Google Ads Conversion Tracking and Remarketing (gtag.js) Tag Setup Guide

Use Google Ads remarketing to re-engage with potential customers by adding your website and app visitors to remarketing lists. Additionally, leverage conversion measurement to see how effectively interactions with your ads lead to valuable customer activity.

Tag tips

• Supports the E-Commerce extension for:
  • Subtotal/Conversion Value
  • Order Currency/Conversion Currency
  • Order ID/Transaction ID
  • List of Product IDs
  • List of Categories
  • List of Quantities
  • List of Prices
• Use mapping to dynamically override the standard configuration values and the E-Commerce extension values.
• Pass custom conversion variables by mapping to Custom Conversion Variable and replacing myvar with your custom variable name.
• Dynamic Remarketing documentation
• Google Ads documentation
• Use the Crypto Extension to encrypt and populate the Hashed Email and Phone Number values.

Dynamic Remarketing

The Google Ads Conversion Tracking and Remarketing tag supports dynamic remarketing that lets you personalize ads based on previous visitor activity on your website. To use remarketing features with this tag, set Enable Remarketing to On in the tag configuration.

When you enable remarketing, this tag automatically pulls in data from the E-Commerce extension to populate the Google Ads Retail parameters. To pass the values with a remarketing event, go to Data Mapping > Event-specific parameters and map the relevant data layer attribute to the remarketing event attribute.

Google recommends always mapping at least one attribute from one of the remarketing categories (for example, retail, education, flights, hotels and rentals, jobs, local, real estate, and travel) to a remarketing event. If the user interacts with multiple items on your website, like checking out a shopping cart or searching for a travel itinerary, you can map more than one attribute.

For more information about dynamic remarketing events and item parameters, see Google: Dynamic remarketing events and parameters.

Tag configuration

Navigate to the Tag Marketplace to add a new tag. For more information, see About tags.

When adding the tag, configure the following settings:

• Conversion ID: Unique ID for the conversion. You can find this ID in your Google Ads control panel (for example, AW-123456789).
  • Use mapping to dynamically override this value.
  • Use a comma-separated list to send data for multiple properties.
• Conversion Label: Set a default label here and use mapping to dynamically override this value.
  • Use a comma-separated list to send data for multiple labels. This list can use a matching number of Conversion Labels as Conversion IDs or use a single label for all Conversion IDs.
• Conversion Value: Set a default value here or leave this blank to use the Subtotal value from the E-Commerce extension.
  • Use mapping to dynamically override this value and the E-Commerce extension value.
• Global Object: This is the name of the Global Object used for the event queue. If not specified, gtag is used.
  • Not required for most implementations.
• Data Layer Name: By default, the data layer initiated and referenced by the global site tag is named dataLayer. Rename the data layer only if your project requires a separate name.
• Enable Remarketing: When Remarketing is enabled, this tag will automatically pull in data from the E-Commerce Extension to populate the Google Ads Retail parameters.
  • Mapping directly to the Retail tab in the toolbox will override the data pulled in via the E-Commerce Extension.
• Page Type: Select a default page type here and use mapping to dynamically override this value.
• Cross-Tracking Domains: A comma-separated list of domains to use with Cross-Domain Tracking (setAllowLinker).
  • This list should consist of top-level domains, such as tealiumiq.com.
• Enable Enhanced Conversions
  • The Enhanced Conversions for Web feature can improve the accuracy of your conversion measurements. It supplements your existing conversion tags by sending hashed first-party conversion data from your website in a privacy safe way.
  • Support for enhanced conversions was added in June, 2022. If you are running an older version of the tag and want to use this feature, you must update the tag template. For more information, see: Managing Tag Templates.
  • Before enabling Enhanced Conversions, you must enable enhanced conversions in your Google Ads account. For more information, see Set up enhanced conversions for web using the Google tag.
  • If you are using the server-side Enhanced Conversions for Web connector to supplement this client-side tag, map a unique value, such as tealium_random, to Transaction ID for non-purchase conversions to enable Google to deduplicate the event. In addition, within the Google Ads configuration for your conversion, set Implementation Type to API.
  • For more information on how to set up this tag to work with the Google Ads Enhanced Conversion connector in EventStream, see Tealium + Google Enhanced Conversions Integration Guide.

