This article describes how to set up the Google Ads Conversion Tracking & Remarketing (gtag.js) tag (formerly AdWords) in your Tealium iQ Tag Management account.

In this article:

Table of Contents Placeholder

Tag Tips

  • Supports the E-Commerce extension for:
    • Subtotal/Conversion Value
    • Order Currency/Conversion Currency
    • Order ID/Transaction ID
    • List of Product IDs
    • List of Categories
    • List of Quantities
    • List of Prices
  • Use mapping to dynamically override the standard config values and the E-Commerce extension values.
  • Pass custom conversion variables by mapping to "Custom Conversion Variable" and replacing "myvar" with your custom variable name.
  • Google Ads documentation: https://developers.google.com/adwords-remarketing-tag/

Tag Configuration

First, add the Google Ads Conversion Tracking & Remarketing (gtag.js) tag (Learn more about how to add a tag).

After adding the tag, configure the following settings:

  • Conversion ID: Unique ID for the conversion. You can find this ID in your Google Ads control panel (e.g. AW-123456789).
    Use mapping to dynamically override this value.
    Use a comma-separated list to send data for multiple properties.
  • Conversion Label: Set a default label here and use mapping to dynamically override this value.
    Use a comma-separated list to send data for multiple labels. This list can use a matching number of Conversion Labels as Conversion IDs or use a single label for all Conversion IDs.
  • Conversion Value: Set a default value here or leave this blank to use the Subtotal value from the E-Commerce extension.
    Use mapping to dynamically override this value and the E-Commerce extension value.
  • Global Object: This is the name of the Global Object used for the event queue, if not specified "gtag" is used.
    This is not required for most implementations.
  • Data Layer Name: By default, the data layer initiated and referenced by the global site tag is named dataLayer. Rename the data layer only if your project requires a separate name.
  • Enable Remarketing: When Remarketing is enabled, this tag will automatically pull in data from the E-Commerce Extension to populate the Google Ads "Retail" parameters (prefix "ecomm_").
    Mapping directly to the "Retail" tab in the toolbox will override the data pulled in via the E-Commerce Extension.
  • Page Type: Select a default page type here and use mapping to dynamically override this value.
  • Cross-Tracking Domains: A comma-separated list of domains to use with Cross-Domain Tracking (setAllowLinker).
    This should be the top level domain (e.g. "tealiumiq.com").

Data Mappings

Mapping is the process of sending data from a data layer variable to the corresponding destination variable of the vendor tag. For instructions on how to map a variable to a tag destination, see Data Mappings.

The available categories are:

Standard

Variable Description
Conversion ID (conversion_id)
Conversion Label (conversion_label)
Conversion Value (conversion_value)
Conversion Currency (conversion_currency)
Page Type (pagetype)
Merchant Center ID (aw_merchant_id)
Feed Country (aw_feed_country)
Feed Language (aw_feed_language)
Send Page View (config.send_page_view) [Boolean]
Conversion Cookie Prefix (conversion_cookie_prefix)
Custom Conversion Variable (custom.myvar)

Retail

Variable Description
ecomm.prodid (ecomm.prodid) (Overrides _cprod)
ecomm.totalvalue (ecomm.totalvalue)
ecomm.category (ecomm.category) (Overrides _ccat)
ecomm.pvalue (ecomm.pvalue) (Overrides _cprice)
ecomm.quantity (ecomm.quantity) (Overrides _cquan)

Education

Variable Description
edu.pid (edu.pid)
edu.plocid (edu.plocid)

Flights

Variable Description
flight.originid (flight.originid)
flight.destid (flight.destid)
flight.totalvalue (flight.totalvalue)
flight.startdate (flight.startdate)
flight.enddate (flight.enddate)

Hotel and Rentals

Variable Description
hrental.id (hrental.id)
hrental.startdate (hrental.startdate)
hrental.enddate (hrental.enddate)
hrental.totalvalue (hrental.totalvalue)

Jobs

Variable Description
job.id (job.id)
job.locid (job.locid)
job.totalvalue (job.totalvalue)

Local

Variable Description
local.id (local.id)
local.totalvalue (local.totalvalue)

Real Estate

Variable Description
listing.id (listing.id)
listing.totalvalue (listing.totalvalue)

Travel

Variable Description
travel.destid (travel.destid)
travel.originid (travel.originid)
travel.startdate (travel.startdate)
travel.enddate (travel.enddate)
travel.totalvalue (travel.totalvalue)

Other

Variable Description
dynx.itemid (dynx.itemid)
dynx.itemid2 (dynx.itemid2)
dynx.totalvalue (dynx.totalvalue)

Advanced

Variable Description
Recommended Product IDs (custom.ecomm_rec_prodid)
Visitor's Age (custom.a)
Visitor's Gender (custom.g)
Visitor Has Account (custom.hasaccount)
Customer Quality Score (custom.cqs)
Repeat Purchaser (custom.rp)
Visitor Loyalty Score (custom.ly)
Visitor High Spender Score (custom.hs)
Custom (custom.myvar)

Phone Conversion

Variable Description
Phone Conversion Number (config.phone_conversion_number)
Phone Conversion Callback (config.phone_conversion_callback) [Function]
Phone Conversion CSS Class Name (config.phone_conversion_css_class) [String]
Phone Conversion Timeout (config.phone_conversion_options.timeout) [Number]
Phone Conversion Cache (config.phone_conversion_options.cache) [Boolean]

E-Commerce

Variable Description
Order ID (order_id) (Overrides _corder)
Sub Total (order_subtotal) (Overrides _csubtotal)
Currency (order_currency) (Overrides _ccurrency)
List of Product IDs (product_id) (Overrides _cprod) [Array]
List of Categories (product_category) (Overrides _ccat) [Array]
List of Quantities (product_quantity) (Overrides _cquan) [Array]
List of Prices (product_unit_price) (Overrides _cprice) [Array]
List of Discounts (product_discount) (Overrides _cdisc) [Array]