Hey everyone, Jason here, digital marketing consultant.
And in this Google tag manager tutorial, you're going to learn how to install the Google ads
conversion tag onto your site using tag manager.
So timestamp table of contents in the description, along with a link to this video in the cards,
in the description that will walk you through everything you need to know with tag manager,
it's a full blown course for free.
So I’ll link that up in the cards, in the description.
With that, let's go ahead and dive in.
Now all you need to get started installing your Google conversion tag using tag manager
is of course a Google ads account, a Google tag manager account and that confirmation
page URL.
So in this particular example, we're going to be going through putting together some
conversion tracking for a landing page.
Someone enters their name and email, and then we are tracking how many people take that
action by putting a tag on the confirmation page.
If you're tracking sales, it's going to be pretty much the exact same process.
I will link up in the description to a full blown tutorial, getting started with all of
your other texts.
So let's go ahead and start with setting up something called a “trigger”.
Now, what a trigger does is it tells tag manager when to fire a specific set of tags.
And so let's just go ahead, dive right in here.
So inside of your Google tag manager dashboard, you're going to click on triggers on the left
hand side and you probably don't have any setup yet.
And if you've already set up some triggers, they'll already be here.
So we'll go ahead and click on new.
We'll give our trigger a name.
I'm going to call it ATB leads.
So it's very easy for me to understand what this trigger is for.
So we'll go ahead and click on our trigger configuration here, and then we're going to
select page view.
And when we select page view, we're going to want to click on some pages.
Now, when you're doing remarketing, it's going to be all pages because you want your tag,
remarketing tags to fire on all pages or your remarketing pixel will fire on all pages.
Here we want a specific page.
And so we'll click the drop down menu of page by page URL.
You can get really fancy here, but just keep it simple when you're just getting started.
Page URL, and then instead of contains, we're going to say equals two.
So we're going to paste in the exact URL of our confirmation page in this next box.
Now again, you can get fancy and say contains or ends with and start having conveyed naming
conventions for all of your pages across your site.
Although I highly recommend not doing that because it's so easy for something to go wrong.
So here I'm going to just paste in the text of my confirmation page.
So not the sales page, not the landing page or the product page, but the page that comes
after they've entered their name and email or purchased our product or service.
And then I can just go ahead and click on save and we'll get to what this page looks
like later.
So that is step number one.
We can go back to our dashboard and we can see here that we just created our trigger,
but it's not live yet.
So before we go live, we need to of course add our tags.
So we need to go over to Google ads to create our tag, conversion tag.
So inside of your Google ads account, we're going to jump from tag manager over to Google
ads.
You're going to click on tools and settings, and then you're going to click on conversions.
If you set up tags in the past, you can see they're a bunch of old ones here.
You're going to be able to see all of them.
Here we're going to click that blue plus button at the top.
And then we're going to select the type of tag we want.
We're going to select website.
Of course, there are tons of other different types of ones.
Other tutorials we'll cover those.
So we'll go ahead and enter in creating our conversion tag for our website.
So first, we need to select our category.
Since we're collecting leads, we're not doing sales.
I'm going to go ahead and click on signup.
You can select any one of these that you'd like or best fits your situation.
Just make sure that you're consistent across all of your conversion tracking.
It's very easy to start getting things mixed up.
So we're going to call this a signup and we'll call our conversion name, ATB, just signups.
So you see here I'm using ATB again, and it's best to create little just internal naming
conventions, so you can call all of your tags and triggers and landing pages, the same thing.
So you don't get mixed up with what your things are.
So we'll come down here to value.
Now this is where you can get a little more advanced.
So unless you have someone who's working with you to get to your data layer all set up,
leave this alone.
So we're just going to go ahead and click on no value.
And if you're doing some advanced things with your conversion tracking, there are situations
where you actually want to put the value at one, even though it's just a leader, email
signup.
Although if that doesn't make any sense, please, please don't do it unless you've already gone
through some advanced tutorial or you have someone who's running this for you and they
asked you to do that.
Otherwise just leave it at zero.
I'm sorry if that sounds a little complicated, but long story short, just leave it at zero.
Unless you've been asked to do otherwise.
Then we'll go ahead and go to our account.
Now here, if we're making a sale, we want to count every purchase cause that's a separate
transaction and that's more money in the bank.
Yay!
However, here we're just collecting leads, so we don't want to count people who sign
up multiple times, because there's not really a benefit to our business when someone enters
their name and email on the landing page three or four different times, and as opposed to
buying a product or service three or four different times.
Then we have conversion window view through including conversions, attribution model.
If you haven't gone through training in Google ads, just go ahead and leave those alone.
It's really easy to start messing up your data.
So we'll go ahead and leave those alone.
The only other thing I recommend is turning off enhanced CPC.
We have a lot of Google ads tutorials on the channel.
So I’ll go into link those in the description and those talk about why you don't want to
start with enhanced CPC.
We'll go ahead and click on create and continue very simple and straightforward.
So we'll click on use tag manager and we're going to want to copy our conversion ID and
our conversion label.