Load rules

Load the tag on all pages or set conditions for when your tag will load. For more information, see About load rules.

Data mappings

Mapping is the process of sending data from a data layer variable to the corresponding destination variable of the vendor tag. For more information, see About data mappings.

The available categories are:

Standard

Variable	Type	Description
conversion_id	String	Conversion ID
conversion_label	String	Conversion Label
conversion_value	String	Conversion Value
conversion_currency	String	Conversion Currency
user_id	String	User ID
pagetype	String	Page Type
aw_merchant_id	String	Merchant Center ID
aw_feed_country	String	Feed Country
aw_feed_language	String	Feed Language
config.send_page_view	Boolean	Send Page View.
conversion_cookie_prefix	String	Conversion Cookie Prefix
custom.myvar	String	Custom Conversion Variable
cross_track_domains	Comma-separated String	Cross-Tracking Domains

Retail

Variable	Type	Description
rmkt.retail.id	Array	Unique Product ID (Overrides _cprod)

Education

Variable	Type	Description
rmkt.education.id	Array	Unique ID
rmkt.education.location_id	Array	Location ID

Flights

Variable	Type	Description
rmkt.flights.origin	Array	Origin ID
rmkt.flights.destination	Array	Destination ID
rmkt.flights.start_date	Array	Start Date
rmkt.flights.end_date	Array	End Date

Hotel and Rentals

Variable	Type	Description
rmkt.hotel_rental.id	Array	Property ID
rmkt.hotel_rental.start_date	Array	Start Date
rmkt.hotel_rental.end_date	Array	End Date

Jobs

Variable	Type	Description
rmkt.jobs.id	Array	Job ID
rmkt.jobs.location_id	Array	Location ID

Local

Variable	Type	Description
rmkt.local.id	Array	Deal ID

Real Estate

Variable	Type	Description
rmkt.real_estate.id	Array	Listing ID

Travel

Variable	Type	Description
rmkt.travel.origin	Array	Origin ID
rmkt.travel.destination	Array	Destination ID
rmkt.travel.start_date	Array	Start Date
rmkt.travel.end_date	Array	End Date

Custom / Legacy

Variable	Description
rmkt.custom.id	Array. Custom ID
rmkt.custom.location_id	Array. Custom Location ID/ID2
ecomm.prodid	ecomm.prodid (Overrides _cprod)
ecomm.totalvalue	ecomm.totalvalue
ecomm.category	ecomm.category (Overrides _ccat)
ecomm.pvalue	ecomm.pvalue (Overrides _cprice)
ecomm.quantity	ecomm.quantity (Overrides _cquan)
edu.pid	edu.pid
edu.plocid	edu.plocid
flight.originid	flight.originid
flight.destid	flight.destid
flight.totalvalue	flight.totalvalue
flight.startdate	flight.startdate
flight.enddate	flight.enddate
hrental.id	hrental.id
hrental.startdate	hrental.startdate
hrental.enddate	hrental.enddate
hrental.totalvalue	hrental.totalvalue
job.id	job.id
job.locid	job.locid
job.totalvalue	job.totalvalue
local.id	local.id
local.totalvalue	local.totalvalue
listing.id	listing.id
listing.totalvalue	listing.totalvalue
travel.destid	travel.destid
travel.originid	travel.originid
travel.startdate	travel.startdate
travel.enddate	travel.enddate
travel.totalvalue	travel.totalvalue
dynx.itemid	dynx.itemid
dynx.itemid2	dynx.itemid2
dynx.totalvalue	dynx.totalvalue

