How to Set Up WooCommerce Google Ads Conversion Tracking (Step-by-Step with GTM & GTM4WP)

Flomaticx
May 23
3 min read

Setting up proper conversion tracking in WooCommerce is crucial for measuring the performance of your Google Ads campaigns. Without it, you're flying blind—unable to assess ROI or optimize ad spend effectively.

This guide walks you through how to implement Google Ads conversion tracking in WooCommerce using Google Tag Manager (GTM) and the GTM4WP plugin by Thomas Geiger. This method ensures a flexible and scalable setup that works across product, cart, and checkout pages. Why Use GTM and GTM4WP to set up WooCommerce Google Ads Conversion Tracking?

GTM lets you manage all your tracking scripts in one place, while GTM4WP automatically pushes eCommerce data into the Data Layer—no coding required. Together, they form a powerful combo for WooCommerce store owners. Step-by-Step Instructions

Step 1: Install Google Tag Manager on Your Site

Create a GTM account: Go to https://tagmanager.google.com and create an account.
Get your container code: Copy the two GTM snippets (head and body).

Install GTM4WP plugin:

Go to your WordPress dashboard → Plugins → Add New →

Click On Add add-ons
Search for GTM4WP by Thomas Geiger.
Search for GTM4Wp
Install and activate it.

GTM4WP plugin listing showing an orange icon with code brackets and a tag symbol. The plugin is titled 'GTM4WP – A Google Tag Manager (GTM) plugin for WordPress' with the description 'Advanced tag management for WordPress with Google Tag Manager' by Thomas Geiger. The plugin shows as 'Active' status with a 'More information' link highlighted in a red box. — GTM4WP Activation

Open The Plugin and Open General

GTM4WP WordPress plugin configuration screen showing the General tab selected. The interface displays a Google Tag Manager ID input field with placeholder text, Container code ON/OFF toggle set to 'On', and Container code compatibility mode options with 'Off (no tweak, right placement)' selected. Additional options include 'Footer of the page' and 'Manually coded' settings. A blue 'Save changes' button is visible at the bottom left. — Where to enter GTM ID in WordPress WooCommerce Google Ads Conversion Tracking

In the Field Google Tag Manager ID add Your GTM ID - you can find it by opening GTM in the right side of the screen

Alt text: "Google Tag Manager interface showing the Tags section of a workspace. The left sidebar displays navigation options including Overview, Tags (currently selected), Triggers, Variables, Folders, and Templates. The main content area shows a tags list with one 'Conversion Linker' tag visible, which is set to fire on 'All Pages' and is located in the 'Shopify Enhanced eCommerce' folder, last edited 2 months ago. The top navigation shows workspace details with 36 workspace changes and options to Preview or Submit. — Where to find GTM ID

Next go into Integrations and select WooCommerce

Alt text: "GTM4WP WordPress plugin Integration tab showing Contact Form 7 integration options. The WooCommerce tab is highlighted in red among other integration options like Accelerated Mobile Pages, Cookiebot, Google Consent Mode, and WebToffee GDPR Cookie Consent. The Contact Form 7 section shows an unchecked checkbox with explanation text about firing dataLayer events after form submissions. The plugin status shows as 'active' in green text with a recommendation to enable the integration. A blue 'Save changes' button is visible at the bottom. — How to Select Integrations in GTM4WP Plugin

Click the Checkmark Track e-commerce and save.

Alt text: "GTM4WP WordPress plugin Integration tab with WooCommerce section selected and highlighted in red. The 'Track e-commerce' option shows a checked checkbox outlined in red, with text explaining to choose this option to track e-commerce data using ecommerce tracking. Below it notes that WooCommerce 5.0+ is required and the plugin status shows as 'active' with a recommendation to enable the integration. — WooCommerce Google Ads Conversion Tracking E commerce Setup in WP

Step 2: Configure a Purchase Conversion Action

Go into Your Google Ads Account And Create a Purchase Conversion Action

Go Into Goals - Conversions - Summary

Alt text: "Google Ads interface showing the Campaigns section with navigation menu on the left including Conversions, Measurement, Campaigns (currently selected), Goals, Tools, Billing, and Admin. The main area displays campaign filters set to 'All campaigns' and 'Select a campaign' with additional filters for campaign status and ad group status. The data view shows information between April 23, 2025 and May 20, 2025, with 'No d' visible at the bottom right, likely indicating no data or campaigns to display. — How To Select Conversion Action

Select New Conversion Action

Alt text: "Google Ads conversion tracking setup page showing an illustration of three people working with analytics data and charts. The page displays 'Set up conversion tracking' as the main heading, with explanatory text about tracking customer actions like online purchases, mobile app downloads, and calls to business. A blue 'New conversion action' button is highlighted with a red border at the bottom of the interface. The date range shows April 23 - May 20, 2025 in the top right corner. — How To Start Conversion Setup

