Google Ads (AdWords) Conversion Tracking with Google Tag Manager

How to install AdWords Conversion Tracking with Google Tag Manager is what we are going to discover in this video

In this video, I’m going to show you how you can install AdWords conversion tracking with the help of Google Tag Manager. All the more coming up.

Hey there, welcome back to another video of teaching you the data driven way of digital marketing. My name is Julian and we are live right now talking about how to install the Google Ads or AdWords conversion tracking feature with the help of Google Tag Manager.

Now we’re doing this live. So if you want to join us next time around live, then hit that subscribe button. And also that bell notification so you will be notified once we go live. And we will answer your questions at the end as well.

Why Install Google Ads Conversion Tracking?

Now today we are here to talk about Google Ads conversion tracking feature. Why would you even install Google Ads conversion tracking? Well, if you’re doing any kind of Google Ads, or AdWords that drives traffic to your website, and you actually pay for the traffic, then you also want to know how it performs. And the way to do this is with conversion tracking. So if you’re spending money, you might see, okay, they’re coming more people to my website, but are they actually getting to the goal or performing the action that I want them to perform. And this is where conversion tracking comes in.

Now, if you have conversion tracking already set up, for example, with Google Analytics, you can take that data and important it to Google Ads and use that as your conversion tracking. But what I want to show you today is explicit conversion tracking from Google AdWords or Google Ads, how it’s called nowadays into Google Tag Manager. And then that data will go into your AdWords account directly, and you will be able to track your conversions from there. Now, there are differences between Google Analytics and Google Ads.

We will concentrate in this video in the more sophisticated, more controlled version of Google conversion tracking, which is doing this through the AdWords conversion tracking code that you can install through AdWords. I prefer that method because it gives me more control over the tracking itself. So the measurement itself, I understand it a bit better, because the data that is coming into our AdWords account is gathered by this conversion pixel, which is made specifically for Google Ads. And therefore also the attribution or the data that you see in Google Analytics might be a bit different from what you see in AdWords, it will be not more accurate. It’s just a different way of looking at things. And this is all about attribution at this point.

Set Up Inside Google Ads Interface

All right, let’s dive into the demo part of our live video today, which is setting this up with Google Adwords. Now, we have here our demo shop where I’m going to install the conversion tracking today. We have the Google Tag Manager already set up on this website. And he is our Google Tag Manager account. And we have our Google Ads account.

Now, instead of our Google Ads account, we can go up here to tools, and click on conversions under measurement. And this will show us all the conversion tracking that we have set up and what has been tracked over the last few weeks. Now, this is a demo account. So there’s not much data in here. But what we would need to do in order to set this up is click on this plus button.

4 Ways to Set it Up

And there are different methods of setting up conversion tracking, depending on your goal. If you have an app, if you have a phone call or that call tracking feature within Google Analytics, or Google Tag Manager for the no Google AdWords, Google Ads for that matter, then you might want to look at these methods, we will look at the website method. But just to show you, you can also click on Import here and get your conversion tracking from Google Analytics.

If you have Google Analytics already set up correctly with the ecommerce tracking or with goals enabled, and you don’t want to do any kind of more work on your website through Google Tag Manager and set it up explicitly, you might as well go with this option, I prefer the explicit option through Google Tag Manager, which we can choose your under the website feature. So we’ll just go whoops to website right here.

Create Conversion Action

And this is the interface to actually build our conversion tracking, we just need to put in a name. So we’ll just put in purchase, I’ll have this already set up. So I’m just going to change the name here to one. And then you can choose a category, this is important for the machine learning model of Google AdWords, they will get treated differently in that site. So we’ll go with purchase and sales since we have an e commerce shop here.

Then we’ll go with the value. And I would recommend to use different values for each conversion here. So the second option, now this is really just about if you have one product that you sell every time and you know, which what is the sale price in the end, you can put that in here the default value. Well just stay with the default value of one will change it later around on the tracking side, on the measurement side itself.

So just go with the second option, and then we can choose the counting option. So what happens when somebody does multiple conversions within one session? Is that only counted once or every time? You can choose that in this option here, I will go with every. This is the default option only in some cases; it makes sense to actually go with one. And then there are some conversion tracking configurations. So how big will the conversion window be. So if somebody clicks on your ad, wait 20 to 30 days, and then comes back to your website and purchase should it still be attributed to that initial ad click, I’ll go with the default 30 days, if that’s something you want to change, you can go up to 90 days here, I think even up to 180 days. If you go with a custom option, we just try this out. No, 90 days is the maximum but I will go with 30 days. Now this is totally up to what  data you will be looking at and how you want to attribute it.

And then we have the view through conversions, which is really just about if somebody sees your ad and then you want to attribute if the user doesn’t click on the app, but then maybe buys later on this is the view through conversions. And you can also do a conversion over here. I will leave this on this one day default. Include in conversions? Yes, that’s what we want to import into our conversions column.

If you don’t want to import into your conversions column, then you can leave this on no. And the attribution model, this is something you need to try out. Last click has been the actual default for several years. And this is what the database that most of all the basis of the data that most of the people go off, you can go with different attribution models. You can also try this out in the reporting later if this makes sense to change later on. So we’ll go with last click for now. And we’ll create and continue.

Now doesn’t give me an error? No, boop, boop, it just goes up here gain, what did I do wrong? Doesn’t give me any indication. Interesting, okay, it opens up this. Here, none of your ads are running your ad campaigns are paused. No, this is this shouldn’t be a problem. Okay, this is live. So I’m gonna just reload, maybe there’s something wrong in the interface. So it doesn’t show me the category value every time. Okay, I’m gonna just leave this untouched. And this time, it works for whatever reason.

Set Up Inside Google Tag Manager

And here, we can choose how we want to install this. Now, if you want to send us onto your developer, you would choose the first or the second option. We’ll go with the Google Tag Manager option here. And it will give us all the data that we need. Let’s keep this open for now and go over to our Google Tag Manager and install this on our page.

Install Conversion Linker Tag

Now first of all, what you will need to install before you install the Adwords conversion tracking is the actual conversion linker tag. Now the conversion link attack is a standard tag that you explicitly need to install right here conversion linker because of the changes that the Safari browser did actually to add tracking. And this will simply write the information into a cookie that Google will then pick up at the end. So you need to install this, this will be in this conversion linker will be installed on all pages.


And as a trigger we’ll simply choose our all pages trigger, let’s save this. And let’s go into our preview and debug mode, see if this is deployed correctly. And it seems so that the conversion link is now deployed.

Plan Which Page Load Should Trigger Your Conversion

Okay, now let’s take a look at the action that we want to deploy our conversion tracking on. And this is really an ecommerce shop then thank you page. So let’s just buy something really quickly and then add this to cart.  Go to the cart and checkout and then we’ll get to the order confirmation page. So this loads, orders received this thank you page for this order. And we definitely can tell that the user has now converted. Now if you want to goes the easy route of just setting up conversion tracking. And this is for the method of just knowing that somebody converted or not, you could go with a URL trigger.

Create Your Trigger

So every URL that goes to the thank you page has an order received in the URL. So we can use that to our advantage to build a trigger of that triggers are just rules that defined when to fire our conversion tracking. So we’ll go with trigger down here and just set up this trigger. This will be evaluated on the pageview event.

Just to show you down here we have different events. And here’s the pager event. And that’s something we can choose instead of our trigger trigger type as well. Down here we have Pedro and SST invented, it will be available on and we only want to find us on some pages where and here are some variables that we can choose where the page URL contains our order received word. So just put it up here in the title of this trigger as well. Let’s save this. And now we can deploy our conversion tracking for that will set up a tag.

Create Your Tag

And these are just configurations really what data should be sent over to Google ads. Now let’s click on new here and tech configuration. And here we see our Google Ads conversion tracking. And what they want is a conversion ad. And the conversion rate there some more configurations, which we’ll get to in a second. Now, let’s skip this first.

The name this is Google ads and conversion tracking on otter receives page, right, and we need to fill in the conversion ad and the conversion label, we can find that in our Google Ads here and conversion ID that here and then we have our conversion label right here. Let’s copy that and just put it now you can leave these free for now, I will do this just to show you that this is the really easy method of setting up conversion tracking. Let’s save this well, we need to you can leave all the contributions on the conversion link advanced settings like this by default, and go to trigger and then choose your order received trigger, save this.


