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Setup conversions in Google ads

Over my time I have looked at Google ads and how to properly setup Conversion tracking.

There are many ways to set this up, for different scenarios. 

Prerequisites

  • GTM (Google Tag Manager)
    • GA4 ID (starts with G – or GT – )
    • Google Ads ID (start with AW – )
    • Conversion Linker
    • mailto: & tel: click container
    • ecommerce container
  • GA4 (Google Analytics 4)
    • Go to GA4 → Admin → Data Streams → Your stream → Enhanced Measurement
      Toggle on “Form interactions”
      This tracks form_start and form_submit events automatically
  • Google Ads
    • Primary Goals
      • contact  tel: click
      • contact mailto: click
      • contact lead generation : (form submision)
      • purchase if selling

 

 

In Google Ads, click on Tools and Settings > Measurement > conversions

Google Ads interface showing planning and measurement options.

Click on new conversion action

Google Ads conversions summary interface screenshot

Select the kind of conversions that you want to track

Google Ads interface for tracking conversions options.
  1. Select Website

Enter the URL for the website where you want to measure your conversions.

Google Ads conversion setup screen for website tracking.
  1. Type in your url

Create conversion actions manually using code

Google Ads interface for creating conversion actions.
  1. Click > Add a conversion action manually

Conversion action details

Google Ads conversion action details screen
  1. Goal and action optimisation > Select Category > Submit lead form
  2. Conversion name > Enter a conversion name> Bricks Form Submit

OR

Google Ads conversion action setup screen for phone call
  1. Goal and action optimisation > Select Category > Contact
  2. Conversion name > Enter a conversion name> Phone call from Bricks Website
Google Ads conversion action settings interface.
  1. Value > Use the same value for each conversion > Eg $1
  2. Count > One (as it will be usually 1 per customer)
  3. Click > Done

Save and continue

Google Ads conversion action setup page screen.
  1. Click > Save and continue

Save and continue

Google Ads conversion action setup page screen.
  1. Click > Save and continue

Get instructions and finish

Google Ads conversion tracking setup page.
  1. Click on the tab > Use Google Tag Manger
  2. Copy the Conversion ID and Conversion Labels for Google Tag Manager

Unverified Conversions

Lead form submission conversion table.
  1. Conversions will be unverified until Google Tag Manager is setup
  2. It is important to disable ad blockers or private browsers as they will interfere with the transmission of data.
  3.  Once Conversions are verified they will turn to No recent Conversions

Setup GTM for Google Ads Conversions

Setup Tag > Google Analytics: GA4 Configuration

Google Tag Manager GA4 configuration setup screen.
  1. Click on side column Tags > New
  2. Name the tag > GA4 Config
  3. Under Tag Configuration > Tag Type > Google Analytics: GA4 Configuration
  4. Under Measurement ID > Enter the Measurement ID (e.g, G-A2ABC2ABCD) for your GA4 property
  5. Tick > Send a page view event when this configuration loads
  6. Under Triggering > Firing Triggers > All Pages
  7. Click > Save

Set up Tag > Conversion Linker

Google Tag Manager conversion linker configuration screen.
  1. Click on side column Tags > New
  2. Name the tag > Conversion Linker
  3. Under Tag Configuration > Tag Type > Conversion Linker
  4. Under Linker Options > tick > Enable linking on all page URLs
  5. Under Triggering > Firing Triggers > All Pages
  6. Click > Save

Set up Tag > Bricks Form Submit

Google Tag Manager form submit Google Ads tracking
  1. Click on side column Tags > New
  2. Name the tag > Bricks Form Submit
  3. Under Tag Configuration > Tag Type > Google Ads Conversion Tracking
  4. Enter Conversion ID from Google Ads such as in step 9
  5. Enter Conversion Label from Google Ads such as in step 9
Google Tag Manager conversion tracking settings screen.
  • In-depth view of configuration
Google Tag Manager conversion tracking setup screen.
  1. Click on panel > Triggering 
Google Tag Manager trigger selection menu interface.
  1. Click on + > To add a new trigger
  2. Choose trigger Type > Element Visibility
Configure form submit trigger in Google Tag Manager.
  1. Name the trigger Bricks Form Submit
Trigger configuration for Bricks form submission
  1. Under > Selection Method > Choose CSS Selector
  2. Under > Element Selector > Enter > .success (include the period .)
  3. Under > When to fire this trigger > Select > Once per page
Google Tag Manager form submission trigger settings screen.
  1. Under > Advanced > Minimum Percent Visible > Select > 1
  2. Under > Element Selector > Enter > .success (include the period .)
  3. Tick Checkbox > Observe DOM changes

Optional > Can choose > This trigger fires on

  1. All Visibility Events (however not recommended as it will be slower)
  2. Prefer > Some Visibility Events
  3. Page Path > contains > contact (this is the name if the url page)

Click > Save to save all changes

 

Set up Tag > Bricks Website Phone Call

Google Ads call conversion setup in Tag Manager
  1. Click on side column Tags > New
  2. Name the tag > Bricks Website Phone Call
  3. Under Tag Configuration > Tag Type > Google Ads Conversion Tracking
  4. Enter Conversion ID from Google Ads such as in step 9
  5. Enter Conversion Label from Google Ads such as in step 9
Google Tag Manager conversion tracking settings screen.
  • In-depth view of configuration
Google Tag Manager conversion tracking setup screen.
  1. Click on panel > Triggering 
Google Tag Manager trigger selection menu interface.
  1. Click on + > To add a new trigger
  2. Choose trigger Type > Just Links
Trigger setup for phone call link tracking
  1. Name the trigger  > call phone link
  2. Select > Some Link Clicks
  3. Under > Fire this trigger when an Event occurs and all of these conditions are true
  4. Select > Click URL
  5. Select > Contains
  6. Enter > tel:

Click > Save to save all changes

Publish Changes

Workspace dashboard showing submission and preview buttons.
  1. Click on > Submit
  2. Click on > Publish
  3. Disable add blockers and test to confirm it all works
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