Lesson 7 of 9

Google Ads Conversions

① Connect your GTM container

Paste your container ID to load it into this page. It only ever runs here.

Advanced: use a specific environment

Google Ads can only attribute a sale to a click if the click ID (gclid) is stored first-party, which is the job of the Conversion Linker tag. Skip it and your conversions quietly under-report.

You'll add the Conversion Linker on all pages, then a Google Ads Conversion Tracking tag bound to your purchase event, passing value and currency so the platform can optimise on revenue.

Goal

Add a Conversion Linker and fire Google Ads Conversion Tracking on your purchase event.

Build it in GTM

Install the Conversion Linker + Google Ads Conversion Tracking (built-in)
From the Community Template Gallery (or built-in). ID required: Conversion ID (AW-XXXXXXXXX) + Conversion Label.
Add a Conversion Linker tag firing on All Pages (Consent Initialization).
Create a Google Ads Conversion Tracking tag with your Conversion ID and Label.
Trigger it on your conversion event (e.g. purchase) and pass value + currency.
Optional: enable Enhanced Conversions and provide hashed user data.
Fire it on a Custom Event trigger for purchase
Add a Custom Event trigger on purchase and fire the Google Ads tag on it, passing value and currency where relevant.
Go deeper
Browse ready-made, Google-approved options: DumbData: free GTM custom templates (client + server-side).

Debug in Tag Assistant

Copy this lesson's live URL and paste it into GTM Preview, that is the page Tag Assistant connects to. It has the clickable elements, so this page stays clean for reading.

In your GTM, click Preview.
Paste the live URL above and click Connect.
Interact with the live page and watch your tag fire in Tag Assistant.

What you should expect to see

Firing the sample purchase fires your Google Ads conversion tag in Tag Assistant, with the Conversion Linker present on the page.

Verify your container

Built it? Export your container, Admin → Export Container, choose your workspace, then drop the JSON here to check it against this lesson.

Drop your container .json here

or browse · checked in your browser, nothing is uploaded

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