How to set up goals in Google Ads through Google Tag Manager

Google Tag Manager (GTM) simplifies installing and managing tags, including goals for Google Ads. With it you can set up conversion tracking without directly interfering with the website code. Below is a step-by-step guide.

Before setting up, make sure you have:

• A Google Tag Manager account linked to your website.
• A Google Ads account with a ready (or planned) conversion.

1. Go to GTM → Tags → New.
2. Select Google Ads Conversion.
3. Enter:

• Conversion ID and Conversion label (taken from Google Ads → Conversions → Create conversion → Website).

4. In the Triggers section choose when the tag fires:

• On the thank-you page (for example, after filling in a form).
• Or on an event (for example, a click on the “Order” button).

1. In GTM create a new Trigger → type Event or Page View.
2. For the thank-you page:

• Type: Page View → “Some pages” → URL contains thank-you or similar.

3. For a button:

• Type: Click — All Elements → select a specific button by CSS class or ID.

To see conversions in Analytics as well:

1. In GTM create a Google Analytics: Event tag.
2. Category: Conversion, Action: Form submitted.
3. The trigger is the same as for Google Ads.

1. In GTM turn on Preview → test the tag and the trigger.
2. Make sure that the tag fires on the right action.
3. Click Submit to publish the changes to the website.

1. In Google Ads → Conversions → Check the status of the tag.
2. Wait a few hours (up to 24) for the first data to appear.

• The wrong trigger — the tag does not fire.
• A missing conversion ID or label — data is not passed to Ads.
• Unpublished changes in GTM — the tag works only in preview mode.