Setting up Conversion Tracking in Google Ads

Creating a Container in GTM & Linking it to Your Funnel

Installing the Tracking Template in GTM

Go to Google Ads (click here).
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Under “Target actions” navigate to “Conversions”
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Click on “Settings” and then:

Click on “Summary” and then “+ New Conversion Action.”
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Select “Website”, enter the domain of the funnel (this is only needed to proceed and is not actually relevant), and click “Scan.”
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If a screen titled “Add a Conversion Action” appears under “Create Conversion Actions from Website Events,” click “Cancel.”

Scroll to the bottom and click “+ Manually Add Conversion Action” under “Manually Create Conversion Actions Using Code.”

In “Optimization for Goals and Actions,” choose the category “Submit Lead Form.”

Always use “Primary Action Used for Bid Optimization” for optimization options (in certain cases, you may need to switch the conversion from “Primary” to “Secondary”; this should be evaluated case by case, depending on the account setup).

For the name, choose something like “Perspective Funnel Submit” or any other name that clearly identifies this conversion.

For value, either enter an estimated value of what a lead is worth to you (e.g., €10) or select “Do not use a value for this conversion action (not recommended).”

Change the counting method to “One.”

You can usually leave the settings for the conversion tracking periods and attribution at their default values.

Ensure that the checkbox for “Use enhanced conversions for this conversion action” is checked.

Click “Done”

Click “Save and Continue”

On the next screen, choose “Use Google Tag Manager” and copy:
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a) the string displayed under the name of your conversion action in the “Conversion Labels” section (eg. licFCK_Vxc4ZEKnb544-)
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b) the "Conversion ID" (e.g. 16674057642)
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❗️ We need this conversion label & conversion ID in the Google Tag Manager.

Ideally leave this tab open for now (as we will need the ID & Conversion Label again in the next steps)

Open a new tab, go to tagmanager.google.com and click on “Create Account”
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Enter an account name and select the country for the account.
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Enter a descriptive container name (e.g., the domain of your funnel) and choose “Web” as the container type.
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Click on “Create” and accept the terms of service.
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Your container will be automatically created, and an installation dialog should appear.
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Extract only the container ID from the code, which always starts with “GTM-” (Example: GTM-ABC123).
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Open your funnel and navigate to Integrations.
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Click on “Google Tag Manager” and enter your container ID.

Open your container in Google Tag Manager.
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Click on “Admin” in the top left.
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In the right section, click on “Import Container.”
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Select the appropriate container template (depending on whether you also want to use Google Analytics) and upload it:
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Choose “New” under “Choose Workspace.”
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Enter a title, such as “Perspective Funnel Template,” to know which changes have been made.
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If you are not currently using any tags in Google Tag Manager, select “Overwrite.”
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💡 If you are already using tags, select “Merge” and carefully review the configuration (if you already have a configuration in Google Tag Manager, conflicts may occur with our template, and you should consult specialists).
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In the container, you will find various tags, triggers, and variables, and a few of them need to be adjusted: