Last Updated on April 16, 2024

Setting up enhanced conversions for multiple forms at a time is almost the same as setting them up for a single form, with a few key differences. For example, you will need to make multiple new conversion actions in Google Ads, and a unique tag and trigger for each of them in Google Tag Manager.

The directions below are identical to the steps from “Enhanced Conversions for Basic Forms (Single Form)”, with a few additional steps (highlighted).

Setting Up the Conversions in Google Ads

  1. Click Tools & Settings within the Google Ads Account
  2. Under Measurement, click Conversions
  3. Find the “Settings” tab on the left menu
  4. Expand the “Enhanced Conversions” section
  5. Check the “Turn on enhanced conversions” box
  6. From the drop-down, select “Google Tag Manager
  7. Click “Save”
  8. On the left menu, select “Summary”
  9. Click the blue “+ New conversion action” button on the top left
  10. Click Website >> *Enter Website Domain* >> Scan >> Save and continue
  11. There may be a banner that pops up that says “Use Google Ads only”. Click “Use Google Ads only” >> “Switch to Google Ads”
  12. In the “Create conversion actions manually using code” box, click “+Add a conversion action manually”
  13. In the “Goal and action optimization” section, select “Submit lead form”
  14. Click the dropdown titled “Conversion action optimization options” and select “Secondary action…”
  15. Name the Conversion “EC – [Name of form]”
  16. Input the value (get this from the MC over the account)
  17. In the “Count” section, select “One”
  18. Click “Done”
  19. Repeat Steps 12 – 18 for your remaining forms
  20. Click “Save and Continue”
  21. Click “Use Google Tag Manager”

Setting up Tags, Triggers, and Variables in GTM

  1. Open GTM in another tab
  2. Open the GTM account for the client
  3. Click Tags
  4. Click New
  5. If there is not already a “Conversion Linker” tag in the account, click the Tag Configuration box >> Conversion Linker
  6. Click Triggering box >> All Pages
  7. Save the tag
  8. Click “Variables” on the left >> “Configure”
  9. Scroll down until you see all of the  “Form…” options. Check all 6 of those boxes
  10. Back on the main “Variables” screen, click the “New” button in the “User-Defined Variables” section
  11. Click “Variable Configuration” >> “User-Provided Data”
  12. Click the “Automatic collection” bubble. Name the variable “EC – Email Address from Forms”
  13. Click “Save”
  14. Navigate to the “Triggers” section
  15. In “Trigger Configuration”, select “Form Submission”, and then check the “Check Validation” box. This will make it so that forms only count when successfully submitted. Otherwise it will fire anytime anyone attempts to submit a form
  16. Click the “Some Forms” bubble.
  17. Change the parameters to “Form ID contains [Form ID]”
    • You will need to put the form ID into this field
      • The Form ID variable can be found in the “variables” section of preview mode when you submit a test form. If you’re not sure how to do this, watch the video
  18. Name the trigger “Form Submission – [Form ID]” (or something else that identifies the form (e.g. Form Submission – Contact Form)
  19. Click Save
  20. Repeat steps 15-18 for each of the forms you are trying to track (i.e. if you are trying to track two different forms, you will need two different triggers)
  21. Navigate to the “Tags” section >> Click “New”
  22. Click “Tag Configuration” >> “Google Ads” >> “Google Ads Conversion Tracking”
  23. Fill in the “Conversion ID” field and the “Conversion Label” field (refer to your original Google Ads tab for this information)
  24. Scroll down until you see the 3rd checkbox titled “Include user-provided data from your website”
  25. Click the dropdown and select the “EC – Email Address from Form” variable you created earlier.
  26. Triggering >> Form Submission – [Form ID]” 
  27. Name the tag “EC – Form Submission – [Form Name]” (or whatever you feel is most clear)
  28. Save
  29. Create a new tag for each of the forms you are tracking
  30. Click Preview >> Enter the website URL
  31. Navigate to each of the forms you made a tag for and submit test forms
  32. Go back to the “Tag Assistant” window
  33. On the left menu, find and click “Form Submit” (there should be a “Form Submit” for each of the test forms you submitted. Verify that the correct tag fired on each form submit section)
  34. Click “Variables”
  35. Look for the “EC – Email Address from Forms” variable. Once you find it, verify that it has successfully captured the email address. Do this for each of the forms you submitted
  36. Go back to your Google Tag Manager tab, click “Submit”, and then publish the GTM container
  37. Go back to your Google Ads Tab & click Done
  38. From the Conversion Summary page, your new conversions should be marked “Secondary”. We want to verify that it is working before making them primary conversions
  39. After a few days, return to the account and check on your conversions. If they are recording conversions, you should be good to mark them as Primary goals (make sure you change the original conversions that you are replacing to “Secondary”)