking in WordPress.

Tools You Need to Setup Conversion Tracking in WordPress

You can further drill down to view different reports. For example, you can switch to shopping and checkout behavior reports to see how users reach the conversion page. You can also figure out what stopped them at the last minute from completing the transaction.

If you’re tracking Google Ads on an eCommerce store, then you can also enter the Conversion Label.

For instance, you may want to consider users visiting a specific page as a conversion. Since it is not a form submission or an eCommerce transaction, it will not appear as a conversion in your reports.

Below that, you can optionally add value for the conversion. This makes sense if people are completing a payment form or if you know how much each lead is worth to you on average.

You can now view your form conversion reports inside your WordPress admin area.

Your Google Ads conversion tracking will now appear in your Google Analytics reports.

Once you start tracking conversions on your website, the next step is to improve those conversion rates.

In Google Analytics 4, you can head to Reports » Monetization » Overview to view the report.

View ecommerce report in GA4

UTM parameters are special tags you can add to URLs to pass important information to Google Analytics.

MonsterInsights makes it super easy to build URLs with UTM parameters. Simply head over to the Insights » Tools page and select the ‘URL Builder’ tab.

Go to tools in MonsterInsights

You are now ready to create a new event in GA4.

MonsterInsights will also show you shopper behavior reports with the number of times products were added to and removed from the cart.

You can click on any of them to drill down further.

View newsletter tracking report

Setting Up Facebook Conversion Tracking in WordPress

You should now see different options to connect your new data source.

Google Analytics comes with enhanced eCommerce tracking, which works for most eCommerce websites, including WooCommerce, Easy Digital Downloads, MemberPress, and more. However, you’ll need to enable it for your website manually.

This will expand the report and show more details about your ad campaigns.

This way, you don’t have to manually configure events or worry about messing up your tracking.

Google Ads Conversion Tracking in WordPress

To do that, simply head to Reports » Engagement » Event: Event name from the menu on your left and view the report.

View custom events data

After that, you further drill down and filter your traffic.

Simply switch to the Acquisition » Campaigns » All Campaigns report.

Go to all campaigns

Go ahead and use the link for campaigns and track conversions on your website.

The URL created by the MonsterInsights URL builder tool, with UTM parameters in place

Simply click the ‘Create event’ button to get started.

Create a new event

Most conversion optimization experts rely heavily on Google Analytics. It is a free tool provided by Google that helps you track your website traffic.

The best way to improve your conversions is by using OptinMonster. It is the best conversion optimization software on the market and helps you convert more visitors into customers.

It shows where your users are coming from, and what they do while on your website.

Destination and Event types are the most commonly used goal types for most businesses.

In Google Analytics 4, you can head to Acquisition » Acquisition overview and then navigate to the ‘Session Google Ads’ report.

Simply click the ‘+’ button under the search bar.

Click the plus button

If you want to track a funnel, such as a customer moving through a checkout process, then you can also do this as part of the destination goal. This can help you pinpoint areas you might want to improve.

Don’t forget to click the ‘Save’ button when you’re done.

Enable ecommerce and enhanced ecommerce reporting

Basically, you need conversion tracking to measure your success and failures and then improve upon them to grow your online business.

After that, choose ‘Destination’ as your goal type and click the Continue button.

Enter goal description

First, provide a name for your Goal. It needs to be something meaningful so that you can easily identify it in your Google Analytics reports.

You will now see your new custom event listed under the Custom events area in GA4.

View custom event

For instance, if your page is:

Conversion tracking also helps you uncover the users who are not converting so well.

Next, you can return to your WordPress website dashboard and install and activate the WPCode Free Plugin plugin. For more details, see our step-by-step guide on how to install a WordPress plugin.

You’ll need the PRO version of the plugin to access eCommerce and other conversion tracking features. For basic tracking, the free version works as well.

If you liked this article, then please subscribe to our YouTube Channel for WordPress video tutorials. You can also find us on Twitter and Facebook.

Afterward, you can return to your WordPress dashboard and visit the Insights » Settings page. From here, switch to the eCommerce tab.

Use enhanced ecommerce option

Now that you have installed Google Analytics, let’s set up conversion tracking on your website.

Turning on Enhanced Ecommerce Conversion Tracking

OptinMonster’s display rules allow you to show targeted messages to your customers at the precise time and nudge them into making a buying decision.

Upsell popup preview

You may also want to see our guide on how to set up WooCommerce conversion tracking.

Turning on Form Conversion Tracking in Google Analytics

Viewing Your Goal Conversions in Universal Analytics

OptinMonster comes with tools like lightbox popups, fullscreen welcome mats, countdown timers, slide-in boxes, and more.

