Google Ads Conversion Tracking Explained - Full Course 2023

Introduction

This tutorial guides you through the process of setting up Google Ads conversion tracking using Google Tag Manager (GTM). Understanding how users interact with your website is crucial for optimizing your advertising campaigns. By the end of this tutorial, you will be able to track conversions and gain insights into your campaign performance without needing a developer.

Step 1: Understand What a Conversion Is

• A conversion occurs when a user completes a desired action on your website, such as making a purchase or signing up for a newsletter.
• Defining what constitutes a conversion is essential for tracking and improving your advertising efforts.

Step 2: Create a Conversion in Google Ads

• Log into your Google Ads account.
• Navigate to the "Tools & Settings" section.
• Under "Measurement," select "Conversions."
• Click the "+" button to create a new conversion action.
• Choose the type of conversion you want to track (e.g., website, app, phone calls).
• Fill in the required details, such as the conversion name, value, and count.
• Save your new conversion action.

Step 3: Set Up Google Tag Manager

• Ensure you have a Google Tag Manager account. If not, create one.
• Obtain your GTM container code and add it to your website's codebase.
• For detailed instructions on installation, refer to the article on How to Install GTM.

Step 4: Configure Conversion Tracking in GTM

• Open your GTM account and go to your container.
• Click on "Tags" and then "New" to create a new tag.
• Choose "Tag Configuration" and select "Google Ads Conversion Tracking."
• Enter the Conversion ID and Conversion Label from the conversion you created in Google Ads.
• Set the tag to fire on the relevant conversion event (e.g., page view or button click).

Step 5: Add a Trigger to the Tag

• In the same tag configuration window, click on "Triggering."
• Select or create a trigger that corresponds to your conversion action:
  • For example, if tracking a purchase, choose a trigger for the purchase confirmation page.
• Save the tag after configuring the trigger.

Step 6: Test the GTM Implementation

• Use the GTM preview mode to test your tags before publishing.
• Ensure that the conversion tag fires when you complete the action you are tracking.
• You can verify the tag firing using tools like the Tag Assistant.

Step 7: Utilize the Data Layer

• The data layer is a JavaScript object that holds all the data you want to send to Google Tag Manager.
• Familiarize yourself with how to use the data layer effectively to capture dynamic values, such as transaction amounts or product IDs.
• For more information, consult the Data Layer documentation.

Step 8: Set Up Data Layer Variables

• Create variables in GTM to pull data from the data layer.
• Go to "Variables" in GTM, click "New," and choose "Data Layer Variable."
• Enter the name of the data layer variable you want to track.
• Save the variable for later use in your tags.

Step 9: Conduct Conversion Testing

• Once everything is set up, conduct thorough testing to ensure that conversions are tracked accurately.
• Check Google Ads to see if conversions are being recorded correctly.

Conclusion

By following these steps, you now have a functional Google Ads conversion tracking setup using Google Tag Manager. This setup will help you analyze user behavior and improve your advertising strategies. For further learning, consider exploring advanced topics such as dynamic tracking and attribution models. Happy tracking!