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 ("Google click identifier") 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.
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.
- 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
Missing sitewide tag
In order to track conversions on all browsers, you’ll need to use a sitewide tagging solution on each of your Google Ads landing pages. You can choose:
If you see this error in the Landing Pages report then your landing page does not have a sitewide tag properly installed. If you are having trouble with your site-wide tag, learn more about troubleshooting your site-wide-tagging.
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.
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.
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
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.
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.
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 (e.g. 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 (e.g. 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.