Google Ads Conversion Tracking for Ecommerce with Google Tag Manager

• Macro-conversions represent the primary business objectives. Examples include completed purchases, confirmed bookings and qualified leads.
• Micro-conversions represent smaller interactions that indicate interest or progress towards a primary objective. Examples include adding a product to a cart, starting checkout or registering an account.

1. Visit a product page.
2. Add a product to the cart.
3. Begin checkout.
4. Complete the purchase.

• Advertising impression: An advertisement is displayed to a user.
• Advertising click: A user interacts with the advertisement and follows its destination link.
• Website session: The visitor starts a measured website visit. A session may include multiple page views and interactions.
• Conversion: The visitor completes an action defined as valuable by the advertiser.

• A completed ecommerce purchase.
• A product added to the cart.
• A checkout initiation.
• A successfully submitted lead form.
• A completed account registration.

• Transaction ID.
• Order or conversion value.
• Currency.
• Product identifiers.
• Product names.
• Product prices.
• Product quantities.
• Tax and shipping values, where applicable.

• Product ID.
• Product name.
• Product price.
• Quantity.
• Currency.
• Cart item value.

• Products included in checkout.
• Product identifiers.
• Product quantities.
• Product prices.
• Total item value.
• Currency.
• Coupon information, when applicable.

• Contact requests.
• Product enquiries.
• Quote requests.
• Service enquiries.
• Business consultation requests.

<!-- Google tag -->
<script async src="https://www.googletagmanager.com/gtag/js?id=AW-CONVERSION_ID"></script>

<script>
window.dataLayer = window.dataLayer || [];

function gtag() {
    dataLayer.push(arguments);
}

gtag('js', new Date());
gtag('config', 'AW-CONVERSION_ID');
</script>

gtag('event', 'conversion', {
    send_to: 'AW-CONVERSION_ID/CONVERSION_LABEL',
    value: 149.90,
    currency: 'EUR',
    transaction_id: 'ORDER-1001'
});

• The Conversion ID identifies the Google Ads account.
• The Conversion Label identifies the specific conversion action.

• Google Ads Conversion Tracking.
• Google Ads Remarketing.
• Google tag.
• Google Analytics 4 Event.
• Other supported third-party measurement tags.

• Transaction ID.
• Conversion value.
• Currency.
• Product information.
• Event name.

dataLayer.push({ ecommerce: null });  // Clear the previous ecommerce object.
dataLayer.push({
    event: "purchase",
    ecommerce: {
        transaction_id: "T_12345",
        // Sum of (price * quantity) for all items.
        value: 72.05,
        tax: 3.60,
        shipping: 5.99,
        currency: "EUR",
        coupon: "SUMMER_SALE",
        customer_type: "new",
        items: [
            {
                item_id: "SKU_12345",
                item_name: "Stan and Friends Tee",
                coupon: "SUMMER_FUN",
                discount: 2.22,
                index: 0,
                item_brand: "Google",
                item_category: "Apparel",
                item_list_id: "related_products",
                item_list_name: "Related Products",
                item_variant: "green",
                price: 10.01,
                quantity: 3
            },
            {
                item_id: "SKU_12346",
                item_name: "Google Grey Women's Tee",
                coupon: "SUMMER_FUN",
                discount: 3.33,
                index: 1,
                item_brand: "Google",
                item_category: "Apparel",
                item_list_id: "related_products",
                item_list_name: "Related Products",
                item_variant: "gray",
                price: 21.01,
                promotion_id: "P_12345",
                promotion_name: "Summer Sale",
                quantity: 2
            }]
    }
});

1. event identifies the interaction that occurred.
2. ecommerce contains transaction and product information.

• Purchase.
• Add to Cart.
• Begin Checkout.
• Submit Lead Form.
• Sign-Up.

• Conversion ID.
• Conversion Label.
• Conversion Value.
• Transaction ID, where applicable.
• Currency Code.

• The expected event appears.
• The correct trigger matches.
• The correct conversion tag fires.
• The variables contain the expected values.
• The conversion tag does not fire repeatedly.
• Consent requirements are respected.

• Be generated by the ecommerce system.
• Identify the actual transaction.
• Remain consistent when the same order is revisited.
• Be different for separate orders.
• Never be replaced with a fixed example value.

https://example.com/product?gclid=AbCdEf123456

• gbraid
• wbraid
• gad_source
• gad_campaignid

https://example.com/product
?utm_source=google
&utm_medium=cpc
&utm_campaign=spring_sale

• Visitors who viewed specific website sections.
• Customers who added products to their carts.
• Customers who started checkout but did not purchase.
• Previous purchasers.
• Registered customers.

1. An appropriate product feed in Merchant Center.
2. A linked Google Ads account.
3. Dynamic remarketing configuration.
4. A Google Ads remarketing tag.
5. Correct product identifiers and relevant event parameters.

• Product ID.
• Product value.
• Currency.
• Product category or type.
• Business vertical.
• Event type.
• Other parameters required by the selected implementation.

1. Google Ads generates advertising click information and appends the appropriate URL parameter.
2. The visitor lands on the ecommerce website.
3. The Google tag and relevant click-measurement configuration process the advertising information.
4. The visitor interacts with the website.
5. The ecommerce platform or extension generates the relevant event.
6. GTM receives the event through the data layer, if that is the selected implementation.
7. GTM evaluates the configured trigger.
8. The relevant Google Ads conversion tag sends the purchase information to Google Ads.
9. A separate GA4 event tag may send the corresponding ecommerce event to GA4.
10. Google Ads processes the conversion according to the configured attribution and conversion settings.

• The correct event appears in the event timeline.
• The correct custom trigger matches.
• The intended Google Ads tag fires.
• The relevant variables contain the expected information.
• No unintended conversion tags execute.

• Create Google Ads conversions from Google Analytics events.
• Primary and secondary conversion actions.
• Google Ads conversion counting options.

1. Use the Google tag for Google Ads conversion tracking
2. Google Tag Manager versus gtag.js
3. Google Ads conversions in Tag Manager
4. Google Ads conversion categories
5. GA4 recommended events
6. Custom event triggers in Google Tag Manager
7. Conversion Linker
8. Google Ads auto-tagging
9. Google Ads dynamic remarketing with GTM
10. Dynamic remarketing for retail
11. Google Ads audience sources
12. Primary and secondary conversion actions
13. Google Analytics and Google Ads linking
14. Consent Mode
15. Enhanced Conversions with GTM

16. Google Ads Conversion Tracking with Google Tag Manager, Analytics Mania

17. Google AdWords is becoming Google Ads, Google, June 27, 2018