Google Ads Settings

This document explains how to configure Google Ads conversion tracking and remarketing settings via GTM.

Container File

Download the Google Ads container file and import it into GTM:

Download Google Ads Container

Container Import

Follow the steps on the Analytics & Tagging page to import the container.

1. Getting Conversion Information from Google Ads

Step 1: Sign in to Google Ads

Go to ads.google.com.

Step 2: Navigate to Conversions

1. Click the Tools & Settings (Tools and Settings) icon in the top menu
2. Under Measurement, click Conversions

Step 3: Get Conversion ID and Label

1. Click on the relevant conversion action (e.g. "Purchase", "Add to Cart")
2. Click the Tag setup tab
3. Click Use Google Tag Manager
4. Note down the following values:
   • Conversion ID: in AW-123456789 format
   • Conversion Label: in AbCdEfGhIjK format

Important

The Conversion Label is different for each conversion action. The Conversion ID is the same across the entire account.

2. Updating Google Ads Tags in GTM

Tags to Update

Tag Name	Description
Google Ads Remarketing	General remarketing pixel
Google Ads Conversion - Add To Cart	Add to cart conversion
Google Ads Conversion - Begin Checkout	Begin checkout conversion
Google Ads Conversion - Purchase	Purchase conversion
Google Ads Conversion - Sign Up	Registration conversion
Google Ads Conversion - Generate Lead	Lead conversion

Step-by-Step Update

1. Sign in to GTM

Go to tagmanager.google.com.

2. Navigate to Tags

Click Tags in the left menu.

3. Update Each Tag

Example: Google Ads Conversion - Purchase

1. Click "Google Ads Conversion - Purchase (Enhanced)" in the tag list
2. In the Tag Configuration section:

Field	Current Value	New Value
Conversion ID	0	AW-123456789 (your ID)
Conversion Label	-	AbCdEfGhIjK (your label)

3. Click Save

4. Update All Tags

Update each of the following tags in the same way:

✅ Google Ads Remarketing
   - Conversion ID: AW-123456789

✅ Google Ads Conversion - Add To Cart
   - Conversion ID: AW-123456789
   - Conversion Label: [label for Add To Cart]

✅ Google Ads Conversion - Begin Checkout
   - Conversion ID: AW-123456789
   - Conversion Label: [label for Begin Checkout]

✅ Google Ads Conversion - Purchase
   - Conversion ID: AW-123456789
   - Conversion Label: [label for Purchase]

✅ Google Ads Conversion - Sign Up
   - Conversion ID: AW-123456789
   - Conversion Label: [label for Sign Up]

✅ Google Ads Conversion - Generate Lead
   - Conversion ID: AW-123456789
   - Conversion Label: [label for Generate Lead]

3. Dynamic Remarketing Tags

Dynamic Remarketing tags use the same Conversion ID. Update the Conversion ID in the following tags:

• Dynamic Remarketing - View Item
• Dynamic Remarketing - View Category
• Dynamic Remarketing - Add To Cart
• Dynamic Remarketing - View Cart
• Dynamic Remarketing - Begin Checkout
• Dynamic Remarketing - Purchase
• Dynamic Remarketing - Search
• Dynamic Remarketing - Add To Wishlist

4. Testing

GTM Preview Mode

1. Click Preview in GTM
2. Open your site and test:
   • View a product page → view_item should fire
   • Add a product to cart → add_to_cart should fire
   • Place a test order → purchase should fire

Check in Google Ads

1. Go to Google Ads > Tools & Settings > Conversions
2. Check the Recording conversions status next to each conversion
3. The first conversion may take 24–48 hours to appear

Google Tag Assistant

You can perform detailed debugging at tagassistant.google.com.

5. Publishing

After a successful test:

1. Click Submit in GTM
2. Enter a version name (e.g. "Google Ads Conversion Setup")
3. Click Publish

Conversion Values

The system automatically sends the following values:

Conversion	Value	Currency
Add To Cart	Product price × quantity	Automatic
Begin Checkout	Cart total	Automatic
Purchase	Order total	Automatic
Generate Lead	Form value if available	Automatic

Troubleshooting

Where can I find the Conversion ID/Label?

Google Ads > Tools & Settings > Conversions > [Select conversion] > Tag setup > Use Google Tag Manager

"Unverified" or "No recent conversions" error

• Make sure the tags are firing correctly (GTM Preview)
• Verify that Conversion ID and Label are entered correctly
• Wait 24–48 hours

Conversions showing as duplicates

• Make sure the same tag is not attached to multiple triggers
• Tag Firing Option should be set to "Once per event"

Enhanced Conversions not working

• Make sure the "User-Provided Data" variable is configured correctly
• Check that customer information (email, phone) is being sent in the dataLayer