You can either import the purchase event from GA4, or add a Google Ads Conversion tracking tag in GTM (along with Conversion Linker) with the appropriate trigger. GTM will not show up in the list you're looking at. The existing tag option is for GA4, as GTM is not a tag but a tag manager. Answer from Etianen7 on reddit.com
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Google Support
support.google.com › google-ads › answer › 12002338
Set up your Google tag across your Google accounts - Google Ads Help
The Google tag is currently accessible and configurable from Google Ads, Google Analytics, Campaign Manager 360, Display & Video 360, and Google Tag Manager. Learn more About the Google tag. Note: All global site tags have been converted into Google tags. If you have a global site tag on your website, you don’t need to update your site to use the Google tag.
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Google Support
support.google.com › tagmanager › answer › 6105160
Google Ads conversions - Tag Manager Help
In your Google Ads account, click the Goals icon . In “Conversions”, under “Summary”, click the conversion action you want to track. At the “Tag setup” section, click Use Google Tag Manager.
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Sirvoy
help.sirvoy.com › tracking › how-to-set-up-google-ads-conversions-and-tag-manager
How to Set Up Google Ads Conversions and Tag Manager - Sirvoy
Go to your Google Ads account on the Google Ads website. Then click on: Tools & Settings > Measurements > Conversions > Add (+) Conversion > Website. Create your conversion action on that page and make sure to set up a tag using Google Tag Manager.
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PinnacleCart Support
support.pinnaclecart.com › support › solutions › articles › 44000587896-how-to-add-google-adwords-to-google-tag-manager
Adding Google AdWords to Google Tag Manager | PinnacleCart : PinnacleCart Support
This article will show you how to take your Google Adwords account and add it to Google Tag Manager. But first, make sure you have a Google Adwords account.
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Reddit
reddit.com › r/googletagmanager › how do i get my tagmanager into google ads option "use existing tag"? is there some linking i have to do between these two accounts?
r/GoogleTagManager on Reddit: How do I get my tagmanager into google ads option "use existing tag"? Is there some linking I have to do between these two accounts?
March 6, 2025 -

Hi all!

I want to set up purchase conversion in google ads. I have it set up in tag manager. It works with analytics.

When in google ads I try to create a new conversion, I have to use option "scan website" and it says it "couldnt find any tag" and asks me to create a new tag and gives code for that. Well, I have language redirect, maybe here google then fails. No biggie as I have tagmanager and specific tag for purchases.

So I use the "use existing tag", but it only gives me Google Analytics containers.

Here is a screenshot of that: https://ibb.co/N2T2pYgC

Surely there has to be a way to get my tags here. But what is the way to do it, some settings I have to change? Linking accounts somewhere?

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Google Support
support.google.com › tagmanager › answer › 15756614
Set up your Google tag in Google Ads - Tag Manager Help
Under Google tag, find the Google tag and then click Manage. Under Your Google tag, click the Google tag . Under Tag details, copy the Google tag ID. To start measuring website and ads performance, you need to add the Google tag on every page of your website.
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Reddit
reddit.com › r/ppc › linking a tag from google tag manager to a conversion in google ads
r/PPC on Reddit: Linking a tag from Google tag manager to a conversion in Google Ads
June 28, 2021 -

I created an element visibility tag in GTM to fire after a form is submitted. I used Google Tag Assistant to confirm that it works. How do I link it to a Google Ads campaign so that Google Ads will optimize for form completions? I opened "conversions" in Google Ads but I don't see a way to add a conversion that is based on a Google Tag I made (it's an event labeled "generate_lead").

I read about conversion linker but it said you dont need to use it if you have G4A which I do.

Do I need to do something in Analytics?

