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Maximizing Google Ads Tracking with Conversion Identification
Hey, I’m pretty much a newbie when it comes to Google Analytics. I managed to switch from Universal Analytics to Google Analytics 4 by setting up a new GA4 property. The catch is, over at my company, our website relies on something called Google Conversion Id for the Google Ads Conversion Tracking. The thing is, all the tutorials I’ve checked out explain a different process, juggling events and conversions in GA4 which —let’s be real— is kinda head-scratching.
I gave a shot at setting up an event and a conversion for our thank you page. Tried the same trick with the Google Tag Manager by building a “Google Ads Conversion” tag for our thank you page, but neither worked out.
What I’m wondering is whether there’s a less tricky way to do this? Can I lean on the Google Conversion Id alone, without dabbling with these confusing events and conversions most tutorials harp about? And, is there a shortcut through the Google Tag Manager to pull this off?
If you know some handy articles or video guides that might help, feel free to throw them my way! Thanks so much!
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2 Replies
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Google Ads conversion tracking involves multiple components and usually requires setup both in Google Ads and Google Analytics. Google Conversion Id is a part of this process and it cannot be considered separately. While GA4 does change the landscape a bit and encourages a more event-driven model of tracking, it doesn’t completely eliminate the need for a specific conversion Id. Since you’ve mentioned using Google Tag Manager (GTM), it’s good to know that GTM is essentially a more flexible tool, allowing you to manage tracking codes centrally, and it’s generally well-integrated with GA4. It’s not necessarily about finding an easier or harder way, it’s about understanding how these tools work together. Check out resources by Google Analytics Academy and Simo Ahava’s blog, these can provide very straightforward and explanatory tips on how to get one’s head around this.
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Unfortunately, Google Analytics 4 (GA4) works a bit differently than its predecessor, wherein it is largely event-based. This means setting up Google Ads Conversion tracking in GA4 does require setting up events and subsequently marking them as conversions. Your Google Conversion ID remains crucial, however, it should be used in conjunction with event and conversion creation in GA4 and not in isolation. Regrettably, while this might seem more complex, it is the method Google is steering users towards.
Regarding Google Tag Manager, it can streamline the process but may not necessarily simplify it. It allows you to manage and deploy marketing tags (snippets of code or tracking pixels) on your website without having to modify the code. This can make it easier to set up tracking for multiple events without the need to manually add code to your website for each instance.
Lastly, for further assistance, I would recommend resources like Measureschool, Simo Ahava’s blog, and Analytics Mania for comprehensive guides and tutorials on GA4, Google Ads Conversion tracking, and Google Tag Manager. These sites provide information in an easy-to-follow format that might make these concepts clearer.
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