Google Ads Conversion Tracking and Remarketing (gtag.js) Tag Setup Guide

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

Tag Configuration

First, go to Tealium's tag marketplace and add the Google Ads Conversion Tracking and Remarketing (gtag.js) tag (Learn more about how to add a tag).

After adding the tag, configure the following settings:

• Conversion ID
  • Required.
  • Unique ID for the conversion.
  • You can find this ID in your Google Ads control panel.
  • Example: 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
  • Example: 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	Required. Conversion ID. Unique ID for the conversion. You can find this ID in your Google Ads control panel. Example: AW-123456789 Use mapping to dynamically override this value. Use a comma-separated list to send data for multiple properties.
conversion_label	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	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.
conversion_currency	Conversion currency.
pagetype	Page type. Select a default page type here and use mapping to dynamically override this value.
aw_merchant_id	AdWords Merchant Center ID
aw_feed_country	AdWords Feed Country
aw_feed_language	AdWords Feed Language
config.send_page_view)	Boolean Send page view
conversion_cookie_prefix	Conversion cookie prefix.
custom.myvar	Custom conversion variable.

Retail

Variable	Description
ecomm.prodid	E-commerce product ID. Overrides _cprod.
ecomm.totalvalue	E-commerce total value.
ecomm.category	E-commerce category. Overrides _ccat.
ecomm.pvalue	E-commerce price value. Overrides _cprice.
ecomm.quantity	E-Commerce quantity. Overrides _cquan.

Education

Variable	Description
edu.pid	Education pid
edu.plocid	Education plocid

Flights

Variable	Description
flight.originid	Flight origin ID.
flight.destid	Flight destination ID.
flight.totalvalue	Flight total value.
flight.startdate	Flight start date.
flight.enddate	Flight end date.

Hotel and Rentals

Variable	Description
hrental.id	Hotel rental ID.
hrental.startdate	Hotel rental start date.
hrental.enddate	Hotel rental end date.
hrental.totalvalue	Hotel rental total value.

Jobs

Variable	Description
job.id	Job ID.
job.locid	Job location ID.
job.totalvalue	Job total value.

Local

Variable	Description
local.id	Local ID.
local.totalvalue	Local total value.

Real Estate

Variable	Description
listing.id	Real estate listing ID.
listing.totalvalue	Real estate listing total value.

Travel

Variable	Description
travel.destid	Travel destination ID.
travel.originid	Travel origin ID.
travel.startdate	Travel start date.
travel.enddate	Travel end date.
travel.totalvalue	Travel total value.

Other

Variable	Description
dynx.itemid	Item ID
dynx.itemid2	Item ID 2
dynx.totalvalue	Item total value

Advanced

Variable	Description
custom.ecomm_rec_prodid	Recommended Product IDs
custom.a	Visitor's age
custom.g	Visitor's gender
custom.hasaccount	Visitor has account.
custom.cqs	Custom quality score.
custom.rp	Repeat purchaser.
custom.ly	Visitor loyalty score.
custom.hs	Visitor high spender score.
custom.myvar	Custom

Phone Conversion

Variable	Description
config.phone_conversion_number	Phone conversion number
config.phone_conversion_callback	Function Phone conversion callback
config.phone_conversion_css_class	String Phone conversion CSS class name.
config.phone_conversion_options.timeout	Number Phone conversion timeout.
config.phone_conversion_options.cache	Boolean Phone conversion cache.

E-Commerce

Variable	Description
order_id	Order ID. Overrides _corder.
order_subtotal	Order subtotal. Overrides _csubtotal.
order_currency	Order currency. Overrides _ccurrency.
product_id	Array List of Product IDs. Overrides _cprod.
product_category	Array List of Categories. Overrides _ccat.
product_quantity	Array List of Quantities. Overrides _cquan.
product_unit_price	Array List of prices. Overrides _cprice.
product_discount	Array List of discounts. Overrides _cdisc.

Event-specific Parameters

Variable	Description
gtag_enable_tcf_support	Enable TCF support. Values are true or false.

IAB Transparency and Consent Framework v2

Variable	Description
exception	Exception
generate_lead	Generate lead
login	Login
page_view	Page view
screen_view	Screen view
search	Search
share	Share
sign_up	Sign up
timing_complete	Timing complete
view_search_results	View search results
cst	Custom
add_payment_info	Add payment info
add_to_cart	Add to cart
add_to_wishlist	add_to_wishlist
begin_checkout	begin_checkout
checkout_progress	checkout_progress
purchase	purchase
refund	refund
remove_from_cart	Remove from cart
product_click	Product click
promotion_click	Promotion click
set_checkout_option	Set checkout option
view_item	View item
view_item_list	View item list
view_promotion	View promotion