Google Ads Event Tracking

Conversion Action Types

Purchase Conversions

Track completed transactions with conversion value:

gtag('event', 'conversion', {
  'send_to': 'AW-CONVERSION_ID/CONVERSION_LABEL',
  'value': 99.99,
  'currency': 'USD',
  'transaction_id': 'ORDER_12345'
});

Lead Generation

Track form submissions and lead captures:

gtag('event', 'conversion', {
  'send_to': 'AW-CONVERSION_ID/CONVERSION_LABEL'
});

Page Views

Track specific page visits as conversions:

gtag('event', 'conversion', {
  'send_to': 'AW-CONVERSION_ID/CONVERSION_LABEL',
  'page_location': window.location.href
});

Enhanced Conversions

User Data Parameters

Include hashed user information for enhanced conversion tracking:

gtag('set', 'user_data', {
  'email': 'user@example.com',
  'phone_number': '+15551234567',
  'address': {
    'first_name': 'John',
    'last_name': 'Doe',
    'street': '123 Main St',
    'city': 'New York',
    'region': 'NY',
    'postal_code': '10001',
    'country': 'US'
  }
});

Important: User data is automatically hashed by gtag.js before transmission.

Custom Parameters

Add custom parameters to conversions for additional reporting dimensions:

gtag('event', 'conversion', {
  'send_to': 'AW-CONVERSION_ID/CONVERSION_LABEL',
  'value': 150.00,
  'currency': 'USD',
  'transaction_id': 'TXN_789',
  'aw_merchant_id': 'MERCHANT_ID',
  'aw_feed_country': 'US',
  'aw_feed_language': 'en'
});

Dynamic Remarketing Events

View Item

gtag('event', 'view_item', {
  'send_to': 'AW-CONVERSION_ID',
  'value': 49.99,
  'items': [{
    'id': 'SKU_12345',
    'google_business_vertical': 'retail'
  }]
});

Add to Cart

gtag('event', 'add_to_cart', {
  'send_to': 'AW-CONVERSION_ID',
  'value': 49.99,
  'items': [{
    'id': 'SKU_12345',
    'google_business_vertical': 'retail'
  }]
});

Purchase

gtag('event', 'purchase', {
  'send_to': 'AW-CONVERSION_ID',
  'value': 99.99,
  'transaction_id': 'ORDER_12345',
  'items': [{
    'id': 'SKU_12345',
    'quantity': 2
  }]
});

GTM Implementation

Conversion Tracking Tag

1. Create new tag: Google Ads Conversion Tracking
2. Set Conversion ID and Conversion Label
3. Configure conversion value (use variable for dynamic values)
4. Set transaction ID to prevent duplicate conversions
5. Add trigger for conversion event

Enhanced Conversions in GTM

1. Enable "Enhanced Conversions" in tag settings
2. Configure user-provided data:
   • Manual: Map data layer variables to user fields
   • Automatic: Enable automatic collection from forms
3. Test with GTM Preview mode

Testing & Validation

• Use Google Tag Assistant to verify conversion firing
• Check conversion in Google Ads within 24-48 hours
• Verify conversion value and currency are correct
• Confirm transaction IDs prevent duplicates
• Test enhanced conversions show in Google Ads diagnostic

Common Event Patterns

Multi-Step Forms

Track form progression and completion:

// Step 1
gtag('event', 'form_start', {
  'send_to': 'AW-CONVERSION_ID',
  'form_name': 'contact_form'
});

// Step 2
gtag('event', 'form_submit', {
  'send_to': 'AW-CONVERSION_ID',
  'form_name': 'contact_form'
});

// Completion
gtag('event', 'conversion', {
  'send_to': 'AW-CONVERSION_ID/CONVERSION_LABEL',
  'form_name': 'contact_form'
});

Phone Calls

Track click-to-call conversions:

document.querySelector('.phone-link').addEventListener('click', function() {
  gtag('event', 'conversion', {
    'send_to': 'AW-CONVERSION_ID/CONVERSION_LABEL',
    'event_category': 'phone',
    'event_label': 'click_to_call'
  });
});

Best Practices

• Always include transaction_id for purchase conversions to prevent duplicates
• Use consistent currency codes across all conversions
• Test conversions in a staging environment before production deployment
• Document conversion IDs and labels in your implementation guide
• Set appropriate conversion windows based on customer journey length
• Use enhanced conversions for improved attribution accuracy