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Using GTM to deploy Google Ads Conversion Tracking Tags

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Google Ads conversion tracking lets you monitor valuable actions taken on your Outgrow content. By setting up conversion tracking with Google Tag Manager (GTM), you can optimize your Google Ads campaigns for the results that matter most to your business. To get started, you need to have access to:

A. An active Outgrow account
B. A Google Ads account
C. A Google Tag Manager account

Steps To Follow

A. Obtain Your Conversion Information

  1. In your Google Ads account, navigate to Tools & Settings > Conversions.
  2. Click the + button to create a new conversion action.
  3. Follow the prompts to define your conversion type and settings.
  4. Select the Use Google Tag Manager option. Copy the Conversion ID and Conversion Label.

B. Create a Conversion Linker Tag (Highly Recommended)

  1. In your GTM workspace, click Tags > New.
  2. Name your tag descriptively (e.g., "Google Ads Conversion Linker").
  3. Choose the Conversion Linker tag type. Click Triggering and select All Pages. Click Save.

C. Create Your Google Ads Conversion Tracking Tag

  1. In your GTM workspace, click Tags > New.
  2. Name your tag (e.g., "Outgrow - Google Ads Conversion").
  3. Select the Google Ads Conversion Tracking tag type.
  4. Paste the Conversion ID and Conversion Label you obtained earlier.
  5. Triggering:
    A. Create a custom trigger based on the Outgrow GTAG event you want to track (e.g., quiz completion, form submission).
    B. Optional: Configure Conversion Value, Order ID, and Currency Code as needed, using GTM variables where possible.
  6. Consider Enhanced Conversions (Optional): Learn about the "Enhanced Conversions" feature in Google Ads documentation for improved privacy and tracking accuracy.
  7. Test and Publish: Use GTM's Preview mode to test your tags before publishing. Check your Google Ads conversion reports to verify tracking is working.

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IMPORTANT POINT TO REMEMBER

A. Outgrow fires GTAG events to signal user actions. You'll use these events within GTM to create the conversion tracking triggers.

B. If you track order values, your website or app needs to generate Order IDs and make them accessible to GTM's data layer.

Few essential things to keep in mind

Q1. What exact tag type should you use? If you use a custom HTML tag, what exactly should you put as the value?

Our Response: The tag type you need to use depends on what you want to achieve with Google Tag Manager (GTM). For example, If you want to track user interactions and behaviour on your website, such as pageviews, events, or conversions, you can use a Google Analytics tag. If you are running Facebook Ads and want to track conversions or user interactions for retargeting purposes, you must use the Facebook Pixel tag. If you are running Google Ads campaigns and want to track conversions or actions completed by users after clicking on an ad, you need to use the Google Ads Conversion Tracking tag. Lastly, you can use a Custom HTML tag if you have a specific tracking script or code snippet that isn't covered by predefined tag types. Here, you have to add the custom code directly into GTM. An example of this could be that if you integrate your Outgrow content with a third-party analytics tool that doesn't have a dedicated tag type, you can use a Custom HTML tag to deploy the tracking code. NOTE: You can review the list of supported GTM tags here.

Q2. What information do you need to add if you want the trigger to behave like a custom event trigger?

Our Response: For custom event triggers, you must provide specific criteria or conditions that define when the trigger should fire. In this case, you need to specify the following information:

A. Trigger Type: Choose "Custom Event" as the trigger type.
B. Event Name: Enter the custom event name you want to track. This could be any action or interaction you want to capture on your content, such as "Form Submission", "Download", etc.
C. Trigger Conditions: Define the conditions under which the trigger should fire. Be as specific as possible to ensure accurate tracking.

Q3. The parent page and Outgrow embed should have different Google Tags.

Our Response: It's recommended to have separate GTM containers for the parent page and the iframe containing Outgrow content. This is because web browsers enforce a security policy called the Same Origin Policy that restricts JavaScript code from one origin (domain) from accessing or interacting with content from another origin. As iframes represent content from a different origin than their parent pages, JavaScript code from the parent page cannot directly access or manipulate content within the iframe, and vice versa.

Each GTM container initializes a container specific to that web page's domain, managing tags, triggers, and variables within its scope. Using the same GTM container in both the parent page and an iframe would attempt to manage tags and tracking across two different origins, but the Same Origin Policy prevents this interaction.

To ensure accurate tracking, it's recommended to maintain separate GTM containers for each domain or origin. By isolating tracking data within separate GTM containers, you can ensure that tags and tracking configurations on the parent page do not interfere with those within iframes, and vice versa. By doing so, tracking data is accurately isolated, ensuring reliable and consistent tracking across different parts of the website.

Feel free to reach out to us at [email protected] if you have any questions.

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IMPORTANT NOTE

If you want to capture the entire flow of customers through your site and include conversions from non-Google Ads sources in your conversion tracking reports, use Tag Manager to deploy Google Analytics across your entire site and then import your Analytics goals and transactions into Google Ads.

Updated 6 months ago