Google Ads simplifies conversion tracking with new tag manager feature

By Anu Adegbola

Published: February 5, 2025 at 3:34 pm

Google Ads introduced new form tracking in Tag Manager that enables codeless event creation for lead form submissions.

Advertisers can now set up conversion tracking via a user-friendly interface, eliminating complex manual coding.

Key features:

Codeless event detection.
Flexible form submission tracking.
Multiple URL matching options.

Why we care. This update dramatically reduces the technical complexity of setting up conversion tracking. By offering a wizard-style interface with codeless event detection, Google Ads eliminates hours of manual coding, making form tracking faster and more accessible for marketers with limited technical skills.

First seen. This update was first seen by advertising professional David Quaid when he posted the new update on X (formerly Twitter):

Bottom line. This update streamlines advertiser workflows, reducing technical barriers to conversion tracking.

Explore more on

Conversion marketing Conversion tracking Google Ads Google Tag Manager Lead generation X

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About the author

Anu Adegbola

Paid Media News Editor, Search Engine Land

Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.

In 2008, Anu started her career delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side. Outside editing Search Engine Land article she is the founder of PPC networking event - PPC Live and host of weekly podcast PPC Live The Podcast.

She is also an international speaker with some of the stages she has presented on being SMX (US, UK, Munich, Berlin), Friends of Search (Amsterdam, NL), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, AdWorld Experience (Bologna, IT) and more.