How do I set up advanced conversion tracking for Practice by Numbers (PbN) in GTM and Google Ads?

SA Responsibilities:

• Check if there is a /thank-you-practicebynumbers page created for the practice. If not, create a task for the Creative team to make one.
• Once it’s ready, share the thank you page link with the client so they can provide to Practice by Numbers or add to the widget themselves.
• Ask the client to contact Practice by Numbers directly to ensure users land on the /thank-you-practicebynumbers page after submitting the booking form or add the redirect link to the widget themselves.
  • Note: If the client has access to conversion tracking within Practice by Numbers, they can add the thank you page themselves by going to the 'Appointments' tab at the top of the page > Select 'Widgets' from the right-side menu > Select the 'Redirect' option > Add the /thank-you-practicebynumbers link > Save
• Once the client has confirmed that everything is set up, create a task for the Trade Desk team to implement Practice by Numbers advanced conversion tracking.

Paid Search Team Responsibilities:

• Set Up GTM
  • In GTM, open the practice's container and go to "Preview" mode to test the Book Now button
    • Fill out the booking form as a Test in GTM Debug mode to ensure that the form is being redirected to the /thank-you-practicebynumbers page after being submitted
  • Click on the 'Google Ads - Conversion - Form Submit' tag in GTM> select "Copy" from the three dots at the right top corner
  • Name the new Tag as 'Google Ads - Conversion - Practice by Numbers Book Appointment'
    • Add 'Practice by Numbers Thank You Page View' as the trigger
      • Note: If this trigger is not present in the GTM container, manually copy it from the AAA Template

• • Click on the 'GA4 - Event - Form Submit' tag in GTM> select "Copy" from the three dots at the right top corner
  • Name the new Tag as 'GA4 - Event - Practice by Numbers Book Appointment'
    
    • Add 'Practice by Numbers Thank You Page View' as the trigger

• • • Click into the tag and edit the Event Name to 'PbN Online Booking'
  • Publish changes in GTM

• Set Up Conversion in Google Ads
  
  • Go to Goals > Summary > New Conversion Action > Website
  • Enter website domain to scan it > Add a Conversion Action Manually
  • Create 'Google Ads - Practice by Numbers Book Appointment' Conversion  
    • Set goal category to ‘Book Appointment’, set to $100 value, set count to 'One', count in conversions, and then copy/paste the conversion ID and label in corresponding GTM tag
    • Make sure the attribution model is set to 'Last Click' and toggle off 'enhanced CPC’
  • Switch the 'Google Ads - Booking Widget Click' conversion to a 'secondary' conversion to avoid double-counting
  • Make sure 'Google Ads - Practice by Numbers Book Appointment' conversion is included in account-level conversions

• GTM Matrix
  • Publish/test all new tags in GTM to ensure they are firing properly
  • If all tags fire, mark them as "Passed" in the GTM Matrix 
  • If there are any issues with any tags, QA to try to resolve the issue or reach out to another team member for assistance 
  • Make sure to update the proper GTM Tracking Matrix and include any new tags added or changes made in GTM
• Final Steps
  • Add a note to the Google Ads account indicating that:
    • Practice by Number Book Appointment conversion has been added as part of the advanced conversion tracking process

    • Booking Widget Click has been switched to a secondary conversion

  • Update the date in Optmyzr accordingly
  • Add comment to the task with your notes and tag the SA
  • Mark task as completed  
• After 24 Hours

  • Toggle on the new event in GA