TikTok Pixel ID Finder – How to Locate the Pixel on a Website
Learn how to find a Google Ads Conversion ID on a website, identify AW IDs, verify conversion labels, check send_to values and diagnose Google Ads tags.
19 October 2026
Quick Answer
- Google Ads Conversion IDs normally use the AW- prefix.
- Scan the website or search its source for AW-.
- A Conversion Label appears after the slash in AW-ID/label.
- Finding an AW ID does not prove a conversion event actually fired.
- Use runtime testing when Google Tag Manager loads the tag dynamically.
Finding a Google Ads tag on a website sounds simple until the page contains a GTM container, a GT ID, a GA4 ID, one or more AW IDs, and several conversion labels at the same time.
That is why a useful Google Ads conversion ID finder should do more than answer “Google tracking detected.” Advertisers need to know which identifier belongs to Google Ads, whether a specific conversion action can be identified, and whether the tag is merely present or actually firing at the right moment.
This guide focuses specifically on the Google Ads AW identifier and the additional checks needed to verify conversion tracking without confusing it with Google Tag Manager, GA4, or the newer Google tag ID.
The Important Distinction
An AW ID proves that a Google Ads destination is identifiable. It does not automatically prove that your purchase, lead, call, or form-submit conversion is being recorded correctly.
To verify a specific action, you usually need to go one level deeper and inspect the conversion label, firing trigger, or conversion request.
Know the Google IDs Before You Start Searching
Several Google identifiers can appear on the same website. They are not interchangeable in meaning.
AW-
Google Ads
The identifier most useful for Ads conversion research
GT-
Google Tag ID
A newer identifier attached to the Google tag
G-
GA4
Google Analytics measurement destination
GTM-
Tag Manager
The container that can deploy other tags
Google Ads ID Verification Map
What Is a Google Ads Conversion ID?
A Google Ads Conversion ID is the Ads-related identifier used by the Google tag and Google Ads conversion tracking setup. It is commonly represented using the AW- prefix.
Example Format
AW-123456789
Do not confuse this with the Google Ads customer ID displayed in the account interface. A customer ID normally appears in a hyphenated format such as 123-456-7890. The two identifiers serve different purposes.
Google Ads Conversion ID vs Other Google Identifiers
How to Find a Google Ads Conversion ID on a Website
Run a TagChief scan
Enter the website into TagChief's Google Tag scanner. If an identifiable Google Ads tag is present in the page source, the scan can surface the detected tracking identifier.
Search the page source for AW-
Open the page source and search for AW-. Look inside script URLs, Google tag configuration commands, and conversion snippets.
Check whether the AW ID has a label
An AW ID by itself usually identifies the Google Ads destination. A value formatted as AW-ID/label can identify a specific conversion action.
Look for GTM if no AW ID is visible
A site may deploy Google Ads tracking through Google Tag Manager. In that case the raw page source may show only a GTM container rather than the Ads conversion ID stored inside it.
Verify the tag while the page is running
Use Google Tag Assistant or browser developer tools to check dynamically loaded tags and confirm what happens when the intended conversion action occurs.
What an AW ID Looks Like in Website Code
gtag('config', 'AW-123456789');
This tells you that a Google Ads-related tag ID is configured. It does not tell you which purchase, lead, signup, or other conversion action will be recorded.
Conversion ID vs Conversion Label
This is one of the most important distinctions when auditing Google Ads conversion tracking.
Conversion ID
AW-123456789
Identifies the Google Ads destination used by the tracking setup.
Conversion Label
AbCdEfGh123
Distinguishes a specific action such as a purchase, lead, registration, or qualified enquiry.
A website may therefore use one AW ID while sending several different conversion labels for different actions.
Use send_to to Identify a Specific Conversion Action
For direct Google tag implementations, one of the most useful patterns to inspect is the send_to value inside a conversion event.
gtag('event', 'conversion', {
'send_to': 'AW-123456789/AbCdEfGh123',
'value': 1499.00,
'currency': 'INR'
});
How to read it: everything before the slash is the Google Ads Conversion ID. The value after the slash is the Conversion Label used for that action.
Tag Present vs Conversion Configured vs Conversion Fired
A strong tracking audit should separate three different questions.
| Evidence | What It Proves | What It Does Not Prove |
|---|---|---|
| AW ID found | Google Ads destination is identifiable | A conversion action fired |
| AW-ID/label found | Specific conversion configuration is visible | The trigger fired at the correct time |
| Conversion request observed | Browser sent the conversion request | Google Ads ultimately attributed and counted it |
AW ID vs GT ID
Google's tagging system now makes AW-only searches less complete than they used to be.
A single Google tag can have multiple tag IDs. Google documents AW- as a legacy Google Ads-related prefix and GT- as the newer Google tag ID. A Google Ads setup can therefore have both identifiers associated with the same Google tag.
Why This Matters for an AW ID Checker
Not seeing a literal AW value in one HTML file is not enough to conclude that Google Ads tracking is absent. The Google tag may use another associated tag ID or send data to an Ads destination configured behind the tag.
Why a Website May Have Multiple AW IDs
Finding more than one AW identifier does not automatically mean the website is broken.
