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Watch the Video Tutorial:
How to Set up Conversions in Google Ads via Google Tag Manager (GTM): 3 Examples
Prerequisites:
➡️ Link your GA4 account to Google Ads
➡️ Event Tracking in Google Analytics 4
➡️ Mark Events as Conversions in Google Analytics 4
1️⃣ Navigate to Google Ads and click on "Tools and Settings"
2️⃣ Select Conversions under the Measurement Column
3️⃣ Click on "New conversion action"
4️⃣ Select "Website"
5️⃣ Skip the automated way of creating conversions
6️⃣ Scroll all the way down and select "Add a conversion action manually"
7️⃣ Name your conversion and go through the settings
8️⃣ Copy the conversion ID and conversion Label
9️⃣ Navigate to Google Tag Manager and create a new Tag
🔟 Customise your Trigger and save the Tag
➡️ Preview your Tag Manager and verify that your tag works
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Frequently Asked Questions on Setting up Conversions in Google Ads via Google Tag Manager (GTM)
Why should I use Google Tag Manager to set up Google Ads conversions?
Using Google Tag Manager (GTM) allows you to manage and deploy all your Google Ads conversion tags from one place — without editing your website’s code. It makes tracking setup faster, more flexible, and error-free, especially when you’re managing multiple campaigns or conversion actions.
How do I set up Google Ads conversions in GTM? (Example 1 — Button Click Conversion)
In Google Ads, go to Tools & Settings → Conversions → + New Conversion Action.
Choose Website → Add your domain → Track actions on your website.
Name your conversion (e.g., “Lead Form Submission”).
Copy the Conversion ID and Conversion Label.
In GTM, click Tags → New → Google Ads Conversion Tracking.
Paste your Conversion ID and Label, and set the Trigger → Page View → Thank You Page URL.
Save, preview, and publish your container.
How do I track button clicks as conversions in GTM? (Example 2 – Click Event Conversion)
In GTM, click Triggers → New → Click → All Elements.
Configure the trigger to fire when the Click Text or CSS Selector matches your button.
Create a new Google Ads Conversion Tracking Tag and add the Conversion ID and Label.
Assign the button click trigger to this tag.
Use Preview Mode to test before publishing.
Now your conversion will fire whenever the button is clicked.
How do I track form submissions as conversions in GTM? (Example 3 – Form Submission Trigger)
In GTM, click Triggers → New → Form Submission.
Enable Check Validation and configure conditions (e.g., Form ID, Page URL).
Create a new Google Ads Conversion Tag and enter your Conversion ID and Label.
Assign your form trigger to the tag and publish.
You’ll now track leads generated via form submissions accurately in Google Ads.
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