Google Ads Conversion Tracking (with Values)

Key Takeaways

hey there I'm Benjamin from lovees data in this video we'll cover Google ads conversion tracking including how to track conversion values to report on performance and optimize your campaigns we're going to walk through the steps to set up conversion tracking using Google tag manager including how to set up variables to capture [Music] values by taking the time to set up Google ads conversion tracking you'll be able to report on the performance of your campaigns conversion tracking can also automatically optimize your campaigns if you're using automated bidding or running performance Max campaigns in Google ads let's head to our Google ads account we start by navigating to goals and then select summary under conversions and let's click new conversion action today we're going to set up the dedicated Google ads conversion tracking so let's select webs it on the left now we need to enter our website's domain and click scan if you've already installed the Google tag or Google analytics on your website then you'll see suggestions for how to track conversions if you do see options automatically listed then I want you to scroll down and look for the option to create a conversion manual ually like we can see here so I want you to go ahead and click add a conversion action manually we can now select a category for the conversion I'm going to select purchase for my conversion but you can select the category that best describes the action you're going to be tracking then we enter a conversion name I'm going to enter purchase and then ads in brackets I like to add the method I'm using for tracking the conversion at the end of the name to make it easy to identify in my Google ads account but you don't have to do this if you don't want to since we're going to be tracking values for each conversion let's select use different values for each conversion and I'm going to set the default value to zero this will mean if a value is not set then the value will be reported as zero in Google ads I'm going to leave the rest of the defaults for my conversion to learn more about the ways you can configure conversions in Google ads I recommend joining my Google ads course and checking out my other resources I've included links in the description below this video if you'd like to learn more okay now that we've configured our conversion let's click done at the bottom we can see our conversion so let's click save and continue we're now given the instructions for tracking the conversion on our website since we're going to use Google tag manager let's select the use Google tag manager tab now we need to copy the conversion ID and we also need to copy the conversion label in order to pass values to Google ads we need details about each transaction to be available to Google tag manager this is done using an e-commerce data layer I'm going to walk through the steps to do this for a woocommerce store running on WordPress however if you're using another e-commerce platform you can find links to my other e-commerce tracking tutorials in the description below this video and if you'd like to see me cover other e-commerce platforms please let me know in the comments okay let's head to Wordpress I've already logged into WordPress so the first thing we need to do is install Google tag manager to do this let's select plugins and then add new now let's search for Google tag manager let's install the GTM for WordPress plugin and let's activate the plugin now let's click settings we need to enter our container ID from Google tag manager so let's head to Google tag manager to find this we can find the container ID at the top it starts with GTM and then a dash let's copy this now let's head back to Wordpress and let's paste our container ID make sure there isn't a space at the start or end of the container ID as this will cause problems now if you want to continue using another plugin to add Google tag manager to your WordPress site you'll need to change the container code option to off for example if you're using Google's site kit plugin to add Google tag m manager and you want to continue using that plugin then just make sure you change this to off since I'm adding Google tag manager to Wordpress for the first time and I'm not using another plugin to add Google analytics let's ensure this is set to on now let's click save changes and let's select the integration Tab and choose woocommerce now let's enable the option to track e-commerce and let's click save changes this will now mean that transaction details are pushed to the data layer when people make a purchase on the website to check that this is working let's head to Google tag manager now let's click preview tag assistant loads and we can enter the URL of our website now let's click connect our website loads along with tag assistant now let's navigate to the shop let's add an item to our cart and view the cart now let's check out enter our details and place the order now that we've made a purchase let's select the tag assistant Tab and let's select the purchase event on the left now we can select the data layer Tab and this shows us all of the information that has been pushed to the data layer for our transaction the data layer variables we need to configure Google ads conversion tracking are the currency transaction ID and value in the e-commerce object now that we know these details are being pushed to the data layer the next step is to configure variables to capture these values in Google tag manager so let's close tag assistant close our website and let's head back to Google tag manager now let's navigate to variables and let's click new to create a new userdefined variable let's name the variable e-commerce currency and let's select variable configuration we need to choose data layer variable as the type and for the data layer variable name let's enter e-commerce do currency this will capture the currency value from the data layer we saw in tag assistant now let's save the variable and let's click new again let's name this variable e-commerce transaction ID let's select variable configuration and choose data layer variable as the type now let's enter e-commerce do transactionid as the data layer variable name and let's save the variable now let's create one more variable let's click new let's name the variable e-commerce value now let's select variable configuration and choose data layer variable as the type let's enter e-commerce do value as the data layer variable name and let's save the variable we've now created three variables that will capture the currency transaction ID and value from the data layer so the next step is to create our Google ads conversion tag to do this let's navigate two tags and and let's click new to create a new tag let's name the tag Google ads conversion purchase now let's select tag configuration choose Google ads and then Google ads conversion tracking since this is the first Google ads tag we're creating in this Google tag m manag a container we can see there is an alert saying conversion Linker tag missing in container if you already have a conversion Linker tag in your container then you won't see the alert and you won't need to complete these next steps but since we are seeing the alert let's click create let's name the tag Google ads conversion Linker and let's remove the all pages trigger and add the initialization all pages trigger now let's save the tag we're now back on the Google ads conversion tag so we need to paste the conversion ID we copied from Google ads and we need to paste the conversion label next we can add the e-commerce value variable for the conversion value we add the e-commerce transaction ID variable for the transaction ID and we add the e-commerce currency variable for the currency code now let's scroll down and select triggering we just want our tag to fire when a purchase has has been made so let's click the plus sign on the top right corner to create a new trigger let's name the trigger purchase now let's select trigger configuration and choose custom event for the event name let's enter purchase all lowercase and let's save the trigger this will mean our Google ads conversion tag only fires once someone has made a purchase now let's save the tag and let's click preview tag assistant loads we enter the URL of our website and click connect our website loads and now we can complete a purchase to check that everything is working let's view an item add the item to our cart let's check out and let's complete the purchase now we can open the tag assistant Tab and let's select the purchase event on the left we can see our Google ads conversion tag has fired we can also select the Google ads tag ID at the top and this shows us the conversion has been sent to Google ads let's select this we can see the transaction ID value and currency code that has been captured and sent to Google ads so we know it's working when you're happy that your conversion tracking is working correctly you can head back to Google tag manager and publish the changes to your live website once you've published your container and someone makes a purchase you'll see the conversion and conversion value appear here in your Google ads account you can also adjust how they're used for reporting and for automatic optimization of your campaigns by editing the conversion to learn even more about Google ads please take a moment to check out my course and other resources in the description below this video and to stay up toate with Google ads please take a moment to subscribe to this channel thanks for watching and I'll see you in the next video