How to Connect Google Ads Conversion Tracking with Server-Side Google Tag Manager

This guide explains how to configure Google Ads conversion tracking using Server-Side Google Tag Manager. This setup allows conversion events to be sent from your server to Google Ads.

Requirements

• A website with Web Google Tag Manager installed
• A deployed Server-Side Google Tag Manager container
• A Google Ads account
• A conversion action created in Google Ads

Step 1 — Create a Conversion in Google Ads

1. Open Google Ads
2. Go to Tools → Conversions
3. Click Create Conversion Action
4. Select Website
5. Configure the conversion

Copy the following values:

• Conversion ID
• Conversion Label

Step 2 — Configure Web GTM

1. Open your Web Google Tag Manager container
2. Create a new tag
3. Select Google Ads Conversion Tracking
4. Enter Conversion ID
5. Enter Conversion Label

Step 3 — Send data through Server Container

Configure the tag to send requests to your server container endpoint.

https://tracking.yourdomain.com

Step 4 — Configure Server GTM

1. Open Server Google Tag Manager container
2. Create a new tag
3. Select Google Ads Conversion Tracking
4. Enter Conversion ID and Label

Step 5 — Set Trigger

Use the event trigger corresponding to your conversion (for example purchase).

Step 6 — Publish

Click Submit → Publish.

Step 7 — Verify Tracking

1. Open GTM Preview Mode
2. Complete a test conversion
3. Check Google Ads conversion diagnostics