{"id":10505,"date":"2024-11-11T22:53:09","date_gmt":"2024-11-11T22:53:09","guid":{"rendered":"https:\/\/ceowebltd.com\/blog\/?p=10505"},"modified":"2024-11-11T22:53:09","modified_gmt":"2024-11-11T22:53:09","slug":"how-to-set-up-conversion-linker-tags-in-google-tag-manager-2","status":"publish","type":"post","link":"https:\/\/ceowebltd.com\/blog\/how-to-set-up-conversion-linker-tags-in-google-tag-manager-2\/","title":{"rendered":"How to set up conversion linker tags in Google Tag Manager"},"content":{"rendered":"<p>Setting up a <strong>Conversion Linker tag<\/strong> in <strong>Google Tag Manager (GTM)<\/strong> is essential for properly tracking conversions, particularly when using tools like <strong>Google Ads<\/strong> or <strong>Google Analytics<\/strong>. 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&#8217;s a step-by-step guide to setting up a Conversion Linker tag in GTM:<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_73 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/ceowebltd.com\/blog\/how-to-set-up-conversion-linker-tags-in-google-tag-manager-2\/#What_is_a_Conversion_Linker_Tag\" title=\"What is a Conversion Linker Tag?\">What is a Conversion Linker Tag?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/ceowebltd.com\/blog\/how-to-set-up-conversion-linker-tags-in-google-tag-manager-2\/#Steps_to_Set_Up_a_Conversion_Linker_Tag_in_Google_Tag_Manager\" title=\"Steps to Set Up a Conversion Linker Tag in Google Tag Manager\">Steps to Set Up a Conversion Linker Tag in Google Tag Manager<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/ceowebltd.com\/blog\/how-to-set-up-conversion-linker-tags-in-google-tag-manager-2\/#1_Log_into_Google_Tag_Manager\" title=\"1. Log into Google Tag Manager\">1. Log into Google Tag Manager<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/ceowebltd.com\/blog\/how-to-set-up-conversion-linker-tags-in-google-tag-manager-2\/#2_Create_a_New_Tag\" title=\"2. Create a New Tag\">2. Create a New Tag<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/ceowebltd.com\/blog\/how-to-set-up-conversion-linker-tags-in-google-tag-manager-2\/#3_Select_Tag_Type\" title=\"3. Select Tag Type\">3. Select Tag Type<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/ceowebltd.com\/blog\/how-to-set-up-conversion-linker-tags-in-google-tag-manager-2\/#4_Configure_the_Conversion_Linker_Tag\" title=\"4. Configure the Conversion Linker Tag\">4. Configure the Conversion Linker Tag<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/ceowebltd.com\/blog\/how-to-set-up-conversion-linker-tags-in-google-tag-manager-2\/#5_Choose_Triggers\" title=\"5. Choose Triggers\">5. Choose Triggers<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/ceowebltd.com\/blog\/how-to-set-up-conversion-linker-tags-in-google-tag-manager-2\/#6_Save_the_Tag\" title=\"6. Save the Tag\">6. Save the Tag<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/ceowebltd.com\/blog\/how-to-set-up-conversion-linker-tags-in-google-tag-manager-2\/#7_Test_the_Tag_in_Preview_Mode\" title=\"7. Test the Tag in Preview Mode\">7. Test the Tag in Preview Mode<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/ceowebltd.com\/blog\/how-to-set-up-conversion-linker-tags-in-google-tag-manager-2\/#8_Check_in_Google_Tag_Assistant_Optional\" title=\"8. Check in Google Tag Assistant (Optional)\">8. Check in Google Tag Assistant (Optional)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/ceowebltd.com\/blog\/how-to-set-up-conversion-linker-tags-in-google-tag-manager-2\/#9_Publish_the_Tag\" title=\"9. Publish the Tag\">9. Publish the Tag<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/ceowebltd.com\/blog\/how-to-set-up-conversion-linker-tags-in-google-tag-manager-2\/#10_Verify_Conversion_Tracking\" title=\"10. Verify Conversion Tracking\">10. Verify Conversion Tracking<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/ceowebltd.com\/blog\/how-to-set-up-conversion-linker-tags-in-google-tag-manager-2\/#Best_Practices_for_Using_the_Conversion_Linker_Tag\" title=\"Best Practices for Using the Conversion Linker Tag\">Best Practices for Using the Conversion Linker Tag<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/ceowebltd.com\/blog\/how-to-set-up-conversion-linker-tags-in-google-tag-manager-2\/#Troubleshooting\" title=\"Troubleshooting\">Troubleshooting<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/ceowebltd.com\/blog\/how-to-set-up-conversion-linker-tags-in-google-tag-manager-2\/#Conclusion\" title=\"Conclusion\">Conclusion<\/a><\/li><\/ul><\/nav><\/div>\n<h3><span class=\"ez-toc-section\" id=\"What_is_a_Conversion_Linker_Tag\"><\/span>What is a Conversion Linker Tag?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The Conversion Linker tag is used to store conversion-related data (such as Google Ads\u2019 GCLID or Google Analytics\u2019 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.