How To Do Conversion Tracking Using Google Tag Manager and Google Analytics

Google Analytis & Google Tag Manager

How To Do Conversion Tracking Using Google Tag Manager and Google Analytics

Google Tag Manager is a tool designed to analyze the effectiveness of Google Ads campaigns by providing valuable insight into visitor interactions on your website and apps. Analyze clicks, purchases, phone calls, app downloads, newsletter signups, and more using this powerful tool!  

What is Google Tag Manager? 

Google Tag Manager is a free tool that lets you manage and deploy tags (code snippets or tracking pixels) on your website. In addition to the website, the tool can also be used on apps. The tool makes your life much easier by storing tags in one place. That is, if you have many tags to manage, you only need a single container to store the codes. You can share information from one data source on your website with another data source, such as Google Analytics, through the Google Tag Manager tool.  

You can also track a variety of conversions, depending on the tags and triggers you choose. The most used are: 

  • Events (clicks on links, file downloads, add to cart, remove from cart)  
  • Scrollbar monitoring  
  • Video tracking  
  • Keywords  
  • Connections 

 How Google Tag Manager Works 

Google Tag Manager is divided into three main parts: 

  1. Tags: JavaScript snippets or tracking pixels 
  1. Triggers: Responsible for telling Google Tag Manager when or how to fire a tag 
  1. Variables: Additional information that Google Tag Manager may need for tag and firing 

1 – Tags: 

Tags tell Google Tag Manager which actions to perform. They are code snippets or tool tracking pixels from other software. 

The most common examples in Google Tag Manager are: 

  • Google Analytics tracking code  
  • Google Ads Remarketing Code 
  • Google Ads Conversion Tracking Code 
  • Heat map tracking code 
  • Facebook pixels 

2 – Triggers 

After you set up your tags, you need to set up triggering. Triggers tell Google Tag Manager when to do the action you tried. 

For example, you can fire a tag when the user views your page, clicks a link, or even customizes it to whatever action you want. 

3 – Variables 

Variables are the additional information you provide Google Tag Manager for your tag and trigger to work. The most common type of constant variable that can be created in the tool is the Google Analytics ID tracking number. Google Tag Manager has a set of built-in variables that are used frequently in each container. You can also create more user-defined variables that meet specific requirements. 

How to set up Google Tag Manager conversion tracking on your site 

Conversion tracking is important for measuring the effectiveness of clicks on your ads. To set up the conversion tracking tag, you need to perform a conversion action. When the customer performs any action that you have defined as important, it is considered a conversion action. 

For example, you can define a call or online purchase as an important point to track. 

This way you can track conversion actions and measure how and if your ads are driving the visitor to that conversion. 

They are available from a variety of conversion sources, such as site actions, links, downloads, and any activity done within apps. If you want to track more than one conversion action of the same type, such as signing up for a newsletter and submitting a lead form for your site, you must create multiple conversion actions. 

Conversion Sources 

In Google Tag Manager, you can track your ad conversions from one of these sources: 


This could be actions on the site such as a purchase, newsletter signup, clicking a button and so on. 


With Apps, you can track when a visitor installs your app or takes action on it. 


In this section, you can track when a customer calls your business through a phone number on your ads or website. Including when a user clicks your phone number on your website with a mobile device. 


With Imports, you can track when your ad clicks result in an offline conversion. For example, when a sale occurs over the phone. To enable this tag, you need to import your conversions into Google Ads with a data file through the Google API. 

Generating the tracking tag 

After reviewing your settings, you can generate your tracking tag. From the “Install Your Tag Option,” you can choose between tracking conversions on page loads or on click. 

Page load: This option counts conversions when users load a page. For example, a purchase confirmation or a signup page; 

Click: In this option, you track conversions when visitors click a button or link, such as a “buy now” button. 

After choosing the desired option, generate your conversion tracking tag and install it on your site to be able to track your conversions. You can do this by yourself or email instructions to a professional who can do it for you.  

In some cases, cookies are used to store information and may not be available due to browser settings. Therefore, it is suggested to link your Google Ads and Analytics accounts to improve the accuracy of your conversion tracking. 

Google’s conversion tracking tool is very effective for you in mapping which are the best conversion points. This allows you to make improvements and optimize your user experience. Therefore, you need to deepen your knowledge about tags, triggers, and pixels. 

And the more you know, the easier it will be for you to create and manage your conversion tags and, as you get more information, to leverage your sales.  

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