Understanding Conversion Linker in Google Tag Manager

What is Conversion Linker?

• Purpose: To capture and store Google Click ID (GCL ID) from Google ad clicks in a first-party cookie.

Setting Up Conversion Linker

1. Create a New Tag: In Google Tag Manager, click on "New Tag" and select "Google Ads Conversion Linker."
2. Configure Settings: Keep default settings.
3. Triggering: Set to trigger on "All Pages."
4. Save and Name Tag.

Testing Conversion Linker

1. Preview Mode: Enter the URL of the website to test.
2. Check Developer Tools: Look under Application > Cookies to find the GCL ID.
3. Change Parameter: Modify the URL parameter and observe the updated cookie value.

How it Works

1. Ad Click: Visitor clicks a Google ad, lands on your site with GCL ID in the URL.
2. Cookie Creation: Conversion Linker fires and creates a cookie with the GCL ID.
3. Visitor Converts: If tracked by Google Analytics, the GCL ID is sent with the conversion event.

When to Use Conversion Linker

• Use Google Tag Manager: If you use GTM and track Google Ads conversions, you should implement Conversion Linker.

Additional Settings

Enabling URL Linking

• Purpose: Persist GCL ID across multiple pages even if consent is given later.
• Note: Requires Google Consent Mode.

Cross-Domain Tracking

• When Needed: Visitor journeys spanning multiple domains (e.g., website1.com and website2.com).
• How to Set Up: Enter comma-separated domain names in the given field and enable related settings.

Use of Query Parameters

• Default: Uses query parameters (e.g., ?gclid=123) to pass GCL ID.
• Alternative: Use URL fragments if query parameters are not accepted.

Decorating Forms

• Purpose: To track GCL ID when navigating via form submissions between domains.
• Limitation: Not all forms are supported.

Advanced Settings

• Cookie Settings: Customize cookie prefix, domain, path, and flags.

Server Side Tagging

• Server Setup: Set up Conversion Linker in server-side GTM container.
• Triggering: Set to fire on all pages.
• Considerations: If using server-side tagging, Conversion Linker may not be needed in client-side container.

Final Tips

• Default Options: Usually sufficient for most scenarios.
• Feedback: Like and subscribe for more content on GTM and GA4.

Key Takeaways

• Use Conversion Linker if you use GTM and Google Ads conversions.
• Server vs Client: Adjust settings based on whether you use server-side tagging.