We'll need both of those for getting set up with Google tag manager.
And I’ll also go through how to get back to this page just in case you click out.
So we'll go ahead and just click next for now and we'll go ahead and click on done.
And now we can see our new conversion tag has been created.
So at this point, we are ready to finally install our conversion tag inside of Google
tag manager.
So we'll jump back over to tag manager and we're going to click on tags on the left hand
side, click to create a new tag.
We'll give our new tag a name.
I'm just going to call it ATB GA signup.
GA for Google ads.
Although that can get a little confusing because GA could also mean Google analytics.
So maybe you do AW for AdWords, even though it's not called ad-words anymore.
Anyway, let's go ahead and select our tag configuration, which is going to be Google
ads conversion tracking.
Also, I want you to note that on this page, you can also see the third from the bottom
conversion linker.
That's going to be a little important when we go through this process, but I just want
to point it out now.
So you know where the conversion linker is just in case you don't get a specific prompt
later on down the road.
So we'll go ahead and click on Google ads conversion tracking for now.
And this is where we need our conversion ID and our conversion label.
So if we go back over to Google ads, all you have to do to get those two pieces of information
is click on the tag that we just set up and then we can click on tag setup and we'll be
able to click on Google tag manager again.
And that's how we'll get back to these two numbers.
So I just want to just show you that.
So you always know where to get the conversion ID and label.
So go ahead and copy both of those paste them in here, and then we don't need to do anything
else with the tag and figuration.
There are a lot of other options here.
We just leave them alone for now.
You can always come back and be more complicated.
So now for triggering, triggering is going to be very easy because we already set up
our trigger.
So we'll just go ahead and select the trigger that we created earlier.
And this is us telling tag manager only fire our conversion tag.
When this trigger happens, AK, when this page loads.
Now, there's a plus button at the top, right, If you wanted to create a trigger right here
in case you didn't do it ahead of time.
So now that we have our tag, we can go ahead and click save and you can see our new tag
has been created.
Google ads, conversion tag, ATB|
GA - signup.
So let's go ahead and go back over to our overview and you'll see that there are now
two workspace changes.
Now, this is where something new Google ads has recently started offering that you're
going to want to take advantage of.
And this is their conversion linker tag.
And all of this is, is just Google's way of trying to simplify the process of tracking
your conversions across your site.
It's nothing fancy that you need to set up.
So remember I mentioned that the conversion linker showed up when we were creating our
conversion tag, just in case this doesn't show up.
So this prompt we'll go ahead and just click on, add tag very quickly and it will have
everything set up for us, right there good to go.
Conversion linker, all pages.
We'll just call it what it is.
Conversion linker.
We'll go ahead and click on save.
And now we have three workspace changes.
We're finally ready to published.
So we'll come up here to submit.
And then we'll just a quick name to the changes that we've made.
You don't really need to be super detailed in your description, because Google tag manager
automatically logs every little change that was done.
So I'm just going to give it a quick little name saying we installed some conversion tracking
and go ahead and click on publish.
And then we'll get a little summary report of everything that we just set up.
We'll go back to our workspace.
And now the conversion tag is on our site set to trigger only on our confirmation page,
but don't just take my word for it, let's go ahead and verify that it's all firing correctly
and you're definitely going to want to go through this process as well.
So instead of starting with our dashboard this time, we're going to go over to our confirmation
page.
So this is our confirmation page that we've added our tag to.
It's the page that shows up right after someone enters their name and email.
I'll show you the landing page in a moment.
So you're going to want to use a free tool called Google tag assistant to make sure the
tags are actually showing up on your site.
Now, if you don't already have Google tag assistant, you can just go over to Google
search tag, assistant.
It should be the first result and you can go ahead and add it as a Chrome extension.
So going back to our confirmation page here, every time you want to tag assistant to work,
you're actually going to have to enable it and reload the page.
So we'll go and click enable, reload the page, and now we're going to be able to see all
of our tags.
You can see, we have our ad Google AdWords, Google-- not AdWords, Google ads, old habits
die hard here.
So we have our Google ads conversion tracking, set up ready to go.
You can see, we have Google analytics also, and we have the Google tag manager tag.
Now, something you want to make sure is that conversion trackings only happening on this
page.
So if we go over to our first page, this is our landing page where people are entering
their contact information.
We're going to go ahead and click on tag and assistant and then click enable.
And then we can see that only Google tag manager and analytics shows up on this page.
Whereas our confirmation page, the conversion tracking shows up as well.
And if you really want to make sure that this is the right conversion tag, you can go ahead
and click on it.
And it's going to show you your conversion ID and your conversion label, which should
look super familiar because it's the exact same ID and label that we pulled directly
from Google ads.
So when these strings of numbers and letters match up, you are good to go.
Now as quick and painless as that, hopefully felt things do go wrong.
Sometimes things break.
Sometimes things don't go as smoothly as we planned.
So let's go ahead and go through how to troubleshoot when things aren't working.
We'll first talk about the most common thing, which is Google tag manager isn't on your
site.