Agency and Client Tags
A site may contain tracking connected to more than one advertising account or historical implementation.
Multiple Destinations
Google tags can be configured to send information to multiple Google product destinations.
Legacy Tracking
Old Ads tags may remain alongside a newer implementation after a migration.
Different Business Units
Large organisations may intentionally connect separate advertising destinations.
The important audit question is not simply “How many AW IDs exist?” It is “Which ID and label fire for the conversion action we actually care about?”
Why Page Source Sometimes Cannot Find the Conversion ID
A website can have working Google Ads tracking even when an AW ID is missing from the original server-delivered HTML.
Common reasons include:
How to Verify a Google Ads Conversion at Runtime
When a static scan finds GTM but cannot expose the conversion ID, move from source inspection to runtime verification.
Start Tag Assistant
Connect Google's Tag Assistant to the site and inspect the tags detected during the session.
Perform the real conversion action
Submit the form, complete the test purchase, reach the confirmation page, or trigger the action that is supposed to count.
Check the Conversion ID and label
Confirm that the fired Google Ads conversion tag contains the expected account identifier and conversion label.
Compare it with Google Ads
Match the observed identifier with the conversion action configured under Google Ads Goals → Conversions.
Advanced Check Using Browser Network Requests
Developers and technical marketers can also inspect the browser's Network panel while triggering the conversion.
Google Ads conversion requests commonly contain information that can help identify the Ads destination and conversion being reported. This runtime evidence is stronger than finding a dormant event snippet in source code because it shows that the browser actually attempted to send conversion data.
Important: seeing a browser request confirms that the request was sent. It is not the same as confirming that Google Ads eventually attributed the conversion to a campaign.
Do Not Ignore Conversion Linker Checks
Finding the correct AW ID and conversion label is only part of a complete Google Ads tracking audit.
Google's Conversion Linker functionality helps preserve ad-click information so a later conversion can be associated with the click that brought the visitor to the site.
Depending on the implementation, this function may be handled through a Conversion Linker tag or by the Google tag itself.
Check 1
Is the AW ID correct?
Make sure the destination belongs to the intended Google Ads setup.
Check 2
Is the label correct?
Verify that the purchase tag is not accidentally using a lead or signup label.
Check 3
Is click information preserved?
Conversion linking helps connect later actions to earlier ad clicks.
Check More Than One Domain When the Checkout Lives Elsewhere
Some websites send users from the advertising landing page to a different booking, payment, checkout, or application domain.
In that setup, scanning only the main website can produce an incomplete result. The Google Ads conversion tag may exist on the second domain where the actual conversion happens. Audit the full path from ad landing page to final confirmation rather than checking only the homepage.
A Practical TagChief Workflow for AW ID Checks
The fastest process is to start broad and become more technical only when necessary.
Find Google tracking IDs without digging through code first
Scan a public website with TagChief to identify visible Google tracking signals and pixel IDs, then move to runtime testing only when deeper verification is needed.
Common Google Ads Conversion ID Finder Mistakes
Google Ads Conversion ID Audit Checklist
☐ Scan the site for Google tags.
☐ Record every visible AW ID.
☐ Check for GT and GTM identifiers.
☐ Search for AW-ID/label values.
☐ Inspect send_to where available.
☐ Test the actual conversion action.
☐ Verify dynamically loaded GTM tags.
☐ Confirm the correct conversion label.
☐ Review conversion linking.
☐ Check secondary checkout domains.
Find the ID first, then verify the conversion
Use TagChief for fast Google tag and pixel discovery, then confirm labels, triggers, and runtime behaviour when you need conversion-level certainty.
Scan a Website →Frequently Asked Questions
What does AW mean in Google Ads tracking?
AW is the legacy Google Ads-related prefix used for a Google tag ID associated with an Ads destination.
How can I find an AW ID on a website?
Scan the website with TagChief or search the page source for AW-. If the tag loads through GTM, use runtime tools as well.
Is the Google Ads Conversion ID the same as the Customer ID?
No. The Conversion ID commonly uses an AW- format, while the Google Ads Customer ID is the hyphenated account number shown in the interface.
What is a Google Ads Conversion Label?
The label identifies a particular conversion action. It is commonly paired with the AW ID after a slash.
What does send_to mean in Google Ads code?
The send_to value tells the Google tag where to send the conversion event and can contain the AW ID together with its conversion label.
Can one website have several AW IDs?
Yes. Multiple advertising destinations, legacy implementations, agencies, or separate business units can result in several AW identifiers appearing on one website.
What is the difference between GT and GTM?
GT- identifies a Google tag. GTM- identifies a Google Tag Manager container. They are different identifiers.
Why can I see GTM but no AW ID?
The Google Ads conversion tag may be stored inside the GTM container and loaded dynamically instead of appearing in the site's original HTML.
Does finding an AW ID mean conversion tracking works?
No. It confirms the Ads identifier is detectable. You still need to verify the correct conversion action, label, trigger, and runtime firing.
Can TagChief find dynamically loaded Google Ads tags?
TagChief is best used as the first static detection step. Tags loaded only at runtime through GTM or conditional scripts may require Tag Assistant or browser testing.