Marketing Setup Guide

Advanced conversion tracking, remarketing, and audience configuration

Google Ads Setup

Conversion tracking & dynamic remarketing

1. Conversion Tracking

In Google Ads, go to Tools & Settings → Conversions → New Conversion Action
Select "Website" → "Purchase" (or other goal)
Copy the Conversion ID and Label
In GTM, create a new tag using the code below

// Google Ads Conversion Tag
Tag Type: Google Ads Conversion Tracking
Conversion ID: AW-XXXXXXXXX
Conversion Label: XXXXXXXXXX
Conversion Value: {{DLV - value}}
Currency Code: {{DLV - currency}}
Trigger: Purchase Confirmation

2. Dynamic Remarketing

Ensure your Google Merchant Center feed is active and approved
In Google Ads, enable Dynamic Remarketing in your campaign settings
In GTM, create a remarketing tag with custom parameters
Set up Data Layer variables for product_id, page_type, and value

// Google Ads Remarketing Tag
Tag Type: Google Ads Remarketing
Conversion ID: AW-XXXXXXXXX
Trigger: All Pages
Custom Parameters:
  - ecomm_prodid: {{DLV - product_id}}
  - ecomm_pagetype: {{DLV - page_type}}
  - ecomm_totalvalue: {{DLV - value}}

Required Data Layer Variables

Create these in GTM: transaction_id, value, currency, product_id, page_type, items

Meta Ads Setup

Facebook & Instagram conversion tracking

1. Install Meta Pixel via GTM

Get your Pixel ID from Facebook Events Manager
In GTM, create a Custom HTML tag
Paste the code below and replace YOUR_PIXEL_ID
Set trigger to "All Pages"

// Meta Pixel Base Code
Tag Type: Custom HTML
HTML:
<script>
!function(f,b,e,v,n,t,s)
{if(f.fbq)return;n=f.fbq=function(){n.callMethod?
n.callMethod.apply(n,arguments):n.queue.push(arguments)};
if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version='2.0';
n.queue=[];t=b.createElement(e);t.async=!0;
t.src=v;s=b.getElementsByTagName(e)[0];
s.parentNode.insertBefore(t,s)}(window, document,'script',
'https://connect.facebook.net/en_US/fbevents.js');
fbq('init', 'YOUR_PIXEL_ID');
fbq('track', 'PageView');
</script>
Trigger: All Pages

2. Set Up Conversion Events

Create triggers for key events (AddToCart, InitiateCheckout, Purchase)
For each event, create a Custom HTML tag in GTM
Example Purchase event code below

// Meta Purchase Event
Tag Type: Custom HTML
HTML:
<script>
fbq('track', 'Purchase', {
  value: {{DLV - value}},
  currency: '{{DLV - currency}}',
  content_ids: {{DLV - product_ids}},
  content_type: 'product'
});
</script>
Trigger: Purchase Confirmation

3. Create Custom Audiences

In Facebook Ads Manager, go to Audiences → Create Audience → Custom Audience
Select "Website Traffic"
Create audiences based on: All website visitors, Product viewers, Cart abandoners, Purchasers
Use these audiences for retargeting and lookalike audience creation

TikTok Ads Setup

TikTok conversion tracking & audiences

1. Install TikTok Pixel via GTM

// TikTok Pixel Base Code
Tag Type: Custom HTML
HTML:
<script>
!function (w, d, t) {
  w.TiktokAnalyticsObject=t;var ttq=w[t]=w[t]||[];ttq.methods=["page","track","identify","instances","debug","on","off","once","ready","alias","group","enableCookie","disableCookie"],ttq.setAndDefer=function(t,e){t[e]=function(){t.push([e].concat(Array.prototype.slice.call(arguments,0)))}};for(var i=0;i<ttq.methods.length;i++)ttq.setAndDefer(ttq,ttq.methods[i]);ttq.instance=function(t){for(var e=ttq._i[t]||[],n=0;n<ttq.methods.length;n++)ttq.setAndDefer(e,ttq.methods[n]);return e},ttq.load=function(e,n){var i="https://analytics.tiktok.com/i18n/pixel/events.js";ttq._i=ttq._i||{},ttq._i[e]=[],ttq._i[e]._u=i,ttq._t=ttq._t||{},ttq._t[e]=+new Date,ttq._o=ttq._o||{},ttq._o[e]=n||{};var o=document.createElement("script");o.type="text/javascript",o.async=!0,o.src=i+"?sdkid="+e+"&lib="+t;var a=document.getElementsByTagName("script")[0];a.parentNode.insertBefore(o,a)};
  ttq.load('YOUR_PIXEL_ID');
  ttq.page();
}(window, document, 'ttq');
</script>
Trigger: All Pages

2. Standard Events

TikTok supports these standard events:

ViewContent - Product page views
AddToCart - Add to cart clicks
InitiateCheckout - Checkout started
CompletePayment - Purchase completed
Contact - Contact form submission

Google Things to Do

List your activities on Google Search & Maps

Required Product Data

Ensure your Activity products have these attributes:

Title - Clear, descriptive activity name
Description - Detailed overview (min 200 characters)
Images - High-quality photos (min 1200x900px)
Location - Accurate lat/lng coordinates + city/country
Duration - Activity duration in minutes
Pricing - Starting price and currency
Categories/Tags - Relevant activity categories
Rating - Average review score (if available)

Note: The product feed generator already includes Activities. Submit your Google Merchant Center feed to Google Things to Do program for approval.

Automate Feed Updates

Keep your product feeds fresh by scheduling daily regeneration. This ensures Google, Facebook, and TikTok always have your latest products and pricing.

Set Up Automation

Additional Resources

Google Tag Manager Google Ads Facebook Events Manager TikTok Ads Manager