Adding Google Ads conversion tracking to a site (using GTM)
Goal: Tracking Google Ads conversions within the platform.
Ideal Outcome: Understanding the number and value of conversions generated by Google Ads campaigns.
Prerequisites or requirements: For following this blog post, ensure Google Tag Manager (GTM) is installed on your site. You’ll need a Google Ads account.
Importance: Upon completion of this blog post, you’ll gain insight into conversion numbers and revenue per ad, enabling optimization of campaigns for better results.
Where this is done: Google Tag Manager and Google Ads.
When this is done: Each time a new conversion needs measurement.
Who does this: The individual responsible for website management, analytics, or paid advertising.
Creating your conversion in the new Google Ads Interface:
Sign in to your Google Ads account at https://ads.google.com.
Note: Ensure your account utilizes the new Google Ads interface. If you’re using the classic interface, switch to the new one. Navigate to Tools (wrench icon) >> Under “Measurements,” click “Conversions”: You’ll be directed to the “Conversions” panel; click the blue “New conversion action” button: Select the action to track (e.g., Website, App, Phone calls, Import).
[Recommended] Choose “Website.” Enter the website URL for conversion measurement and click “Scan.” After successful scanning, manually create conversion actions using code by clicking “+ Add a conversion action manually.” In the “New Conversion Action” panel, select the appropriate goal category:
Goal and action optimization: Choose the category aligning with your conversion type to segment similar conversions for analysis.
Conversion name: Google automatically fills this based on your selection; you can edit it for clarity. Value: Optional but recommended. Estimate the conversion’s worth.
Count: Choose “Every” or “One” based on conversion frequency. Clickthrough conversion window: Configure the period post-ad interaction for attributing conversions.
Attribution Model: Define credit allocation for multiple ad interactions. Click “Done.” In the “Tag Setup” panel, choose “Use Google Tag Manager” and note your “Conversion ID” and “Conversion labels.”
Setting up your conversion trigger in Google Tag Manager:
Go to tagmanager.google.com and select your account. Define the action to track; this blog post covers Page View and Form Submission.
Tracking a Page View: Under “Triggers,” click “New” and select “Page View”: Rename your trigger and select “All Page views” under the trigger firing rule. Click “Save.” Proceed to set up your conversion tag in Google Tag Manager.
Tracking a Form Submission: Under “Triggers,” click “New” and select “Form Submission”: Rename your trigger, select “Some Page Views,” and check “Check Validation.” Under the trigger firing rule, specify the Page URL.
Click “Save.”
Setting up your conversion tag in Google Tag Manager:
In the sidebar, click “Tags” and then “New”: Rename your tag.
Under “Tag Configuration,” select “Google Ads” >> “Google Ads Conversion Tracking.” Create a conversion linker tag if prompted.
Enter conversion details: Conversion ID, Conversion Label, Conversion Value. Scroll to “Triggering,” choose the trigger created earlier, and click “Save.” Review changes in “Overview” and hit “Submit.” In the Submission Configuration panel, add a name and description, then hit “Publish.”
Checking if your conversion tag is firing correctly:
Open your website and perform actions triggering conversions. Use Google Tag Assistant Companion to verify tag firing. Check Google Ads Conversions panel for status updates. Perform tests to ensure tag accuracy.
That’s it! Following these steps ensures your Google Ads conversion tracking is set up correctly, leading to improved campaign performance and insights.