How to Install the Conversion Pixel via Google Tag Manager

Installing the Google Ads conversion pixel on your website using Google Tag Manager is a strategic task that, when done correctly, can transform your digital marketing campaigns. Below is a detailed step-by-step guide to ensure accurate and efficient installation.

Installation Step by Step

Access Your Google Ads Account

Locate the tools menu: Click on “Tools and Settings” in the top right corner.

Access the conversion settings: In the “Measurement” column, select “Conversions”.

Create or Locate the Conversion Pixel

If you don’t have a pixel configured yet: Click the “+ New Conversion” button. Choose the desired conversion type, such as “Website action”, and follow the instructions to set it up.
If the pixel is already created: Navigate through the list of available conversions. Click on the desired conversion to open the details.
Once the pixel is located, you will be able to view and copy the necessary information to integrate it into GTM.

Copy the Pixel Code

Access the tag configuration: On the conversion page, scroll down to find “Tag Setup.” Click on “Google Tag Manager Tag” to open the details.
Identify the key information: Copy the Conversion ID, which is the number displayed after “AW-“. Copy the Conversion Label, an alphanumeric code that uniquely identifies this conversion.
Organize the data: Open a notepad or text editor. Paste the Conversion ID and Conversion Label separately, ensuring they are easily accessible for the next step.

Configure the Pixel in Google Tag Manager

Access your GTM account: Log in to Google Tag Manager.
Choose the correct container: In the main panel, select the container for the website where you want to implement the pixel.
Create a new tag: In the side menu, click on “Tags.” Select “New Tag” to start the setup.

Configure the New Tag

Define a clear name for the tag: Name the tag descriptively, such as “Conversion ADW – Keyword Search.”
Choose the tag configuration: Click on “Tag Configuration” and select “Google Ads Conversion Tracking.”
Insert the pixel data: In the Conversion ID field, paste the ID you copied from Google Ads. In the Conversion Label field, enter the corresponding label.
Configure other fields if necessary:
- Conversion Value: Enter a monetary value if the conversion has a fixed amount (e.g., $50).
- Currency Code: If your account is set to a different currency, enter the desired currency code (e.g., USD for dollars).

Once these steps are completed, your pixel will be configured and ready for triggering and publishing on your site.

Define the Value and Other Settings

Set the conversion value: In the Conversion Value field, enter a fixed value that reflects the importance of each conversion. For example: $5 for each sale or action.
Avoid redundancies with the order ID (optional): If you want to prevent multiple registrations of the same conversion, you can integrate the order ID. Note: This setting requires technical support to dynamically retrieve the order ID.
Set the currency code: If your Google Ads account uses a different currency than the one used in the pixel (for example, an account in dollars and transactions in reais), enter the correct currency code. Example: USD (Dollar).

Trigger Setup

Access the triggers: In the tag configuration panel, click on “Triggers”.
Define the triggering pages or events:
- All Pages: Select this option to trigger the pixel on the entire site (not recommended for conversion pixels).
- Specific Pages: For conversions, it’s ideal to create specific triggers. Example:
  - Click on “+ New Trigger”.
  - Name the trigger, such as: “Thank You Page – Conversion”.
  - Select “Page View” and configure:
    - Match type: “equals”.
    - Page URL: Enter the conversion page URL, such as: https://yoursite.com/thank-you.
Save the settings: After configuring the trigger, click Save.

Pixel Testing and Publishing

Test the pixel’s functionality: In GTM, click on “Preview” in the workspace. Visit the configured website or page and refresh it. Check if the pixel is being triggered correctly in the “Tags” tab of GTM.
Use the Google Tag Assistant extension: Install the Google Tag Assistant in Google Chrome. Access the configured page, enable the extension, and refresh the page. Check if the pixel is listed as active and working.
Publish the version in GTM: After testing and confirming correct functionality, click “Submit” in GTM. Name the version, such as: “Version with Conversion Pixel,” and click Publish.

Benefits of Proper Setup

Accurate targeting: Directs ads to the audience with the highest conversion potential.
Continuous optimization: Allows Google Ads to automatically adjust your campaigns based on real data.
Cost reduction: Minimizes wasted budget on audiences with a low likelihood of conversion.
With these steps completed, your conversion pixel will be ready to provide valuable data that will increase the efficiency of your campaigns in Google Ads.

