Google Adwords Conversion ID:
In your Google Adwords conversion tracking code, you will find a line like this.
var google_conversion_id = xxxxxxxxxx;
You need to copy "xxxxxxxxxx" to the system. If you do not wish to use Google Adwords, leave the field blank.
Google Analytics ID:
In your Google Analytics code, you will find a line like this.
var pageTracker = _gat._getTracker("UA-xxxxxx-x");
You need to copy "UA-xxxxxx-x" to the system. If you do not wish to use Google Analytics, leave the field blank.