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10 Steps for Conversion Tracking with Google Tag Manager

Google Tag Manager is a marketers dream.  It’s even better for small business owners.


Google Tag Manager (or GTM) is a great way to track your site visitor data without having to wait for the IT department, or worse, a less than prompt web developer.  Once you’ve got the basics down, you can start to track all kinds of things on your site.  The most important of which, conversions.  Read more on the benefits of GTM here.


I’ve gone and mapped out 10 steps for a quick & simple conversion set up.


Step 1)  Start by logging in to GTM (or creating your account) and create a new tag



Step 2) Enter the tag name and select the tag type from the drop down.  In this instance it’s ‘conversion tracking’.



Step 3) From here you’ve got to get into your AdWords account, go to the tools tab and select the conversion you want to track.



Step 4) So far so good.  Haven’t even mentioned code.  But don’t worry, it’s easy.  In the code tab select “I make changes” and you’ll find some scary code (depending on your code-comfort level).  You only need to copy two lines. the Conversion ID number & the Conversion Label (highlighted below).



Step 5) Back to Google Tag Manager.  Paste your Conversion ID & Conversion Lable you got from AdWords in Step 4.  A conversion value is going to depend on you.  If a lead is worth $100, enter “100”.  You might be offering a free pdf download, that may be worth less, say $10.



Step 6) Now we want to launch the code – look to the right and select “Add” under Firing Rules



Step 7) To set up a new rule, you simply need to give it a name, the url of your conversion page and hit save.  For most conversions your thank-you page is sufficient as only people who successfully completed the checkout process will make it this far.



Step 8) From your rule set up you’ll be brought back to the “Create new tag” page.  Make sure you save the new tag.


Step 9) Now, one of the great features of Google Tag Manager – being able to see if you stuffed up with out waiting for a few weeks!  Start by hitting Preview and then Debug.  If there’s a problem, it will indicate that the rules aren’t firing.


Step 10) Hit publish and go grab a coffee, or if it’s your first foray into code and this sort of thing – go for the bubbly!


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