And then we go into the preview and debug mode, you can click appear or refresh. And that will put in your ad right here. And if we reload our page, you should see that our Google Ads conversion tracking was now deployed. And if you have the tag assistant, which is a Chrome extension installed, you will also see that eco Google AdWords conversion tracking was deployed correctly.

So this is something to really easily the Florida through Google Tag Manager, obviously, you would need to submit this this is right now not live on your website, you would need to submit us as a version and AdWords conversion tracking installed and the publishers and now it’s live on our website. And our users will also have the benefit or will the conversion tracking will be deployed on the order received page for every user. And then you should see data coming into your account. If you click on next year, you will see the status of this being unverified. On order to verify this actual conversions need to happen on your website itself, if you want to test this yourself. So if you want to turn this into verified, you would actually into click on an ad that you are running right now we don’t we are not running ads right now. And then this will the status will verify within 24 hours, you need to do this first click on an ad go to your page, and then go straight to the purchase confirmation. So that way data will be transferred. If you don’t click on an ad and just go on your page and go through a checkout, you have not clicked on an ad. So Google AdWords will only count those that actually clicked on an ad beforehand, and then converted. So that’s very important to understand.

Now let’s go with a little bit more sophisticated. So this data that you get in here will fill your conversion columns. So if you have any kind of report inside of Edwards. Unfortunately, we don’t have anything running right now. But you know that you can import here a conversion column right now, there is no conversion column in here, actor, but you can definitely do that. Just click on the columns and add your conversion column.

Limitations of This Setup and Conversion Value

And then you should see conversions coming in now, you will only see how many conversions you won’t see how many what they have actually bought, or what they actually how much money they spent. And this is data that can be really beneficial when it comes to ROI analysis. So if you want to know, how much money did I spend on this campaign? And how many people converted? Yes, that’s important. But then also, how many people how much revenue did they generate on my store. And that’s way that way, you can do a ROI analysis inside of Edwards and say, okay, I’ve spent so much money on these ads. And I have made so much money on these ads, and then make an ROI analysis. So really,really good data and more sophisticated data, which you have to set up in Google Analytics.

Optional Step – Capture Conversion Value Using the Data Layer

So we’ll go now with the second option here. So as you have seen in the Google ads, we also have the capability of sending over a conversion value. So the actual amount that has been processed, in our case, it would be $22. So that’s something we want to send over now on how to send us over via Google Tag Manager, there are different methods to actually set this up, we did a video on conversion value on how to get the conversion value into your AdWords, Google Tag Manager come and there are different workarounds. And I’m going to show you the more the most robust version of it, which is setting up a con correct data layer. 

Inspect Your Data Layer

Now, as you can see, well, this is not in the data layer yet because we just reload the page. So I have to go through another order. But I’m going to show you I have a plugin installed on this page, which is a plugin for my woman shop that transfers data from the from the shop system into that auto received page and makes it available to Google Tag Manager.

So when once we get to the auto received page, okay, you can see when we click here on the data layer, we have data layer information available here. And there is, for example, the revenue the idea of the order and other details, for example, which products I have bought. Now, Edwards is only asking in Google Tag Manager, at least for the conversion value, you can also put the order ID in this is for deed application. So if a user reload the page, and they This is sent over again, then Google ads will just take it out of the of the data.

So let’s fill this and in order to fill this, we need to pull the data out of the data layer. Now, if you don’t see the data layer on your thank you page on your recommend shop on your Shopify or whatever, then this means the data layer is not yet set up. This needs to be explicitly set up by a developer by plugin. So check out the video about conversion value on how to get to convert value into your AdWords account, we have set up a data layer here, and we’ll use this data layer, this is what I would recommend to you to set up a data layer actually, in order to make this work.

So we have our revenue in the data layer, how do we get this into this tech? Well, we need to tell Google Tag Manager where it lies. And we need to pull it out with a data layer variable.

Create New Data Layer Vairables

So go over here to variables and click on New User Defined variable, this will be a data layer variable for the revenue right now, we have different types of data of variables that you can create, and we’ll go with the data, liver will this pulls the data the data out of the variable now what we need to look at here is the structure of this because it’s actually and this is how data layers are built. It’s a JavaScript object and so they are nested within each other and we need to find the right key to pull the right the right information out.

