How to set up conversion linker tags in Google Tag Manager

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Setting up conversion linker tags in Google Tag Manager (GTM) is an essential step for tracking conversions accurately, especially in a cross-domain setup or when dealing with cookie restrictions. The conversion linker tag helps ensure that conversion data from various sources (like Google Ads) is tracked correctly by linking the user’s session across multiple domains. Here’s a step-by-step guide on how to set up conversion linker tags in GTM.

Step-by-Step Guide to Setting Up Conversion Linker Tags

Step 1: Access Google Tag Manager

  1. Log in to Google Tag Manager: Go to the Google Tag Manager website and log in to your account.
  2. Select Your Container: Click on the container you want to work with, which should correspond to the website where you want to set up the conversion linker tag.

Step 2: Create a New Tag

  1. Go to Tags: In the left sidebar, click on “Tags.”
  2. Create a New Tag: Click on the “New” button to create a new tag.

Step 3: Configure the Tag

  1. Choose Tag Type: Click on “Tag Configuration.”
  2. Select Tag Type: Scroll down and select “Conversion Linker” from the list of tag types.

Step 4: Set Up the Conversion Linker Tag

  1. Linker Settings:
    • You can usually leave the default settings as they are. However, if you have specific domains you want to link, you can set them up in the “Cross Domain Tracking” section. You will need to list the domains separated by commas.
  2. Advanced Settings (optional): If you want to control when the tag fires, you can adjust settings under “Advanced Settings” (e.g., setting a tag firing priority or defining the tag’s triggers).

Step 5: Set Up Triggers

  1. Choose a Trigger: Click on “Triggering” to select when this tag should fire.
  2. Select Trigger: Typically, you will use the “All Pages” trigger, as the conversion linker tag should fire on every page of your site to ensure tracking is consistent across all user sessions.
    • If you need to set up specific triggers for certain pages or actions, create a custom trigger according to your requirements.

Step 6: Name Your Tag

  1. Naming: Give your tag a meaningful name, such as “Conversion Linker Tag.” This will help you identify the tag later.

Step 7: Save Your Tag

  1. Save: Click the “Save” button to store your tag configuration.

Step 8: Preview Your Changes

  1. Enter Preview Mode: Click on the “Preview” button in the upper right corner. This opens a new tab with your website in debug mode.
  2. Test Tag Firing: Navigate through your site and check the GTM Debug console to ensure that the conversion linker tag is firing on every page as expected.

Step 9: Publish Your Changes

  1. Submit Changes: If everything looks good in preview mode, go back to GTM and click the “Submit” button to publish your changes.
  2. Version Description: You can add a version description (e.g., “Added Conversion Linker Tag”) to document what changes were made, which can be helpful for future reference.

Step 10: Verify Conversion Tracking

  1. Check Google Ads Conversion Tracking: After publishing, verify that conversions are being tracked correctly. This can be done by:
    • Logging into your Google Ads account.
    • Navigating to the conversions section to check if the conversions from the specific actions or events are recorded as expected.

Additional Considerations

  • Cross-Domain Tracking: If your conversion linkers are intended to work across multiple domains (e.g., from a main website to a checkout domain), ensure that both domains are set up correctly in the conversion linker settings.
  • Google Analytics Integration: If you are also using Google Analytics, ensure that you have the proper tracking ID configured and that the GA tags are set up to fire correctly alongside the conversion linker.
  • Testing Different Browsers: Sometimes, browser settings or extensions (like ad blockers) can affect tag firing. It’s a good practice to test across different browsers to ensure consistent tracking.

Conclusion

Setting up conversion linker tags in Google Tag Manager is a straightforward yet crucial process for maintaining accurate conversion tracking, especially in a multi-domain setup. By following these steps, you can ensure that your conversion tracking works seamlessly and that you’re gathering the data necessary for effective digital marketing strategies. Always remember to test thoroughly after implementation to verify that the tracking is functioning as expected.