Understanding your conversion tracking compatibility rate

Conversion tracking compatibility rate helps you see if tagging is set up properly across your landing pages. Your conversion tracking compatibility rate is shown in a column called “Conv. tracking compatibility rate” located in the Landing Pages report.

The column shows you the estimated percentage of search ad clicks that can be tracked for conversions using a first-party cookie on the landing page. Tracking conversions with a first-party cookie is the most accurate way to measure conversions.

A rate that is less than 100% means that some of your ad clicks may not be tracked for conversions on some browsers, which can affect your conversion reporting as well as any optimization features that rely on conversion data, such as Smart Bidding.

Things to know about measuring online conversions

For the most accurate measurement, you’ll need a site-wide tag implemented on all pages. You can learn more about sitewide tagging by reading How Google tracks website conversions. Before implementing sitewide tagging make sure you:

  • Turn on auto-tagging in all your Google Ads accounts.
  • If you use any click-trackers in your tracking URLs, or server-side redirects on your site, make sure they pass on the GCLID to your landing pages.
  • Don’t fire your tags from within an iFrame (example: within another tracking tag like Floodlight).

Some conversion tracking may work differently on different browsers and settings. The conversion tracking compatibility rate column will help you see if your tracking is setup properly across your landing pages and that your tagging is able to track as many conversions as possible.

Note: Currently the conversion compatibility rate only works for Search ads landing pages. For non-Search ad landing pages, “--” will be displayed in the conversion tracking compatibility rate column.

Understanding the conversion tracking compatibility rate column

Your conversion tracking compatibility rate is measured as the estimated percentage of clicks to your landing page that can be tracked for conversions using a first-party cookie, which is the most accurate way to measure conversions.

If the rate is less than 100%, when you hover your mouse over the metric, you’ll see a card with specific error messages indicating why conversions might not be reported for some clicks to that landing page. You’ll see details such as:

  • Guidance about why all clicks may not be tracked for conversions, with a link to more information.
  • The estimated percentage of clicks where the GCLID is received on the landing page.
  • The estimated percentage of clicks that reached your landing page, where site-wide tagging was implemented. 

Example:

  • You might have a conversion tracking compatibility rate of 80% - this means that 80% of the search ad clicks to this landing page can be tracked for conversions on all browsers, using a first-party cookie.
  • When hovering over that number, if the reason for this is the error message “Missing GCLID (20%)” - that means that 20% of the time the GCLID is “dropped” from the URL when arriving on the landing page.
  • You may note at the bottom of the card it says “Site-wide tag: 100%” - this means that site-wide tagging was implemented properly for 100% of the search ad clicks.

Understanding conversion tracking compatibility rate error messages

If your landing page is an AMP landing page, reference the AMP landing pages section.

Missing global site tag

In order to most accurately track conversions on all browsers, you should use a global site tag or Google Tag Manager on each of your Google Ads landing pages.

If you want to use Google Ads tags for conversion tracking, you can refer to these resources for implementing conversion tracking using a global site tag or with Google Tag Manager.

If you prefer, you can link your Analytics account to track conversions within your Ads account. If you choose this option, it is recommended that you set up a global site tag with Google Analytics or use the Universal Analytics template within Google Tag Manager to ensure the most accurate conversion measurement. If you try to measure conversions without a global site tag or Google Tag Manager, you may see a “Legacy Tag” notification in the conversion compatibility Report.

If you see this error in the Landing Pages report then your landing page does not have a global site tag or Global Tag Manager container properly installed. If you are having trouble with your tag, learn more about troubleshooting your sitewide-tagging. If you are using Google Tag Manager, make sure that you have properly used the Conversion linker.

If your page is an AMP landing page, you’ll need to verify that your setup is correct as described in Using AMP for your Google Ads landing pages and Set up Google Ads conversion measurement for AMP landing pages.

