Troubleshoot your Sitewide Tagging

For the most accurate measurement of your Google Ads campaigns, make sure that you're 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 that your conversions are being measured accurately.

Check whether 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's being deployed by one of our sitewide tagging solutions. Instructions here. You can also check whether 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 that you've 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 > Web pages. Go to the web page link and check whether 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 that you have a sitewide tag solution in all of them. If using the Google Ads linked to Google Analytics solution, make sure that you linked all Google Analytics accounts/views to your Google Ads account.

If you have more than one Google Ads account, make sure that all conversions in each account are covered by a sitewide tag solution. It could be that Google Analytics isn't 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's 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 won't work in the long-term, unless that third party is willing to implement sitewide tags

Check whether 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 that cookies aren't being deleted by your site before customers get to conversion pages (you can use the Developer Tools to test conversions and check whether GCLID are attached to a cookie.)

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

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

Check whether 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're using a mix of old and new (gtag.js) conversion tracking, or that a domain uses a specific conversion tracking that isn't linked but in the same account.

Check whether 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 don't contain a sitewide tag, clicks leading to them can't 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

Don't 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 that you 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, it's important to install sitewide tags correctly across all yours. Also, make sure that you check all steps described in these docs to ensure that all conversions are being measured accurately.

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