How to Create Conversion Tracking from the Universal Code

Google AdWords recently changed their conversion tracking from a code that fires on the landing page to a universal website code. Formerly, we would create a Conversion Tag in Google Tag Manager with the Conversion ID number provided by Google, and apply it to our ‘Thank You’ pages. With the change, we are no longer provided this Conversion ID and thus, unable to properly apply conversion tracking tags to our ‘landing page’ and ‘thank you’ page.

Or are we?

Conversion ID and Conversion Label can now be found in the universal Google Tag Code. We will be using this information to create a tag to properly track conversions. The code can be found in the snippet of the code, shown below:

The PPC team here at Tandem will be using the Conversion ID and Conversion Label from this code to setup conversion tracking. We can find both in the code above.

Immediately after the CDATA line, the next two lines will contain the ID and Label for conversion tracking. Once we have these values, we will head into the Google Tag Manager dashboard. Under Tags, we will create a new tag. The Tag Configuration will be setup with AdWords Conversion Tracking, and this is where we will enter our Conversion ID and Label. After this has been completed, we will set our triggering to fire on the ‘Thank You’ page, which is shown after a form completion on the landing page.

The Google Tag Configuration setup should look like this:


Here we will enter our Conversion ID, Conversion Label, and any Conversion Value if applicable. Following these steps will allow us to accurately track the conversions that come in from AdWords efforts.