Last Updated on April 12, 2024

Enhanced Conversions for Basic Forms (Single Form)

Setting Up the Conversion 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 – Form Submission
  16. Input the value (get this from the MC over the account)
  17. In the “Count” section, select “One”
  18. Click “Done”
  19. Click “Save and Continue”
  20. 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 click the “All Forms” bubble.
  16. Name the trigger “Form Submission”
  17. Click Save
  18. Navigate to the “Tags” section >> Click “New”
  19. Click “Tag Configuration” >> “Google Ads” >> “Google Ads Conversion Tracking”
  20. Fill in the “Conversion ID” field and the “Conversion Label” field (refer to your original Google Ads tab for this information)
  21. Scroll down until you see the 3rd checkbox titled “Include user-provided data from your website”
  22. Click the dropdown and select the “EC – Email Address from Form” variable you created earlier.
  23. Triggering >> Form Submission”
  24. Name the tag “EC – Form Submission”
  25. Save
  26. Click Preview >> Enter the website URL
  27. Navigate to the form you made a tag for and submit a test form
  28. Go back to the “Tag Assistant” window.
  29. On the left menu, find and click “Form Submit”. Verify that your tag fired correctly
  30. Click “Variables”
  31. Look for the “EC – Email Address from Forms” variable. Once you find it, verify that it has successfully captured the email address
  32. Go back to your Google Tag Manager tab, click “Submit”, and then publish the GTM container
  33. Go back to your Google Ads Tab & click Done
  34. 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
  35. After a few days, return to the account and check on your conversion. If it is recording conversions, you should be good to mark it as a Primary goal (make sure you change the conversion that it is replacing to Secondary)