The Step by Step Guide to Setting Up Conversion Tracking using Google Tag Manager

Google Tag Manager is an online tool developed by Google which allows advertisers and marketers to manage marketing tags on websites without having to modify the code. These tags are basically small snippets of code or just tracking pixels which perform various functions such as adding analytics tracking, or creating additional website functionality. They can be used either on the website itself or its corresponding mobile app.

Google Tag Manager can be used to set up conversions tracking on a website without getting into the hassle of dealing with a lot of code. If you’re new to the tool I’ve created a simple step-by-step guide to help you get through the process and set up conversion tracking on your website. Not tracking conversions? Well… you’re an idiot.

Since nobody has any patience these days, you’ve probably already started to set up conversion tracking and are now stuck.


So for all you Hasty Stacys out there, skip to a step here:

  1. Create a GTM account
  2. Create a new GTM tag
  3. Name the tag
  4. Configure the tag
  5. Copy the labels from your Google Ads campaign
  6. Set how the tag “fires”
  7. Set a trigger for your tag
  9. Check your work
  10. See if your tag fires
  11. Submit your work

Step: 1

You need to have a working Google Tag Manager account to get started (DUH). To make one, go to www.tagmanager.google.com in your browser and follow the instructions.Once that’s done (or if you have one already) log in to your Tag Manager Account to get started!

Step: 2

Click on the ‘New Tag’ tab to create a new tag.

Step: 3

Type in the name of the tag. This name can be whatever you want it to be, but try to keep it as relevant as you can to avoid any confusion later. Usually I try to keep these tag names short and to the point, but descriptive so I don’t have to rack my brain to remember WTF I’m tracking. Something like “Phone Call” or “Newsletter Subscription”

Step: 4

Click on the ‘Tag Configuration’ button and set the tag type as ‘AdWords Conversion Tracking’.

Step: 5

Copy the ‘Conversion ID’ and ‘Conversion Label’ from your AdWords page and paste it into the appropriate fields in AdWords tag configuration.

You can also use a dynamic conversion value through the Google Tag Manager.

Step: 6

Open the advanced settings panel of the window and select the tag firing option accordingly. For now go with “once per page” and explore the other options later. Once ou’re comfortable with how this all works you can change this option if “once” doesn’t suit your needs.

Step: 7

Click on the ‘Triggering’ tab to create a trigger for firing the tag on specific pages. Enter a unique name for the trigger, like “View Contact” or “View Location”. Set the trigger type as “Page View” and select “All Pages” to fire the tag on all pages or “Some Page Views” to fire on specific pages only.

This step is really important since this is the part that decides what page you are going to call the final “conversion”. Setting the tag to fire on the final page would be more relevant since this makes sure that the lead is called a “conversion” only when the order/payment finally goes through.

For the sake of this guide, let’s say you set the tag to fire on the “thank you” page. In this case, the URL for the tag of the could be:


The last part of the URL is known as the “path” and it is saved in the Page Path variable in Google Tag Manager. Copy the path of your final page URL in this field and proceed to the next step.

Step: 8

Save the tag with all its settings. Save early. Save often. you can always modify things later, but it sucks to have to re-do all your hard work because you think that the power can never go out, or your internet will never drop!

Step: 9

Click on the ‘Preview’ button to test and debug the tag before setting it live on your website. Never publish anything without reviewing it! Typos can cause headaches down the road, and simply viewing things in another window can trigger your brain to catch mistakes.

Step: 10

Open the Page Path you specified with the main URL and see if the tag fires successfully. If everything is set up as specified in this guide (AKA correctly), the tag will fire and you will be able to see it in the “Preview” tab.

See your tag? GREAT, go to the last step and Publish away! If not, go over the steps again because you missed something. I can’t tell you what that is (unless you contact me) but thankfully you have a guide to help you out!

Step: 11

Get back to your Tag Manager account. Click on the “‘Leave Preview Mode” button and click on “Submit” button. All changes will be published and the tags will go live. You’re done!

That wasn’t too hard, was it? Hopefully my little guide helped you out and your GTM account is good to go. Leave a comment below if you need anything else. Ciao for now!

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