29 Oct 2015
Reading time: 4 mins.

Tag Manager for Google AdWords & DoubleClick Floodlight counter tags

Optimize your advertising campaigns with Google Tag Manager

Managing pixels for advertising campaigns in Google AdWords, DoubleClick Campaign Manager, Weborama, etc. may require to perform repetitive tasks such as creating multiple counter or sale tags (e.g. DC Floodlights). These tasks are usually very similar, except from a few parameters that vary on.

Google Tag Manager variables -particularly constant, dataLayer and Lookup Table variables– can be really helpful in these situations. Apart from Web Analytics tools, Google Tag manager is an invaluable asset for advertising agencies for digital marketing campaign management.

Tag Manager and Google Adwords


Google AdWords Conversions tags-page type- look like the picture above. They offer the easiest Lookup Table example.


The only variation among several conversion codes used for creating Adwords Conversion Tags in GTM is the  var “google_conversion_label”.

Notice “google_conversion_id”  is an unique and fixed value within a single AdWords account.


How can we use GTM variables to create Google Adwords tags? Let’s use them to configure several conversion  pixels at once with just one GTM tag.


1. First, in the case of Conversion ID parameter, creating a constant variable is usually enough (except  from more complex containers that include several AdWords accounts and domains). Example:



If we have a group of domains included in a single container, we could use this type of Lookup Table to set up different AdWords Labels for different hostnames.

2.  Second, in the case of Conversion Label setup, we will create a Lookup table where the Conversion Label will be conditioned according to the type of conversion (e.g. changing the conversion page for each).

GTM adwords label lookup table


3. Third, ideally, in the case of Conversion Value, it should be a dynamic value when referring to sale conversions. We could pass the value dynamically using dataLayer and estimate values for non sale conversions.

Here we collect the dynamic value from dataLayer, with a GTM dataLayer variable:

GTM adwords conversion value

And if we wish to establish another estimated value for each non-sale conversion, we could create another Lookup table:

GTM Adwords value lookup table


Next, fill in the Currency Code with the correct value from this oficial Currency Code list.

Last but not least, it is possible to nest Lookup Tables together in Google Tag Manager. As a result, you can generate tags for multiple scenaries at once, as far as tables are wisely combined. There is an endless number of possibilities.


4. Finally, we have to choose or create the trigger/s. You can use just one trigger using a regular expression with all the conversion pages alternatives. You can specify a series of alternatives for a pattern using “|” to separate them:



What are the advantages of this procedure? At first glance, it seems there is not a big difference between having 4 Google AdWords tags or just 1 AdWords tag with 2-3 lookup tables at settings. However, if we jump into the advanced configuration, we will realize that the number of pixels created does not matter. Now we can generate everything with the pre existing elements. We will just need to add rows to the corresponding tables.

Creating conditional lookup tables according to the page is just an example. GTM enables us to adjust pixels according to other factors such as landing URL parameters, dataLayer values, etc.


Tag Manager and DoubleClick Campaign Manager (DoubleClick Floodlight)

The same procedure explained above could be used for Double Click tags, e.g. DC Floodlight counter tags. For instance, we could resort to creating the Lookup tables below instead of different GTM tags for each code. We could fill the master tag parameters with this GTM variables’ types:

Doubleclick floodlight counter tag

  • Advertiser ID parameter is a fixed value in the advertiser account again. Therefore, a constant Tag manager variable can be created: {{DoubleClick ID}}.
  • Group Tag String parameter is filled with “type” query value. Provided that we wished to set up different values for different website pages, we would a create a Lookup table like this:

Doubleclick group counter tag

  • Activity Tag String parameter is filled with “cat” query value. Provided that we wished to fill it with a value tailored to every page , we can create a Lookup table like this:

Doubleclick activity counter tag

  • Select the counting method which suits  your interests. Last, dataLayer could be used for U and Tran variables to supply additional information when desired.