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Steps_to_Set_Up_a_Conversion_Linker_Tag_in_Google_Tag_Manager\"><\/span>Steps to Set Up a Conversion Linker Tag in Google Tag Manager<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<h4><span class=\"ez-toc-section\" id=\"1_Log_into_Google_Tag_Manager\"><\/span>1. <strong>Log into Google Tag Manager<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<ul>\n<li>Open <strong>Google Tag Manager<\/strong> and sign in with your Google account.<\/li>\n<li>Select the appropriate <strong>container<\/strong> for the website where you want to set up the tag.<\/li>\n<\/ul>\n<h4><span class=\"ez-toc-section\" id=\"2_Create_a_New_Tag\"><\/span>2. <strong>Create a New Tag<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<ul>\n<li>In the GTM dashboard, click on <strong>&#8220;Tags&#8221;<\/strong> from the left-hand menu.<\/li>\n<li>Click the <strong>&#8220;New&#8221;<\/strong> button to create a new tag.<\/li>\n<\/ul>\n<h4><span class=\"ez-toc-section\" id=\"3_Select_Tag_Type\"><\/span>3. <strong>Select Tag Type<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<ul>\n<li>Click on <strong>&#8220;Tag Configuration&#8221;<\/strong>.<\/li>\n<li>From the list of tag types, select <strong>&#8220;Conversion Linker&#8221;<\/strong>. This tag type is specifically designed to work with Google Ads and other conversion tracking tools.<\/li>\n<\/ul>\n<h4><span class=\"ez-toc-section\" id=\"4_Configure_the_Conversion_Linker_Tag\"><\/span>4. <strong>Configure the Conversion Linker Tag<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<ul>\n<li>After selecting <strong>Conversion Linker<\/strong>, you\u2019ll be presented with the tag\u2019s configuration options.<\/li>\n<li><strong>Tag Settings:<\/strong>\n<ul>\n<li><strong>&#8220;Fields to Set&#8221;<\/strong>: By default, the Conversion Linker tag will automatically store relevant tracking data, such as the <strong>GCLID<\/strong> (Google Click ID) or <strong>_ga<\/strong> cookie (Google Analytics Client ID). You typically don\u2019t need to modify this unless you have specific requirements.<\/li>\n<li><strong>&#8220;Cookie Settings&#8221;<\/strong>: The tag will automatically store cookies for <strong>_gcl_aw<\/strong> (Google Ads) and <strong>_ga<\/strong> (Google Analytics). If you need custom cookie settings (e.g., expiration times or domain-level cookies), you can configure them here.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h4><span class=\"ez-toc-section\" id=\"5_Choose_Triggers\"><\/span>5. <strong>Choose Triggers<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<ul>\n<li>The Conversion Linker tag needs to fire on all pages where you want to track conversions.<\/li>\n<li>For most websites, you\u2019ll want the Conversion Linker tag to fire on <strong>All Pages<\/strong> to ensure that the necessary conversion cookies are set across all pages.\n<ul>\n<li>Click on <strong>&#8220;Triggering&#8221;<\/strong> and select the <strong>&#8220;All Pages&#8221;<\/strong> trigger. This ensures the tag fires on every page load.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h4><span class=\"ez-toc-section\" id=\"6_Save_the_Tag\"><\/span>6. <strong>Save the Tag<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<ul>\n<li>Once the tag is configured with the correct settings and trigger, click on the <strong>&#8220;Save&#8221;<\/strong> button to store the tag.<\/li>\n<\/ul>\n<h4><span class=\"ez-toc-section\" id=\"7_Test_the_Tag_in_Preview_Mode\"><\/span>7. <strong>Test the Tag in Preview Mode<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<ul>\n<li>Before publishing the tag to your live website, it\u2019s important to test it to ensure it works as expected.<\/li>\n<li>In the GTM interface, click on <strong>&#8220;Preview&#8221;<\/strong> in the upper-right corner.<\/li>\n<li>Enter your website\u2019s URL and click <strong>&#8220;Start&#8221;<\/strong>.<\/li>\n<li>This will enable GTM\u2019s <strong>Preview and Debug Mode<\/strong>, which will open your site with a debugging console at the bottom of the page.<\/li>\n<li>Navigate through the website and ensure that the <strong>Conversion Linker tag<\/strong> fires on all pages. You should see it listed in the &#8220;Tags Fired&#8221; section of the console.<\/li>\n<\/ul>\n<h4><span class=\"ez-toc-section\" id=\"8_Check_in_Google_Tag_Assistant_Optional\"><\/span>8. <strong>Check in Google Tag Assistant (Optional)<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<ul>\n<li>If you&#8217;re using the <strong>Google Tag Assistant Chrome Extension<\/strong>, you can check whether the Conversion Linker tag has been correctly implemented.<\/li>\n<li>After installing the extension, click on the extension icon in your browser toolbar while visiting your website.