You can easily track leads collected by Wisepops as conversions in your Google Ads campaigns. This allows you to measure the success of your lead generation efforts and optimize your ad spend.
Depending on how tracking is set up on your website, you can achieve this using Google Tag Manager (recommended) or directly via Wisepops JS Callbacks.
Prerequisite
You must already have a Conversion Action created in Google Ads (under Goals > Conversions). If you haven't created one, set up a new conversion action for your website and select Submit lead form as the goal category.
Option 1: Using Google Tag Manager (recommended)
When Google Tag Manager (GTM) is installed on your website, Wisepops automatically pushes events to the GTM dataLayer. We will use the wisepops_form_submit event to trigger your Google Ads conversion.
Step 1: Create a GTM Trigger
The trigger should already exist if you followed the Wisepops documentation about GTM/GA4.
In your GTM workspace, go to the Triggers section and click New.
Name your trigger (e.g., wisepops_form_submit).
Choose the trigger type: Custom Event.
Set the Event name exactly as:
wisepops_form_submitSave the trigger.
Step 2: Create the Google Ads Conversion Tag
Go to the Tags section and click New.
Name the tag (e.g., Google Ads - Wisepops Lead Conversion).
Choose the tag type: Google Ads Conversion Tracking. (Note: GTM may prompt you to add a Conversion Linker tag first if you haven't already).
Enter your Conversion ID and Conversion Label. You can find these in your Google Ads account under the "Use Google Tag Manager" tab for your specific Conversion Action.
Scroll down to the Triggering section and select the Wisepops - Form Submit custom event trigger you created in Step 1.
Save and Submit/Publish your GTM workspace.
Option 2: Using Wisepops JS Callbacks (gtag.js)
If you do not use Google Tag Manager and instead installed the Google tag (gtag.js) directly into your website's HTML, you can trigger the conversion using the Wisepops JS Callbacks feature.
Step 1: Get your Event Snippet from Google Ads
In Google Ads, navigate to Goals > Conversions > Summary.
Click on your Lead Conversion action.
Under Tag setup, select Install the tag yourself.
Scroll down to the Event snippet section. You are looking for a small piece of code for "Page load". Keep this snippet handy.
Do not choose "Click", as the provided code would redirect to another page. With "Page load", you will simply track the conversion without causing any redirection.
Step 2: Add the Callback in Wisepops
Once a Wisepops form is posted and the validation passes, we want to fire that specific Google Ads event.
Open your popup in the campaign builder. In the left menu, select JS callbacks.
Create a new callback, linked to the After form submit event.
Copy and paste the following snippet, making sure to replace the
send_tovalue with the one from your own Google Ads event snippet.if (event.target.elements['email']) {
gtag('event', 'conversion', {
'send_to': 'AW-XXXXXXXXX/YYYYYYYYYYYYYYYYYY'
});
}Save your campaign.
Why if (event.target.elements['email']) ?
In a multi-step campaign, the After form submit event is triggered at each step completion. By testing the presence of the email in the collected data, we ensure that the conversion is tracked only once in Google Ads, exactly when the step containing the email is completed.
You're done! The conversion will now fire every time an email is collected.