Google Conversion Tag Integration

Follow the guidelines below to create a conversion action that users make on your SplitMetrics landing page section, set up a conversion tag, and integrate Google Conversion Tag with the SplitMetrics experiment.

Step 1: Create a Conversion Action

  1. Sign in to your Google Ads account.
  2. At the top right, click the tools icon blank. Under “Measurement,” click “Conversions.”
  3. Click the plus button blank.
  4. Click “Website.”
  5. Next to “Conversion name,” enter the name of the exact conversion you want to track. It will help you identify this conversion action later in conversion reports.
  6. Next to “Category,” select the description of the conversion action. The category allows you to segment your conversions in reports to see the similar conversions together. 
  7. Next to “Value,” select the way you want the value of each conversion to get tracked.
  8. Next to “Count,” select one of the conversion counting options.
  9. Click the Conversion window. From the drop-down menu, select the number of days passed after an ad interaction when the conversion will be tracked. The window can be between 1 to 90 days. Learn more about conversion windows.
  10. Click the View-through conversion window. From the drop-down menu, select the number of days to track the view-through conversions. The window can be from 1 to 30 days.
  11. Click “Include in Conversions.” 
  12.  Click “Create” and “continue”

Once you’ve created a conversion action,  set up the tag. For SplitMetrics experiments, select “Use Google Tag Manager”.


Next, copy the Conversion ID and the Conversion Label – these are needed to create the Google Conversion Tag in Step 2.


Step 2: Create the Google Conversion Tag

  1. Sign in to your Google Tag Manager account.
  2. Create a new GTM account for SplitMetrics experiments.
  3. Define the Container name, e.g., and select “Web” as a target platform.
  4. Add a new tag.
  1. In the Tag configuration, select “Google Ads Conversion Tracking.”
  2. Fill in the “Conversion ID” and the “Conversion Label” that you copied in Step 1 while creating action.
  1. In “Triggering,” click the plus button blank. The integration presupposes the usage of the following GTM Trigger Types to track user behavior on SplitMetrics landing pages:   
  • Clicks – All Elements (preferable): this Trigger Type fires when the user clicks the “Install” button.

    Select Some Clicks >> Choose Built-In Variable >> Click Element, matches CSS selector, .sm-install-button. Then, select “Page URL”, “starts with”, and paste the URL for traffic – a unique link that SplitMetrics generates for each experiment.

  • Page View: this Trigger Type fires when the experiment is fully loaded on a user’s mobile web browser. It tracks the number of page views/sessions each experiment received.

    Select “Page URL”, “starts with”, and paste the URL for traffic – a unique link that SplitMetrics generates for each experiment.

  1. Once everything is set up, you can Save the Tag.  
  1. In order to the tag you need to turn on Preview mode
  1. Then, debug mode will be enabled to let you see how the tags work.
  1. Submit the tag after the tag creation and testing.
  1. On the Google Tag Manager dashboard, find and copy the GTM ID that starts with GTM-. Insert the GTM ID, check the box next to “Enable integration,” and select “Save.”

Well done!

Now you need to create a Google Adwords campaign according to the SplitMetrics Quick Guide to Adwords. Note that when integrating Google Tag Manager with SplitMetrics experiments, you should choose a conversion action that you’ve already created and want to use for this campaign. In order to do this, select Additional Settings >> Conversions >> Choose conversion actions for this campaign.

If you have any issues or need help, don’t hesitate to contact us.