Setting Up Google Ads Conversion Tracking with Google Tag Manager

  1. Log in to your Google Ads account, and verify you are in Expert Mode.
  2. Under Tools & Settings, click Conversions.
Google Ads dashboard highlighting the Conversions option under Tools & Settings.
  1. Click on the plus icon in the upper right corner. Select “Website” for the type of conversion tracking.
View of the conversions section in Google Ads with the plus icon highlighted.
  1. Fill out the conversion category, name, value, and count.
    • Category: Categories are for internal purposes and will help you segment your campaign reports. Hovering over a category option will give you a short description of the category.
    • Name: It’s important to be specific about your conversion name so you know exactly what it’s tracking.
    • Value: Adding a value can help you measure the impact of your advertising. If you’ve already calculated a specific value for your conversion, you can add a static or dynamic value for your conversion. If you want to add a non-monetary value, adjust the currency to “No currency set”. If you are unsure of the value of your conversion, select “Don’t use a value for this conversion action”.
    • Count: The Count setting helps Google understand how many conversions to count per click or interaction. You should choose “Every” for conversions like a purchase because every purchase is valuable. You should choose “One” for conversions such as leads or sign-ups because only the first interaction is valuable.
View of creating a conversion action in Google Ads.
  1. Click “Create and Continue” at the bottom left corner.
View of Google Ads conversion tracking set-up with the create and continue button highlighted.
  1. For Tag setup, select “Use Google Tag Manager”.
Google Ads Tag setup view with the "Use Google Tag Manger" option highlighted.
  1. Make note of the Conversion ID and Conversion label. You’ll need these to set up your tag in Google Tag Manager.
Google Ads tag set-up instructions with the Conversion ID and Conversion label sections highlighted.
  1. Log into Google Tag Manager.
  2. Click “Add a new tag”.
View of the Google Tag Manager workspace with the "Add a new tag" option highlighted.
  1. Name your tag according to your naming conventions. For Google Ads conversions, we recommend using “GAds Conversions- [short description of the tag]”
  2. Under Tag Configuration, select “Google Ads Conversion Tracking” as your tag type.
View of the Choose tag type menu in Google Tag Manager with the Google Ads Conversion Tracking tag highlighted.
  1. Next, copy and paste the Conversion ID and Conversion label from Google Ads into the corresponding fields in Google Tag Manager.
View of the Google Ads Conversion Tracking tag setup wiht the Conversion ID and Conversion Label sections highlighted.
  1. Then, add your trigger. You can select an existing trigger, or add a new trigger by clicking the plus icon in the upper right corner.
View of the Choose a trigger section in Google Tag Manager with the plus icon highlighted.
  1. If you are adding a new trigger, name your trigger according to your naming conventions. Then, select the appropriate trigger type.
View of the Choose tigger type menu in Google Tag Manager.
  1. Once you have entered the conditions for your trigger, save your trigger by clicking the Save button in the upper right corner.
View of a completed trigger in Google Tag Manager with the Save button highlighted.
  1. Next, save your tag by clicking the Save button in the upper right corner.
View of a completed tag configuration and trigger in Google Tag Manager with the Save button highlighted.
  1. Unless you’ve linked your Google Ads account to your Google Analytics account, it’s important to add a Conversion Linker tag to ensure conversions are measured effectively. Only one Conversion Linker Tag is necessary per container. To do this, click “Add new Tag” and select “Conversion Linker” as the tag type. Name the tag “Conversion Linker”.
View of the Choose tag type menu in Google Tag Manager with the Conversion Linker option highlighted.
  1. For the trigger, select “All Pages”. Then, save your tag.
View of creating a conversion linker tag in Google Tag Manager.
  1. Once you have added your tags, it’s important to test them. Clicking the Preview button will open up Google’s Tag Assistant. 
View of the Google Tag Manager workspace with the Preview button highlighted.
  1. Paste your site URL and start Tag Assistant. Test to make sure your tags are firing properly by completing the action you are tracking. 
View of starting Tag Assitant.
  1. Before you’ve completed the action, you should see the tag under “Tags Not Fired”. 
View of Google's Tag Assistant with the GAds conversion tag under the Tags Not Fired section.
  1. Once you’ve completed the action you are tracking, the appropriate tag should move under “Tags fired”. If you are having trouble getting your tags to fire, contact webservices@georgetown.edu.
View of Google's Tag Assistant with the GAds conversion tag under the Tags Fired section.
  1. After testing your tags, submit your changes by clicking the Submit button in the upper right corner.
View of the Google Tag Manager workspace with the Submit button highlighted.