Setup Conversion-Tracking in Google Tag Manager | Ultimate GuideConversions from digital advertising campaigns can be measured easily, flexibly and without programming knowledge with the Google Tag Manager. Learn in this guide how Google Tag Manager works and how you can integrate conversion tracking events for the biggest Search & social advertising networks in just a few steps! Show
The guide is divided into the following chapters:
1. What is Conversion-Tracking?Valuable actions for your company are called conversions. A conversion can be, for example, subscribing to a newsletter, downloading an app or buying a product. Conversion tracking helps you to measure the defined conversions and assign them to specific sources. This way you can find out whether a conversion resulted from a digital advertising campaign, a social media post or a direct visit to your website. Learn more about Conversion-Tracking in our article How does conversion tracking work and why is it important for your marketing? 2. The Google Tag Manager (GTM)To set up tracking tools or capture conversions, so-called code snippets must often be integrated. Adapting the source code for this purpose is time-consuming and error-prone. That's why there is the Google Tag Manager! With the Google Tag Manager you can integrate code snippets from third parties without having to modify the source code. You only need to integrate the Google Tag Manager code once. Everything else can be controlled in your Google Tag Manager account. Setup Account & ContainerOn the Google Tag Manager website you can start creating an account. In addition to a name and the country, you create a first so-called container here. You can create one container per website or mobile app. A code snippet is created for each container. This is the mentioned code snippet, which you have to install once. After that you can manage all other snippets as so-called tags directly in the Google Tag Manager. TagsA tag is a third-party code snippet that you want to apply to certain actions on your website or mobile app. When creating a tag in Google Tag Manager, you must select a tag type. You have a wide range of predefined tag types available, which you can use directly with a corresponding configuration. For individual tags you can choose the type "Custom HTML" or "Custom Image". TriggersWith a trigger you can define in the Google Tag Manager when a tag should be triggered. When creating tags, one or more triggers must be selected. The trigger "All Pages" is available by default to trigger a tag for each page of your website or mobile app. To create your own triggers you have to select a trigger type. As with the tags, there are several predefined types available. For example, you can use the trigger type "page views" to define rules for which page views should trigger stored tags. 3. Measuring Google Ads ConversionsTo create a Google Ads conversion and measure it via Google Tag Manager, you can proceed as follows: Linking Google ConversionsBefore you can measure the Google Conversion Event, you must integrate the so-called "Global Site Tag" on every page of your website. With the Google Tag Manager this is very easy by creating a so-called "conversion link". Proceed as follows:
Measuring Google Conversion Events
4. Measuring Facebook ConversionsInstalling Facebook PixelTo measure conversions triggered via Facebook, the so-called Facebook pixel must first be integrated. To do this, go through the following steps:
Measuring Facebook Conversion EventTo create a Facebook conversion event based on the Facebook pixel and measure it via Google Tag Manager, you can proceed as follows:
5. Measuring LinkedIn Ads ConversionsInstalling LinkedIn Insight TagThe LinkedIn Insight tag works similarly to the Facebook pixel and must also be integrated in front of the measurement of conversion events. You can do this as follows:
LinkedIn Page-View based Conversion EventsWith LinkedIn a conversion can be measured directly via the Insight tag. You can do this as follows:
LinkedIn Event-based Conversion EventsDo you want to capture LinkedIn conversions for which you cannot specify an explicit page as a trigger? Then you can create these as so-called "event-based" conversions in LinkedIn. Follow these steps to create these types of conversions in LinkedIn Ads and measure them via Google Tag Manager:
6. Measuring Twitter Ads ConversionsProceed as follows to create a Twitter ad conversion and measure it via Google Tag Manager
7. Publish & test GTM TagsTags created in Google Tag Manager are not immediately active. Click "Submit" to publish the changes you have made. By clicking "Preview", you can test your changes without publishing them to everyone. The Google Tag AssistantThe easiest way to test created tags and triggers is the plugin Tag Assistant (by Google) for Chrome Browser. The Tag Assistant shows you which tags are active on your page and when e.g. a conversion tag is triggered. To do this, play through a conversion action and check in the GoogleTag Assistant whether the created tags were actually triggered. 8. SummaryWith the Google Tag Manager, the integration of conversion events from digital advertising campaigns can be controlled easily and flexibly. The extensive possibilities in configuration and testing make Google Tag Manager a powerful tool for Do you have questions about conversion tracking or the Google Tag Manager? Let us know, we are looking forward to hearing from you! |