29 Oct 2015
Reading time: 4 mins.

Google Tag Manager (v2) and AdWords Conversions without Thank You Page

In web analytics and marketing online campaigns, Thank You and Conversion Pages are commonly used for conversion tracking and result optimization. There are two main ways of using them.

  • To insert diverse conversion tracking pixels in the page to guarantee a correct execution and measurement of digital advertising campaigns.
  • To define the conversion funnels step by step. A logic goal path to purchase or contact must be established.

What to do when there is no conversion page

The solution to this problem has been mainly on web developers’ hands up to now. Development work used to be required to register actions.

Google Tag Manager has simplified the procedure. There are two new options nowadays:

  1. conversion pixels without thank page
  2. funnels without thank you page

This post is devoted to the first option. Here you have a post  explaining how to set up Google Analytics funnels without Thank You page

Creating AdWords conversion pixels without ThankYou Page

  • 1) Create a new GTM tag: AdWords conversion tracking


  • 2) Follow the instructions to configure the tag:


The result will look similar to the picture below. It is preferable that we set the pixel values inGTM variables (constant, dataLayer, etc.):

configuration-tag-adwords-tag-manager      TagManager-AdWords-Label


  • 3) Create a trigger in the GTM tag so that the generated script code is executed whenever the form is submitted correctly. This step is extremely important.

How do we do this?

OPTION A)) Using a Google Tag Manager custom event with the following settings:

Developers’ help is welcome in this step if we do not know anything about JS. Using Data Layer we can send an event to Google Tag Manager (e.g. “formSubmitOK”) to only activate the conversion pixel when the form is successfully submitted.

window.dataLayer = window.dataLayer || [];
          'event': 'formSubmitOK' 

*The standard method to always send a dataLayer push whether dataLayer has been defined or not (In other words, this code snippet is useful to keep dataLayer in any part of the page).

The code must be included close to JS code responsible for submitting the form. Although we said previously that the standard dataLayer can be placed after or before the container, in this case it will go after together with the form submit.

As a result, only when the form is correctly submitted will the desired tag be fired and conversions sent to Google AdWords.

Use the Preview and debugging tool to check.


*Go to Event menu (left) and Select “formSubmitOK”. Check how the tag is fired.
*We can also verify if the trigger really fires.:



OPCIÓN B))In theory, it is possible to do it using Google Tag Manager auto-event form (“gtm.formSubmit”) without modifying the source code with this trigger.


 *Select check validation and indicate in which pages should forms be tracked in order that the tags fire whenever forms are correctly submitted. If not selected, the conversion is sent to AdWords whether the form has been submitted correctly or not.


*“Enable when” option only appears for form submission and clicks on links where any advanced configuration option is selected (wait for tags , check validation). It is is only prepared for page conditions. For example:
: {{Page URL}} regEx .* — We use this if we wish to track events in all pages, {{Page Path}} = /one-page/ — If we only want to track form events in one page.

GTM submit form auto event has a problem: it does not work in all form types. Even if we select Check Validation, this validation won`t be reliable.

Anyway, creating the conversion tag without Thank You Page in this way could be enough for a while. Just take into account that you will be tracking every sending attempt.