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Google Ads Conversion Tracking Tag

Published on: December 7 2022 by Paid Media Pros

Google Ads Conversion Tracking Tag

Google Ads Conversion Tracking Tag

one of the most common ways to start
tracking conversions in google ads is to
import those actions from google
analytiks while this is still pretty
effective it's not our only option in
this video i want to go over the google
ads conversion tracking tag there are
three options on how you can install the
tag on your website so we're going to
cover those and then once those actions
are being tracked within google ads
we're going to go over what the
different tracking statuses could mean
to make sure that you are recording all
the proper actions you want in your
google ads account
in order to get our conversion tracking
tag we need to head to the conversions
section in google ads to do this go up
to your tools and settings and then
under measurement we see conversions
right now it looks like nothing is
showing up that's because i have a
filter set looking at just the website
source conversion actions the other
actions we have set up in this example
account were ga4 conversions that we've
set up and i created another video you
can check out right here on how to
import ga4 conversions because i know i
said in the intro importing google
analytiks conversions is fairly common
but the point of this video is
website-based tag conversions and since
i don't have any created for this
example account we need to go to the
blue plus button and click on it to open
the options and how we can start
tracking conversions in google ads as we
can see there are a variety of options
there's the import one i just toked
about there are phone call conversions
app specific conversions but the most
common one and the only one i'm going to
go over today is going to be the website
website-based conversions so let's
choose this one the first thing we need
to do is to select a conversion action
category so if we go down to this drop
down that says select we see there are
specific categories for sales leads
there's a page view one under more but
if none of the category options that are
given make sense for you you can just
select other for now i'm going to choose
submit lead form and when i do you can
see it changed the conversion name to
submit lead form i'm going to update
that soon but to get a better
understanding of how conversion action
categories could be useful i'm going to
hop into a different client account
in this client account i'm looking at
the campaign level and my mouse is
pretty much right over the conversions
column so we see within this month this
account is having a decent amount of
conversions one thing that you can do
when looking at conversions is go over
to segment drop down to conversions and
then you can segment your information by
conversion category now even though i
had to blur out the campaign names in
this first one which has the most
conversions we see around 33 of them
were the submit lead form and there were
about 11 and a half conversions that
were labeled as other down below we see
another example for phone call lead so
it's going to be different depending on
what conversion actions you have set up
in your account you can segment by the
actual conversion name that's going to
be the conversion action option but for
whatever reason if looking at the
category of conversion is helpful for
you to optimize that is why choosing the
conversion action category in this tag
setup can be helpful now that you know
that let's hop back into the example
account and we'll continue with the
conversion tag setup alright as we cut
back i already updated the conversion
name just to save us some time so then
we can look at value which is the next
section you can choose use the same
value for each conversion use different
values for each conversion but i'm going
to go against the recommendations and
not use a value because this is just an
example next choose how many conversions
you want to count per click or
interaction i'm going to leave my option
as every every time someone submits this
specific form i want it to count as a
conversion in your account you may want
to choose the other option of one if the
same person comes back and submits the
same form or performs the same
conversion action multiple times you're
only going to count it one time next you
can choose your click through conversion
windows and your view through conversion
windows i'm going to leave it as is but
go in and change it to whatever you want
them to be next you can decide if you
want to include this conversion action
within the conversions column might seem
silly but we're going to leave this as
yes and next at the time of this video
we can still choose the attribution
model but just understand that pretty
soon there will be some changes to the
attribution settings in google ads now
we're hoping to have a video on that one
pretty soon so be on the lookout for
that i'm going to skip over this
enhanced cpc toggle so we can go to
create and continue to keep moving along
next we have a few different ways you
can install the conversion tracking tag
i'm going to hop around in the order
we're going to look at this first we can
go up to email the tag for whatever
reason if you don't have access to the
back end of your client's website or
even your own website you can click on
the email option go down below to the
