In this article, I will show you how to implement Google Tag Manager Adwords Conversion Tracking. Below are the necessary steps to complete this process:
What are conversions and how to measure them?
Setup conversion tracking in Adwords
Add Adwords Conversion tracking via Google Tag Manager
Verify Adwords Conversion tracking
View conversion results in Adwords
1). What are conversions & how to measure them?
A conversion in Adwords is the number of times your goal is being completed. For example, you are running an AdWords campaign to drive traffic to your website. Your landing page consists of a subscription form and it goes to a thank you page after the form is submitted.
Here, your goal is to drive people to your landing page using the ad, fill out the subscription form and redirect them to the thank you page. So, the number of people coming from your Adwords ad and subscribing to your newsletter are known as Adwords conversions.
There are two ways we can measure conversions in Adwords. One way is to create a custom conversion and pasting the conversion code to our final thank you page and the second way is to directly import Google Analytics goals into Adwords.
In this guide, we will talk about creating a custom conversion code and pasting it onto our conversion page.
2). Setup Conversion Tracking in Adwords
Adwords provides a step by step process to set up conversions. If you are new to Adwords and this is your first-time conversion tracking, follow the simple steps below.
Step1: Login to your Adwords account
Step2: Click ‘tools’ from the top navigation menu and click ‘conversions’
Step3: If this is your first conversion, click on the ‘Conversion’ button.
Step4: Select the source of conversion as ‘Website’.
Step5: Enter the conversion action details.
Name: Enter specific name of conversion
Value: Assign a value to your conversion. If you don’t understand you can leave it empty
Count: choose how you wish to count the conversions. Select ‘one’ for counting only unique conversions and ‘every’ for counting all conversions.
Conversion windows: select how long you want to count the visitor as conversion. For example, if you set the conversion window as 30, a conversion will be counted when a visitor purchases within 30 days of his/her visit.
Category: select the type of conversion you want to set up i.e Lead, signup, purchase or pageview
Include in Conversions: check to include the conversion action in your ‘Conversions’ column. You can leave as it is if you don’t understand.
Attribution Model: select how you want to attribute the conversion to the ad. Learn more about attribution modeling here.
Click on ‘Save and Continue’ button.
Step6: Copy the conversion code displayed in the next step. Now it’s time to paste your conversion code on your website page.
You can paste this code directly on your conversion page, but to save time and code changes we are using Google Tag Manager to do this. Copy the two codes from the code as highlighted in the image above.
3). Add Adwords Conversion tracking via Google Tag Manager
I suppose that you already have a Google Tag Manager account running and if not, you can type tagmanager.google.com in your browser and follow the instructions to set up an account.
Follow the below steps to add Adwords conversion tracking tag via Google Tag Manager.
Note: I am supposing that you are new to Google Tag Manager and explain every single step so most people would benefit from this.
Step1: login to your tag manager account
Step2: create a new tag by clicking on the ‘New Tag’ tab.
Step3: Enter the name of the tag as ‘Adwords Lead Conversion Tag’. Here Lead is the conversion category I selected in the previous step. You can change this according to your conversion type so this can be uniquely identified among many other tags.
Step4: Click on Tag Configuration and select the tag type as ‘Adwords Conversion Tracking’.
Step5: Go back to Adwords and copy the conversion ID and conversion Label I highlighted in the previous step. Paste those values in the appropriate fields in Adwords tag configuration.
Note: you can also send a dynamic conversion value through GTM.
Step6: Click on the advanced settings and select the tag firing option as once per page.
Step7: Click on the ‘Triggering’ tab and create a new trigger to fire this tag on specific pages. Enter a unique name for the trigger. Select the trigger type as ‘Page View’, and choose the trigger to fire on some pages.
It’s important to understand this step here. We have to set the condition so that it will only fire the conversion code to the thank-you page only, not on all pages.
For example, if the URL of your thank you page is:
The highlighted part above is known as the page path and it is saved in the Page Path variable in Google Tag Manager.
The image below will clearly help you understand the trigger condition.
All the triggers would be the same except the page path. Look at your thank you page URL and paste the page path the in a specific field and save the trigger.
Step8: Save the tag.
Step9: test and debug this tag before setting it live on the page. Click on the preview button on the main page.
Step10: Open your thank you page in a new page to verify if the tag is firing correctly. If you have followed the steps carefully, you will see the Adwords tag firing in the preview tab.
If the Adwords tag isn’t firing, you might have missed a step. Go to step one and revise if you have followed all the steps properly.
Step11: Go back to your tag manager account, click on leave preview mode link, and click on the submit button to publish the changes.
4). Verify Adwords Conversion Tracking
To verify the conversion tag you have added on the page is correct or not, we can test it with Google Tag Assistant. To do this:
Install Google Tag Assistant in your browser if it’s not installed.
Open you thank you page in a new tab.
Click on the tag assistant icon, enable it, and reload your page.
You will see the list of tags firing on your page and it will include the conversion tag.
If there would be any issue with your tag, tag assistant will display the error type.
If everything is successful up to this point, go to your Adwords account and hit ‘Done’ button to save your conversion tag. You can set up the Facebook conversion tracking similarly.
5). View conversion in Adwords
After everything being set up, you would be excited to view the number of conversions resulted in your Adwords ad. To view the number of conversions for the click on tools and select conversions from the top navigation bar.
Bonus tip: Adding the conversion code on a landing page or thank you page?
We can add the conversion tag to our website in two ways. First, is either set a trigger that will fire on a specific action on the landing page and the second is by setting a trigger that will fire upon thank you page load.
For example, if you are recording leads, you can fire the conversion trigger when a form is submitted. If it takes to a thank you page after submission, you can add the conversion tag to the thank you page.
otherwise, if it just reloads or simply pop ups a thank you message, you will have to add the conversion when the submit button is clicked. But, here you will have to be careful about form validation. The conversion tag should fire after validating the form inputs.
you will have to write a script that will validate the form submission on run time. To get this done easily, follow our form submission tracking guide.
I hope you found this tutorial helpful and it by now you have successfully integrated Adwords conversion code on your website using Google Tag Manager. If you have any questions related to this topic, please don't hesitate to buzz the comments below.