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Watch the Video Tutorial:
How to Install the Google Ads Tag via Google Tag Manager (GMT)
1️⃣ Navigate to your Google Ads account and click on Tools (top right)
2️⃣ Click on Audience Manager under SHARED LIBRARY
3️⃣ Click on Audience Sources (left column)
4️⃣ Click on Google Ads Tag and follow the installation steps
5️⃣ Select to set-up via Google Tag Manager
6️⃣ Copy the Conversion ID
7️⃣ Navigate to your Google Tag Manager and Add a New Tag
8️⃣ Select Google Remarketing as Tag
9️⃣Select "All Pages as the Trigger and save your Tag
Submit and Publish your Google Tag Manager Container and you are all set!
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Frequently Asked Questions on Installing the Google Ads Tag via Google Tag Manager (GMT)
What is the Google Ads Tag and why should I install it through GTM?
The Google Ads Tag (also known as the Global Site Tag or gtag.js) helps track conversions and optimize campaign performance. Installing it via Google Tag Manager (GTM) makes management easier — you can deploy, edit, or remove tags without touching your website’s code, ensuring cleaner implementation and faster updates.
How do I install the Google Ads Tag using GTM?
In your Google Ads account, go to Tools & Settings → Conversions → + New Conversion Action → Website.
Create your conversion and copy the Conversion ID and Conversion Label.
In Google Tag Manager, click Tags → New → Tag Configuration → Google Ads Conversion Tracking.
Paste your Conversion ID and Label, then choose a Trigger (e.g., “All Pages” or a specific event like “Form Submission”).
Click Save → Submit → Publish to activate your tag.
How can I verify that my Google Ads Tag is firing correctly in GTM?
Use Preview Mode in GTM to check if the tag triggers on the intended pages or actions. You can also install the Google Tag Assistant Chrome Extension to confirm whether the conversion tag is active and sending data correctly to Google Ads.
What’s the difference between using GTM and installing the tag directly on my website?
Installing directly involves adding code manually to your site’s header, while GTM centralizes all your tags in one place. GTM provides greater flexibility, version control, and reduces the need for developer involvement — ideal for marketers managing multiple tracking tools.
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