Google Ads Conversion Tracking and Remarketing (gtag.js) Tag Setup Guide | Client-Side Tags

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.

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
- 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.

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

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