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Enhanced Conversion Tracking through Google Tag Manager

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.

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


Define the Variable for Google Tag Manager

  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.

  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.


Specify 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.


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'll 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.

To pass back your 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.


Identify Where Revenue Data is Stored

If you are unsure where on your conversion page your revenue data is stored, your best option is to consult with your technical team.

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.

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