How to Set Up Conversion Tracking with Google Tag Manager

Setting up conversion tracking via Google Tag Manager (GTM) requires three core elements: the Conversion Linker tag, a Google Ads Conversion Tracking tag, and a trigger that defines when the conversion occurs. This guide covers how to deploy this setup for Google Ads.

Step 1: Deploy the Conversion Linker Tag

The Conversion Linker tag must run on all pages to ensure conversion data is accurately attributed on modern browsers by storing ad click information in first-party cookies.

• Log in to your Google Tag Manager container.
• Click Tags in the left sidebar, then click New.
• Name the tag Conversion Linker.
• Click Tag Configuration and select Conversion Linker.
• Click Triggering and select All Pages (Page View).
• Click Save.

Step 2: Retrieve Your Conversion ID and Label

Before configuring the tracking tag in GTM, generate the conversion credentials inside your Google Ads account:

• In Google Ads, navigate to Tools and Settings > Measurement > Conversions.
• Click New conversion action, select Website, and enter your domain to scan it.
• Create an action manually (e.g., "Submit lead form").
• Under Tag setup, select Use Google Tag Manager.
• Copy the Conversion ID and Conversion Label.

Step 3: Configure the Google Ads Conversion Tag in GTM

Now, map the credentials from Google Ads to a new tag in GTM:

• In GTM, click Tags > New. Name it Google Ads - Lead Form Conversion.
• Click Tag Configuration and select Google Ads Conversion Tracking.
• Paste your copied Conversion ID and Conversion Label into their respective fields.
• Leave the other settings at their default values unless you are passing dynamic conversion values or transaction IDs.

Step 4: Create the Trigger

A trigger tells GTM when to fire the conversion tag. While you can use a "Page View" trigger for a thank-you page, a Custom Event triggered via the dataLayer is more reliable for AJAX forms and Single Page Applications (SPAs).

First, add this JavaScript snippet to your website's form-submission success callback:

window.dataLayer = window.dataLayer || [];
window.dataLayer.push({
  'event': 'form_submission',
  'conversion_value': 0.00
});

Next, configure the trigger in GTM:

• Inside your Conversion Tag configuration, click Triggering, then click the + icon in the top right to create a new trigger.
• Name the trigger Custom Event - Form Submission.
• Click Trigger Configuration and select Custom Event.
• Set the Event name to exactly form_submission.
• Save the trigger, then save the tag.

Step 5: Preview and Publish

Verify the setup before pushing it live to avoid tracking errors:

• Click Preview in the top-right corner of GTM to open Tag Assistant.
• Enter your website URL and complete the conversion action (e.g., submit the form).
• In the Tag Assistant window, verify that the Google Ads - Lead Form Conversion tag moved from "Tags Not Fired" to "Tags Fired" when the form_submission event occurred.
• Return to GTM, click Submit, enter a version name, and click Publish.

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