Use Google Tag Manager to manage tags for Floodlight conversion actions

Google Tag Manager helps you maintain tags on your site. Instead of adding and updating tags directly on your site, you add and update them in Google Tag Manager. Google Tag Manager then outputs properly formatted tags on your site as needed. Learn more about Google Tag Manager.

Before you begin

To manage tags for Floodlight conversion actions:

1. Set up an account and install Google Tag Manager code snippet on every page of your site.
2. Create a Floodlight conversion action in your new Search Ads 360.
3. In Google Tag Manager, use information that the new Search Ads 360 generates for the conversion action to create a Floodlight tag.
4. We recommend that you set up the following:
   • Activate the conversion API
   • Add the conversion linker in Google Tag Manager

If your organisation uses Campaign Manager 360, consider using Campaign Manager 360 for this task instead of Search Ads 360. Campaign Manager 360 can create tags for Floodlight activities in your Google Tag Manager container, while Search Ads 360 requires you to sign into Google Tag Manager and create new tags manually.

Due to differences in the way that browsers use cookies, there may still be times when conversions can't be measured directly. In some cases, Search Ads 360 uses machine learning and historical data to model the number of conversions and amount of conversion revenue that can't be measured directly.

Activate the conversion API

To ensure that the Conversion Linker tag can attribute conversions to all engine types supported by Search Ads 360, activate the conversion API for your advertiser. The conversion API makes sure that the gclid and gclsrc parameters are included in your landing page URLs. These parameters contain a Google click ID and source ID, which Search Ads 360 requires to correctly attribute conversions to ad clicks.

1. Sign in to your new Search Ads 360.
2. Navigate to a sub-manager or client account.
3. On the navigation menu, click the tools and settings icon .
4. Under 'Measurement' click Conversions.
5. On the left menu, click Settings.
6. Expand the 'Enhanced conversions' option.
7. In the drop-down menu for 'Which method should I use', click Google Ads API.
8. Click Save.

Instructions

1. Create a Floodlight conversion action

Conversion actions help you understand how well the ads support your business after people interact with your ads (for example, making a purchase and submitting a form). You can start creating conversions through the sub-manager account in your new Search Ads 360. In the 'Conversion goal' section you can choose the conversion goal that you want to track, such as 'Sales categories', 'Leads categories' and more. After the conversion action is created, you can add the tag to the website directly or through Google Tag Manager. Learn how to create a Floodlight conversion action.

2. Create a Floodlight tag in Google Tag Manager

Conversion tags can be created in Google Tag Manager instead of creating Floodlight conversion action in the new Search Ads 360.

If you already have an account in Google Tag Manager, go to the specific site's container.

If you don’t have an account, create a new account by selecting one of the following tag types:

• Floodlight Counter tag: It is used to count the number of times that users have visited a particular page after an ad is viewed or clicked.
• Floodlight Sales tag: It is used to measure the quantity and value of purchases.

3. Add the conversion linker in Google Tag Manager

To ensure that your tags can effectively measure all of your conversions, make sure that you’re using the conversion linker tag in Google Tag Manager.

To add the conversion linker tag:

1. In your Google Tag Manager container, click Tags, then click New.
2. For Tag Configuration, select the Conversion Linker tag type.
3. For Triggering, select All Pages.
4. Save your tag.
5. Publish the Conversion Linker tag.