Advanced

Variable	Type	Description
custom.ecomm_rec_prodid	Array	Recommended Product IDs
custom.a	Number	Visitor’s Age
custom.g	String	Visitor’s Gender
custom.hasaccount	Boolean	Visitor Has Account
custom.cqs	Number	Customer Quality Score
custom.rp	Boolean	Repeat Purchaser
custom.ly	Number	Visitor Loyalty Score
custom.hs	Number	Visitor High Spender Score
custom.myvar	String	Custom

Phone Conversion

Variable	Type	Description
config.phone_conversion_number	String	Phone Conversion Number
config.phone_conversion_callback	Function	Phone Conversion Callback
config.phone_conversion_css_class	String	Phone Conversion CSS Class Name
config.phone_conversion_options.timeout	Number	Phone Conversion Timeout
config.phone_conversion_options.cache	Boolean	Phone Conversion Cache

E-Commerce

Variable	Type	Description
order_id (Overrides _corder)	String	Order ID
order_subtotal (Overrides _csubtotal)	Number	Sub Total
order_currency (Overrides _ccurrency)	String	Currency
product_id (Overrides _cprod)	Array	List of Product IDs
product_category (Overrides _ccat)	Array	List of Categories
product_quantity (Overrides _cquan)	Array	List of Quantities
product_unit_price (Overrides _cprice)	Array	List of Prices
product_discount (Overrides _cdisc)	Array	List of Discounts

Event-specific Parameters

Variable	Type	Description
gtag_enable_tcf_support (true/false)	Boolean	Enable TCF Support

IAB Transparency and Consent Framework v2

To map events, refer to Create an Event Mapping

Variable	Description
exception	An exception event is logged when the normal flow of an app’s execution is interrupted.
generate_lead	A lead has been generated. This variable helps you understand how effective your re-engagement campaigns are.
login	A user has logged in.
page_view	A user has viewed a page.
screen_view	The user transitions to a new screen.
search	The user has performed a search. You can use this event to contextualize search operations to identify the content that users are searching for on your website or app. For example, you can send this event when a user views a page after performing a search.
share	Use this event when a user has shared content.
sign_up	The user registers for the site or service.
timing_complete	The user completes a process.
view_search_results	The user has been presented with the results of a search. Note that you can enable the view_search_results event for automatic collection through enhanced event measurement in Google Analytics.
cst	Custom event.
add_payment_info	A user has submitted their payment information.
add_to_cart	An item was added to a cart for purchase.
add_to_wishlist	An item was added to a wishlist. Use this event to identify popular gift items in your app.
begin_checkout	A user has begun a checkout.
checkout_progress	A user is in the process of checking out.
purchase	One or more items is purchased by a user.
refund	One or more items is refunded to a user.
remove_from_cart	An item was removed from a cart.
product_click	An item was selected from a list.
promotion_click	A promotion was selected from a list.
set_checkout_option	The user selected a checkout option, such as a shipping method.
view_item	Content was shown to the user. Use this event to discover the most popular items viewed.
view_item_list	The user has been presented with a list of items of a certain category.
view_promotion	A promotion was viewed from a list.

Enhanced Conversions

Variable	Type	Description
config.allow_enhanced_conversions	Boolean	Allow Enhanced Conversions.
user_data.email	String	Email Address
user_data.sha256_email_address	String	Hashed Email Address
user_data.phone_number	String	Phone Number
user_data.sha256_phone_number	String	Hashed Phone Number
user_data.address.first_name	String	First Name
user_data.address.sha256_first_name	String	Hashed First Name
user_data.address.last_name	String	Last Name
user_data.address.sha256_last_name	String	Hashed Last Name
user_data.address.street	String	Street Address
user_data.address.city	String	City
user_data.address.region	String	Region
user_data.address.postal_code	String	Postal Code
user_data.address.country	String	Country
transaction_id	String	Required. Transaction ID