<\/li>\n<li>The Tag Assistant will show whether the <strong>Conversion Linker tag<\/strong> is firing and if it\u2019s functioning correctly.<\/li>\n<\/ul>\n<h4><span class=\"ez-toc-section\" id=\"9_Publish_the_Tag\"><\/span>9. <strong>Publish the Tag<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<ul>\n<li>After testing and confirming that the tag is firing as expected, go back to Google Tag Manager and click on the <strong>&#8220;Submit&#8221;<\/strong> button in the upper-right corner to publish the tag.<\/li>\n<li>Add a version name and description for tracking purposes, then click <strong>&#8220;Publish&#8221;<\/strong> to deploy the tag on your live site.<\/li>\n<\/ul>\n<h4><span class=\"ez-toc-section\" id=\"10_Verify_Conversion_Tracking\"><\/span>10. <strong>Verify Conversion Tracking<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<ul>\n<li>After the Conversion Linker tag is live, verify that conversions are being properly tracked in your Google Ads or Google Analytics account.<\/li>\n<li>For <strong>Google Ads<\/strong>, ensure that your <strong>conversion actions<\/strong> are being reported correctly by checking the <strong>&#8220;Conversions&#8221;<\/strong> section in your Google Ads dashboard.<\/li>\n<li>For <strong>Google Analytics<\/strong>, check that your <strong>goal completions<\/strong> (or eCommerce transactions) are properly recorded.<\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"Best_Practices_for_Using_the_Conversion_Linker_Tag\"><\/span>Best Practices for Using the Conversion Linker Tag<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li><strong>Set Up for All Pages<\/strong>: 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.<\/li>\n<li><strong>Combine with Google Ads Tags<\/strong>: If you&#8217;re using Google Ads, ensure you\u2019ve also implemented the <strong>Google Ads Conversion Tracking Tag<\/strong> and that it\u2019s firing on the pages where conversions occur (e.g., the thank-you page after a purchase or form submission).<\/li>\n<li><strong>Cross-Domain Tracking<\/strong>: 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.<\/li>\n<li><strong>Audit Tags Regularly<\/strong>: It\u2019s important to periodically check if your tags are firing correctly, especially after any updates or changes to your website.<\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"Troubleshooting\"><\/span>Troubleshooting<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>If the Conversion Linker tag isn\u2019t firing or conversions aren\u2019t being tracked, try the following:<\/p>\n<ul>\n<li><strong>Check Trigger Settings<\/strong>: Ensure the tag is triggered on the right pages. Using the <strong>All Pages<\/strong> trigger is the most common setup, but if you have custom requirements, ensure the tag is configured accordingly.<\/li>\n<li><strong>Use GTM\u2019s Preview Mode<\/strong>: The <strong>Preview and Debug<\/strong> mode is invaluable for testing if your Conversion Linker tag is firing correctly.<\/li>\n<li><strong>Verify Cookie Settings<\/strong>: If you&#8217;re using custom cookie settings, make sure the cookies are set with the correct domain and expiration values.<\/li>\n<li><strong>Check for Conflicting Tags<\/strong>: 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 <strong>Tags Fired<\/strong> and <strong>Tags Not Fired<\/strong> sections in GTM\u2019s Preview Mode.<\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span>Conclusion<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Setting up a <strong>Conversion Linker tag<\/strong> in <strong>Google Tag Manager<\/strong> is a straightforward process that plays a critical role in tracking conversions, especially for platforms like <strong>Google Ads<\/strong> and <strong>Google Analytics<\/strong>. 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.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>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&#8230;<\/p>\n","protected":false},"author":214,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-10505","post","type-post","status-publish","format-standard","hentry","category-digital-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to set up conversion linker tags in Google Tag Manager - CEOweb Ltd. Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ceowebltd.com\/blog\/how-to-set-up-conversion-linker-tags-in-google-tag-manager-2\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to set up conversion linker tags in Google Tag Manager - CEOweb Ltd. Blog\" \/>\n<meta property=\"og:description\" content=\"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...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ceowebltd.com\/blog\/how-to-set-up-conversion-linker-tags-in-google-tag-manager-2\/\" \/>\n<meta property=\"og:site_name\" content=\"CEOweb Ltd. 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