Choose a campaign type and template

It integrates with any email marketing service and works with all popular eCommerce platforms.

On the other hand, you can visit your Universal Analytics dashboard and click on the Conversions » Ecommerce from the left column.

Ecommerce report in analytics

Conversion tracking helps you measure the impact of your marketing efforts and makes it easier to understand how users interact with your website.

If you haven’t already done so, then go ahead and install and activate the WPCode plugin. For more details, please see our guide on how to install a WordPress plugin.

Simply, go to the Conversions » Goals and then click on Overview.

View goal conversions in analytics

For instance, it shows that users from a specific traffic source are more likely to convert. You can then focus your attention on getting more traffic from that particular source.

However, an important thing to note is that Google Analytics 4 doesn’t have goals anymore. It is one of the major differences you’ll see between the new and old versions.

After that, enter a name for your pixel.

Ecommerce tracking helps you see which products are doing well on your site, which products are being looked at but not purchased, and what’s bringing you the most revenue.

After that, you need to turn on the ‘Enable Ecommerce’ and ‘Enable Enhanced Ecommerce Reporting’ options.

Simply put, conversion tracking shows you how many of your website visitors successfully perform the desired action.

Why is Conversion Tracking Important?

For creating a custom URL, you can leave these options blank.

Additional options in URL builder

If you are running Google AdWords, Facebook Ads, and Twitter Ads to promote your business, then you’ll need to set up those for conversion tracking.

Note: the manual process for adding eCommerce conversion tracking has a lot of room for errors, so we strongly recommend using a plugin like MonsterInsights.

Viewing eCommerce Conversion Tracking Reports

For instance, your email newsletter, Tweets, SMS campaigns, and more.

Google Analytics will now turn on the eCommerce reporting feature for your account.

WPCode will now automatically add the code to your site that’s needed to track Facebook ad conversions.

Setting Up Twitter Conversion Tracking in WordPress

For more details, please follow our step-by-step guide on how to set up Google Ads conversion tracking in WordPress.

You should now see traffic from different sources on your website, such as organic search, email, display, and more.

Many businesses use contact forms to capture leads from their website. A lot of news and blogs use an email newsletter to convert website visitors into subscribers.

Setting up is a bit complicated because it requires adding code to your website. However, with MonsterInsights, you can easily set up Google Ads conversion tracking without editing code or hiring a developer.

Step 1. Turn on eCommerce Tracking in MonsterInsights

Viewing Your Event Conversions in Google Analytics 4

Viewing UTM Parameter Reports in Universal Analytics

The overview section offers the most important stats, such as revenue, conversion rate, transactions, and average order value.

Once that’s done, you can click the ‘Create Pixel’ button.

Create a Facebook pixel

That said, let’s see how to set them up in Universal Analytics and track them on your website.

Below that, you will see a list of your top products with quantity, sale percentage, and total revenue. This shows you which products are doing well in your store.

Simply go to the Insights » Addons page. Scroll down to the ‘Forms’ addon, and then click on the Install button.

Install forms addon

Then you should enter the following:

Add goal details

MonsterInsights comes with an eCommerce addon that lets you properly set up eCommerce conversion tracking in Google Analytics.

MonsterInsights will also give you additional options to add campaign terms and content.

From here, you can go to Insights » Settings and head to the Publisher tab.

Publisher settings in MonsterInsights

Under the ‘View’ column, click the ‘Ecommerce Settings’ link.

Ecommerce settings

Now that you have enabled eCommerce conversion tracking on your website. Let’s see how to view these reports and use them to make informed decisions about your business.

Conversion tracking is the ability to track and measure the success of your various marketing efforts.

Conversion tracking is important because it helps you make data-driven decisions to grow your business.

You will need to add this code to the header of your WordPress site.

Simply enter the UTM parameters you want to use, and it will automatically generate the URL, which you can then use in your campaigns.

Step 2. Turn on Enhanced Ecommerce in Google Analytics

At the top, you’ll see your most important metrics, like the conversion rate, transactions, revenue, and average order value.

Now, if you are running Facebook ads, then you may want to see how well your ads are doing by implementing conversion tracking for your Facebook ads.

Like all Google Analytics reports, you can drill down to view visitor journeys and get deeper insights.

Similarly, you can run time-sensitive campaigns to trigger the FOMO effect and give customers a nudge in the right direction.

First, log in to your GA4 account. After that, head to Reports » Acquisition » Traffic Acquisition from the menu on your left.

View traffic acquisition report

Go ahead and click the ‘View Twitter Pixel’ option.

