Google Tag Manager Configuration with Google Ads

How this works?

A conversion is a user action that you consider valuable, such as the form submission. When a prospect clicks on a Google Ad and is redirected to your website, where the user fills out and submits your form, it is typically treated as a conversion for that Ad, which you can track with GTM. This will help you measure how your Google Ads are performing in terms of driving conversions through your form.

Firstly, set up a Google Ads account if you haven't created one at ads.google.com.

Installing Google Tag Manager in your form

To install Google Tag Manager in your form,

In your Google Tag Manager account, go to Workspace and copy the container ID(GTM-XXXXXX) on the top of the window.
In your form builder, navigate to the Share tab > Google Tag Manager & Custom Tracking.
Click Google Tag Manager and click Configure.
Paste the Container ID.
Enter an alternate name for your form in Form Alias to identify it in Google Tag Manager.
Under Allowed GTM Tags, you can select which GTM Tags are permitted.

Limited Google Tags restricts you to a specific set, including Google Analytics Settings (legacy), Google tag, Google Analytics 4 Event, Google Ads Conversion Tracking Tag, Conversion Linker, Auto-Event Variable, Constant, Custom Event, URL, Lookup Table.
All Google Tags allows the use of any tags categorized under Google classes. For example- Element Visibility Listener, Timer Listener, Enhance Conversions. Learn more about tags permitted under Google Classes

Under Configure Events, select the form events from the following for which you want to push the event details to Google Tag Manager. Since, we want to track a conversion from Google Ad when a form is submitted, select the Submit Form event.
Click Save.

Learn more about the considerations before you install Google Tag Manager.

Configuring Google Tag Manager

To track the submit event in Zoho Forms events in Google Analytics using Google Tag Manager, follow the steps below:

Configuring Custom Event Trigger

To configure a custom event trigger for the above events,

In Google Tag Manager, click Triggers from the left menu and click New.
Enter a name for the event (For example: Submit Form Trigger).
Click Trigger Configuration and choose the Custom Event trigger type.
Enter the Event Name as zf_submitform. To track all the supported custom events in Zoho Forms, you can enter zf_* and select Use regex matching to allow the field to handle regular expressions.
Click Save.

Creating a Conversion Linker Tag

The Conversion Linker tag is a tool that allows Google Ads to accurately track conversions and attribute them to the appropriate Ad and campaign even if the user navigates between multiple domains during their conversion journey by placing a cookie on the user's browser that is used to track their activity on your website.

In your Google Tag Manager container, click Tags from the left menu and click New.
Enter a suitable name for the tag (For example: Conversion Linker).
Click Tag Configuration and select the Tag Type to be Conversion Linker.
Under Triggering, select All Pages and click Save.

Note: If you do not want the Conversion Linker tag from being triggered on all the websites where the GTM container is deployed, create a trigger for a specific form. This can be useful if you only want to track conversions on certain pages or if you have multiple forms on a page and only want to track conversions from a specific form.

Creating a Google Ads Conversion Tracking Tag

In your Google Tag Manager container, click Tags from the left menu and click New.
Enter a suitable name for the tag.
Click Tag Configuration and select the Tag Type to be Google Ads Conversion Tracking.
Enter the Conversion ID and Conversion Label provided by Google Ads.
You will find them in your Google Ads account as shown below.
Under Triggering, select the Submit Form custom event trigger that you have created earlier.
Click Save.