How to implement conversion tracking for Google Ads with Google Tag Manager

Author:

Implementing conversion tracking for Google Ads using Google Tag Manager (GTM) allows you to track specific actions users take on your website that are valuable to your business, such as purchases, form submissions, or sign-ups. This guide outlines the steps to set up conversion tracking for Google Ads via GTM.

Prerequisites

Before starting, make sure you have:

  1. Google Ads account set up.
  2. Google Tag Manager account and container installed on your website.
  3. Basic understanding of how to create tags, triggers, and variables in GTM.
  4. Access to your website’s code or CMS to add GTM snippets if needed.

Step-by-Step Guide to Implement Conversion Tracking

Step 1: Set Up Conversion Action in Google Ads

  1. Log in to Google Ads:
    • Go to your Google Ads account.
  2. Navigate to Conversion Actions:
    • Click on Tools & Settings (wrench icon) in the top right corner.
    • Under Measurement, click on Conversions.
  3. Create a New Conversion Action:
    • Click the blue + button to create a new conversion action.
    • Choose the type of conversion you want to track (e.g., website, app, phone calls).
    • Fill in the details for your conversion action (e.g., conversion name, value, category).
    • Click Create to save your conversion action.
  4. Get the Conversion Tracking Tag:
    • After creating the conversion action, you’ll see a Tag setup option.
    • Select Use Google Tag Manager.
    • Copy the conversion ID and conversion label provided (you’ll use these in GTM).

Step 2: Set Up Variables in Google Tag Manager

  1. Log in to Google Tag Manager:
    • Open your GTM workspace.
  2. Create Variables:
    • Go to Variables and click New.
    • Name the variable something like “Google Ads Conversion – Conversion ID”.
    • Choose Variable Type as Constant.
    • Enter your Google Ads Conversion ID obtained in Step 1.
    • Save the variable.
    • Repeat the process to create another variable for Conversion Label.

Step 3: Create a Conversion Tracking Tag in Google Tag Manager

  1. Create a New Tag:
    • Go to Tags and click New.
    • Name the tag something like “Google Ads Conversion Tracking”.
    • Click Tag Configuration and select Google Ads Conversion Tracking.
    • Configure the tag as follows:
      • Conversion ID: Use the variable you created for Google Ads Conversion ID.
      • Conversion Label: Use the variable you created for Conversion Label.
      • Conversion Value: (Optional) Use a variable if you have dynamic values to pass.
      • Conversion Currency: (Optional) Set if your conversion value is in different currencies.
      • Cookie Domain: Auto.
      • Conversion Linker: Checked to enable cross-domain tracking if needed.
    • Save the tag.

Step 4: Set Triggers for Conversion Tag

  1. Create Triggers:
    • Go to Triggers and click New.
    • Name the trigger something like “Conversion Trigger – Page Load”.
    • Choose Trigger Type as Page View.
    • Configure the trigger conditions based on when you want the conversion to fire (e.g., all pages, specific confirmation page).
    • Save the trigger.

Step 5: Test and Publish

  1. Test Your Setup:
    • Click Preview in GTM to enter preview mode.
    • Navigate to your website and perform actions that should trigger the conversion (e.g., complete a purchase, submit a form).
    • Verify in the GTM debug console that your tags and triggers fire correctly.
  2. Publish Your Container:
    • Once testing is successful, click Submit in GTM to publish your container changes.

Step 6: Verify in Google Ads

  1. Check Conversion Status:
    • Go back to your Google Ads account.
    • Navigate to Tools & Settings > Measurement > Conversions.
    • Look for your newly created conversion action and verify that it’s receiving conversions.

Additional Considerations

  • Multiple Conversion Actions: Repeat the above steps for each different type of conversion action you want to track (e.g., purchases, sign-ups).
  • Dynamic Conversion Values: Use variables in GTM if your conversion values vary (e.g., total order value).
  • Cross-Domain Tracking: If your conversions span across multiple domains, ensure cross-domain tracking is correctly set up in GTM.

By following these steps, you can effectively set up conversion tracking for Google Ads using Google Tag Manager. This allows you to measure the success of your advertising campaigns and optimize based on real conversion data from your website.

Categories: Digital Marketing