Setting up a Conversion Linker tag in Google Tag Manager (GTM) is essential for properly tracking conversions, particularly when using tools like Google Ads or Google Analytics. The Conversion Linker tag ensures that cookies set by your advertising platforms (e.g., Google Ads) are linked to the corresponding conversion actions on your website, even when users navigate across domains or use different browsers. Here’s a step-by-step guide to setting up a Conversion Linker tag in GTM:

What is a Conversion Linker Tag?

The Conversion Linker tag is used to store conversion-related data (such as Google Ads’ GCLID or Google Analytics’ Client ID) in first-party cookies. This helps ensure that when a user clicks on an ad and converts on your website, the conversion can be attributed to the correct ad interaction.

Steps to Set Up a Conversion Linker Tag in Google Tag Manager

1. Log into Google Tag Manager

• Open Google Tag Manager and sign in with your Google account.
• Select the appropriate container for the website where you want to set up the tag.

2. Create a New Tag

• In the GTM dashboard, click on “Tags” from the left-hand menu.
• Click the “New” button to create a new tag.

3. Select Tag Type

• Click on “Tag Configuration”.
• From the list of tag types, select “Conversion Linker”. This tag type is specifically designed to work with Google Ads and other conversion tracking tools.

4. Configure the Conversion Linker Tag

• After selecting Conversion Linker, you’ll be presented with the tag’s configuration options.
• Tag Settings:
  • “Fields to Set”: By default, the Conversion Linker tag will automatically store relevant tracking data, such as the GCLID (Google Click ID) or _ga cookie (Google Analytics Client ID). You typically don’t need to modify this unless you have specific requirements.
  • “Cookie Settings”: The tag will automatically store cookies for _gcl_aw (Google Ads) and _ga (Google Analytics). If you need custom cookie settings (e.g., expiration times or domain-level cookies), you can configure them here.

5. Choose Triggers

• The Conversion Linker tag needs to fire on all pages where you want to track conversions.
• For most websites, you’ll want the Conversion Linker tag to fire on All Pages to ensure that the necessary conversion cookies are set across all pages.
  • Click on “Triggering” and select the “All Pages” trigger. This ensures the tag fires on every page load.

6. Save the Tag

• Once the tag is configured with the correct settings and trigger, click on the “Save” button to store the tag.

7. Test the Tag in Preview Mode

• Before publishing the tag to your live website, it’s important to test it to ensure it works as expected.
• In the GTM interface, click on “Preview” in the upper-right corner.
• Enter your website’s URL and click “Start”.
• This will enable GTM’s Preview and Debug Mode, which will open your site with a debugging console at the bottom of the page.
• Navigate through the website and ensure that the Conversion Linker tag fires on all pages. You should see it listed in the “Tags Fired” section of the console.

8. Check in Google Tag Assistant (Optional)

• If you’re using the Google Tag Assistant Chrome Extension, you can check whether the Conversion Linker tag has been correctly implemented.
• After installing the extension, click on the extension icon in your browser toolbar while visiting your website.
• The Tag Assistant will show whether the Conversion Linker tag is firing and if it’s functioning correctly.

9. Publish the Tag

• After testing and confirming that the tag is firing as expected, go back to Google Tag Manager and click on the “Submit” button in the upper-right corner to publish the tag.
• Add a version name and description for tracking purposes, then click “Publish” to deploy the tag on your live site.

10. Verify Conversion Tracking

• After the Conversion Linker tag is live, verify that conversions are being properly tracked in your Google Ads or Google Analytics account.
• For Google Ads, ensure that your conversion actions are being reported correctly by checking the “Conversions” section in your Google Ads dashboard.
• For Google Analytics, check that your goal completions (or eCommerce transactions) are properly recorded.

Best Practices for Using the Conversion Linker Tag

• Set Up for All Pages: The Conversion Linker tag should fire on all pages to ensure that the cookies for conversion tracking are set properly, especially for cross-domain tracking.
• Combine with Google Ads Tags: If you’re using Google Ads, ensure you’ve also implemented the Google Ads Conversion Tracking Tag and that it’s firing on the pages where conversions occur (e.g., the thank-you page after a purchase or form submission).
• Cross-Domain Tracking: If you have a multi-domain setup (e.g., a shopping cart on a different domain from the checkout process), the Conversion Linker tag ensures that Google Ads data is passed across domains for accurate attribution.
• Audit Tags Regularly: It’s important to periodically check if your tags are firing correctly, especially after any updates or changes to your website.

Troubleshooting

If the Conversion Linker tag isn’t firing or conversions aren’t being tracked, try the following:

• Check Trigger Settings: Ensure the tag is triggered on the right pages. Using the All Pages trigger is the most common setup, but if you have custom requirements, ensure the tag is configured accordingly.
• Use GTM’s Preview Mode: The Preview and Debug mode is invaluable for testing if your Conversion Linker tag is firing correctly.
• Verify Cookie Settings: If you’re using custom cookie settings, make sure the cookies are set with the correct domain and expiration values.
• Check for Conflicting Tags: Other tags or scripts on your site (such as other tracking tags or JavaScript code) may interfere with the Conversion Linker tag. Ensure there are no conflicts by checking the Tags Fired and Tags Not Fired sections in GTM’s Preview Mode.

Conclusion

Setting up a Conversion Linker tag in Google Tag Manager is a straightforward process that plays a critical role in tracking conversions, especially for platforms like Google Ads and Google Analytics. By ensuring cookies are properly linked across domains, you can accurately track user interactions and attribute conversions to the correct sources. Regular testing, auditing, and troubleshooting are key to maintaining an effective and efficient conversion tracking setup.