• Digital Marketing & Analytics

Boost Conversion Tracking: Leveraging Conversion API and Google Tag Manager

  • Felix Rose-Collins
  • 3 min read
Boost Conversion Tracking: Leveraging Conversion API and Google Tag Manager


If you are willing to take your conversion tracking to the next level, then you must leverage the Conversion API and Google Tag Manager. In this article, we will explore how innovative marketers are using these tools to gain valuable insights and drive better conversion rates.

onversion tracking

What is Conversion API?

The Conversion API is a powerful tool that allows you to send conversion events from your server directly to platforms like Facebook, without relying on browser pixel events. This not only provides more accurate tracking but also ensures that your data remains secure and compliant with privacy regulations.

How to Set Up Conversion API with Google Tag Manager?

To get started, you will need to set up Conversion API on your server and then integrate it with Google Tag Manager. By doing this, you can easily track conversions across multiple platforms and gain a more comprehensive view of your marketing efforts. Here's a step-by-step guide on how to set up the Facebook Conversion API with Google Tag Manager:

Step 1: Setup the Facebook Conversion Event and configure the GTM container

  • In your Google Tag Manager account, create a new container if you don't have one already.
  • Navigate to the 'Tag Manager' section and click on 'Add a new tag'.
  • Select 'Tag Configuration' and choose ‘Facebook Pixel'/ ‘Custom HTML’.
  • Configure the tag to send data to your Facebook Business Manager.
  • Set up an event trigger that fires when the desired conversion event occurs on your website.

Step 2: Server-Side Tagging

  • Setup the Google Tag Manager Server Container on your server.
  • Generate a new 'Facebook Event' tag in your server container.
  • Configure the tag to send conversion data to the Facebook Business Manager for Conversions.
  • Ensure that the tag is set up to handle the necessary event parameters, such as the conversion value and currency.

Step 3: Test and Debug

  • Preview the tag in Google Tag Manager to ensure it's set up correctly.
  • Trigger the conversion event on your website and check that the data is being sent to Facebook.
  • Use Facebook's Conversions API Debugger to view and debug any errors.

Step 4: Go Live

  • Once you've tested and debugged the tag, publish the changes to your live website.
  • Monitor your Facebook Ads Manager to track the results of your Conversion API implementation.

This process will help you implement Conversion API on your website, and later on, you can also use Rank Tracker to analyze the performance.

Benefits of the Conversion API with Google Tag Manager

By leveraging Conversion API with Google Tag Manager, you can gain valuable insights into your customers' behavior and preferences. This information can be used to optimize your ad campaigns, improve targeting, and ultimately drive more conversions.

Moreover, Conversion API provides a more secure and privacy-compliant way to track conversions, as it does not rely on cookies or other browser-dependent technologies. This can be particularly beneficial in light of increasing data privacy regulations, as it helps ensure your customer data is handled responsibly and transparently.

In addition, Conversion API can help to streamline your tracking setup and reduce the risk of data discrepancies between different marketing platforms. By consolidating your conversion tracking efforts through Google Tag Manager, you can save time and resources while ensuring that your data is consistently and accurately synchronized across all your marketing tools. You can take advantage of Schema Markup implemented through GTM for your website to make Google SERP recognize your page better, and it will also help your ads rank better.

In conclusion, if you're looking to improve your conversion tracking and drive better results, consider leveraging Conversion API and Google Tag Manager. By implementing these tools, you can gain valuable insights, optimize your ad campaigns, and ultimately increase your conversion rates. You must know about the 4 helpful SEO tips that can help you improve your conversion rates. Start leveraging Conversion API and Google Tag Manager today to take your marketing efforts to the next level.

Felix Rose-Collins

Felix Rose-Collins

Ranktracker's CEO/CMO & Co-founder

Felix Rose-Collins is the Co-founder and CEO/CMO of Ranktracker. With over 15 years of SEO experience, he has single-handedly scaled the Ranktracker site to over 500,000 monthly visits, with 390,000 of these stemming from organic searches each month.

Start using Ranktracker… For free!

Find out what’s holding your website back from ranking.

Create a free account

Or Sign in using your credentials

Different views of Ranktracker app