Select Website

Google Ads conversion tracking setup page titled 'Start tracking conversions' with four conversion type options. The 'Website' option is highlighted with a red border and shows an icon with sparkles, labeled 'Track actions on your website'. The other options are 'App' (track actions on your app), 'Phone calls' (track calls from your ads or website), and 'Import' (import data from Google Analytics or another source). Each option has its own distinctive icon and descriptive text. — Conversion Action Setup for Purchase on WooCommerce

Select Add Conversion Action Manually

Google Ads manual conversion tracking setup page titled 'Create conversion actions manually using code'. The page features an illustration of a hand pointing at a chart or dashboard. It explains that manual setup is used for transaction specific values, transaction IDs, custom parameters, or measuring clicks on buttons or links. The page notes that choosing this option requires adding an event snippet to website code. At the bottom is a blue '+ Add a conversion action manually' button. — Manual Conversion Action Setup

Configure your Conversion Action with The Following Settings

Alt text: "Google Ads conversion action setup form showing configuration options for a 'Purchase Conversion Action'. The form includes sections for Goal and action optimization (set to 'Purchase'), Conversion name field, Value settings with 'Use different values for each conversion' selected and Euro currency with default value of 1, Count settings with 'Every' selected for purchases, and attribution windows showing 60 days for click-through, 3 days for engaged-view, and 1 day for view-through conversions. The Attribution is set to 'Data-driven (Recommended)' and Enhanced conversions shows as 'Not configured'. — Purchase Conversion Action Configuration

Click Save Conversion Action

You will get the following Window - select Use Google Tag Manager - copy the Conversion ID and Conversion Label and click done.

Alt text: "Google Ads conversion tracking setup completion page showing the 'Use Google Tag Manager' tab selected. The page displays installation instructions with a red-bordered Conversion ID '16872605609' and Conversion label 'NrJDC-JqwycsaFKmPvu0-' for the 'Purchase Conversion Action'. Under Next steps, it instructs to add a Conversion Linker tag and configure it to fire on all webpages, with additional notes about AMP pages. A blue 'Done' button appears at the bottom. — Google Ads Conversion Tracking Setup for WooCommerce Google Ads Conversion Tracking

Step 3: Configure the Tracking In Google Tag Manager for WooCommerce Google Ads Conversion Tracking

Open Google tag Manager and go into Variables

Google Tag Manager navigation sidebar showing the Default Workspace at the top, followed by menu options including Overview, Tags, Triggers, Variables (highlighted in blue indicating current selection), Folders, and Templates. Each menu item has an associated icon next to it. — How To Select Variables in Google Tag Manager

Configure a User Defined Data Layer Variable as follows:

Alt text: "Google Tag Manager variable configuration page for 'Ecommerce Transaction ID'. The interface shows Variable Type set to 'Data Layer Variable', Data Layer Variable Name field containing 'ecommerce.transaction_id', Data Layer Version set to 'Version 2', an unchecked 'Set Default Value' checkbox, and a collapsed 'Format Value' section at the bottom. — Data layer variable - DLV - Configuration for Transaction ID

Repeat the Process for currency and value - the exact definitions are below: Transaction ID: ecommerce.transaction_id Currency: ecommerce.currency Value: ecommerce.value Go Back Into Triggers Section to Configure a purchase Trigger

Set up a custom event trigger with the event name purchase that fires on all custom events

Google Tag Manager trigger configuration page showing a Custom Event trigger type with an orange code icon. The Event name field contains 'purchase' and the trigger is set to fire on 'All Custom Events'. The interface shows a clean, minimal configuration for capturing purchase events. — Trigger configuration for WooCommerce Google Ads Conversion Tracking

Go into Tags to Configure a Purchase tag For the Conversion ID use the conversion ID that we created in Google Ads, same goes for the Conversion label

Add the 3 field in the value, transaction id and currency that we created in the tutorial above. NOTE: Make sure you only add one Data layer variable per field since they will put out an error if you add more.

Google Tag Manager configuration for Google Ads Conversion Tracking tag. The interface shows fields for Conversion ID and Conversion Label (both redacted with red bars), along with variables for Conversion Value '{{Ecommerce Value}}', Transaction ID '{{Ecommerce Transaction ID}}', and Currency Code '{{Ecommerce Currency}}'. A warning message states 'No Google tag found in this container' with options to 'Learn more' or 'Create tag'. Below are unchecked checkboxes for providing product-level sales data, new customer data, and shipping data. Enable Restricted Data Processing is set to 'False', with collapsed sections for Conversion Linking and Advanced Settings. — Tag Configuration for WooCommerce Google Ads Conversion Tracking

Click on Publish and your tracking is live. Conclusion

Setting up WooCommerce Google Ads Conversion Tracking with GTM and GTM4WP is the smartest way to future-proof your WooCommerce store. You’ll not only improve measurement accuracy but also gain the flexibility to track additional events like add-to-cart, product views, and more.

If you need expert help implementing this or want to unlock advanced tracking setups for your WooCommerce store Contact Us Now