How to set up Google Ads Enhanced Conversions with Google Tag Manager for widgets?

Overview

Enhanced Conversions is a Google Ads feature that makes tracking your leads more accurate. Here’s how it works:
When a user fills out a form on your website, details like their email or phone number are securely sent to Google Ads. Google matches this data with its own records to confirm the conversion, even if cookies are blocked or the user switches devices. This ensures that no conversion goes unnoticed. Enhanced Conversions improve the accuracy of your conversion tracking.

With better data, Google Ads can optimize your campaigns, helping you reach the right people and get better results.

Creating Custom Variables

• Log in to your Google Tag Manager account.
• Go to “Variables” and scroll to “User Defined Variables”
• Click on “New” as shown below
  
  
  
  
• Find “User-Provided Data” from Variable Types.
  
  
  
  
• Select “Automatic Collection” as shown in the screenshot.
  
  
  
  
• Click on Save. Now you custom variable is ready to be used.
  
  

Setting Up Enhanced Conversion Tag

• Log in to your Google Tag Manager account.
• Go to “Tags” and Click on “New”
• Choose your Tag Type As “Google Ads” > “Google Ads User-provided Data Event”
  
  
  
  
  
  
• Add your enhanced conversion ID and select the variable as “User Defined Variable”. If the variable is not available, please create following the steps mentioned in earlier section.
  
  
  
  
• Add your trigger for widget submission:
  
  
  
  
• Click on Save
• Now test your configuration using Preview Mode
  
  • The open "Preview" Mode of Google Tag Manager
  • Enter the URL where your form is getting submitted (Please note, this has to be the page where Widget is present)
  • Search for “widgethankyou” event
  • Your tag must be fired as shown below
    
    
    
    
    
    
    
  • Publish your container.

Conclusion

By setting up Enhanced Conversions through Google Tag Manager, you ensure more accurate conversion tracking in Google Ads. This setup helps capture lead data even when traditional tracking methods fail due to cookie restrictions or cross-device activity. Once implemented, verify your setup using GTM's Preview mode before publishing your container. This ensures your marketing efforts are accurately measured and optimized for better campaign performance.