Google Ads Data Collection Examples

ListenLayer automatically generates powerful data layers to enhance your Google Ads conversion tracking and remarketing. Check out the samples below and open a free account.

Google Ads Data Layer Examples

Google Ads becomes much more powerful when you collect different conversions, categorized by characteristics, along with various values. This allows you to create conversion sets, focus different campaigns on different targets, and build custom columns to understand performance better.

ListenLayer automates data collection using the data layer and allows you to write rules to customize your data.


Important Notice!

While the following examples show actual code, ListenLayer requires no programming experience! We generate the following data layer values automatically so that you can capture them as variables for your conversion tracking - no coding required! Check out our examples and use cases to see how easy it is to implement and scale conversion tracking and web analytics.

Custom Triggers for Conversion Tracking

ListenLayer automatically generates powerful and accurate events inside the data layer, allowing you to create GTM triggers by simply referencing the event name.  Once these triggers are built, conversion data can be sent to Google Ads using a simple tag in GTM that leverages variables – you’ll never miss a conversion again!

This example shows events from our Hubspot Forms Listener. Each Listener generates events unique to the application’s functionality.

event: 'hubspotFormSubmitted',

event: 'hubspotFormLoaded',

event: 'hubspotFormValidationFailed',

Automatic Data Layer Values

With each event generated by ListenLayer, we push powerful details about the user’s session and activity into the data layer. These become available as variables inside GTM.

Use these variables to modify triggers in GTM or enhance the data you collect using Google Ads conversion & remarketing tags.

chatAutomaticValues: {
    messageFromUserCount: 3,
    hsChatType: 'Hubspot Form chat Message from User',
    hsChatLocation: {
      href: '',
      host: '',
      hostname: '',
      pathname: '/',
      protocol: 'https:',
      originPathName: ''

Custom Data Layer Values in GTM

With our powerful interface, marketers can write rules to generate custom data layer values – no programming required!

Now activity on your website can be categorized and organized exactly how you want it. Once you have your activity categorized with assigned values, use GTM to send specific conversion labels to Google Ads for different types of conversions. Now you can segment conversions better to understand campaign quality and improve optimization.

formCustomValues: {
	//custom variable values display here based on rules you write
	formCategory: 'Demo',
	formName: 'Landing Page Demo Form',
	formQuality: 'Low'

Simplifying Google Ads Conversion Tracking

ListenLayer allows you to simplify your Google Ads conversion tracking while collecting better data and automating it to scale.  To the right is an example of a lookup table variable inside of Google Tag Manager.  This variable returns the conversion label (the identifier for a specific conversion event configured in a Google Ads account) based on “looking it up” using the value of another variable.

In the example shown, ListenLayer categorizes all of the forms on a website as one of the following types: Consultation, Content, or Newsletter. Then, whenever a form is submitted, a single Google Ads conversion tag fires inside GTM, and ListenLayer provides the “form type” to GTM using a variable called formCategory.

This Google Ads conversion tag needs a Conversion Label when it fires so that Google Ads knows what conversion it belongs to inside of the Google Ads accounts. Therefore, we set this lookup table variable as the Conversion Label in the tag.  As a result, we have a single GTM tag for all forms, but it sends conversions to Google Ads specific to each form Type.

Inside of Google Ads, conversions are then organized by form type, allowing optimization to focus on the actual value of each form (a consultation request is more valuable than a newsletter signup or a content download!).




Microsoft Ads allows you to send custom events into the advertising platform to create conversions and collect additional data about your visitors. Each custom event enables you to define a name, category, label, and value.

Combining this with ListenLayer allows you to collect powerful data for audience building, segmentation, and conversion tracking in Microsoft Ads. For example, assign each of your forms to a category, capture this category in GTM, and use it to organize your conversions based on form type.

Here is an example of a custom event being sent to Microsoft Ads using Google Tag Manager.  The items in brackets are data layer variables that come from customizations inside ListenLayer.