How to track button clicks as conversions in Google Ads

Google Tag Manager is a valuable tool for tracking Google Ads conversions, especially when you want to measure interaction with buttons or links on the site: “Add to cart”, “Try for free” or any other element that gets clicked.

The steps for tracking button clicks

1. Create and install the Google Tag Manager account

The first step: create a Google Tag Manager account and insert its code on every page of the site, right after the opening head tag. On WordPress, a header code plugin simplifies the operation.

2. Create a conversion action in Google Ads

In the Google Ads account, define a conversion action for the click on the targeted button. The process generates a conversion ID and a label, which you will use in Tag Manager.

3. Configure the variables and tags in Tag Manager

Enable the built-in “Click Text” variable, so you can use the button text as a trigger. Then create a Google Ads conversion tag with the generated ID and label, and a trigger for clicks whose text matches your button exactly.

4. Add the Conversion Linker tag

This tag links conversions across the site’s pages and is mandatory for correct measurement.

5. Publish the changes and test

Publish the Tag Manager workspace so the changes go live, then check in Preview mode that the trigger fires on click.

6. Check the conversion reporting

After publishing, every click on the tracked button is recorded as a conversion in the Google Ads reports.

Why it is worth it

With correct measurement of button clicks, you optimise campaigns on the interactions that matter for your business - orders, sign-ups, subscriptions - not on mere visits. The method applies to any type of button or link with business value.

If you run into difficulties setting up Google Ads or Google Tag Manager, write to us - we set up tracking correctly as part of any campaign project.