Google Ads conversion request
Requests the Google Ads tag sends to record a conversion or a remarketing visit.
The request at a glance
- Request
GEThttps://www.googleadservices.com/pagead/conversion/<conversion-id>/https://www.google.com/pagead/1p-conversion/<conversion-id>/https://googleads.g.doubleclick.net/pagead/viewthroughconversion/<conversion-id>/- Sent by
- Google Ads
- Typically triggered by
- A conversion event, or a page view for remarketing
What this request is
When the Google Ads tag records a conversion, the browser sends a request to a /pagead/ path with the Google Ads conversion ID in the URL. The conversion label identifies which conversion action in Google Ads it counts toward.
Remarketing tags send similar requests, commonly to /pagead/viewthroughconversion/, to add the visitor to remarketing audiences.
What typically triggers it
- A conversion event, for example on a purchase confirmation page or after a form submission.
- For remarketing, page views on pages where the Google Ads tag runs.
Important parameters
| Parameter | What it means | Source |
|---|---|---|
label | Conversion label identifying the conversion action. | Commonly observed, not documented by the vendor |
value | Conversion value. | Commonly observed, not documented by the vendor |
currency_code | Currency of the conversion value. | Commonly observed, not documented by the vendor |
oid | Order or transaction ID, used to avoid counting the same conversion twice. | Commonly observed, not documented by the vendor |
gcs | Consent state, as on GA4 requests. | Commonly observed, not documented by the vendor |
Google documents the hosts in its Content Security Policy guide and the conversion value, currency and transaction ID as tag settings, but not the request's query parameter names.
In TagPipes: TagPipes Pulse reads the gcs consent-state parameter on Google requests like this one when it checks how tags behave against a site's consent banner.
How to find it on a site
- Open the site in Chrome, open DevTools (F12, or Cmd+Option+I on a Mac) and go to the Network tab.
- Reload the page and type
pageadinto the filter box. - Click a matching request and open Payload to read its parameters.
- Match the conversion ID in the path to the AW- ID in the gtag/js request to confirm which Google Ads account the conversion goes to.
Sources
- Google for Developers: Using Content Security Policy with Google tags
- Google: Cookies used by Google advertising and measurement products
The endpoint, the sender and the parameters marked vendor-documented were checked against the sources above on . Parameters marked commonly observed reflect how the request is widely read by practitioners; the vendor does not document them and can change them without notice. Browse all network requests.
Know when a tag stops firing
TagPipes Auditor checks with real browsers that your marketing pixels fire with the right parameters, and alerts you when tracking breaks. Pulse checks how marketing tags behave against your consent banner.
TagPipes monitors, configures and reports. It does not determine legal compliance and does not provide legal advice. Output is informational and reflects observed state at the time of observation. Rawsoft's expertise is technology, not law; please confirm any regulatory interpretation with your own counsel.