How to implement the Conversion in Click with Tag Manager

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Josue Simón

ANALYTICS · 15 / 09 / 2016

One of the great advantages of investing in search engine or SEM advertising, when compared to other types of advertising investments, or with other classic marketing networks, is undoubtedly the real ability to measure the results and the return of such Investment.

John Wanamaker said more than 120 years ago: “Half my investment in advertising is wasted, the problem is that I do not know what half.” Well, in SEM we will be able to directly measure THE ROI and thus to minimize this waste that Both worried Wanamaker and so much worries the entrepreneurs still today.

The Account managers of Digital Menta We are accustomed to setting the measurement of our goals before launching any campaign. To do this, Adwords has always given us the possibility to install a conversion code on the Thanks page after the achievement of our goal by the user, either this a lead, or a sale. But what do we do when we don’t have a chance to have a thank you page? The answer is to install a click conversion.

In this post we will teach you step by step how to install the Conversion in Click with Tag Manager. In this way we will not need external support to install the Conversion code if we already have a container of Google Tag Manager installed on our website.

Step 1: Create the Conversion Code by Clicking Adwords

To begin with, we need to generate the conversion code by clicking on Adwords. To do this, we will have to create a conversion action in the Adwords interface, as always, accessing a in the top bar to the Tools menu > conversions. We will have to use the “+ Conversions” button and choose the “website” option. Come on, nothing we’re not used to.

Once you have set the conversion settings (value, count, conversion window…), you will get to the “How to install the label” section. There we have to display the option “Choose if you want to track conversions when loading a page or clicking”. We will have to mark the option of “click” and this will generate the conversion code that we will have to insert with Tag Manager in our conversion action.

Creating The Click Conversion action in Adwords

Creating The Click Conversion action in Adwords in order to install it with GTM.

At this point we will have to go to and open our container. There we will create two different tags:

Step 2: Create the First Conversion tag in Click with Tag Manager

First we will create a label of the type “Custom HTML” in which we paste the code that we generated previously in Adwords. Next we will assign to this label a «Page view» Activator so that the label is executed in the page of our site where the form is located or the button that we want to measure the clicks.

Etique Conversion Click with Pageview Activator

Label with the Conversion code in Click with Activator on the page of the button to measure.

Step 3: Create the Second Conversion tag in Click with Tag Manager

Additionally, we must inform Google that the button has been clicked with an additional code snippet that includes a call to the goog_report_conversion function. Traditionally we would be do this by adding a code onclic in the code of the element in the page to track, with the format:

onClick = "goog_report_conversion (' ')"

But this can also be done without the need to change the code on the Web, through another tag Manager tag.

Again we will create a label of the “Custom HTML” type. Then we will assign to that label a “click” activator with the necessary conditions for the label to run when the user clicks on the item that we want to measure.

Tag with the Goog_report_conversion function call and the click Activator.

Conversion tag in Click with the Goog_report_conversion function call and the click Activator.

Finally, we recommend using the Google Tag Assistant Along with the debug publishing mode and Tag Manager preview to make sure the measurement works properly.

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