So in this data layer we can see he has ecommerce and then there are these color bracket so we go one layer deeper which is ecommerce then we see here purchase and then we see action field and then we see revenue so we will need to put this in an order into this field here to pull the right data information out so what was it again ecommerce dot and you just separate us by a dot ecommerce purchase that action field that revenue action field okay ecommerce purchase then action field

Okay, that should be correct I hope it is correct. Now I’m just going to copy this because we actually want to create a another variable again a data layer variable for our order Id go with the data layer variable again I’m just going to paste this in and see okay ecommerce purchase action field and then ID. So unless one just replace with ID. Alright, that should do it. Let’s save this now.

These are variables now. So they are part of Google Tag Manager. And we can use them in our triggers and text. Now what I want to do is build this into our tech First of all, so right here we can put and conversion value.

Add Variables to Tag

And if you click on this break here, this opens up your variable menu and you can choose all the variables that you have available. We have just created our revenue. So let’s put this in. And then we have our order ID. Let’s click this. And this is our from the order ID. 

Create a Trigger Using a Custom Event

All right. Now before we save this, we need to see when is that data actually available we see here that are patriots order received. And under the Patriot we have this available so we could leave this but it’s actually safer to take one of these custom events here, there’s a custom event called and this is from the plugin gtm for WP dot order completed. So I’m just going to write this down. gtm for WP order completed. Okay, I’m just going to copy this and build a new trigger. Because what happens is this plugin is intelligent enough to when I reload this page, it recognizes that I have just reloaded. And it’s not the first time that I came here. So it’s not going to put this event out again. So the data is not actually in the data layer itself. So this what we want to use actually to trigger our event. And that’s why we will use this event that was here before for our trigger. So we’re gonna simply remove this trigger from our tag and create a new one, it’s going to plus on here.

And this will be with the custom event of GM for W order completed. And also just cause purchase. But as the type will choose Custom Event, and here, we’re going to put an hour GT and for WP or custom events, that’s fine. And it also depends, you need to be flexible here to see how you can trigger something in your data layer. And if the right event key is in the different plugins will do it differently. If you do an implementation of this, you can control it what event you want to send it. So we’ll choose this. And we’ll save this safe our tag and refresh our previous debug mode. Now I need to go through a complete order again, because I can just reload this and I’m gonna buy this by this by this. And then I’m going to check out and place an order.

All right, we see okay, something went wrong our Google Ads didn’t center sent this out. And why is that we cannot see it didn’t trigger didn’t equal GM for the order come pleated, what did I do wrong can see the mistake it is actually GTA for WP auto complete, etc. So we need to go back and change our trigger around it’s going to triggers and the customer event name needs to be easy. Okay, this time it should work. Let’s go back and do another test order. Sorry, this is live. So I can’t speed this up. But we should get our result in a second.

And here we go. Our Google Ads conversion tracking was fired. And when we look into this tag, we can see that the right information was sent over to Google Ads also now a tag assistant, we can look into our AdWords conversion tracking.

Seeing Conversion Value in Google Ads Reports

And here is what we send over to as a conversion value. Now what this will do in our Google ads, it will actually feel the column and unfortunately this column is not here. By default conversions, we have here our conversion value, so it will fill out the column of conversion value. So you would actually seen how many people clicked on an ad converted and how much that they buy. In the end, this is also something that will be shown in your conversion ads. So if you are verifying this, you’ll see the conversion value right here. And this is the more sophisticated version of actually setting this up.

Now, the first version that I showed you is actually something you can do as well. But it’s you wouldn’t get hundred percent of the data that you could get. So this is definitely something I would set up now in the end to spend a story and you will publish this as a version on all right, and then it would go live to the users of your website, you would need to wait a few days probably to get some conversions. And if you are actively running Google ads, and then this will verify as well.


Alright, so this is how you can install Google Ads conversion tracking, with the help of Google Tag Manager. I hope I didn’t forget anything. But I also hope this was useful to you. So if there are any other questions, please leave them in the comments below. And as always, please subscribe to our channel right over there. Because we bring you new videos just like this one every  week.  Now. My name is Julian for next time.


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Ece Zehir
Ece Zehir
7 months ago

Hi, i have problem about tracking 3d secure payments. this type of payments starts new session and i thik its impossible to track in analytics or adwords.Do you have any solution about this problem? Thank you.

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