How to Set Up Google Ads with Baza Helper: the Tag and the Conversions

Step 1: add the ID

1. Open Baza Helper > Analytics & Verification, in the group SEO & analytics, and find the section Analytics & Tracking.
2. In Google Ads Conversion ID (AW-…) enter your ID, for example AW-123456789.
3. Save.

With only the ID, the tag is the plain Google tag. It counts the page view, which is what remarketing and audiences need. It does not record any conversion yet.

Step 2: add the label and the events

A conversion needs the label of the conversion action. To find it, open Google Ads, then Goals, then Conversions, open the conversion action, go to Tag setup and choose to install the tag yourself. The event snippet has a line like send_to: ‘AW-123456789/AbC-D_efG-h12345678’. The label is the part after the slash, here AbC-D_efG-h12345678. The ID and label of the Google tag alone are not enough: you need the event snippet.

1. In Google Ads Conversion Label enter that part.
2. In Google Ads mapped events (comma separated) enter the events that count as the conversion. Step 3 explains which.
3. Save.

With a label and at least one event, the tag stops sending its own page view and sends a conversion to the ID and label every time a mapped event happens.

Step 3: choose the events

Baza Helper sends these event names:

• generate_lead and form_success: a form was sent.
• form_submit.
• booking_complete: a booking was paid or confirmed.
• phone_click and email_click: a click on a phone number or an e-mail address.
• outbound_click: a click on a link that leaves the site.
• Your own events, set with the data-track-event attribute.

One conversion action in Google Ads is one label, and it should hold the events that mean the same thing for your business. Map the event that means a real lead, usually generate_lead, and not every click. The settings hold one label, so use one conversion action for the result you want to optimise for.

With Track forms automatically, any form counts except search, login, comment and cart forms. A form that opens a thank-you page needs no separate tag: the event fires when the form reports success.

There is no consent yet

Baza Helper drops a conversion event when the visitor has accepted neither analytics nor marketing. The option Load Google tags before consent (Consent Mode) loads the tag early, but it does not send conversions before consent: a conversion is sent only after the visitor agrees. To check, open the browser console on your site and run ULPTracking.getConsent(). Analytics or marketing must be true. Accept the cookie banner first, then test.

Google cannot see the tag

Google Tag Assistant and the Google Ads check look for the tag on the page. Turn on Load Google tags before consent (Consent Mode), so that the tag loads at once in the denied state and they can find it. Where the law forbids even anonymous pings before consent, for example for visitors in the EEA or the UK, leave the option off and test with the banner accepted.

The address has unknown parameters

A page whose address carries a query key that may hold visitor data loads no tag and sends no event. The accepted keys are utm_*, gclid, gbraid, wbraid, fbclid, lang, page_id and p, and the ids that ad platforms and Google tools add: utm_id, dclid, gclsrc, gad_source, gad_campaignid, msclkid, yclid, ttclid, _gl, gtm_debug, gtm_auth, gtm_preview and gtm_cookies_win. Google Ads auto-tagging adds gad_source and gad_campaignid, and Google Tag Assistant adds gtm_debug.

Versions of Baza Helper released before these keys were allowed blocked such addresses, and the tag and the conversion did not work. Update the plugin, or test on an address without them. Any other key, for example ?foo=1 or ?email=, still blocks the page.

The form is sent without AJAX

Contact Form 7 reports a sent message with a script event, and Baza Helper turns it into generate_lead. If the Contact Form 7 script is unloaded by a rule such as contact-form-7 @front in Scripts and styles, the form is sent as an ordinary page request, the event does not fire and no generate_lead is sent. A sign of this is a thank-you page address that ends with #wpcf7-… and a number. Remove the rule.

Be careful with Scan the home page in Scripts and styles. It may offer contact-form-7 as unneeded on a page that has a form, so do not tick it there.

Google Ads shows Inactive or Unverified

These statuses only say that Google has not yet seen the tag fire for the conversion action. They are not a setup error by themselves. Check the other causes, send a test lead and wait.

Check with Google Tag Assistant

In Google Tag Assistant, run the conversion check on your site. When everything works, it reports that the conversion action is sending data to Google Ads.