Set up conversion tracking in Google Tag Manager

In my previous two articles, we have learned how to implement Google Tag Manager and added Google and Facebook Pixel tracking code. If you have done it correctly data should be flowing into Google Analytics, showing us where our users are coming from, how much time they are spending on the site, etc. But we are still missing out on one of the most important trackings, that is conversion tracking.

What is conversion tracking

It is to measure how successfully and effectively your digital ads campaign is on your site. We can track specific action on your site such as

  • Completing a purchase
  • Signing up a form
  • Submitting an e-mail address
  • Arriving at a “goal page”
  • Watch a video
  • Sharing post on social media
  • Any other event or action on your website

Today, I’m going to show you how to set up conversion trackings for Facebook and Google Ads.

Facebook conversion tracking

Before we start, you need to have a Facebook Ads Manager setup.

Note: Our scenario is, we have an e-commerce page and we want to track if a user has purchased our product and reaches the Thank-you page. (for this example, I will use the about page as the Thank-you page.)

  1. Let go to Facebook pixels in the event manager.
  2. On the right, you will see a “Set up” dropdown. Click it and select “Set Up New Events”.

    Set up new event

  3. Click on “manually add event code”.

    manually add event code

  4. A pop-up box will appear and scroll down and click on the purchase tab.

    click on purchase

  5. We do not need the “Send event parameters”, you can uncheck it. Now scroll down and you will find the purchase code, copy that. After that, you can close the pop-up box.

    facebook purchase code

  6. Now go back to your Google Tab Manager, click on “Tag on the right” and click on the “Facebook Pixel link”.

    click tag facebook pixel

  7. Under “Advanced Settings”, set tag firing priority. This is to ensure that this code is triggered before the event – purchase code is. Click Save.

    set Facebook firing priority

  8. Click the “New” button.

    click new

  9. Give your Tag a proper name, then click on “Tag Configuration”.

    configure a new tag

  10. Select “Custom HTML” tag.

    select custom tag

  11. Paste the code from “Facebook” in the HTML container. Once done, click the “Triggering” section.

    paste facebook code into html container

  12. Let’s add a new Trigger.

    Let's add a new Trigger

  13. Give the new trigger a proper name.

    give the trigger a name

  14. Select “Page View”.

    select pageview

  15. Since we only want is trigger to fires on our thank-you page, select the “Some Page Views” radio button.

    For the first dropdown box, select “Page URL”.

    For the second dropdown box, select “contains”.

    The last dropdown box, key in the “Thanks-you.html” URL. (In my case, I’m using about.html for this example. You should be filling your URL.)

    modified the setting

  16. Click submit.

    click submit

  17. Name your version and click Publish.

    name your version and publish

How to test the Facebook conversation tracking is working?

If you have Facebook pixel helper chrome extension install, you can see that the purchase tag is been trigger when I at the about.html page.

purchase been triggered

Else you can go back to your Facebook pixel page and click on the “Go to Test Events” button.

facebook click the test event button

You can either key in the URL in the box, or simply refresh your thank-you page.

key in url or refresh the thank you page

Your page will auto-refresh and the purchase event is displayed.

Facebook purchase event triggered


Google Conversion Tracking

Before we start, you need to have a Google AdWords account. 

  1. Login to your account and on the top right, click the “Tools and Settings” icon. Under Measurement click conversions.

    google adwords dashboard

  2. Click the add icon.

    click add conversion action

  3. Select website.

    click website

  4. Let fill up some basic info.

    For category, select Purchase.
    Name it Purchase.
    Under value, select the first radio button.
    For count checked the first radio button.
    Finally, click “create and continue”.

    google conversion tracking setting

  5. Select “Use Google Tag Manager”.

    select use google tag manager

  6. These are the two values we need for Google Tag Manager.

    value for Google Tag Manager

  7. Back to Google Tag Manager dashboard. Click on the Tag and New button.

    back to gtm dashboard

  8. Give this new tag a proper name and click on the “Tag Configuration”.

    Name the new tag

  9. Select “Google Ads Conversion Tracking”.

    select google ads conversion tracking

  10. Key in the Conversion ID and Conversion Label and click Triggering section.

    key in conversion id and label

  11. Select the Trigger which we have created earlier.

    select the previous trigger

  12. Click Save.

    click save

  13. Click Submit.

    click submit

  14. Give a proper name and description to this version and click Publish.

    Name the version and submit

How to check if the Google Ad conversion tracking is working?

Go to your Thank you page, and if you have your Google chrome Tag Assistant extension installed. You can see that the Google Ads Conversion Tracking is there.

Google ads conversion tracking code enable

This is a pretty long tutorial, hope you have learned something new out of this. The next article will be on event tracking.


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