View the Twitter pixel

If you run Google Ads (formerly Google AdWords) to bring targeted traffic to your website, then you may want to track those conversions.

Here, you can see the total revenue your online store is making. Besides that, there are more metrics you can track, like items purchased, first-time purchasers, and total purchases.

This may sound complicated, but you’ll only have to set it up once, and we’ll walk you through every step of the way.

First, you need to install Google Analytics on your website.

First, you can go to Insights » Addons from your WordPress dashboard and install the Ads addon.

Install the ads addon

If you run Twitter Ads to promote your business, then you’ll need to set up Twitter conversion tracking to measure the success of your ads.

This is a comprehensive WordPress conversion tracking guide, so we have divided it up into different sections. Here is what we’ll cover in this guide:

What is Conversion Tracking?

Upon activation, you need to visit the Code Snippets » Conversion Pixel page and go to the Facebook tab. From here, you need to paste the Facebook Pixel ID in the respective field.

Add Facebook pixel ID

Viewing Google Ads Conversion Reports in Universal Analytics

Next, you can follow the on-screen instructions to connect your WordPress site to Google Analytics using MonsterInsights. For more details, see our guide on how to install Google Analytics in WordPress.

Simply log in to your Twitter Ads account and click on the Tools » Event manager from the menu at the top.

Twitter event manager

We hope this guide helped you set up conversion tracking in WordPress. You may also want to see our comparison of the best email marketing services and the ultimate guide to WordPress speed and performance.

For more practical tips, see our guide on how ways to recover WooCommerce abandoned cart sales.

For instance, you may learn that users open the contact page, but many abandon it before submitting the form. You can then make your form easier by removing unnecessary fields, making it conversational, changing colors, setting up partial form submission, etc.


For instance, if you notice that customers are leaving a product page without taking any action, then you can offer them a discount when they are about to exit.

Next, you can scroll down to the ‘Ads Tracking’ section.

Upon activation, you need to visit the Code Snippets » Header & Footer page. Now you can paste the Twitter pixel code into the Header section.

Enter the Twitter pixel

You’d be surprised how little things can make a huge impact on your business.

First, you need to visit the Insights » Addons page to install and activate the eCommerce addon.

Install the eCommerce addon

From here, you need to click on the Admin button located at the bottom left corner of the screen.

Go to admin settings

Ready? Let’s get started.

Setting Up Conversion Tracking in Google Analytics

On the next screen, you’ll see different Google Analytics settings.

This is useful if you’re split-testing different emails or paid campaigns.

Next, you can enter a value for your event. For instance, we will enter ‘.pdf’ since we want to track PDF file downloads. However, you can enter any specific word you use to organize filenames on your site.

Enter event parameter operator and value

You can now see which campaign performs best and gets the most conversions.

View newsletter URL report in ga4

Viewing Google Ads Conversion Reports in Google Analytics 4

Not all websites use an eCommerce platform to conduct business. For instance, a restaurant website may use an order delivery form, or a salon may use a booking form.

You can see the total number of users, sessions, Google Ads clicks, and more.

View detailed stats for each campaign

After entering these details, click the ‘Create’ button at the top.

With MonsterInsights, you can also easily create a Google Analytics 4 (GA4) property. GA4 is the latest version of the famous analytics platform, and it will replace the old version on July 1, 2023.

Now, you will need to create a new goal.

Simply go to the Insights » Reports page inside the WordPress admin area and then switch to the eCommerce tab.

Ecommerce report in MonsterInsights

GA4 will then show different options to filter your traffic.

Go ahead and select the ‘Web’ option and click the ‘Connect’ button to continue.

Connect new data source

Upon activation, you need to visit the Insights » Settings page and switch to the ‘Conversions’ tab.

Ecommerce Conversion Reports in MonsterInsights

Next, you need to add a data source to the Event Manager.

In Universal Analytics, you can track the conversions of your campaigns under your Google Analytics dashboard.

Now that you have created your goal, allow Google Analytics to collect some data. After that, you can view your Goal Conversion report under the Google Analytics dashboard.

To track them, you need to enable form conversion tracking in Google Analytics.

Google Analytics 4 replaces goals with events. You can manually configure events to track different user interactions in GA4.

Google Analytics 4 already has pre-built events. Simply click the Custom event name dropdown menu and choose an event. For example, we’ll select the ‘file_download’ event for this tutorial.

Select an event name

Viewing UTM Parameter Reports in Google Analytics 4

After that, simply click the ‘Event’s option.

Go to events settings

To learn more, please see our guide on how to switch to Google Analytics 4 in WordPress.