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

This article describes how to set up the Google Ads Conversion Tracking and Remarketing (gtag.js) tag in your Tealium iQ Tag Management (TiQ) account.

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.

  • Google Ads documentation

Tag Configuration

First, go to Tealium’s tag marketplace and add the Google Ads Conversion Tracking and Remarketing (gtag.js) tag (Learn more about how to add a tag).

After adding the tag, configure the following settings:

  • Conversion ID

    • Required.
    • Unique ID for the conversion.
    • You can find this ID in your Google Ads control panel.
    • 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.
    • This is 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 automatically pulls in data from the E-Commerce Extension to populate the Google Ads Retail parameters.
    • Prefix: ecomm_.
    • Mapping directly to the Retail tab in the toolbox overrides 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 should be the top level domain. For example: tealiumiq.com
  • Enable Enhanced Conversions

    • 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.
    • 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.
    • Before enabling Enhanced Conversions, you must first accept the Customer Data Terms of Service in your Google Ads account (Tools and Settings > Measurement/Conversions > Settings > Customer Data Terms).
    • 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.

Data Mappings

Mapping is the process of sending data from a data layer variable to the corresponding destination variable of the vendor tag. For instructions on how to map a variable to a tag destination, see Data Mappings.

The available categories are:

Standard

Variable Description
conversion_id
  • Required.
  • Conversion ID.
  • Unique ID for the conversion.
  • You can find this ID in your Google Ads control panel.
  • Example: AW-123456789
  • Use mapping to dynamically override this value.
  • Use a comma-separated list to send data for multiple properties.
conversion_label
  • 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
  • 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.
conversion_currency
  • Conversion currency.
pagetype
  • Page type.
  • Select a default page type here and use mapping to dynamically override this value.
aw_merchant_id
  • AdWords Merchant Center ID
aw_feed_country
  • AdWords Feed Country
aw_feed_language
  • AdWords Feed Language
config.send_page_view)
  • Boolean
  • Send page view
conversion_cookie_prefix
  • Conversion cookie prefix.
custom.myvar
  • Custom conversion variable.

Retail

Variable Description
ecomm.prodid
  • E-commerce product ID.
  • Overrides _cprod.
ecomm.totalvalue
  • E-commerce total value.
ecomm.category
  • E-commerce category.
  • Overrides _ccat.
ecomm.pvalue
  • E-commerce price value.
  • Overrides _cprice.
ecomm.quantity
  • E-Commerce quantity.
  • Overrides _cquan.

Education

Variable Description
edu.pid Education pid
edu.plocid Education plocid

Flights

Variable Description
flight.originid Flight origin ID.
flight.destid Flight destination ID.
flight.totalvalue Flight total value.
flight.startdate Flight start date.
flight.enddate Flight end date.

Hotel and Rentals

Variable Description
hrental.id Hotel rental ID.
hrental.startdate Hotel rental start date.
hrental.enddate Hotel rental end date.
hrental.totalvalue Hotel rental total value.

Jobs

Variable Description
job.id Job ID.
job.locid Job location ID.
job.totalvalue Job total value.

Local

Variable Description
local.id Local ID.
local.totalvalue Local total value.

Real Estate

Variable Description
listing.id Real estate listing ID.
listing.totalvalue Real estate listing total value.

Travel

Variable Description
travel.destid Travel destination ID.
travel.originid Travel origin ID.
travel.startdate Travel start date.
travel.enddate Travel end date.
travel.totalvalue Travel total value.

Other

Variable Description
dynx.itemid Item ID
dynx.itemid2 Item ID 2
dynx.totalvalue Item total value

Advanced

Variable Description
custom.ecomm_rec_prodid Recommended Product IDs
custom.a Visitor’s age
custom.g Visitor’s gender
custom.hasaccount Visitor has account.
custom.cqs Custom quality score.
custom.rp Repeat purchaser.
custom.ly Visitor loyalty score.
custom.hs Visitor high spender score.
custom.myvar Custom

Phone Conversion

Variable Description
config.phone_conversion_number
  • 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 Description
order_id
  • Order ID.
  • Overrides _corder.
order_subtotal
  • Order subtotal.
  • Overrides _csubtotal.
order_currency
  • Order currency.
  • Overrides _ccurrency.
product_id
  • Array
  • List of Product IDs.
  • Overrides _cprod.
product_category
  • Array
  • List of Categories.
  • Overrides _ccat.
product_quantity
  • Array
  • List of Quantities.
  • Overrides _cquan.
product_unit_price
  • Array
  • List of prices.
  • Overrides _cprice.
product_discount
  • Array
  • List of discounts.
  • Overrides _cdisc.

Event-specific Parameters

Variable Description
gtag_enable_tcf_support
  • Enable TCF support.
  • Values are true or false.
Variable <Description
exception Exception
generate_lead Generate lead
login Login
page_view Page view
screen_view Screen view
search Search
share Share
sign_up Sign up
timing_complete Timing complete
view_search_results View search results
cst Custom
add_payment_info Add payment info
add_to_cart Add to cart
add_to_wishlist add_to_wishlist
begin_checkout begin_checkout
checkout_progress checkout_progress
purchase purchase
refund refund
remove_from_cart Remove from cart
product_click Product click
promotion_click Promotion click
set_checkout_option Set checkout option
view_item View item
view_item_list View item list
view_promotion View promotion

Enhanced Conversions

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

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This page was last updated: July 11, 2022