<!-- Global site tag (gtag.js) - Google Ads: 1234567980-->\r\n<script async src=\"https:\/\/www.googletagmanager.com\/gtag\/js?id=AW-1234567980\"><\/script>\r\n<script>\r\n window.dataLayer = window.dataLayer || [];\r\n function gtag(){dataLayer.push(arguments);}\r\n gtag('js', new Date());\r\n\r\n gtag('config', 'AW-1234567980');\r\n<\/script>\r<\/code><\/pre>\n\n\n\nTo create a new Global Site Tag, follow the instructions on this post<\/a>.<\/p><\/blockquote>\n\n\n\nIn the example above the tag ID that’s loaded is 1234567890<\/em>. This ID is different from the account ID that’s visible in your Google Ads account.<\/p>\n\n\n\nOnce this tag has been placed on all pages (preferably within the HTML’s head section) it tracks all users visiting the site.<\/p>\n\n\n\n
This is important for two reasons:<\/p>\n\n\n\n
#1 Tracking landing page visits<\/h4>\n\n\n\n
Not all users that click a certain ad will land on your page. Many times ads are clicked by accident and users click back to the search results page before your site has loaded.<\/p>\n\n\n\n
In fact, Google Ads doesn’t send users immediately to your landing page after they click, but rather first sends the click event back to their servers and only then routes the user. This delay varies based on the speed of your internet connection, but leaves enough room for the user to stop the loading.<\/p>\n\n\n\n
This is why tracking users that actually have landed on the page is important. This is such a common issue that even Facebook makes the distinction on its ad reporting between Link Clicks and Landing Page Views.<\/p>\n\n\n
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<\/figure><\/div>\n\n\n#2 Creating audiences<\/h4>\n\n\n\n
Once we have the Google Ads tags on all pages we create audiences with custom combination based on the pages visited in multiple custom combinations. This is extremely useful for creating powerful remarketing audiences.<\/p>\n\n\n
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<\/figure><\/div>\n\n\nConversion event<\/h3>\n\n\n\n
The second, and probably more important part of the tracking is the conversion tracking. This will report back to Google Ads if a certain user has completed a meaningful action on your website – left a lead, completed a purchase or any other meaningful interaction. Based on these conversions, you can decide which ads or keywords perform better, but more importantly, Google’s algorithms will also self optimize towards it.<\/p>\n\n\n\n
<!-- Event snippet for Demo Request conversion page -->\r\n<script>\r\n gtag('event', 'conversion', {'send_to': 'AW-1234567980\/abcdefghijklmnopqrst'});\r\n<\/script>\r<\/code><\/pre>\n\n\n\nTo create a new Conversion Event, follow the instructions on this post<\/a>.<\/p><\/blockquote>\n\n\n\nThe event snippet is shorter than the Global Site Tag as it already assumes that it was loaded on that page. This means that the conversion event won’t trigger without Global Site Tag loaded, so be careful to trigger these in the right order.<\/p>\n\n\n\n
In the event snippet you can find two IDs. The first is the tag ID which is identical to the one used on the Global Site Tag. The second, referred to as the Conversion Label, is used to identify the specific conversion action. For example, your site might have both a Demo form and a Sign Up form, and you will likely want to measure these separately.<\/p>\n\n\n\n
The conversion label is automatically generated when creating the conversion event in Google Ads.<\/p>\n\n\n\n
Google Tag Manager Setup<\/h2>\n\n\n\n
As with most tags, my recommendation is to implement it using GTM.<\/p>\n\n\n\n
This leaves little room for error, keeps the scripts used up to date and gives you full flexibility in adding and removing tags.<\/p>\n\n\n\n
When setting up the tags via GTM, the order of triggering them doesn’t matter either, so no need to fuss about that too.<\/p>\n\n\n\n
To set it up in GTM, first grab the Global Site Tag’s ID (see here where to get it<\/a>).<\/p>\n\n\n\nIn GTM, create a new tag of the type Google Ads Remarketing and paste the ID copied into the Conversion ID field. Set this tag to trigger on all pages.<\/p>\n\n\n
\n![\"\"](\"https:\/\/trackingchef.com\/wp-content\/uploads\/2022\/06\/image-7.png\")
Google Ads Global Site Tag in GTM<\/figcaption><\/figure><\/div>\n\n\nTo set up the conversion event, create a new tag in GTM of the type Google Ads Conversion Tracking. This tag has two slots for the Conversion ID and Conversion Label that you need to paste in accordingly from the Google Ads admin.<\/p>\n\n\n
![\"\"](\"https:\/\/trackingchef.com\/wp-content\/uploads\/2022\/06\/image-11.png\")