Google has launched an update to Google Ads tags in Google Tag Manager, which allows users to send custom event parameters with Google Ads conversions.
The new parameters will populate automatically in Google Ads shortly after you add them to your conversion tracking tag. For that data to be recorded, you’ll need to “activate” those parameters from within Google Ads. After you activate the custom variables in your account, the data will start recording and be available in reports a couple of hours after.
This brings Google Ads tracking more in line with the GA4 standard and opens up the possibility of more comprehensive reporting within the Google Ads platform. You’ll be able to split your conversion reports by the parameters you send. For example, a clothing retailer might want to send the colour of a particular jumper, or a restaurant might want to send a booking date.
