How to Implement Google Ads Conversion Linker Tag using Google Tag Manager

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How to Implement Google Ads Conversion Linker Tag using Google Tag Manager

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As a marketer, you want to track the effectiveness of your Google Ads campaigns and measure the conversions generated from your ad clicks. To do this, you need to implement the Google Ads Conversion Linker tag using Google Tag Manager (GTM). In this comprehensive guide, we’ll walk you through the process of setting up the Conversion Linker tag in GTM, ensuring you can accurately track conversions and optimize your ad campaigns.

What is the Google Ads Conversion Linker Tag?

The Google Ads Conversion Linker tag is a JavaScript code that helps track conversions from Google Ads campaigns. When a user clicks on a Google Ads ad, the tag is triggered, and it sets a cookie on the user’s browser. This cookie allows you to track the conversion event, enabling you to measure the effectiveness of your ads.

Why Use Google Tag Manager for Conversion Linker?

Google Tag Manager (GTM) is a powerful tool that allows you to manage and deploy tags (small pieces of code) on your website without requiring IT involvement. By using GTM for the Conversion Linker tag, you can:

1. Simplify tag management: Manage all your tags, including the Conversion Linker tag, in one place.
2. Reduce errors: Ensure accurate tracking by automating the deployment of the Conversion Linker tag.
3. Improve security: GTM provides a secure environment for storing and executing your tags.

Step-by-Step Guide to Implementing the Google Ads Conversion Linker Tag using GTM

 1. Create a New Container in GTM

1. Log in to your Google Tag Manager account and click on “New” > “Container” > “Web”.
2. Enter a name for your container and select “Create”.

 2. Set Up Your Google Ads Account

1. Log in to your Google Ads account and go to the “Tools” menu > “Measurement” > “Conversion tracking”.
2. Click on “View settings” next to “Conversion tracking” and ensure that it’s enabled.
3. Create a new conversion action by clicking on “New conversion action” and following the prompts.

 3: Create a New Tag in GTM

1. In GTM, click on “Tags” > “New” > “Custom HTML”.
2. Enter a name for your tag (e.g., “Google Ads Conversion Linker”).
3. In the “HTML” field, paste the following code:
“`html
<script>
var google_conversion_id = [YOUR_GOOGLE_CONVERSION_ID];
var google_conversion_language = “”;
var google_conversion_format = “”;
var google_conversion_color_table = [];
var google_conversion_label = [YOUR_CONVERSION_LABEL];
</script>
“`
Replace `[YOUR_GOOGLE_CONVERSION_ID]` with your actual conversion ID from Google Ads.

 4. Configure the Tag Trigger

1. In the “Triggers” section, click on “New” > “Trigger”.
2. Select “Custom Event” as the trigger type.
3. Set the event name to “google_conversion_tracker”.
4. Set the trigger type to “Custom HTML”.
5. Select the custom HTML tag created in Step 3.

 5. Configure the Tag Variables

1. In the “Variables” section, click on “New” > “Variable”.
2. Select “Cookie” as the variable type.
3. Set the cookie name to “_ga”.
4. Set the cookie expiration period (e.g., 30 days).
5. Click “Create”.

 6. Deploy and Verify the Tag

1. Deploy your container by clicking on “Publish” > “Deploy”.
2. Verify that the tag is working correctly by checking for errors in your browser’s console or using GTM’s debug mode.

Additional Tips and Best Practices

  • Ensure that you have set up your conversion tracking correctly in Google Ads before implementing the Conversion Linker tag.
  • Use a unique conversion label for each conversion action in Google Ads.
  • Test your conversion tracking regularly to ensure accuracy.
  • Consider implementing additional tracking variables, such as page views or events, to gain deeper insights into user behavior.
  •  If you have multiple domains or subdomains, consider creating separate containers for each domain or using a single container with multiple domains.

By following these steps and best practices, you’ll be able to implement the Google Ads Conversion Linker tag using Google Tag Manager effectively, allowing you to accurately track conversions and optimize your ad campaigns for better ROI. Implementing the Google Ads Conversion Linker tag using Google Tag Manager is a straightforward process that requires careful attention to detail. By following these steps and best practices, you’ll be able to track conversions accurately and optimize your ad campaigns for better performance. Remember to regularly test and verify your setup to ensure accuracy and maximize your marketing efforts.