How to set up Google Ads Conversions on Google Tag Manager

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Vision

💡 Objective: To establish a unified and efficient method for setting up and tracking Google Ads conversions across multiple websites under a Car Groups with many websites.
Importance: Consistent execution of this procedure ensures accurate tracking of lead forms across all websites, improving customer satisfaction, operational efficiency, and marketing performance.

Context

  • This procedure addresses the need for a streamlined approach to manage Google Ads conversions across various websites, eliminating the need for redundant setups and ensuring accurate tracking and reporting.
  • Prerequisites include having access to the Google Ads and Google Tag Manager accounts, as well as familiarity with the conversion tracking process.

Relevant Docs

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Resources Required

Specific Instructions

  1. Access Google Ads Dashboard
    • Navigate to the Google Ads dashboard.
    • Go to the ‘Goals’ section and select ‘Conversions’.
  2. Create New Conversion Actions
    • Click on ‘New Conversion Action’ and select ‘Website’.
    • Create a new conversion action for each form type:
      • Used Car Inquiry Form
      • New Car Inquiry Form
      • Finance Application Form
      • General Inquiry Form
      • Service Booking Form
    • For each conversion action, set the following parameters:
      • Conversion Name: Appropriate to the form type.
      • Value: Do not set a conversion value.
      • Count: Only one conversion per user.
      • Click-through conversion window: 30 days.
      • Enable Enhanced Conversions.
  3. Enable Enhanced Conversions
    • Open a new tab for each conversion action and enable Enhanced Conversions using Google Tag Manager.
  4. Set Up Tags and Triggers in Google Tag Manager
    • Create a ‘Conversion Linker’ tag to be triggered on all pages.
    • For each form type, create a Google Ads Conversion Tracking tag:
      • Include the conversion ID and label.
      • Include user-provided data.
      • Set the trigger to fire on the corresponding form submission success event.
  5. Test the Conversion Tracking
    • Use the ‘Preview’ mode in Google Tag Manager to ensure that tags fire correctly when forms are submitted.
    • Check the Google Ads debugger to verify that the conversions are recorded.
  6. Publish Changes
    • Once all tags and triggers are verified, publish the changes in Google Tag Manager.

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Setting it up for sub sites using Google Tag Manager container export and import

  1. Export Google Ads Conversions
    • Go to the admin section of the Autocity Group Google Ads account.
    • Select Export Container.
    • Choose the default workspace.
    • Select only the Google Ads items created previously.
    • Click Export and download the JSON file.
    • Add the JSON file to the internal Autocity documentation for reference.
  2. Import Google Ads Conversions to Target Website
    • Open the Google Tag Manager container for the target website.
    • Ensure all necessary tags and triggers are present.
    • Select Import Container and choose the exported JSON file.
    • Select Existing Workspace and choose Merge Workspace.
    • Confirm and resolve any conflicts by renaming conflicting tags.
  3. Testing the Imported Conversions
    • Disable the web service environment to prevent spam leads.
    • Go to the target website and test each form submission.
    • Verify that each form correctly triggers the respective Google Ads conversion.
    • Re-enable the web service environment after testing.
  4. Finalise and Document Changes
    • Publish the changes in Google Tag Manager.
    • Update internal documentation with the Notion link provided for reference.

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Task Inputs

  • List of forms on the AutoCity Group websites.
  • Knowledge of form IDs and event names for each form submission.
  • For exports/imports:

Definition of done

  • [ ] Conversion actions are created and named appropriately in Google Ads.
  • [ ] Enhanced Conversions are enabled for all actions.
  • [ ] Tags and triggers are correctly set up in Google Tag Manager.
  • [ ] Successful test of each form submission confirming the conversion is tracked.
  • [ ] Changes published and verified in Google Tag Manager.