Google Ads Ecommerce Conversion Setup
In this article, you will learn how to track conversion actions and activate Enhanced Conversions using our GTM recipe for Google Ads. This recipe includes three conversion actions – add to cart, begin checkout, and purchase – along with a conversion linker, user-provided data, and dynamic remarketing tags.
Prerequisites
- Google Tag Manager is installed on your website (parent frame), and you have publishing rights (more info).
- Active Google Ads Account: You must have your Conversion ID and Conversion Labels ready (more info).
- Rezgo base listener tag published via Google Tag Manager.
If you don’t have a Google Ads account, see Google’s guide to creating a Google Ads account.
Importing the Google Ads recipe
To simplify your setup, we provide a pre-configured GTM container file.
- Download the Rezgo Google Ads Recipe here: Google Ads.json
- In GTM, navigate to Admin > Import Container.
- Choose the downloaded file and select your existing workspace.
- Important: Choose Merge as the import option and select Rename conflicting tags to ensure you don’t overwrite your existing setup.
- Click Confirm.
Configuration steps
After importing, you must link the tags to your specific Google Ads account and conversion actions accordingly.
- Navigate to variables, open [Rezgo] GAds – conversion id, and add your conversion id.
- If you haven’t yet, set up conversion actions in Google Ads for Add to cart, Begin checkout, and Purchase, then get conversion labels.
- Navigate to tags, open [Rezgo] GAds – Purchase, and add its conversion label. Repeat for the other conversion actions.
- Check for existing Google Ads conversions that could clash
This recipe adds Google Ads conversions for add to cart, begin checkout, and purchase, plus a conversion linker. If you already track the same actions, your conversions will be counted twice, which also misleads your bidding. Check before you publish.
In Google Ads, open Goals and then Conversions and review your existing conversion actions. If a purchase or booking conversion already exists and fires from another tag, it will double up once this recipe is live. Decide which one to keep.
In Google Tag Manager, look for other Google Ads conversion tags or a second conversion linker, and pause or remove duplicates. You only need one conversion linker.
Check for conversion tracking added outside Google Tag Manager, such as a gtag conversion snippet in your theme or a plugin, and turn that part off.
Confirm with Google Tag Assistant: run a test booking and watch the conversion pings. If the same conversion fires twice, remove the older source.
- Enter Preview Mode in GTM and perform a test booking on your booking website. You should see the ecommerce events appearing in the summary column and the Google Ads tags firing successfully.
Once verified, hit publish in GTM.