You can use Google Tag Manager to install your Google tag and your conversion tracking tag.
Set up the Google tag
If you set up a conversion action using a URL, you need to create a Google tag in Tag Manager.
Step 1: Create a new Google tag
- Open Google Tag Manager
- Select the container you want to configure. Open the
Tags menu. - Create a New tag. Enter a name for the tag at the top (e.g., "Google tag configuration - example.com").
- In the Tag Configuration box, select
Google tag. - Configure your tag. In the field Tag ID, enter your Google tag ID.
Where is my Google tag ID?
You can find your Google tag settings within Google Ads, Google Analytics, and Google Tag Manager. Log in to a product and follow the instructions to view your tag ID:
You can find your Google tag ID in several Google products: Google Ads, Google Analytics, Campaign Manager 360, and Google Tag Manager. To view your tag ID, simply log in to the relevant product and then follow the specific instructions provided for that platform.
How to find your Google tag ID and use it for website tracking
In Google Ads
- Open the Google tag settings in Google Ads.
- Sign in to your Google Account. Learn how to create a Google Account.
- Navigate to Tools and then Data Manager.
- Under Google tag, find the Google tag and then click Manage.
- Under Your Google tag, click the Google tag (left side of the diagram).
- Under Tag details, copy the Google tag ID.
In Google Analytics
- Go to https://analytics.google.com/analytics/web/.
- Sign in to your Google Account. Learn how to create a Google Account.
- In Admin, under Data collection and modification, select Data Streams.
Note: The previous link opens to the last Analytics property you accessed. You can change the property using the property selector. You must be an Editor or above at the property level to open your Google tag settings.
- Select the data stream that you want to edit.
- Under Google tag, click Configure tag settings
- Under Your Google tag, click the Google tag (left side of the diagram).
- Under Tag details, copy the Google tag ID.
In Campaign Manager 360
- Go to https://campaignmanager.google.com.
- Sign in to your Google Account. Learn how to create a Google Account.
- Under Floodlight, click Google Tag to edit the Google tag settings.
- Under Google tag, click Configure tag settings.
- Under Your Google tag, click the Google tag (left side of the diagram).
- Under Tag details, copy the Google tag ID.
In Google Tag Manager
- Go to https://tagmanager.google.com.
- Sign in to your Google Account. Learn how to create a Google Account.
- In the Google tags tab, select the Google tag.
- Under Your Google tag, click the Google tag (left side of the diagram).
- Under Tag details, copy the Google tag ID.
- Optional: You can set up additional configuration options to govern how your Google tag communicates with its destinations. If you set up the Google tag and want to keep all its default settings, you can now skip to Step 2: Create a trigger.
Tags menu.
Google tag.Optional settings
Global parameter settings
If you need to establish common context across several Google tags, you can specify global parameters using gtag.js directly on your website.
Learn how to reuse parameters across multiple tags, in the developer documentation.
Configuration settings
You can specify additional configuration parameters that influence the Google tag settings.
To reuse configuration across Google tags, create a configuration settings variable.
Shared event settings
You can specify additional parameters that are sent with every event, for example the currency of a price. Event parameters are only valid for the tag you add them to.
To reuse event settings across Google tags, create an Google Tag Event Settings variable. Use recommended event parameter names so that Google Analytics can populate dimensions and metrics for you.
Send data to a tagging server
Server-side tagging allows you to move some tags off of your website or app and onto a server instead, which allows you to improve performance. Learn more about server-side tagging.
To send all events to a Tag Manager server container instead of Google Analytics, you need to configure the following parameter:
- Open the Configuration settings menu.
- Set up the server container URL by adding a new configuration parameter:
- Name:
server_container_url - Value: Set to the server container URL of your Tag Manager server container
- Name:
Result: Your configuration parameters should look like this:
Set up user properties
User properties are attributes that describe groups of your user base, such as their language preferences or geographic locations. You can use user properties to define audiences.
For example, you can set a user property called favorite_food, which you can use to record each user's favorite food. You can use the data to segment users by their favorite food.
Analytics automatically collects some user dimensions so you don't have to define user properties for them. You can set up to 25 additional user properties per Google Analytics 4 property.
To measure custom user properties you need to create a new Google Tag Event Settings variable and then assign it to the Google tag.
7. Save your Google tag.
Step 2: Create a trigger
- To ensure that the Google tag fires before other triggers, click Triggering and use the Initialization - All pages trigger. Learn more about Page triggers.
- Name the tag and Save the tag configuration.
Result
Your tag configuration should look like this:
Set up the conversion tracking tag
If you set up conversions manually, you need to set up the conversion tracking tag:
- Copy the Conversion ID and Conversion label (shown in this tab) for your conversion action.
- Follow the instructions to set up Google Ads conversion tracking in Google Tag Manager. Important: To ensure proper tracking in all browsers, make sure you add a Conversion linker tag and configure it to fire on all of your webpages.
- Click Next.
- Click Done.
- If you’re tracking clicks on your website as conversions, you’ll need to complete additional setup steps in Google Tag Manager. This is required for conversion tracking to work. Choose one of the 2 options below:
- Basic: Set up a click trigger so the conversion tracking tag fires when the relevant click occurs.
- Advanced: Add a function call to the code for the link, button, or button image. Then, set up a custom event trigger so the conversion tracking tag fires when the event (in this case, a click) occurs.
Instead of manually adding the conversion tracking tag to your website code, you can use Google Tag Manager to install the tag. You’ll need to provide the following information:
- Conversion ID
- Conversion label
TAG_ID stands for the conversion ID unique to your account, while AW-CONVERSION_LABEL stands for the conversion label, which is unique per conversion action.<!-- Event snippet for Example conversion page -->
<script>
gtag('event', 'conversion', {'send_to': 'AW-CONVERSION_ID/AW-CONVERSION_LABEL',
'value': 1.0,
'currency': 'USD'
});
</script>You’re now done setting up conversion tracking for your website.
