Implement Google Ads Conversion Tracking

Configure Conversion Actions in Google Ads

1. In your Google Ads account, go to Tools & Settings > Measurement > Conversions.
2. Click New Conversion Action.
3. Select the type of conversion to track (e.g., purchase, lead, sign-up).
4. Name your conversion action, choose the category, and set conversion value and other settings.
5. Save your conversion action.

Retrieve your Conversion ID and label

1. After creating the conversion action, select Set up the tag.
2. Choose Use Google Tag Manager.
3. Copy the Conversion ID and Conversion Label for use in GTM.

Set up the Conversion Linker Tag in GTM server container

1. In your GTM server container, go to Tags > New.
2. Choose Tag Configuration > Conversion Linker.
3. Set the trigger to All Pages to capture every ad click.
4. Save and publish the tag.

The Conversion Linker stores the Google Click ID (GCLID) in a first-party cookie, enabling accurate attribution even as browsers restrict third-party cookies.

Create the Google Ads Conversion Tracking Tag

1. In your GTM server container, go to Tags > New.
2. Select Tag Configuration > Google Ads and choose Track Conversions.
3. Enter the Conversion ID and Conversion Label from Google Ads.
4. Configure Conversion Value and Currency Code:

   • Use a dynamic variable (from your data layer) for transaction-specific values, or set a static value.
   • Currency is required if a value is set.
   

5. (Optional) Add additional parameters for enhanced reporting or e-commerce data.

Set up the trigger for your Conversion Tag

1. Click Triggering and then + to create a new trigger.
2. Choose Custom Event.
3. Enter the event name (e.g., purchase, signup, or your custom event).
4. Set the trigger to fire on the appropriate event(s) from your data layer or event stream.
5. (Optional) Add additional parameters for enhanced reporting or e-commerce data.
6. Save the trigger and assign it to your conversion tag.

Expert tip
If you’re sending Universal Analytics data to the server container, ensure the trigger is limited to events from the GA4 client to avoid duplicate firing.

Create Pageview-based triggers (Optional)

For conversions based on a specific URL (e.g., a thank you page):

1. Create a variable of type Event Data with key path page_location.
2. Create a Pageview trigger that fires when the page URL matches your conversion page.
3. Assign this trigger to your Google Ads conversion tag.

Test and publish

1. Use GTM’s Preview mode and your website’s test environment to trigger conversions and ensure data flows correctly.
2. In Google Ads, monitor your conversion action status. It may show as “no recent conversions” or “active” within 48 hours of receiving data.
3. Once verified, Publish your GTM server container changes.

Best practices

Troubleshooting

Useful resources