Creating a Tag to Track Conversions

If you have a Google AdWords account, you can create a tag that tracks conversions. The following example shows how to use both Google Tag Manager and Google Analytics to create a tag that fires on your store’s conversion “Success” page.

Step 1. Create a Tag

  1. Log in to your Google Tag Manager account. Then, click the link for the container that you created for your store.

  2. In the New Tag box, click Add a new tag.

    Google Tag Manager - new workspace Google Tag Manager

  3. Get the following information from your AdWords account:

    • Conversion ID
    • Conversion Label

    If you need help, visit Google’s support site.

  4. From the Google Tag Manager dashboard, click Google AdWords. Then, do the following:

    • Click the title placeholder and enter a name for the new tag.

    • Under Choose Product, select Google Adwords.

      Google Tag Manager - choose Google Adwords Choose Product

    • Under Choose a Tag Type, select AdWords Conversion Tracking. Then, click Continue.

      Google Tag Manager - Adwords conversion tracking Adwords Conversion Tracking

  5. Enter the Conversion ID and Conversion Label from your AdWords account. Then, click Continue.

    Google Tag Manager - conversion ID and label Configure Tag

Step 2. Create a Rule

Continuing from the Google Tag Manager dashboard, the next step is to create a rule that fires the tag on the conversion page.

  1. Under Fire On, click Some Pages.

    Google Tag Manager - fire on Fire On Triggers

  2. In the Choose Pages section, complete the following settings:

    Name: Enter a name for the page description.
    Variable: url
    Operation: matches RegEx
    To learn more, see What is “matches regex” for? in Tag Manager Help.
    Value: checkout/success.*

    Google Tag Manager - conversion page location Conversion Page Location

  3. Select the green checkbox and click Save.

    The trigger that you set up appears as a blue button in the Fire On section.

  4. When complete, click Save Tag.

    Google Tag Manager - trigger setup success Success

Step 3. Preview and Publish

The next step in the process is to preview the tag. Each time the tag is previewed, a snapshot of the version is saved. When you are satisfied with the results, go to the version that you want to use and click Publish.