Learn How to Track Google Ads Conversions with Google Analytics & Tag Manager

google ads conversion tracking google ads tutorial Feb 28, 2022

Are you tired of wasting hours trying to set up your Google Ads conversions? Follow this simple step-by-step process to set up conversions in your Google Ads campaign using Google Analytics and Google Tag Manager. This method is easy, ensures your data matches across platforms, and provides detailed conversion insights.

Why Use Google Analytics and Google Tag Manager?

Using Google Analytics and Google Tag Manager to track conversions offers several advantages:

Simplicity: This method is straightforward and user-friendly, even for beginners.
Consistency: Your Google Ads data will match your Google Analytics data, providing a single source of truth.
Comprehensive Insights: You can see assisted conversions in Google Analytics, understanding the relationship between Google Ads and other conversion channels such as organic search, social media, email, or direct traffic.

Step-by-Step Guide to Set Up Google Ads Conversions

1. Set Up Google Tag Manager

First, you need to set up Google Tag Manager on your website:

Create a Google Tag Manager Account:

Go to the Google Tag Manager website.
Click on "Create Account."
Follow the prompts to create your account and container.

Install the Google Tag Manager Code:

Once your container is set up, Google Tag Manager will provide you with a code snippet.

Copy and paste this code into the <head> and <body> sections of your website.

2. Set Up Conversion Tracking in Google Analytics

Next, you will configure conversion tracking in Google Analytics:

Create a Goal in Google Analytics:

Go to your Google Analytics account.
Navigate to the Admin section.
Under the View column, click on "Goals."
Click on "New Goal" and follow the steps to create a goal that matches your desired conversion action (e.g., form submission, purchase).

Link Google Analytics to Google Tag Manager:

In Google Tag Manager, create a new tag.
Select "Google Analytics: Universal Analytics" as the tag type.
Configure the tag to track the event that corresponds to your Google Analytics goal.
Set the trigger for this tag to fire on the action that signifies a conversion (e.g., a button click).

3. Import Goals into Google Ads

Now, import your Google Analytics goals into Google Ads:

Link Google Analytics to Google Ads:

In Google Ads, go to the Tools & Settings menu.
Under "Setup," select "Linked accounts."
Find Google Analytics and click "Details."
Follow the prompts to link your Google Analytics account to Google Ads.

Import Goals into Google Ads:

In Google Ads, go to the Conversions section.
Click on the plus sign (+) to create a new conversion action.
Select "Import" and choose "Google Analytics."
Choose the goals you want to import and follow the prompts to complete the setup.

4. Verify Your Setup

Finally, verify that everything is working correctly:

Check Tag Manager:

Use the Google Tag Assistant Chrome extension to verify that your Google Tag Manager tags are firing correctly on your website.

Test Conversions:

Perform the conversion actions on your website and check that these actions are being tracked in Google Analytics.
Verify that the conversions are also appearing in your Google Ads account.

👉🏻 Want to know how to use Google Ads?

Monitoring and Analyzing Conversions

Once your setup is complete, you can start monitoring and analyzing your conversions:

Google Ads Conversion Data:

Monitor the Conversions section in Google Ads to see how your campaigns are performing.
Use this data to optimize your bids, ads, and targeting.

Google Analytics Reports:

Use Google Analytics to get detailed insights into your conversions.
Check the Assisted Conversions report to see how different channels contribute to your conversions.
Analyze user behavior on your site to identify areas for improvement.

By following these steps, you can effectively track and analyze your Google Ads conversions using Google Analytics and Google Tag Manager. This setup not only saves time but also provides valuable insights to optimize your marketing efforts.