Question
If you connect Google Ads through Google Tag Manager, what will you see in your Google Ads account?
Answer
If you connect Google Ads through Google Tag Manager, booking conversion data from your online booking site flows directly into your Google Ads account. The following reports and features become populated with real booking data.
🩵 Jane Tip: Screenshots in this guide are examples and the interface can vary based on your account configuration, so what you see may not match exactly.
Conversion summary, conversion value, and return on ad spend (ROAS) shows conversions and cost-per-conversion alongside your usual click and impression data in the campaigns view. You can see a direct line between ad spend and appointments booked, not just website visits.
Ad group and keyword performance lets you go beyond campaign level to see which ad groups and individual keywords are actually converting, not just generating clicks. This allows you to reallocate budget toward what's working and add negative keywords to avoid spending on searches that don't lead to bookings.
Conversion actions shows the specific conversion events Jane is sending to Google Ads. You can see the Appointment Booked conversion action here, along with its configuration including value, counting method, and attribution window. This is also where you or your agency can confirm that tracking is working correctly after setup.
Smart Bidding isn't a standalone report, but once accurate booking data is flowing from Jane, Google's automated bidding strategies (Target CPA, Target ROAS, and Maximise Conversions) have better signals to work with and can optimize your ad spend more effectively over time.
Supporting Information
- In regions that require cookie consent, some event data depends on the patient consenting to tracking.
- Connecting both Google Ads and Google Analytics through Google Tag Manager gives you the most complete picture. See our guide on What will I see in GA4 after setting up Google Tag Manager? for details on what's available in GA4.