How to configure the Google Ads Conversion Tag in Matomo Tag Manager

The Google Ads Conversion Tag in Matomo Tag Manager (MTM) helps measure the effectiveness of your Google Ads campaigns by sending conversion data (e.g., purchases or sign-ups) directly to Google Ads. As a result, Google Ads links this data to predefined conversion actions and enables detailed reporting and campaign optimisation.

Requirements

Before configuring the Google Ads Conversion Tag in MTM, ensure you have the following in place:

  1. Follow these steps to set up a Google Ads conversion action in the Google Ads platform. You will need the Conversion ID and Conversion Label from your Google Ads account to set up the conversion tag in MTM.
  2. Additionally, set up the Google Tag in MTM as the Google Ads Conversion Tag depends on this for proper functionality.

Define the Google Ads Conversion Tag

  1. In Matomo Tag Manager, navigate to Tags and click Create New Tag.
  2. Choose the Google Ads: Conversion Tag and provide a descriptive name.
  3. Enter the Conversion ID (required) that links the tag to your Google Ads account.
  4. Enter the Conversion label (required), which is specific to the conversion action you are tracking.
    configure google ads conversion tag in matomo
  5. The Conversion Value (optional) assigns a monetary value to the conversion, e.g., if you’re tracking purchases, this would be the order amount.
  6. Use the Transaction ID (optional) for tracking unique transactions.
  7. To report values correctly in Google Ads, provide the Currency Code (optional).
  8. In the section, Configure when the tag should do this, select an existing trigger or create a new trigger. Set the triggers to fire when a specific conversion action (e.g., a page load or button click) occurs and matches the conditions for the Google Tag.
  9. Save the new tag.

Test and Publish

Use the Preview and Debug mode in Matomo Tag Manager to test your configuration.

  • With the Preview panel open, first perform the conversion action on your website to trigger the Google Tag.
  • Next, check the Tags tab to confirm that the Google Tag is firing as expected when the trigger conditions are met.
  • Then view your Google Ads reports to ensure that the expected interactions are being recorded.
  • Once testing is successful, you can publish the changes to your live environment.

Integrating Google Ads Conversion Tracking with Matomo

There are two methods to measure and optimise campaign performance using Matomo and Google Ads. The tag method provides instant data, whereas the export method ensures consistency between Matomo’s reporting and Google Ads.

  1. You can export conversions from Matomo using the Advertising Conversion Export feature and then import the data into Google Ads.

  2. The tag-based method provides real-time data so when you configure a Google Ads Conversion Tag in MTM, it fires directly on your website when a conversion action (e.g., a purchase or sign-up) occurs. The tag sends the conversion data to Google Ads in real-time.

Previous FAQ: How to configure the Google Tag in Matomo Tag Manager