Cannot See the Google Tag Manager Option in Google Ads Conversion?

With Google Tag Manager, you can install various tracking codes (tags) on a website. One of them is Google Ads conversion tag.

If you followed this guide (or a similar one), you were probably expecting to see this in the interface of Google Ads:

But for some reason, it’s missing. In this quick blog post, I will explain what to do about it.

 

How to solve the missing Google Tag Manager option in Google Ads

Lately, Google has been changing its interface a lot, and for some reason, the GTM option sometimes disappears. Even though I could not find why this happens, this does NOT mean that GTM is no longer supported.

That option is still somewhere there, so keep looking.

But if you still get stuck, here’s a workaround. Select the “Install the that yourself” option.

Then scroll down to the “Event snippet” section.

The value of the “send_to” parameter will contain a value looking something like this: AW-XXXXX/YYYYYYYY. The values are different in each account/conversion.

The XXX part (after AW- but before the slash is the conversion ID). The YYY part (after the slash but before the single quote sign) is the Conversion Label.

Example: AW-2378765/aBcDeFg. 2378765 is the conversion ID, and aBcDeFg is the conversion label.

Once you get these two values, you must enter them in the Google Ads conversion tag (within Google Tag Manager).

And that’s it! If you want to learn more details about Google Ads conversion tracking, read this guide where I explain:

• How to send dynamic values to Google Ads
• How long does it take to verify the conversion
• Where to find conversion data in the Google Ads interface, and more