webmaster's email address field and then
email the instructions to whomever can
help you install the tag this is the
most hands-off option if you have no
idea what to do with the code this might
be the safe route for you if you do have
access to the website and you want to
install the tag manually you can choose
install the tag yourself and depending
on how your site is built you can see
the code for html which will be the
default option or if you have a specific
code for amp pages but i can go down
highlight the piece of html code you can
see it's all highlighted in blue this is
the first part the global site tag and
if we look at the gray text just above
the html code you need to make sure that
this tag is pasted in between the head
tags of every page of the website this
will be a one-time action and we're
doing this because we don't have this
tagged installed on our website yet
you're gonna see with the website tag
it's a two-part tag setup this is
showing up because we have the toggle
selected that the global site tag isn't
on our website yet but let's assume we
do have the global site tag added to
every page of our site next we just need
to look at the conversion action we can
see the next step is to add the event
snippet and you can choose if you want
the snippet to fire on a page load or a
specific click in this form that we have
on our website the book us to speak form
is going to be a specific page load
after a user fills out the form we send
them to a confirmation page so we will
need to highlight this text again
fortunately this is blurred out but
after the aw that was our global site
tag id then there will be a slash and
then the string after that will be your
actual conversion id so let's copy this
and hop into the back end of my website
so i'm on the confirmation submission
page you can see it's the see a speak
thank you page i'll have to go within
the html and place this specific event
snippet within the head tags just on
this page then if everything is
installed correctly we should see a
conversion fire off within google ads
for the bookis to speak conversion
action that i just created this option
does take a little bit more work but
still fairly easy if you do have access
to the back end of your website and are
familiar with how to install tags within
html coding
but the third option as i scroll back up
and the option i use all the time is
using google tag manager again this
option is assuming that you have access
to the accounts tag manager and tag
manager is properly installed on the
website we do see the conversion id that
was the part i blurred out from the
global site tag in the previous options
and then the conversion label that is
the second half i had to blur out in the
event snippet that came after the
conversion id it's the same elements
this is just a different way to install
both the global site tag and the event
snippet at the same time so now let's
hop into google tag manager so we can
see how we can install it this way
when you're in google tag manager we can
head up to new we want to create a new
tag
first you can rename the tag whatever
you want it to be and then drop down to
tag configuration you can click anywhere
on this big rectangle then we need to
choose the tag type and for this we need
the fourth from the top option that is
google ads conversion tracking i'm then
going to hop into the conversion id
field and paste in the option we saw in
google ads then i'm going to go down to
conversion label and copy and paste the
conversion label text that google ads
gave us for this specific conversion
action you can then choose to add a
specific value transaction id or
currency code but for the most part
those two options are the only thing
you'll need so if we scroll down even
further we need to get to our triggers
that is going to be telling google when
to fire off this conversion tag we have
a few options in here so you can see we
can make triggers from people who landed
on specific pages clicked on certain
links watch certain youtube videos so
whatever actions you feel are important
you can create a trigger to mark those
actions as conversions now there is a
see a speak option but it's people just
landing on that initial page that's not
the confirmation page so i'll need to go
up and create a new trigger i typically
like to make my trigger name the same as
the tag name and then we need to choose
a trigger configuration in our case it's
a specific page view but you can see
there are options just like specific
element visibilities link clicks form
submissions youtube videos a variety of
different things but again we just need
page view now i don't want this specific
conversion action to fire on every
single page on the website no we only
want some page views and to make things
easy i'm going to go if the page url
contains see us speak thank you pretty
much the confirmation url for this form
if everything looks good i could save it
that was just saving the trigger so now
i want to save the entire tag and then
you can go into preview mode which will
send you to the website and then you can
test out to see if the tag that you
created is working we should probably do
that shouldn't we okay let's do it click
on preview i went in here and i pasted
our website click connect
now let's go to the see a speak page i'm
gonna fill out a form here michelle's
gonna get the submission and she's gonna
be very mad at me
