Server-side Tag Manager allows you to move your Google Ads conversion tracking tags from the webpage to server, which will help improve page load time and increase the accuracy of conversion tracking. Moving Adwords tags onto a server will reduce the amount of code that needs run in the webpages and aid with performance issues for slower internet connections as well!
In this article, I’ll show you how to set up Google Ads (AdWords) conversion tracking using Google Ads tag for the Google Tag Manager server container.
Google Ads conversion tracking is a must if you want to have enough data to analyze your ad campaign results and give Google machine learning algorithms more information about your business goals. Google’s ML will use conversion data for smart bidding and showing your ads to the users most likely to convert.
It means that you need to specify these actions in Google Ads to track all valuable actions users can do on your site. I suggest adding not only purchases as conversions in AdWords. You might also set up micro-conversions such as add to cart, form submit, etc. You can select conversion action for each campaign separately inside the campaign settings. This conversion action will be included in the ‘Conversions’ column and will be used for Smart Bidding.
Conversion tracking inside Google Ads (AdWords) account is crucial because it shows you which search terms, keywords, ads, or campaigns have the highest ROAS or lowest cost/conversion.
The main benefits of adding conversions to AdWords are:
Google released Google Ads Conversion tracking and Conversion linker tags for the Google Tag Manager server container in July 2021! You can now get more out of your Adwords account with the new change to server-side tracking. This means that you will have access to more reliable server tracking, making conversion data accurate!
Comments