This document outlines the required steps to configure Google Tag Manager (GTM) so that Journeys step submission events are correctly sent back to Google Ads.
Prerequisites
Before starting, ensure:
- You followed the GA4 guide and have a GA4 Measurement ID starting with “G-...” and it is properly installed in your Demand IQ Journey, and you tested that the events are firing correctly. If they are not firing correctly, this will not work.
- You have access to Google Tag Manager and Google Ads
- Add Google Tag Assistant as a browser extension ( this will be very helpful in checking everything is working correctly)
Step 1: Create a Google Tag Trigger
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Go to Triggers in GTM
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Click new
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Choose trigger type = Custom Event
GTM Event Integration Documentation.pdf
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Your event name should match exactly what your Journeys step is called ie Lead Form
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The trigger fires on Some/Custom Events
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Fire this trigger when Event contains (insert Step name here) in this case Lead Form
Step 2: Google Ads Conversion Event Setup
- Go to your Google ads account
- Navigate to conversions summary