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Analytics Mania
analyticsmania.com › post › cannot-see-the-google-tag-manager-option-in-google-ads-conversion
No option to use Google Tag Manager with Google Ads Conversion?
3 weeks ago - After your Google Ads tag collects some data, repeat the process explained in Chapter #1 of this article. See if that helps. The credit for this tip goes to our reader, Naveen. He shared his frustration that Google (trying to simplify/optimize things) sometimes makes our lives more difficult. Naveen discovered that one of the reasons why “Google Tag Manager” option is missing is because GA4 is connected to Google Ads.
Find elsewhere
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Google
developers.google.com › tag platform › tag manager › server-side › google ads conversions
Google Ads conversions | Google Tag Manager - Server-side | Google for Developers
The process involves creating a Conversion Linker tag, defining a Key Event in GA4 and Tag Manager, and setting up a server-side Ads Conversion Tracking tag triggered by the Key Event or specific URLs.
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Analytics Mania
analyticsmania.com › post › google-ads-conversion-tracking-with-google-tag-manager
Google Ads Conversion Tracking with Google Tag Manager
October 9, 2025 - In Google Tag Manager, go to Preview mode and enter the URL for the page containing the form you’re tracking. A new browser tab will open with tagassistant.google.com; if it does not, read this guide. A popup will ask you to enter the URL you want to test and debug. It might be the address of a homepage, or it might be a specific page’s URL. Then, press “Connect”.
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Waitwhile
help.waitwhile.com › en › articles › 4677092-how-to-add-google-tag-manager-gtm-google-analytics-and-google-ads-tracking
How to add Google Tag Manager (GTM), Google Analytics and Google Ads tracking | Waitwhile Help Center
Take control of tracking and analytics by adding your GTM or Google Ads ID's to your Waitwhile account · Written by Lindsey Gagnon Updated over 11 months ago ... Google Tag Manager (GTM) is a powerful tool that simplifies adding tracking tags, like Google Analytics and Google Ads , to your Waitwhile public pages.
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Reddit
reddit.com › r/ppc › google tag manager option not showing in google ads conversion goal setup
r/PPC on Reddit: Google Tag Manager option not showing in Google ads conversion goal setup
November 9, 2023 -

Bit of a brick..

I have a google ads campaign running at the moment. I have tried to set up a purchase conversion, purchases are done through on my webpage but through a checkfront plugin.

Checkfront has the integration to connect the two platforms to feed info to each other. However, I cannot seem to generate a conversion ID or a conversion Label to provide these details to the checkfront integration. I have google tag manager tags on my website, it is built via wordpress and I use the google sitekit plug in.

Upon the tag setup option, google ads does not provide me with the setup via tag manager option? it only has install tag yourself or email the tag. I need to be able to track if certain bookings were attributed to my live ads campaign.

I can see the GA4 event in ga: manual_conversion_PURCHASE But its not recording any conversions in GA either - the status of the goal in google ads keeps saying no recent conversions, nothing like its not connected or has any issues. Do i need to implement the event snippet on my website manually in its code for both GA4 and google ads to start recording?

Any help is so appreciated!

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Adhook
adhook.io › en › blog › digital advertising › Conversion-Tracking-with-Google-Tag-Manager
Setup Conversion-Tracking in Google Tag Manager | Ultimate Guide
This tag template requires no further configuration. Select the existing trigger "All Pages" to trigger the tag on every page. Open your Google Ads account and go to "Tools and settings" - "Conversions".
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Google
developers.google.com › tag platform › tag manager › android › google ads conversion tracking
Google Ads conversion tracking | Google Tag Manager for Android | Google for Developers
The process involves setting up a new conversion in Google Ads, creating a corresponding trigger and tag in Google Tag Manager, and updating your app's AndroidManifest.xml file. You need to push a specific event to the data layer within your ...
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Outgrow Support
support.outgrow.co › docs › google-ads-conversion-tracking
Using GTM to deploy Google Ads Conversion Tracking Tags
In your Google Ads account, navigate to Tools & Settings > Conversions. Click the + button to create a new conversion action. Follow the prompts to define your conversion type and settings. Select the Use Google Tag Manager option.
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Reddit
reddit.com › r/googletagmanager › using google tag manager to send conversion event to google ads?
r/GoogleTagManager on Reddit: Using Google Tag Manager to Send Conversion Event to Google Ads?
March 14, 2024 -

Using Google Tag Manager to Send Conversion Event to Google Ads?

I have a Custom HTML Tag configured in GTM that listens for a JavaScript event for the contact form being submitted. It then sends calls window.dataLayer.push and sends the Google Analytics event. I need to also send this conversion to Google Ads. Can I use the following or something similar to it?

window.dataLayer.push({

"event" : "conversion",

"send_to": "AW-33************"

})

Or if not what would I pass to the push function to send the conversion to Google Ads?

Thanks,

John

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Fundraise Up
fundraiseup.com › support › google-ads
Send events to Google Ads using Google Tag Manager | Fundraise Up Knowledge Base
You can use data sent from Fundraise Up to Google Tag Manager to surface conversion data in Google Ads.
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Loves Data
lovesdata.com › blog › google-tag-manager-missing
Why Google Tag Manager Isn't Showing for Google Ads Conversion Tracking - Loves Data
February 2, 2025 - Google Ads offers a variety of ways to track conversions, the most direct of which involves using the dedicated Google Ads conversion tracking with a "Website" source. When configured correctly, this method should present Google Tag Manager as an implementation option.