Google Tag Manager

How to Set Up Google Ads Conversion Tracking Without Tag Manager

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Scott Sweeney

When it comes to conversion tracking, Google Tag Manager (GTM) is often the go-to tool. It’s flexible, scalable, and a favorite among marketers for good reason. But sometimes, access to a client’s GTM account isn’t available. Maybe the dev team manages the tag manager, or it simply hasn’t been implemented yet. That doesn’t mean you’re stuck. You can still track conversions in Google Ads without GTM—and do it accurately.

This guide breaks down a step-by-step approach to setting up Google Ads conversion tracking without Google Tag Manager. Whether you’re managing client accounts or overseeing your own, here’s how to get the job done.

Step 1: Check if the Google Tag Is Installed on the Site

Even without GTM, you still need the core Google tag (formerly known as the global site tag or gtag.js) to enable tracking.

There are two easy ways to check if it’s on the site:

  1. Use the Google Tag Assistant Chrome Extension:
    • Install it from the Chrome Web Store
    • Visit your site and run the extension
    • Look for the presence of a Google Ads or GA4 tag
  2. Scan Directly from Google Ads:
    • Navigate to: Google Ads > Tools & Settings > Goals > Summary > Create new conversion action > Website
    • Enter the website URL and hit Scan
    • Google will check for the Google tag or a GA4 connection and show available tracking options

If the tag is not installed, you’ll need to add it manually.

To install the Google Tag:

  • Go to Tools > Data Manager > Google Tag > Manage
  • Copy the installation script and send it to your web developer
  • It needs to be placed in the <head> of every page on the site

Step 2: Create the Conversion Action Using GA4 Events

If you’re not using GTM, your next best option is to use GA4 (Google Analytics 4) events as conversion actions.

However, GA4 comes with one key limitation: you can only create new events by modifying existing ones. It’s less flexible than GTM, but perfectly serviceable for standard conversions like form submissions, thank-you pages, or button clicks that GA4 can already detect.

Before setting up, remember:

  • Event names must start with a letter
  • They can include letters, numbers, and underscores only
  • They are case-sensitive (e.g., “event_Submit” and “Event_submit” are not the same)

To create a new event in GA4:

  1. Go to: Admin > Data Display > Events
  2. Click Create Event
  3. Select the relevant data stream
  4. Configure your new event based on existing conditions

Example: Create a new event for a thank-you page view

  • Base it on the existing page_view event
  • Add a condition: page_location contains /thank-you
  • Name the event something like form_submission_thankyou

You can also create a similar event based on the form_submission trigger if GA4 has automatically detected that action.

Step 3: Link Google Ads and GA4

Once your custom event is created in GA4, you need to connect your Google Ads account to pull it in as a conversion action.

To connect GA4 and Google Ads:

  1. Go to Google Ads > Tools & Settings > Setup > Linked Accounts
  2. Choose Google Analytics (GA4)
  3. Click Link and follow the prompts to connect the property

Once the connection is live, you’ll be able to import GA4 events directly into Google Ads.

Step 4: Import GA4 Events as Google Ads Conversions

Now that your event exists in GA4 and the account is linked, it’s time to create the conversion action in Google Ads.

To import GA4 events:

  1. Go to: Google Ads > Tools & Settings > Goals > Summary
  2. Click + New conversion action
  3. Select Import > Google Analytics 4 properties > Web
  4. Choose your custom event (e.g., form_submission_thankyou)
  5. Complete the setup (value, count, attribution, etc.)

Google Ads will now track that GA4 event as a conversion and attribute it to your campaigns.

Step 5: Confirm It’s Working

You don’t want to wait weeks to see if your conversion setup is functional. Luckily, GA4 and Google Ads both offer real-time validation.

Check in GA4:

  • Go to Reports > Realtime
  • Trigger a test conversion (e.g., submit the form or visit the thank-you page)
  • See if your custom event fires in the list of active events

Check in Google Ads:

  • Go to Tools & Settings > Goals > Summary
  • Locate the imported GA4 event
  • It should show a status of “Recording conversions” after a few valid completions

If you’re not seeing activity:

  • Confirm the Google tag is correctly installed
  • Double-check event names and conditions in GA4
  • Validate that the GA4 property is correctly linked to Google Ads

Final Thoughts: GTM Is Great—But Not Required

Google Tag Manager is incredibly powerful. But when access is limited or your client hasn’t set it up, you can still track conversions reliably with:

  • A properly installed Google Tag
  • Custom GA4 events
  • Imported events into Google Ads

It might take a few extra steps, but the end result is just as effective for campaign optimization.

Need help structuring your GA4 or Google Ads tracking setup without GTM? Stratus Analytics can help you get it right the first time.

Let’s talk strategy. Get in touch and let’s build a tracking system that works for your real-world constraints.

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