Where to Find the Google Ads Tag (and Install It with GTM)

Why It Matters

Properly installing the Google Ads tag via GTM enables reliable conversion tracking and audience segmentation, directly boosting ad performance and ROI for marketers.

Key Takeaways

• Locate Google Tag in Ads via Tools > Data Manager.
• Copy Tag ID and create constant variable in GTM.
• Configure new GTM tag with Google Tag type and trigger All Pages.
• Publish GTM container and verify with Preview or Tag Assistant.
• View generated audience lists in Ads Audience Manager filtered by tag.

Summary

The video walks through locating the Google Tag in a Google Ads account and deploying it through Google Tag Manager, emphasizing that the tag links a website to Ads for audience building and conversion tracking.

It shows navigating to Tools → Data Manager, selecting the Google Tag, copying the Tag ID, then in GTM creating a new tag named “Google Tag, Ads, All Pages,” choosing “Google Tag” as type, inserting the ID via a constant variable, and applying the default “Initialization – All Pages” trigger. The presenter also advises using the Preview mode or Tag Assistant to test before publishing.

A key example is the creation of a reusable variable called “Google Ads Tag ID,” which simplifies future tag additions. The tutorial also demonstrates how to filter audience lists in Ads by selecting Source = Google Ads Tag, revealing lists such as “All Visitors.”

By correctly installing the tag, marketers gain accurate conversion data and can retarget site visitors, improving campaign ROI. The step‑by‑step guide lowers the technical barrier for small‑to‑mid‑size businesses adopting Google’s measurement ecosystem.

Original Description

Learn how to find the Google Ads Tag and install it on your website using Google Tag Manager. The Google Ads Tag was previously found under Audience Manager, but it has moved, in this tutorial I'll show you exactly where to find it now, how to copy your tag ID, and how to add it to your website using Google Tag Manager. I'll also show you how to verify your tag is firing correctly and where to find the audience lists that are automatically built once your Google Ads Tag is live, including the 'All Visitors' list you can use for remarketing, targeting, and bid optimization in your campaigns. By the end, you'll have your Google Ads Tag installed and ready to support conversion tracking and audience building.

JUMP TO A TOPIC:

00:00 Introduction

00:29 Where to find the Google Ads Tag in Google Ads

01:28 How to install the Google Ads Tag using Google Tag Manager

04:21 Viewing your Google Ads audience lists

05:50 Next steps

YOUR EXTRA RESOURCES:

○ Google Tag Manager tutorial series – https://www.youtube.com/playlist?list=PL1vNrn711L8SnLqvJ_W0sofsVST7ldXXV

○ Google Ads course (paid) – https://www.lovesdata.com/courses/

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