If you’re running Google Ads to drive bookings in Acuity Scheduling, you’re already on the right track. But are you tracking your return on investment (ROI) accurately? Without proper conversion tracking, you’re essentially unable to tell which ads lead to actual appointments and which are just wasting your budget.
This guide will walk you through the precise steps to connect Acuity Scheduling to Google Ads using Google Tag Manager (GTM). This setup will enable you to see exactly which campaigns, ad groups, and keywords are driving appointments, allowing you to focus on what works and eliminate what doesn’t.
Prerequisites
Before we dive in, make sure you have the following ready:
- Admin access to your Acuity Scheduling account (on a paid plan that allows custom conversion tracking).
- Admin access to your Google Tag Manager (GTM) account.
- Admin access to your Google Ads account.
- Your Google Ads Conversion ID and Conversion Label. You can find this by creating a new conversion action in Google Ads (
Tools and Settings>Measurement>Conversions>+ New conversion action).
Step 1: Add Your GTM Container to Acuity
First, you need to tell Acuity to load your GTM container. This allows GTM to monitor activity on your scheduling and confirmation pages. Quick Start Guide
- In your Acuity Scheduling account, navigate to Integrations.
- Scroll down to the Analytics & Conversion Tracking section and click Set Up for Custom Conversion Tracking.
- Paste your Google Tag Manager container code (the one that starts with
GTM-XXXXXX) into the provided box. - Click Save.
That’s it for Acuity! Now, all the magic happens inside Google Tag Manager.
Step 2: Configure Google Tag Manager
This is a three-part process: we’ll create a trigger that fires only on the confirmation page, set up the essential Conversion Linker tag, and finally, create the Google Ads conversion tag itself.
Part A: Create the Confirmation Page Trigger
We only want to count a conversion when someone successfully books an appointment. Acuity loads a specific page after a booking is confirmed, which we can use to create a reliable trigger.
- In your GTM container, navigate to Triggers and click ‘New’.
- Name your trigger something clear, like “Acuity Confirmation Page”.
- For the trigger configuration, choose Page View.
- Select Some Page Views.
- Set the trigger to fire when Page Path contains
confirmation-page. This is the unique part of the URL for Acuity’s booking confirmation page. - Click Save.
Part B: Set Up the Google Ads Conversion Linker
This tag is crucial. It ensures that click information from your ads is stored correctly in a first-party cookie, which is necessary for accurate conversion attribution, especially with modern browser privacy features.
- In GTM, go to Tags and click New.
- Name the tag “Google Ads – Conversion Linker”.
- For the tag configuration, choose Google Ads Conversion Linker.
- No further configuration is needed for the tag itself.
- Under Triggering, select the All Pages trigger.
- Click Save.
Part C: Create the Google Ads Conversion Tracking Tag
This is the main event! This tag will send the conversion data to your Google Ads account when a user lands on the Acuity confirmation page.
- In GTM, go to Tags and click New.
- Name the tag something descriptive, like “Google Ads – Acuity Booking Conversion”.
- For tag configuration, choose Google Ads Conversion Tracking.
- Enter the Conversion ID and Conversion Label you retrieved from your Google Ads account.
- Leave the other fields (Conversion Value, Order ID, etc.) blank for a standard appointment booking unless you have a more advanced setup.
- Under Triggering, select the “Acuity Confirmation Page” trigger you created in Part A.
- Click Save.
Step 3: Test, Verify, and Publish
Never skip testing! GTM’s Preview mode lets you verify that your tags are firing correctly before you push them live.
- In your GTM workspace, click the Preview button in the top right corner.
- Enter the URL of your main Acuity scheduling page and click Connect. A new tab will open with your scheduling page, and a GTM debug window will open separately.
- Go through the process of booking a test appointment for yourself.
- Once you land on the confirmation page, switch to the GTM debug window.
- In the left-hand summary, you should see the “Page View” event for the confirmation page. Click on it.
- Under the Tags Fired section, you should see your “Google Ads – Acuity Booking Conversion” tag.
If the tag fired, congratulations! Everything is working. Go back to your GTM workspace, click the Submit button, give your version a name (e.g., “Added Acuity Conversion Tracking”), and click Publish.
Your Google Ads account will now accurately track every appointment booked through your campaigns, giving you the data-driven insights needed to optimize your ad spend for maximum results.
Why Acuity Scheduling Google ads conversion tracking is important because it helps you understand how well your ads are driving real results—specifically, appointments and bookings. Here’s why it matters.
✅ 1. Measure ROI from Ads
Tracking lets you know exactly which ads, keywords, or platforms (like Google or Meta) are generating bookings — so you can calculate return on ad spend (ROAS).
✅ 2. Optimize Your Ad Budget
When you know what’s working, you can:
-
Increase the budget on high-converting ads
-
Pause or fix underperforming campaigns
-
Focus only on campaigns that bring bookings
✅ 3. Smart Audience Retargeting
With conversion tracking, you can:
-
Retarget users who didn’t complete a booking
-
Build lookalike audiences based on converters
-
Show different ads to people based on their behavior
✅ 4. Improve Ad Platform Performance
Platforms like Google Ads or Meta use your conversion data to:
-
Automatically optimize bids for conversions
-
Use smart bidding (e.g., Maximize Conversions)
-
Show ads to people more likely to book
✅ 5. Data-Driven Business Decisions
You’ll get answers to critical questions:
-
Which appointment types convert best?
-
Which channels bring the highest-quality leads?
-
Are discounts or seasonal promos driving actual bookings?
✅ 6. Track Funnel Drop-offs
Conversion tracking helps you identify:
-
Where users drop off (ad → booking page → confirmation)
-
Which booking steps need improvement
-
If your site speed, UX, or messaging is hurting conversions
✅ 7. Enable Google Analytics Goals
With tracking, you can mark bookings as conversions in Google Analytics 4, allowing:
-
Funnel analysis
-
Segmenting by traffic source
-
Measuring user journeys
How to track Acuity scheduling form submission tracking
We will explain how to track Acuity conversion tracking for various ad platforms, including Google, Meta, TikTok, LinkedIn, etc., in detail. Let’s do it together.