Google Ads conversion tracking

BEX events can be used for Google Ads conversion tracking and dynamic remarketing.

Choose how to send data to Google Ads

Option A: Import from GA4

  • Mark events as key events in GA4 and import them into Google Ads.

  • Useful for simple setups where GA4 is your source of truth.


Option B. Google Ads tags in GTM (recommended and explained further below)

  • Send conversions directly from GTM with Google Ads tags.

  • For more accurate conversion measurement, and features like Enhanced Conversions and dynamic remarketing.

Conversion tracking

Google Ads field

Value

Conversion ID

Fixed value from Google Ads

Conversion Label

Fixed value from Google Ads

Conversion Value

ecommerce.value

Currency Code

ecommerce.currency

Transaction ID

ecommerce.transaction_id

Always set the Transaction ID
Google Ads uses it to count each booking only once, even if the purchase event fires twice, for example when a guest reloads the thank you page

Dynamic remarketing (optional)

Dynamic remarketing shows ads for the accommodations a visitor viewed. You need a feed in Google Ads, and each item ID in your events must match an ID in that feed.

Google Ads parameter

BEX value

items[].id

ecommerce.items[].item_id

items[].google_business_vertical

hotel_rental (fixed value)

items[].start_date

ecommerce.items[].start_date

items[].end_date

ecommerce.items[].end_date

Send remarketing data on these events: view_item_list, view_item, add_to_cart and purchase.

Set-up in GTM

  1. Add a Conversion Linker tag that fires on all pages. If your booking flow spans multiple domains, see Cross-domain tracking. Read more: Cross-domain tracking

  2. Create data layer variables: DLV - ecommerce.value, DLV - ecommerce.currency and DLV - ecommerce.transaction_id.

  3. Create a Google Ads Conversion Tracking tag with the Conversion ID, Conversion Label and the variables above. Trigger it on the Custom Event purchase.

  4. (Optional) For dynamic remarketing, create a Google Ads Remarketing tag that sends the items data. Trigger it on the four remarketing events.

  5. Test in GTM Preview and check that each transaction_id records only one conversion.