How to set up server-side Google Ads conversion tracking [Step-by-step guide]

How to set up server-side Google Ads conversion tracking [Step-by-step guide] - Subtítulos bilingües

Server-side Google Ads conversion tracking.

The main thing that is important to know before configuring server Google Ads conversion tracking

is that server-side Google Ads can work only based on G4 requests.

So means that before proceeding with configuring a server-side Google Ads,

you need to ensure that you already configured your SGTM container and configure the server-side GA4.

that delivers data to a GTM container.

We have a video on how to configure service side to GE4, so I won't focus on it in this video.

So regarding service

side In this video I want to show you how to configure conversion linker remarketing tag inside the SGTM container conversion tag inside the SGTM container and how to add user data and dynamic product data

for server side Google Ads conversion tracking.

So let's get started.

The first thing that you need to do is add a linker tag inside your SDTM container,

so click here Google Ads and then select conversion linker, then just trigger it on all issues.

The second hack that you most likely would configure is Google Ads remarketing.

So again, the configuration is pretty simple.

You to select Google Ads for market and tag at your Google Ads conversion ID.

So basically, you can find it in the same way as you would find it for the WebGTM inside your Google Ads interface.

And you need to select a trigger.

that triggers every time when G4 client is claimed.

So basically, you can see here this tag, it triggers every time when client name equals G4 and event name is pageview.

So in my case, I want this remarketing audience to be collected whenever a user did whatever website.

So me modify this tag a little bit.

So I would need to remove this condition and basically this remarketing tag will trigger every time when GF4 request is claimed.

Now I want to configure a Google Ads conversion tag.

And let me create the purchase conversion.

So select Google Ads.

here and in this case we will use Google Ads conversion tracking again at

conversion ad conversion label here you can also add your conversion value and

the currency code so let me

edit and the currency code is always

USD here in my case then you need to

select a trigger again like I want

to trigger this tag every time when

a request was claimed by je4 and when the event name contains purchase

okay so this one is configured

let me open web and server preview and I will show you basically why I selected

this type of triggers and this type of events and this is my website and then web and server debuggers.

So test if Google Ads remarketing conversion linker and purchase conversion tag will work correctly.

The first step is to go is to check if a PGO event works.

okay as you can see this is the request of like google analytics for request

and the event name is pageview and we need to check that conversion linker and the remarket

integrity get correctly basically you like you can see that the status of this text is succeeded so it means that it worked correctly.

Now let me make a purchase and we will check if Google Ads purchase tag works.

We need to wait until we see a request from Google Analytics 4 that has event name purchase.

So this is my G4 event with the purchase tape event and this is Google Analytics 4 tag that was triggered.

You can see that we tried to

conversion value but it's empty and let's see what is why is it so okay we are not passing this value from

Google Analytics 4 from Web to SGTM.

Now let's talk about Google Ads and Hans conversion tracking.

So what the enhanced conversion tracking mean is that you send to Google user data.

Like with the help of this user data Google will be able to better attribute your conversions to like clicks and it will

have a positive effect on your Google Ads campaigns.

So the first step if you want to do

configure Google Ads enhanced conversion tracking is to verify that this feature is enabled for your Google Ads conversion.

So inside the Google Ads interface, open your conversion and then click here.

edit settings and ensure that this checkbox is enabled.

The next step is to add a user provided data variable inside your web Google Tag Manager inside the Google Analytics 4 tag.

So as I mentioned on the beginning of the video,

so G4, sorry, Google Ads, service side tags, they inherit most of the data from the G4 request.

So go to your web Google Tag Manager container, find your G4 event tags or one tag, it depends on your setup.

Click and enable this checkbox.

Include user provided data from your website.

Then you need to configure like a variable.

So there is a special type of variable specifically like for this purpose.

I already have it.

let me show you how it looks.

So you need to do,

what you need to select if you want to automatically collect user data or like manual configuration or maybe use a code.

So I select what choose you the best and in this case I added manual configuration and all

of these parameters I've took from my data layer.

So I made an email, phone number, first name, last name, country and post code.

So once done, just click save.

So and basically that's it.

So you just need to add a user provided data inside the web GTM, inside the your GA4 tags.

And that's it.

There's no need to do anything inside the Google ads tags, There was another type of configuration, but now, yeah, nothing else is required.

The second feature that I wanted to show you is how to configure a dynamic remarketing inside for the,

like, Google editor marketing tag inside the SG&M.

So open your remarketing tag.

and here you need to edit it enable this checkbox to send dynamic remarketing event data.

So in my case I want to inherit all the remarketing event data from the event data inside the

SGTM and this event data will be based on the GA4 requests that I'm sent.

So just click save for this Google Azure marketing tag inside the SGTM and now go to Web GTM.

Inside the VM GTM, open your Google Analytics for event tags and you can add product data here.

So like expand this one,

this setting event parameters and here you can see like event Again,

like similar user-provided data variable,

there is a specific variable type called event settings and with the help of this event settings, you can add product data.

So if you start, like for example, you want to add transaction ID.

then transaction value, currency and items.

So you can see there are some predefined data.

predefined parameters that Google Analytics this variable suggest you to add so let me name

it g4 items and here you need to add values so I'm not sure that I have all the values arrayed

Let me add some parameters and then we will debug it together.

So items I'm adding a data layer parameter items then currency USD value it should be.

purchase price and transaction ID I think I don't have so let me put it 1 2 3 and then I will just

modify it to have real numbers here just click save so again just to just to repeat everything.

So you want to send user data,

basically you want to include user provided data inside your Google Ads server side tracking or you want to send like product data to

configure dynamic remarketing, you should do everything inside the Google Analytics 4 in the WebGTM container.

Okay, now what we need to do is refresh our previews and we will see how it works.

As you can see here,

so we like as I showed you previously inside the Google Ads Google Analytics X4,

Event tags inside the VM GTN, we added user data and product data.

As you can see here,

the user data is blank,

basically because I don't have any user data on the L2 card event,

but if we check event settings, you can see that, that like items parameter was were added.

Let's see what we will have on the purchase event.

Okay the purchase event we also have user data and we have even data as well what we have inside the sctm so you can see that

our Google Ads purchase tag triggered correctly and this is basically the

outgoing request to the

okay now we need to accurately add a transaction ID because as you see here

that the I added transaction ID one two three and we need to find like a

proper transaction ID let me check my data layer

and so this is basically where I can find the real transaction ID for my settings

inside the web GTM so its data it should be data layer variable e-commerce dot

transaction ID and let me go back to my G4 e-commerce tag and I need to edit

this variable Let me verify that transaction ID was recorded correctly, so I will just close this previous and the launch new one.

Purchase tape.

This is my g4 tag inside the WebGTM.

Let me open my variable.

So this is my user data variable.

And this is my items variable.

So as you can see here now everything is correct.

So the transaction is recorded correctly, well your currency and the same as items parameter.

And if you expand it here inside the

tag that fired it in WebGTM you can see also event settings variable and

basically all parameters that were sent to SGTM and basically our Google ads tags inside the SGTM they inherited all

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