Then we'll look at whether it's on all pages, making sure the container's actually published
and then diving into triggers and tag firing to really make sure everything is set up,
how it's supposed t.
So if you're having any issues, hopefully this section will help you out.
So the very first thing we want to do is make tag manager is in fact on our site.
So if we go back here, I’ve quickly removed tag managers so you can see what it looks
like.
If you reload your page and you get this from Google tag assistant, it means tag manager
is physically not on your site.
So it just, it's not there at all, which is a big problem, right?
So what's, you're going to want to do is go into the backend of your landing page builder,
your shopping cart, software, your WordPress plugins, or themes, and make sure that the
code has actually been pasted there.
So I’ll quickly go through how to actually add tag manager to your site, just in case,
this is what you're dealing with.
So wherever you are with your page builder or your WordPress site, I’ll go through
a WordPress example.
After this one, you're going to want to look for a section that says analytics, custom
code tracking, or scripts or custom scripts.
And you're going to want to look for a place where you can put code in the header and then
right above the opening of the body tag.
Now, if you only have the header, that's okay.
You can paste both things into the header.
It's not ideal, but it will still work.
So if we go back over to Google tag manager here to get our tag code that we need to put
on our site, you can click on your tag ID here and you'll see, this is the header tag
code and the body tag right above the body tag code.
So you can go ahead and copy these two and paste them inside of your landing page builder,
your WordPress site, theme, plugin, whatever you're using to put together your web pages.
And so we'll go ahead and click on save and continue.
And then once we refresh the page, hopefully you're going to be able to see this.
So as long as you can see the tags in tag assistant, it means they're actually on your
site and they are firing.
Whether they're firing correctly?
We'll get to that.
But at least they're on your site and actually showing up.
Now, if you're using a WordPress site, sometimes you're going to find that if you're using
anything that manipulates, how pages are built, so you have multiple themes, maybe you have
a landing page plugin, you have a leads plugin, you have a shopping cart plugin, or as some
something else that isn't directly tied to the theme.
Sometimes those tags that you put at the theme or plugin level don't apply across the board,
right?
So you'll see your tag shows up on one page, but not another.
It's just one of the headaches you get as a result of using WordPress.
So you want to make sure you go through all of your page builder plugins and all of the
themes that you have on your site to make sure that tag manager has been added to the
header script and opening of the body script.
Most modern themes and plugins will have the ability to do this.
If you're using a third party solution, like a Wix or Squarespace, they're actually going
to restrict your ability to do this.
And you're going to have to pay for one of their advanced plans in order to use Google
tag manager at all.
Whether that's right or not.
I don't know, but that's just something to be aware of.
If you can't find it, or you only find places to paste in your analytics or Google remarketing
tag, and you can actually have direct access to the header or body script, I’ll link
up in the description to a video that takes a super deep dive on how to get up and running
with WordPress, using a another plugin so that it actually works correctly across your
entire site and all your pages.
Now let's go ahead and talk about what to do when things don't seem to be firing correctly
or tags, aren't showing up where they're supposed to.
And of course the first main culprit is going to be workplace changes.
So you want to make sure before we go into preview mode, there's zero work space changes.
There's zero changes here.
All of these should be zero.
The workspace changes section should be completely blank.
Once it's completely blank, we can come up here to preview and then we're going to enter
preview mode.
So once we get this nice orange dialog box, we can go over to our site using Google.
It's important that you're in Google Chrome, when you do this.
It's not going to work in other browsers to actually start taking a deeper dive into your
tags and triggers.
So let's go back to our confirmation page here.
We're going to refresh the page and because we're in preview mode using Chrome, now, all
of a sudden this little box at the bottom is going to pop up and it's going to start
showing us the tags that fired on the page and the tags that did not fire on the page.
Now, you should see all of your tags, irrespective of whether or not they should have fired.
So if you're not seeing tags here, just like if you're not seeing a tag in tag assistant,
that means it's not in tag manager or it's not on your site.
Now, this is a little more advanced than tag assistant, where it will show tags, even if
you haven't published it yet.
So you want to make sure that you've published all of your containers and there's zero workspace
changes before you start freaking out, but something doesn't seem to be working or showing
up inside of tag assistant.
So as an example here, you can see that we have our conversion tracking has fired, our
conversion linker has fired and Google analytics has fired.
So everything that we have in tag manager right now is working correctly.
So if we were to go over to our landing page, refresh the page, you can see that conversion,
linker and Google analytics fired, but the signup conversion tracking did not.
And that's a good thing.
We don't want conversion tracking happening here.
We want it happening on our confirmation page.
So this is a final check that you can make sure that things are firing and not firing
at the right times.
So we can go back over to Google tag manager, leave preview mode and confidently know that
all of our tags and triggers are working correctly.
Thank you so much for watching.
Sincerely hope you got some value out of this video.
If you did go ahead and hit that like button, subscribe for more deep dive click-by-click
tutorials just like this one, make sure you check out the link to this video in the cards
to get set up with tag manager, with everything else and all your other tracking.
So until the next, keep building the business you love.