Tracking Google Ads Conversions Using Google Tag Manager

5 min read

Google Ads conversion tracking is a way to measure the conversion actions that users take on your Wix site after they click or view your Google ads. For example, a visitor might finalize a purchase after clicking an ad.

You can use Google Tag Manager to track your Google Ads conversion actions by setting up variables, triggers, and tags that use the Conversion ID and Label ID of the action you want to track.

Tips:

You can also track Google Ads conversion actions by adding custom code to your site.
If you don't need to set up any special tracking, it's a good idea to use Google Analytics instead, which captures all essential business events.

Important:

You need to connect Google Tag Manager to your site before you can set up conversion tracking.
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If your site uses a cookie banner, conversions’ data will only be sent to Google if a visitor provides consent and approves using the relevant cookies. However, if you don't have a cookie banner and a site visitor comes from a country that requires consent (e.g. those covered by GDPR) no data is sent to Google. Google only tracks sessions where visitors give explicit consent.

Step 1 | Create a conversion action in Google Ads

First, you need to create a conversion action in your Google Ads account. This gives you the Conversion ID and Conversion label that you need to use in Google Tag Manager to track the action.

Step 2 | Set up your conversion action in Google Tag Manager

Now that you have created a conversion action, you need to choose a conversion type and set up the conversion action in Google Tag Manager. You can create an eCommerce conversion, form submission conversion, or click button conversion.

Create an eCommerce conversion based on purchase

Note:

Wix fires a special collection of business events that cover the recommended by Google conversions. Do not use the Thank You page capturing method to track eCommerce-based conversions.

After you've created your conversion action, you need to set up 2 variables in your Google Tag Manager account. Then, you need to create 2 triggers that use these variables so that you can track your conversion action. Finally, you can start tracking the conversion action by creating 2 tags.

a | Create 2 variables

b | Create 2 triggers

c | Create 2 tags

Create other types of eCommerce conversions:

Other types of eCommerce conversions you can set up are View product page, Add to cart, and Begin checkout. Use the table below to set up the corresponding conversions.

Event	Custom trigger name	Variables
View product page	viewContent	Not required
Add to cart	addToCart	Not required
Begin checkout	checkout	Not required

Create a form submission conversion

Track conversions when site visitors submit a form on your site. Capturing a "lead" event is triggered when a site visitor submits a form while using a Thank You page is triggered if a site visitor is redirected to a form's Thank You page after submitting a form.

Lead event capturing (recommended)

a | Create a variable

b | Create a trigger

Thank You page capturing

Create a Thank You page that your site visitor will be redirected to after successfully submitting a form.
Create a trigger:
1. Click Triggers.
2. Click New.
3. Enter a name for the trigger. We recommend "tr_form_submit" or similar.
4. Click Choose a trigger type to begin setup.
5. Select Custom Event under Other.
6. Enter "Pageview" under Event name.
7. Set the URL of the tracked Thank You page. Select “Some custom events” and “Page URL” that contains your Thank You page URL part.
8. Click Save.

Create click button conversions

Track conversions for when site visitors click phone, e-mail, and Whatsapp buttons.

a | Create a variable

b | Create a trigger

Did this help?

In this article

Step 1 | Create a conversion action in Google Ads
Step 2 | Set up your conversion action in Google Tag Manager
Create an eCommerce conversion based on purchase
Create a form submission conversion
Create click button conversions

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