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Set Up Google Ads Conversion Tracking with Google Tag Manager

Objective

To track conversions (e.g. form submissions, purchases, leads) and send the data to Google Ads using Google Tag Manager.

Before You Start

You’ll need:

  • Access to your Google Ads account
  • A defined conversion action in Google Ads (with its Conversion ID and Label)
  • GTM already installed on your website

Step 1: Get Your Conversion ID and Label from Google Ads

  1. Go to Google Ads → Tools & Settings → Conversions
  2. Click + New conversion action (or select an existing one)
  3. Choose your goal (e.g. Website)
  4. Set up your conversion (e.g. “Lead” or “Purchase”)
  5. Finish the setup → Choose “Use Google Tag Manager”
  6. Copy the Conversion ID and Conversion Label

Step 2: Create a Conversion Trigger in GTM

Depending on how you track conversions:

Option A: Thank You Page (URL-based)

  1. Go to Triggers → Click New
  2. Name: Page View – Thank You Page
  3. Trigger Type: Page View
  4. Condition: Page Path contains thank-you
  5. Click Save

Option B: Custom Event (e.g. form submit)

  1. Trigger Type: Custom Event
  2. Event Name: form_submitted
  3. Click Save

Step 3: Create a Google Ads Conversion Tag

  1. Go to Tags → Click New
  2. Name: Google Ads – Lead Conversion
  3. Tag Configuration → Choose: Google Ads Conversion Tracking
  4. Paste your:
    • Conversion ID
    • Conversion Label
  5. Optional:
    • Add Conversion Value (e.g. 100 or use a Data Layer Variable)
    • Currency Code: USD, VND, etc.

Step 4: Link the Trigger to the Tag

  1. In the same tag, scroll to Triggering
  2. Select the conversion trigger (from Step 2)
  3. Click Save

Step 5: Preview and Test

  1. Click Preview in GTM
  2. Open your website → Trigger the conversion (e.g. submit form, reach thank-you page)
  3. In Tag Assistant, confirm:
    • Your Google Ads tag fires
    • The correct Conversion ID and Label are used

You can also see conversions show up in:

  • Google Ads → Tools → Conversions → Diagnostics
  • Google Ads → Campaign reports (with delay)

Step 6: Publish the Tag

  1. Click Submit → Publish in GTM
  2. Name the version: Google Ads – Lead Conversion Tracking

Note

  • Use Data Layer Variables to pass dynamic conversion values (e.g. revenue)
  • Track multiple conversions using different tags (e.g. lead, purchase)
  • Use Google Tag Assistant Chrome extension to debug in real time

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