How to set up Google Ads conversions

Francesco Noli

Francesco Noli

Founder Adsvanced Performance Agency - Advertising Expert

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How to set up Google Ads conversions

In this article we will see how to set up Google Ads conversions to get the most out of your campaigns.

Where to start

If you are unfamiliar with coding or websites, hire an expert. Don’t do it alone. On the other hand, in case you are familiar with the codes, follow the step-by-step directions below.

The first step is to create your Google Tag Manager account.

Open Google Tag Manager (GTM) from this link

Once in, create a new account using the same email you used to create your Google Ads account.

The second step is to install GTM on your site. To do thisyou will need to go to the Administration tab, Install Google Tag Manager and enter the code strings that are given. You will place the first string of code in the section of your site and the second string in the section .

Once done you need to create the actual conversions. Type “conversions” in the search bar and enter the dedicated page.

There are several conversions that can be created. Let’s start with Web site conversions.

The first thing to do is to choose the Category. Suppose you have a site and its goal is to generate leads by filling out a contact form on your site. The correct category may be “lead form submission.” The name of the conversion will only serve you to quickly identify what you are referring to; “Contact Form” would do for now.

If you can, it is important to set the value of your conversions. For example, if you have a conversion worth €10 and a conversion worth €50, Google will know what to prioritize, which is the conversion worth €50.

In the case of contacts, it is more difficult to place a value. If, for example, you know that on average out of 10 contacts received, only one becomes your customer and, again on average, spends €100, you could give value contact €10, or €100/10 contacts. If you don’t think it is useful information in your case anyway or you don’t want to go overboard on approximations, check the box “Do not use a value for this conversion.”

In counting, it is advisable to select “One” in case of Contact conversion goal, while “All” should be used with Purchase or Add to Cart conversion goal.

The click-through conversion window is a time window in which Google credits itself for a successful conversion if the conversion occurred after clicking the ad within 30 days.

In general, you can leave the various conversion windows as they are.

Under Include in “conversions” it is important to leave “Yes” in case conversions are important. On the other hand, if you want to track “Click on button” conversions on your website, there is no need to set “Yes” within the Include section under “Conversions.”

Once you have done this, click continue.

At this point you have more options for setting up and installing the tag. Click on “Use Google Tag Manager” and some information such as Conversion Id and Conversion Label will appear.

Open Google Tag Manager and in the Workspace tab click on New Tag. Under Tag Configuration, choose a new tag and select “Google Ads conversion tracking.” A window will open for you to enter all the information you found earlier. Enter the Conversion ID and the Conversion Label.

Once this is done we should configure an Activator, meaning we need to tell Google what conversion means to us. We click on create new activator and choose the type of activator we prefer.

If we follow the example of contact forms, when the user has submitted the form they will be redirected to a Thank You Page, where we thank them for the contact. This page will have a specific URL, so when a user has visited that page we know that that specific user will have converted, because there was no other way to get to that specific URL except by submitting the form.

To set this conversion you have to choose the “Page View” activator and set Page Urle – Contains – thankyoupage (or whatever your URL is).

Once done click save and you can give the activator a name, such as “Visit Thank You Page.”

This was just one example, but you can create so many conversions and so many activators. Each setting depends on your goals and the structure of your site.

Set these two factors let’s click Save and our Tag will be created and ready to be used. To install it on the site you have to go back to the Work Area tab and press Submit. Don’t forget this passage.

Tag Linker Conversions

After clicking submit you can return to Google Ads to the page where the Conversion ID and Conversion Label are shown and proceed to add a Conversion Linker Tag.

Go back to the Tag Manager, create a new tag, and select “Linker conversions.” Select “All Pages” as the activator and click save. Click submit and you’re done.

Go back to GTM and click “Install Tag Automatically” (Global Tag), copy the code and install it in the header of your site. Once done go back to GTM and click on next. A warning will come out, click Finish.

At this point here is the conversion we created. Each time a conversion occurs, the total conversions figure will be shown. Same for the value, which will update as conversions increase.

All the conversions you set up will be displayed here.

Don’t forget that every conversion you track or let your apps track must be declared in the Privacy Policy and Cookie Policy.

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