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How to set up Brij's Google Ads Integration

What this sends to Google Ads (at a glance)

  • Conversion type: Purchase (recommended), fired client-side from Brij experiences via Google Tag Manager.
  • User-provided data: Hashed first name, last name, email, and phone number are sent alongside the conversion to power Enhanced Conversions.
  • Click identifiers: The Google tag captures gclid / gbraid / wbraid from the visitor's browser when present, so registrations can be deterministically attributed back to the originating ad click.
  • Suggested conversion name: Brij Post-Purchase (you can pick a different name, but this keeps reporting clean).

When this sends to Google Ads

  • When a consumer completes a registration on a Brij experience that's wired to fire the data layer event used by the conversion tag.
  • This integration is a strong fit for post-purchase flows on durable goods — for example, free-gift claims, warranty registrations, and other QR-driven post-purchase experiences where customer data is captured during registration.

1) Prerequisites

  • Your Brij account must have Custom Header Code and Data Layer Events enabled. If you're not sure whether these are turned on, reach out to your Brij rep.
  • At least one Brij experience that collects registrations — typically a post-purchase flow (e.g., warranty, free gift, product registration).
  • A Google Ads account you can sign into with permission to create conversion actions.
  • A Google Tag Manager container installed on the domain that hosts your Brij experiences. If you don't already have a Brij-prepared GTM container, ask your Brij rep — they'll send you the export file.

2) Create the conversion in Google Ads

Create the conversion in Google Ads before setting up the tag in GTM — you'll need the Conversion ID and Conversion Label that Google generates.

  1. In Google Ads, open Goals in the left navigation, then click Summary.
  2. Click + New conversion action.
  3. Choose Website as the source and enter your domain.
  4. When prompted, select Add a conversion action manually so you can configure the settings explicitly.
  5. Configure as follows:
    • Goal & action optimization: Purchase
    • Conversion name: Brij Post-Purchase
    • Value: Use a value that's meaningful to your business (a fixed value per conversion is the simplest starting point — e.g., AOV or MSRP).
    • Count: One per click/interaction (purchases are not typically counted multiple times per registration).
    • Click-through conversion window: 30 days
    • Engaged-view conversion window: 3 days
    • View-through conversion window: 1 day
    • Attribution model: Data-driven
  6. Important: set this conversion as a Secondary action for now. We'll promote it to Primary once you've validated the data — see step 7.
  7. Save the conversion.

3) Enable Enhanced Conversions on the conversion action

Enhanced Conversions are required for Brij's setup — Brij sends hashed customer data during registration, and Google uses it to recover conversions that would otherwise be lost to cookie attrition.

  1. Open your new Brij Post-Purchase conversion in Google Ads.
  2. Scroll to Enhanced conversions and toggle it on.
  3. Choose Google Tag Manager as the implementation method.
  4. Accept the customer data policy when prompted.

4) Grab your Conversion ID and Conversion Label

From the conversion's detail page in Google Ads, open Tag setup → Use Google Tag Manager. Copy the two values you'll see:

  • Conversion ID (looks like AW-XXXXXXXXXX)
  • Conversion Label (a short alphanumeric string)

Keep these handy — you'll paste them into GTM in the next step.

5) Import the Brij GTM container

Brij ships a pre-built GTM container that wires up all of the tags, triggers, and variables you need. Importing it is the fastest way to get the conversion firing correctly.

  1. If you don't already have it, ask your Brij rep for the Brij Google Ads container export (a .json file).
  2. In Google Tag Manager, open the workspace for the container that's already installed on your site, then click Admin → Import Container.
  3. Choose the file Brij gave you.
  4. For Choose workspace, select your existing workspace (don't create a new one).
  5. For Choose import option, select Merge (do not select Overwrite — overwriting will remove unrelated tags you already have).
  6. Under merge options, choose Overwrite conflicting tags, triggers, and variables. In a clean account there shouldn't be any conflicts; if there are, this ensures the Brij versions win.
  7. Click Confirm.

After import you should see three new tags in your workspace:

  • Google Tag — loads the Google tag library on every page so click identifiers (gclid / gbraid / wbraid) are stored in a first-party cookie. This is a hard requirement of the setup; leave it as-is.
  • User-Provided Data — sends hashed first name, last name, email, and phone number from the registration form to Google Ads to power Enhanced Conversions.
  • Brij Post-Purchase Conversion — the actual Google Ads Conversion Tracking tag that fires when a registration completes. Already mapped with transaction ID, currency, and the user-provided-data fields.

6) Plug your Conversion ID and Label into the tag

  1. Open the Brij Post-Purchase Conversion tag in your workspace.
  2. Paste the Conversion ID from step 4 into the Conversion ID field.
  3. Paste the Conversion Label from step 4 into the Conversion Label field.
  4. Leave every other field as it came from the import — Brij has already mapped them to the data layer variables that come from your experiences.
  5. Click Save.
  6. Click Submit at the top of the workspace, give the version a name (e.g., "Add Brij Google Ads conversion"), and Publish.