How to Set Up and Test

Defining the Pixel Trigger

Correctly setting up the trigger is essential to ensure that the conversion pixel works as expected. Unlike the remarketing pixel, which can be installed on all pages of the website, the conversion pixel should only be triggered on specific pages that indicate the completion of a conversion.

Examples of Pages for Pixel Setup

Thank You Page: Displayed after a user downloads material or fills out a form.
Purchase Confirmation Page: Appears after completing a transaction in the shopping cart.
Signup Page: Shown when a user confirms their subscription to a newsletter or event.

Additional Tips for Setup

Validate URLs: Ensure that the URL entered is correct and matches the exact conversion page.
Avoid Global Settings: Do not use “All Pages” for conversion pixels, as this may cause inaccurate data.
Test Before Publishing: Always use the preview mode to ensure the trigger is working correctly before activating the pixel.

With these steps, you’ll ensure that the pixel is triggered only on the correct pages, optimizing the accuracy and effectiveness of your campaigns.

Publishing the Version with the Pixel

After configuring the pixel, it is still not active on the site. To implement the configuration, it is necessary to publish the changes as a new version.

How to Publish the Version

Click on “Submit”: In the main GTM panel, find the “Submit” button.
Name the Version: Choose a descriptive name, such as “Version with Google Ads Conversion Pixel,” to make future revisions easier.
Publish Changes: After naming, click “Publish” to activate the tag on the website.

ExtraTips: Document Versions: Use clear and concise names to easily identify the content of each version published in the future.

Verification of Functioning

Testing is essential to ensure that the pixel has been correctly configured and is functioning on the designated pages. There are two effective methods for performing this verification:

GTM Preview Mode

Activate Preview Mode: In GTM, click on “Preview” in the workspace.
Visit the Site: Navigate to the configured page and refresh it.
Check Active Tags: GTM will display all tags triggered on the page.
Verify Triggering: If the pixel doesn’t appear, review the trigger to confirm it’s set up correctly for the specific page.

Important Note: The conversion pixel will only be triggered if the visitor accessed the page via a Google Ads campaign.

Google Tag Assistant

Install the Extension: Download and install the Google Tag Assistant on Google Chrome (free and easy to set up).
Access the Configured Page: Navigate to the page where the pixel is installed.
Enable the Extension: Turn on the Tag Assistant and refresh the page.
Verify Tags: Tag Assistant will list all active pixels, including the conversion pixel.
Confirmation of Activation: The extension will show if the pixel is set up correctly and if it was triggered by a Google Ads campaign.

Extra Tip: If the pixel does not appear in Tag Assistant or Preview Mode, review the trigger settings and the URLs of the pages.

Excluding Unnecessary Pixels

If a pixel was installed on the wrong page or is no longer needed, you can easily remove it.

How to Remove a Pixel

Locate the Tag: In the GTM panel, find the tag corresponding to the pixel you want to remove.
Click the Three Dots: Next to the tag, click the menu icon (three vertical dots).
Select “Delete”: Confirm the deletion of the tag.
Publish a New Version: Just like in the initial setup, click “Submit,” name the new version (e.g., “Version without Pixel X”), and publish the changes.

Why is It Good to Delete?

GTM Organization: Keeps the GTM container clean and efficient.
Prevents Distorted Data: Ensures unnecessary pixels do not interfere with metrics or campaign results.

By following these steps, you ensure that your conversion pixel is correctly set up, functional, and aligned with your campaign objectives.

Final Tips to Maximize Effectiveness

Test Regularly: After installation, conduct frequent tests to confirm that the pixel is working correctly.
Use tools like Google Tag Assistant to verify if the pixel is firing on the correct pages and capturing the right data.

Document Versions: Name each version published in GTM clearly and objectively, such as “Version with Conversion Pixel Update.”
This practice helps you easily identify previous changes and fix issues quickly if necessary.

Update and Adjust: Review the pixel triggering settings whenever new conversion pages are created or if there are changes in user behavior.
Adapt the configuration to the current needs of the campaign, ensuring accuracy in the collected data.

With these practices, you not only ensure that the conversion pixel is always optimized, but also maximize the potential of your campaigns in Google Ads. An effective setup allows for more accurate targeting and better conversion results.