and then i can click submit okay i
submitted the form but what you can't
see is when you open up tag assistant
there is another window that's going to
record all the actions that we're doing
in preview mode so if i go back up and
click on the other window so we can see
on the top section if i move my mouse
these are the tags that fired while i
was in preview mode and one of the
actions was bookus to speak conversion
and it was only fired one time because
i've only visited that page one time
while in preview mode other options like
a ga41 this facebook pixel id they fired
multiple times because since i was in
preview mode i visited multiple pages so
it gives me good confidence that i have
set up this book as to speak conversion
tag properly now this window i'm in
right here is still the tag assistant i
need to go back up to the other tab i'm
back in tag manager and now i need to
submit this conversion tag i like to
name my version tag and now i can
publish it the tag is live it's now
active on my website so let's hop back
into google ads because we're not done
creating this conversion yet
if everything is installed on tag
manager you've done preview mode you
know it's working fine you can click
next and then you can click done and
there we see for this fake account our
first conversion action that has a
website source there's the category that
we selected submit lead form but then
the next column you see is tracking
status and right now it's unverified
this is brand new so now i want to go
through what the different tracking
statuses could mean if you've just
installed the tag it could take a couple
of hours for the first action to record
it really depends on how many people are
performing that action on your website
so if it's been less than a day don't
worry just give it time to have a signal
so it can start recording most likely
that's what's going to be the issue your
tracking status could also say no recent
conversions that means google can
confirm the conversion tracking tag but
there hasn't been any recorded versions
within the last seven days if you see
recording conversions this is the good
one google can confirm your conversion
tag and there has been recorded
conversions within the last seven days
you might see tag inactive that means
the conversion tag whether it was
installed manually or you're using tag
manager is no longer visible to google
plus they haven't recorded any
conversions within the last seven days
if it is still an active conversion for
you you need to go and verify that the
code is still on that page tracking
status could be removed and if i hop
back into this page we do see the green
arrow here admins will have the option
to click on it and remove this if they
don't want it tracked as a conversion
action right now my status is filtered
just to enable conversion actions right
here but if i select all actions it'll
show removed options as well so that
one's pretty clear but once you have
conversion actions recorded you will be
able to see the conversion action name
as well as the categories showing up in
your many views within google ads at any
point if you need to edit any of the
information there's a few things you can
do clicking on the pencil will just edit
the conversion action name but if you
actually click on the blue text portion
you can still go down and edit the
settings and it's pretty much back to
where we started to create the tag maybe
you want to play with a different
attribution model while we still can
change how often this conversion action
is counted add a value to it change the
category you can do that
for whatever reason if your code gets
deleted something's not working you need
to try to reinstall it also within the
settings we see the tag setup giving us
the same three options and how we
installed the tag this is going to be
very common if for whatever reason your
account or your client's account
launched a new website maybe urls
changed the coding on how certain events
that you're tracking changed you can
still keep the same conversion tags just
update how the event snippet is firing
on the new website but i don't need to
change anything and i can go back i
still have certain accounts where i
import the information from google
analytiks because the client prefers the
numbers to be as closely matched as
possible it's just better for their
internal reporting i have other clients
based on how they're tracking google ads
performance in their crm who feel that
the internal numbers match better when
we use the google website tag use
whichever option you feel gives you the
most accurate results it's going to make
it a lot easier for you to make the
right optimization decisions i still
feel google tag manager is the easiest
way to implement this plus tag manager
gives us a variety of options on how we
can fire the conversion tags on more
than just the page view option i showed
you in this example if you want to track
specific conversion actions that are
more action-based thinking more along
the lines of event tracking it's a lot
easier to install those conversion tags
with tag manager than having those
manually coded into the site if you have
any more questions about the conversion
takes setup for google ads or maybe you
need additional information on what
triggers you can create within tag
manager to make more conversion actions
please let us know in the comments below
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