Smart bidding, audience building and campaign reporting all depend on one thing: the conversion data you send back to the ads platform. When that tracking is broken, duplicated or missing, the platform optimizes toward the wrong goal and you may not realize it for months.

In this hands-on workshop, Dana DiTomaso walks you through how to set up conversion tracking properly for Google Ads, Microsoft Ads, Meta, LinkedIn, and other advertising networks (by request) using Google Tag Manager (GTM). No GTM experience is needed. You’ll start with the basics of tags, triggers and variables, then build working conversion tracking step by step in your own test container.

You’ll learn how to track form submissions, purchases and other key actions, and how to set up enhanced conversions so more of them get matched back to your ads. Because consent rules shape what each platform can see, you’ll also learn how to ensure that Consent Mode is working and check that your tags respect what visitors choose.

Then Dana covers testing and debugging: how to use preview mode and other tag tools to confirm conversions are recording as expected, with the right values, before you trust them with your budget.