Implementing the Google Ads Conversion Linker Tag using Google Tag Manager (GTM) is essential for ensuring that your Google Ads conversions are tracked accurately, especially when your website uses cookies or if you’re working with multiple domains. The Conversion Linker Tag allows Google Ads to associate clicks on your ads with conversions that happen on your website, even across different pages or domains.
Here’s a step-by-step guide on how to implement the Google Ads Conversion Linker tag using GTM:
Step 1: Set Up Google Tag Manager (GTM)
Before you start, ensure that Google Tag Manager is set up on your website. If you haven’t already done this, follow these steps:
- Create a Google Tag Manager Account:
- Go to Google Tag Manager, sign up or log in, and create a new container for your website.
- Install the GTM Snippet:
- After creating the container, GTM provides you with two code snippets that need to be installed on your website. Paste these snippets into the
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sections of your website’s HTML.
- After creating the container, GTM provides you with two code snippets that need to be installed on your website. Paste these snippets into the
Step 2: Create a New Tag in GTM
- Log into Google Tag Manager:
- Open the GTM account and container where you want to add the Conversion Linker tag.
- Create a New Tag:
- In the GTM workspace, click on Tags in the left-hand menu.
- Click New to create a new tag.
- Configure the Tag:
- In the Tag Configuration section, click on Tag Type.
- Scroll down and select Google Ads Conversion Linker from the list of tag types.
The Conversion Linker tag helps to set first-party cookies for tracking conversions. This is essential for accurate conversion tracking, particularly when users navigate across different domains.
Step 3: Set the Trigger
The Conversion Linker tag should fire on all pages where you want to track Google Ads conversions, so you’ll use a Page View trigger.
- Add a Trigger:
- In the Triggering section, click on + to add a new trigger.
- Choose All Pages. This ensures that the Conversion Linker tag is fired on every page of your website, allowing it to set the appropriate cookies.
- Save the Trigger:
- Once you select All Pages, click Save to assign the trigger to your Conversion Linker tag.
Step 4: Configure Conversion Tracking
To ensure your Google Ads conversion tracking works properly with the Conversion Linker tag, you need to configure your Google Ads Conversion Tracking tags in GTM.
If you haven’t set up a Google Ads conversion tag, follow these steps:
- Create a Google Ads Conversion Tag:
- Go to Tags in GTM and click on New.
- Choose Google Ads Conversion Tracking as the tag type.
- Enter your Google Ads Conversion ID and Conversion Label, which you can find in your Google Ads account under Tools & Settings > Measurement > Conversions.
- Set a Trigger to fire when a user performs a specific action on your website (e.g., after completing a form or a purchase).
- Link the Conversion Linker with Google Ads:
- Make sure the Conversion Linker Tag and Google Ads Conversion Tracking Tag are both implemented and correctly configured.
- The Conversion Linker tag will automatically associate the user’s click on an ad with the conversion action on your site by setting the necessary cookies.
Step 5: Test the Implementation
After you set up the Conversion Linker tag and the relevant Google Ads conversion tags, you should test your configuration to ensure that it’s working as expected.
- Preview Mode in GTM:
- In GTM, click on the Preview button in the upper-right corner to enter Preview Mode.
- Visit your website, and interact with the Google Ads landing page or a conversion action (e.g., completing a purchase or submitting a form).
- Check for the Tag Firing:
- While in Preview Mode, use the Tag Assistant to ensure the Conversion Linker tag fires on all pages.
- You should also confirm that the Google Ads Conversion Tracking Tag fires when a conversion action is performed.
- Use Google Tag Assistant (Chrome Extension):
- You can also use the Google Tag Assistant browser extension to check if the Conversion Linker tag and other Google Ads tags are firing correctly on your website.
- Tag Assistant will show you the fired tags and indicate if there are any issues.
Step 6: Publish the Changes
Once you’ve confirmed that the tags are firing correctly:
- Submit the Container:
- In Google Tag Manager, click Submit in the top-right corner to publish the changes.
- Add a version name and description (e.g., “Implemented Google Ads Conversion Linker”) before clicking Publish.
Step 7: Monitor and Validate in Google Ads
Finally, ensure that your conversions are being tracked accurately by checking the Google Ads interface:
- Check Google Ads:
- In your Google Ads account, navigate to Tools & Settings > Measurement > Conversions.
- Here, you should see conversion data for the actions you are tracking (e.g., form submissions, purchases, etc.).
- Wait for Data:
- It may take some time for conversion data to populate, especially if you’re in a low-traffic period. However, once data starts coming in, you can verify that conversions are being recorded accurately and attributed correctly to the Google Ads campaigns.
Benefits of Using the Conversion Linker Tag
- Improved Conversion Tracking: The Conversion Linker tag ensures that conversions are attributed correctly even if the user navigates across multiple pages or domains before converting. It sets first-party cookies that track the user’s interaction with your Google Ads campaign.
- Cross-Domain Tracking: If you use multiple domains (e.g., separate checkout domain), the Conversion Linker tag can help in tracking conversions across these domains.
- Accurate Attribution: Without the Conversion Linker, your conversion tracking might lose the link between the click on your ad and the conversion on your site. The Conversion Linker helps retain this connection, providing more accurate reporting.
Conclusion
The Google Ads Conversion Linker tag is a powerful tool for ensuring that conversions are tracked accurately across your website, even when using multiple domains or when users navigate across different pages. By using Google Tag Manager to implement the Conversion Linker tag, you can improve the accuracy of your Google Ads conversion tracking and enhance the performance of your advertising campaigns. Always test your implementation thoroughly and monitor conversion data to ensure everything is set up correctly.