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Enhanced Conversion Tracking through Google Tag Manager

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What is enhanced conversion tracking?

Enhanced conversion tracking helps you understand the context of each conversion recorded by your AdRoll Pixel, such as associated order values, order IDs, or user IDs. You can then view conversion and custom data by pulling a granular conversion report. Learn more about enhanced conversion tracking.


How do I pass back order (revenue) values?

To pass back order values you will first need to let Google Tag Manager (GTM) know where to find that information by defining the variable in GTM.

Defining the variable for GTM

  1. In your GTM account, click Variables in the left sidebar.

  2. Click New under the User-Defined Variables section at the bottom of the page.

  3. Select the variable type associated with your revenue data. Learn more about how to identify the correct variable.

  4. Give your GTM revenue variable a name, you will need this when you add it to your AdRoll tag.

  5. Enter the variable name as called in your system.

  6. Save Variable


When you define your variable, add it to your AdRoll tag. Whenever your tag detects that variable name, it will attribute the associated value as your conversion value.

Specifying your variable in your AdRoll tag

  1. Go to the Tags section of your GTM dashboard and select your AdRoll tag.

  2. Click the pencil icon in the top right corner of the Configure Tag section.

  3. Scroll down and in the Conversion Value field, enter your GTM revenue variable name.

  4. Choose from the five currencies we support using the currency dropdown.

  5. Save your changes.


How do I pass back additional custom data?

The process to prepare GTM to pass back additional custom data is the same as for order values. First you will need to define the variable in GTM by going to Tags and creating a New user-defined variable.

Once you define your custom data variable, you will add it to your AdRoll tag. All custom data must be given a Key (label) and a Value.

  • The Key gives the custom data you are passing back a name. Give your data a name that you will recognize. If you're passing back Order IDs, you can give this data a name like order_ID or order_numbers.

  • The Value will be the custom data variable that you created.

Passing Back Custom Data:

  1. Pull up your AdRoll tag and click the pencil icon in the Configure Tag section.

  2. Scroll down and click +Add Custom Data

  3. Enter your Key and Value.


How do I identify where revenue data is stored on my conversion page?

If you are unsure if/how revenue data is stored, your best option is to consult with your technical team.  An inquiry like this is a great place to start the conversation:

I want to learn more about what types of information is collected when my customer converts and what those variables are named. For example, what is the variable name associated with order totals?

There are a number of different options available, but the most common cases are DOM Elements, Javascript Variables, and DataLayer Variables.

DOM Elements in this regard are just HTML tags within the page.  These include everything from images (<img>), paragraphs (<p>), various inputs (<input>).

While DOM/HTML elements are usually visible in the page, Javascript and DataLayer variables are typically shown only in the code.  They are both however, just containers for values, and usually have a specific name associated with them as well.

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