Troubleshoot your Sitewide Tagging

For the most accurate measurement of your Google Ads campaigns, make sure you are using a site wide tag, which will be able to set cookies in the same domain as your site (known as 1st party cookies). If you have auto-tagging enabled, those 1st party cookies will be able to store the GCLID parameter after a click happens. Then, when the same tags fire on the conversion page, it will use the stored GCLID to properly measure conversions.

If you’ve already implemented one of our sitewide tag solutions (i.e. Global Site Tag (gTag), Google Tag Manager or Google Analytics) and your account is still being flagged, follow the steps below to guarantee your conversions are being measured accurately.

Check if you have enabled auto-tagging

In order to accurately measure conversions, you need to enable auto-tagging in your Google Ads account. This will allow Google to automatically add the GCLID parameter to your landing page after an ad click happens, which will then be stored in a 1st party cookie that is being deployed by one of our sitewide tagging solutions. Instructions here. You can also check if auto-tagging is actually working by following these instructions.

Auto-tagging is compatible with ValueTrack parameters. If you need to add additional parameters to your URL, check this article.

Check for previous tags on your conversion pages

Make sure you have removed any legacy tags (i.e. old Google Ads Conversion Tracking or old Floodlight tags) from your converting pages to avoid double counting. In order to check that, you can use Google Tag Assistant and, in your Google Ads account, go to Tools > Conversions > Select a conversion > Webpages. Go to the webpage link and check if there are old tags in place. If so, remove them and only keep the sitewide tag*.

*Only applicable if using Global Site Tag (gTag) or Google Tag Manager. If using the Google Analytics linked to Google Ads option, you can keep your legacy tag.

If using Google Tag Manager, don't forget to enable Conversion Linker

The Conversion Linker tag is used to store click data in 1st party cookies associated with your domain. This functionality helps ensure that conversions are measured effectively. Deploy a Conversion Linker tag on any page where visitors may land after they click an ad or promotion. In fact, we recommend that you have the Conversion Linker tag fire on all pages.

Check for multiple Domains or multiple Google Ads accounts

If you have more than one domain in your Google Ads account, make sure you have a sitewide tag solution in all of them. If using the Google Ads linked to Google Analytics solution, make sure you linked all Google Analytics accounts/views to your Google Ads account.

If you have more than one Google Ads account, make sure all conversions in each account are covered by a sitewide tag solution. It could be that Google Analytics is not linked to all accounts, or that you have multiple domains and some contain sitewide tags while others don’t.

Check the domain of conversion pages

The converting page needs to be the same domain as the landing page of the ad, or you'll need to implement cross-domain tracking (gTag for Google Ads Conversion Tracking InstructionsGoogle Analytics Instructions, Google Tag Manager Instructions) . Try to see if there is a pattern, e.g. a different domain, path or subdomain. We can differentiate three cases:

  • Same domain as landing pages: No need to change
  • Customer domain, but not the same as landing page: Customer needs a cross-domain solution
  • Third party domain: This will not work in the long-term, unless that third party is willing to implement sitewide tags

Check if cookies are still available in conversion pages

In order to measure conversions accurately, the GCLIDs captured in 1st party cookies on your landing pages have to be available in the browser also on your conversion pages. For this, cookies need to be available in the browser when a customer converts. Check with your developer team to make sure cookies are not being deleted by your site before customers get to conversion pages (you can use the Developer Tools to test conversions and check if GCLID will attached to a cookie.)

Make sure you didn't remove the JavaScript portion of your tag

Using the <img> tag (aka pixel-only implementation) might impact tracking on certain browsers, make sure to use the full JavaScript sitewide tag on your website.

Check if all of your conversions are flowing through a Sitewide Tag

If you have more than one Conversion Action, make sure all of them are flowing through a sitewide tag. It could be that you are using a mix of old and new (gtag.js) conversion tracking, or that a domain uses a specific conversion tracking that is not linked but in the same account.

Check if all of your pages have a sitewide tag being fired

A sitewide tracking solution is needed on all landing pages in order to collect the gclid and store it in a 1st party cookie. If some landing pages do not contain a sitewide tag, clicks leading to them cannot be tracked. In order to check which landing pages are being used in your ads, go to Reports > Reports > + (New Report) > Table and select Landing page as Row and Clicks as Metric, for the past 14 days. You can then use Google Tag Assistant to check for existing tags on those pages.

Don't fire the conversion tracking from within an iframe

Do not use existing tags (e.g. Floodlight tags or other tracking solutions) to deploy your conversion tracking tag (aka piggybacking). These tags will fire from another domain and therefore their deployed cookies won't be considered 1st party cookies.

Make sure to check all steps above in all your sites (including mobile site)

If your Google Ads campaigns are sending traffic to different site domains and / or you have mobile versions of those sites, its important to install sitewide tags correctly across all yours. Also, make sure to check all steps described in these doc to ensure all conversions are being measured accurately.

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