Missing GCLID

The GCLID will be automatically appended to your final URL when auto-tagging is enabled for your Google Ads account. In order to track conversions on all browsers the GCLID URL parameter must be persisted in the URL when the user reaches the landing page after clicking on an ad. This message in the conversion tracking compatibility column indicates that the GCLID is not persisted in the URL for this landing page. If you use any click-trackers in your tracking URLs, or server-side redirects on your site, make sure they pass on the GCLID to your landing pages. Additionally, make sure the landing page loads properly without any website errors (such as, a 404 error).

In order to manually check if the GCLID is persisted to the landing page, you can paste the landing page URL from your Google Ads Landing Page report into your browser and add a test GCLID parameter manually. Navigate to the page by pressing enter and then check to see if the gclid parameter you entered is still present in the URL box. Learn more about checking if Google Ads auto-tagging works.

Example

Let’s say your landing page is: example.com/foo

Paste this into your URL box and add a test GCLID parameter: example.com/foo?gclid=Tester123

When you navigate to this URL, take a look and make sure you see “gclid=Tester123” in the URL box. Note that your GCLID is case-sensitive and should be uniform across all pages.

Note: If you have other URL parameters the GCLID should come after those parameters but before any fragments (also called "named anchors" and indicated by the presence of a #). It should look something like this: example.com/foo?a=b&gclid=Tester123#xyz

If your page is an AMP landing page, you’ll need to verify that your setup is correct as described in Using AMP for your Google Ads landing pages.

Auto-tagging off at the account level

In order to track conversions on all browsers, you’ll need to ensure the auto-tagging setting is enabled for your account. This setting will automatically append the GCLID to your final URL.

Learn more about auto-tagging

Legacy tags (including Analytics.js tags)

In order to most accurately track conversions on all browsers, you should use a global site tag or Google Tag Manager on each of your Google Ads landing pages. If you are using legacy tags, (older versions of our tags which are no longer recommended as best practice) you should update your tags to use a global site tag or Google Tag Manager. Utilizing a global site tag or Google Tag Manager will also enable you to take advantage of new features, which may not be available for legacy tag configurations.

Note: If you are using Google Analytics to measure conversions in your Google Ads account, we recommend that you set up a global site tag with Google Analytics or using the Universal Analytics template within Google Tag Manager. For now, conversions recorded using properly linked Analytics.js tags are still considered “compatible” in the report, and you may still see high scores, but it is highly recommended that you upgrade your tags to use a global site tag or GTM.

If your page is an AMP landing page, you’ll need to verify that your setup is correct as described in Using AMP for your Google Ads landing pages.

Unable to compute conversion tracking compatibility rate: “- -"

When there is no data for a particular landing page, “--” will be shown in the conversion tracking compatibility rate column. This metric is only available for Search campaign ad clicks, so other campaign types will not have conversion tracking compatibility rates.

If there haven’t been any ad clicks to your landing page, there won’t be a conversion tracking compatibility rate for that landing page.

Note: Conversion tracking compatibility rate data is only available from July 1, 2020 onward. If you include dates before that in your report, the compatibility rate will not be calculated, and “- -” will be shown.

Conversion tracking compatibility rate is "N/A"

Even when there are ad clicks, there are some situations where it is not always possible to calculate a conversion tracking compatibility rate for every landing page. In these cases “N/A” is shown in the column.

There are few primary reasons that this may happen:

  • Third Party Tag Management Systems and Non-Standard Implementations - When tags are implemented using third party tag management systems or other non-standard implementation configurations (for example use of iframes, conditional logic, etc.), validating proper conversion compatibility is not always possible.
  • Cookie consent messages - When cookie consent messages are implemented, we may not be able to accurately determine how often clicks can be tracked for conversions using a first-party cookie.
  • Frequent changes to tagging configurations - If there have been multiple changes to auto-tagging settings or how tags are implemented (for example, adopting a site-wide-tagging implementation, removing or modifying existing tags, changing a site redirect) the conversion tracking compatibility rate may be unavailable for a period of time. Over time this can change, if the tagging configuration is stable, and the metric will be shown in the report.

It’s important to note that “N/A” means that a conversion tracking compatibility rate cannot be determined, but it does not mean that a landing page is not tracking clicks for conversions. You don't need to take any action when you see this rate.

Missing AMP Client ID Setup (and other issues with AMP landing pages)
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