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woman: Sitewide tagging is important for ensuring
accurate Google Ads conversion measurement.
In this video, we'll discuss Google's sitewide tagging
solutions and how to decide which solution to use.
The best way to measure online conversions is to use tools
that set cookies in the same domain as your site.
These are known as first-party cookies.
The tags for these tools should be placed sitewide
on every page of your site to effectively measure
and optimize your digital marketing investment.
There are three Google sitewide tagging solutions:
the global Site Tag, Google Tag Manager,
and Google Analytics.
Implementing a sitewide tag is recommended for three reasons.
First, sitewide tags help future-proof
your conversion measurement.
Sitewide tags are better equipped
to handle shifts in the measurement ecosystem
so that you can continue
measuring conversions accurately
if browsers make changes in the way that they handle cookies.
Second, sitewide tags enable more
accurate conversion tracking.
They set new cookies on your site domain,
which stores information about the ad clicks
that brought a user to your site.
And third, sitewide tags provide improved tagging
experiences and enable faster and easier integration with
Google Ads, Google Marketing Platform advertising products,
and Google Analytics.
If you already import Google Analytics,
goals or transactions into Google Ads,
and they are your only source of conversions,
then there's no need to implement sitewide tagging.
If you import offline conversions
from a CRM into Google Ads
and the CRM is your only source of truth,
there's no need to implement sitewide tagging.
You can check the source of your conversions by viewing
the source column within Google Ads.
Before implementing a sitewide tag,
you'll want to meet three requirements.
Activate auto-tagging within your Google Ads account.
Auto-tagging will attach the Google Click identifier
or G-Click parameter to the URL your customers click.
The first-party cookie, deployed by one of Google's
sitewide tagging solutions, will store the G-Click
parameter after a click happens.
Then, when the same tag fires on the conversion page,
it will use the stored G-Click
to properly measure conversions.
If using any click trackers and tracking URLs,
make sure the G-Click still works.
You can use Google's Chrome Developer Tools
to help you troubleshoot this.
Don't fire the tag from within an i-frame or via piggybacking.
If you use an existing conversion
tracking tag like floodlight or from a third party,
this tag will not fire from your site domain
so will not have the access to the first-party cookies.
If you use Google Tag Manager
for Google Ads conversion tracking,
or if you use floodlight tags, it's important to ensure
that the conversion linker is set to load on every page.
The Conversion linker tag is used to store click data
in first-party cookies associated with your domain.
Within the Google Tag Manager account, first select tags.
At this stage, you should already have Google Ads
Conversion Tracking Tag installed and triggered
on Conversion pages.
Select the Conversion Linker option,
and edit triggering.
Choose all pages, and then click save.
Lastly, publish this change to your website.
If you are not using Google Tag Manager,
a second option would be to replace your old tag
by global site tag.
Keep in mind that you can still retain the same conversion ID,
so your reporting won't be impacted.
The global site tag should be implemented
on every page of your site
in the head section of your HTML pages.
And you should also use the event snippet
on conversion pages.
If you're just setting up a conversion action
in Google Ads, you can either install
the G-Tag yourself
or email the tag to your web developer.
Lastly, if Google Analytics
is already implemented on your site
and you use Google Ads conversion tracking,
an alternative solution is to link the two.
Make sure your landing pages and conversion pages
match the one in the linked Google Analytics account.
Also, if you have more than one domain,
make sure to enable cross-domain tracking.
To link Google Analytics and Google Ads,
select tools and then linked accounts.
Choose Google Analytics to select the analytics property,
and click on link.
You can then select which views to link to Google Ads.
For more details on implementing sitewide tags,
check out the Sitewide Tagging Academy on Air episode
hosted on the Google Partners YouTube Channel.
If you have any questions, or for more information,
please visit the Google Ads Help Center.
For more step-by-step videos on Google Ads
implementation and optimization,
check out Google Ads Tutorials.
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