Create and report on Google Ads conversion trackers

Install tags for Google Ads conversion trackers

Google Ads conversion trackers use the global site tag and event snippet to report conversions on your site. Search Ads 360 generates a global site tag and event snippet when you create a conversion tracker. The steps you take to install the tag and snippet depend on whether your site already uses the global site tag, or if you use Google Tag Manager to manage tags on your site.

Before you start: copy the tags from Search Ads 360

When you create a conversion tracker, Search Ads 360 generates a global site tag and event snippet. Follow these steps to copy the tag and event snippet:

  1. Navigate to a Google Ads engine account.
    Steps for navigating to an engine account
    1. In the left navigation panel, click All accounts.
      What if the left navigation pane isn't visible?

    2. Click the navigation bar to display navigation options.

    3. In the "Agency" list, click on the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

    4. In the "Advertiser" list, click on the advertiser that contains the engine account.

    5. In the "Account" list, click on the engine account.

    6. Click Apply or press the Enter key.

    Search Ads 360 displays the engine account page.

  2. Sync the account:
    1. Above the reporting table, click the sync from engine icon Sync from engine icon.
    2. Click Start sync.
      Search Ads 360 starts synchronizing and displays its progress above the report table. For example: Sync progress: 80% complete.
  3. After sync completes, click the More▼ tab, then click Google Ads conversion trackers.
  4. Find the conversion tracker in the Google Ads conversion trackers reporting table.

    In the Google event snippet column, click Get snippet and copy the event snippet.

    In the Google global site tag column, click Get snippet and copy the global site tag.

Install tags on a site that already uses the global site tag

If your site already uses the global site tag, do the following:

  1. In the global site tag Search Ads 360 generated for your conversion tracker, view the 'config' command. Note the conversion-tracker ID that appears in the command ("AW-345678901" in the example below).

    <!-- Global site tag (gtag.js) - Google Ads: 345678901 -->
    <script async src="https://www.googletagmanager.com/gtag/js?id=AW-345678901"></script>
    <script>
      window.dataLayer = window.dataLayer || [];
      function gtag(){dataLayer.push(arguments);}
      gtag('js', new Date());

      gtag('config', 'AW-345678901');
    </script>

  2. If the global snippet that's already installed on your site doesn't contain a 'config' command with the same conversion-tracking ID as your conversion tracker's global site tag, add your conversion tracker's 'config' command to every page of your site.

    Here's an example of a global snippet that contains 'config' commands for other Google products, plus the command for your conversion tracker.
     <!-- 
    Start of global snippet: Please do not remove
    Place this snippet between the <head> and </head> tags on every page of your site.
    -->
    <!-- Global site tag (gtag.js) - DoubleClick -->
    <script async src="https://www.googletagmanager.com/gtag/js?id=DC-1234567"></script>
    <script>
     window.dataLayer = window.dataLayer || [];
     function gtag(){dataLayer.push(arguments)};
     gtag('js', new Date());

     gtag('config', 'DC-1234567');

     gtag('config', 'AW-234567890');
     gtag('config', 'AW-345678901');

    </script>
    <!-- End of global snippet: Please do not remove -->

    Note that the <script async> tag only needs one ID in the src attribute. Don't update the src attribute with IDs from the config command you copied.

  3. On the page with the event you're tracking, install the conversion tracker's event snippet right after the global site tag. Here's an example of the global site tag and event snippet that would appear on the page with the event you're tracking:

     <!-- 
    Start of global snippet: Please do not remove
    Place this snippet between the <head> and </head> tags on every page of your site.
    -->
    <!-- Global site tag (gtag.js) - DoubleClick -->
    <script async src="https://www.googletagmanager.com/gtag/js?id=DC-1234567"></script>
    <script>
     window.dataLayer = window.dataLayer || [];
     function gtag(){dataLayer.push(arguments)};
     gtag('js', new Date());

     gtag('config', 'DC-1234567');

     gtag('config', 'AW-234567890');
     gtag('config', 'AW-345678901');

    </script>
    <!-- End of global snippet: Please do not remove -->


    <!-- Event snippet for example conversion page -->
    <script>
      gtag('event', 'conversion', {
          'send_to': 'AW-345678901/_RObCJ_QoogBEL-bup8D',
          'transaction_id': ''
      });
    </script>


    If you're tracking conversions when a user clicks a button, Search Ads 360 generates a JavaScript function that triggers the event snippet. Make sure that the button's "onclick" event invokes this JavaScript function.

Install tags on a site that doesn't use the global site tag yet

If your site isn't already using the global site tag, do the following:

  1. On every page of your site, paste the global site tag Search Ads 360 generated for your conversion tracker between the <head> and </head> tags.

    <head>

    <!-- Global site tag (gtag.js) - Google Ads: 345678901 -->
    <script async src="https://www.googletagmanager.com/gtag/js?id=AW-345678901"></script>
    <script>
      window.dataLayer = window.dataLayer || [];
      function gtag(){dataLayer.push(arguments);}
      gtag('js', new Date());

      gtag('config', 'AW-345678901');
    </script>

    </head>

  2. On the page with the event you're tracking, install the conversion tracker's event snippet right after the global site tag. Here's an example of the global site tag and event snippet that would appear on the page with the event you're tracking:

    <head>

    <!-- Global site tag (gtag.js) - Google Ads: 345678901 -->
    <script async src="https://www.googletagmanager.com/gtag/js?id=AW-345678901"></script>
    <script>
      window.dataLayer = window.dataLayer || [];
      function gtag(){dataLayer.push(arguments);}
      gtag('js', new Date());

      gtag('config', 'AW-345678901');
    </script>

    <!-- Event snippet for example conversion page -->
    <script>
      gtag('event', 'conversion', {
          'send_to': 'AW-345678901/_RObCJ_QoogBEL-bup8D',
          'transaction_id': ''
      });
    </script>

    </head>


    If you're tracking conversions when a user clicks a button, Search Ads 360 generates a JavaScript function that triggers the event snippet. Make sure that the button's "onclick" event invokes this JavaScript function.

Learn more about installing conversion tracker tags to your site.

Use Google Tag Manager to install tags for conversion trackers

Google Tag Manager is a tag management system that allows you to quickly and easily update tags and code snippets on your website. You can use Google Tag Manager to install your conversion tracking tag.

  1. From the global site tag that Search Ads 360 generated, copy the Conversion ID, which appears in the 'config' command ("AW-345678901" in the example below).

    <!-- Global site tag (gtag.js) - Google Ads: 345678901 -->
    <script async src="https://www.googletagmanager.com/gtag/js?id=AW-345678901"></script>
    <script>
      window.dataLayer = window.dataLayer || [];
      function gtag(){dataLayer.push(arguments);}
      gtag('js', new Date());

      gtag('config', 'AW-345678901');
    </script>

  2. From the event snippet that Search Ads 360 generated, copy the Conversion label, which appears in the 'send_to' command ("AW-345678901/_RObCJ_QoogBEL-bup8D" in the example below).

    <!-- Event snippet for example conversion page -->
    <script>
      gtag('event', 'conversion', {
          'send_to': 'AW-345678901/_RObCJ_QoogBEL-bup8D',
          'transaction_id': ''
      });
    </script>

  3. 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.
  4. Click Next.
  5. Click Done.
  6. 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.
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