7) QA & verification

Before promoting the conversion to Primary, confirm that data is flowing end-to-end:

  1. Use GTM Preview mode on a page that hosts a Brij experience. Walk through a real registration on a test record; confirm the Google Tag, User-Provided Data, and Brij Post-Purchase Conversion tags all fire on the registration event.
  2. In Google Ads, open the Brij Post-Purchase conversion. Tag status should move to Recording conversions within a few hours of the first real registration.
  3. Once volume builds, the conversion's Diagnostics tab will show an Enhanced Conversions match rate. Anything above ~50% is healthy; if it's much lower, double-check that the User-Provided Data tag is firing alongside the conversion tag.
  4. Sanity check: compare conversion counts in Google Ads with registration counts in Brij over the same window. They should be in the same ballpark (small drop-off due to ad-blockers and consent is normal).

8) Promote from secondary to primary

While the conversion is set to Secondary, it's observation only: you can see it in the All conversions column, but it won't influence Smart Bidding.

Once you've verified the data is flowing correctly and you've accumulated enough volume to be statistically meaningful (Google's Smart Bidding generally wants ~30+ conversions in a 30-day window per campaign), you can promote it:

  1. Open the Brij Post-Purchase conversion in Google Ads.
  2. Change the action from Secondary to Primary.
  3. Save.

From this point forward, the conversion will appear in the Conversions column and be used by your bidding strategies. We strongly recommend the secondary→primary path rather than going straight to primary, so you can validate the data without disrupting existing bidding.

Troubleshooting

  • The conversion never moves out of "Unverified" status:
    • Confirm the Conversion ID and Label in your GTM tag exactly match those in Google Ads (no extra spaces).
    • Confirm the GTM workspace was published, not just saved.
    • Confirm the Brij experience used for testing actually fires the registration data layer event — your Brij rep can verify this if Custom Header Code or Data Layer Events were just enabled.
  • Conversions are recording, but Enhanced Conversions match rate is low:
    • Confirm the User-Provided Data tag is firing on the same trigger as the conversion tag.
    • Confirm the registration form is collecting at least one of: email, phone, or name + address.
  • Tag fires but no gclid attribution:
    • Make sure the Google Tag is firing on All Pages — it has to load before the click identifier can be cached.
    • Check your CMP / consent banner — if Google Ads storage is denied, click identifiers won't be stored.
  • I don't have access to the Brij GTM container: reach out to your Brij rep — they'll send you the export file.

Quick checklist

  • Brij account has Custom Header Code and Data Layer Events enabled (your Brij rep can confirm).
  • At least one Brij experience is collecting registrations.
  • Brij Post-Purchase conversion created in Google Ads with 30/3/1 conversion windows, data-driven attribution, and Enhanced Conversions ON.
  • Conversion is set to Secondary for the initial observation period.
  • Brij GTM container imported with Merge + Overwrite conflicting.
  • Conversion ID and Conversion Label pasted into the Brij Post-Purchase Conversion tag.
  • Workspace submitted & published.
  • QA pass: tags fire in Preview mode; conversion shows Recording conversions in Google Ads.
  • Promote to Primary once data has been validated and volume is sufficient.

FAQ

  • Is this server-side or client-side?
    • Client-side, via Google Tag Manager. A server-side Google Ads integration is on the Brij roadmap.
  • Do I need any specific Brij plan features?
    • Yes — your account needs Custom Header Code and Data Layer Events. If you're not sure whether you have them, reach out to your Brij rep.
  • What if I already have a Google Ads conversion tag in my GTM container?
    • That's fine — Brij's tag is a separate Google Ads Conversion Tracking tag with its own ID and Label, and it fires on Brij's data layer event, not on your existing checkout event. They coexist.
  • Why secondary first instead of primary?
    • Secondary actions are observation-only — they show up in the All conversions column but don't influence Smart Bidding. That lets you verify the data is flowing correctly without risking a bidding shift driven by an unproven signal. Once you've validated it and have volume, promote to Primary so it starts feeding your bid strategy.
  • How does in-store / post-purchase activity tie back to a Google Ads campaign?
    • Click ID match: When a shopper visits the Brij experience, the Google tag reads any gclid / gbraid / wbraid stored in their browser (from a prior ad click) and the conversion tag passes it back to Google Ads — that's deterministic attribution.
    • Enhanced Conversions fallback: If the click identifier isn't available (different device, expired cookie, etc.), Google matches the hashed first name, last name, email, and phone we send to the user's signed-in Google identity and credits the campaign that drove their last engagement, weighted by your attribution model.
  • Will this affect my existing campaigns?
    • While the conversion is Secondary, no — it's reporting only. Once you promote it to Primary, it joins the bidding signal mix for any campaign whose conversion goal includes it. We recommend a short observation window before promotion.
  • What if I'd rather not import the Brij container?
    • You can build the three tags (Google Tag, User-Provided Data, Conversion Tracking) by hand following Google's Enhanced Conversions for web with GTM guide. Reach out to your Brij rep for the data layer variable names and trigger conditions Brij exposes.
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