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Conversion Linker

Set ad click information in first-party cookies.

When people click on your ads, the URL of the landing page on your website typically includes information about the ad click. When a site visitor takes an action that you’ve tagged as a conversion (e.g. by firing an AdWords conversion tracking tag), the ad click information is used to associate that conversion with the ad click that brought the visitor to your site.

The Conversion Linker tag automatically detects the ad click information in your landing page URLs, and stores this information in first-party cookies on your domain. To ensure that you can effectively measure all of your conversions, regardless of the browser that your site visitor is using, you should deploy a Conversion Linker tag on any page where a site visitor may land after clicking an ad. If you use the Conversion Linker tag with DoubleClick products, the Conversion Linker tag may also store a unique identifier for your site visitor in first-party cookies on your domain.

Basic setup

To set up a Conversion Linker tag:

  1. Click Tags and then New.
  2. Click Tag Configuration and select the Conversion Linker tag type.
  3. Select a trigger to fire your new Conversion Linker tag. (Typically, you will want to use a trigger that fires on all page views, or on specific page views where site visitors will land after clicking an ad.)
  4. Save and publish your tag.

Override cookie settings (advanced)

For most cases, adding the tag with the basic setup configuration will be sufficient.

By default, the Conversion Linker tag sets ad click information in cookies named _gcl_aw and _gcl_dc using the top-most domain and root level path. If you need to override any of these settings, you can do so in the Linker Options.

You should only adjust the settings if you have a specific need that requires it. For example, you may need to override some cookie settings if you already have cookies with the same names, need to have multiple sets of cookies, or don’t want ad click info from one subdomain of your website to be available for conversions on another subdomain. 

When you select the override cookie settings option, fields for Name, Domain, and Path will appear:

  • Name: This is the prefix used as part of the cookie names.The default prefix name is _gcl. For example, if you change the Name to _gcl2, the Conversion Linker tag will set cookies named _gcl2_aw and _gcl2_dc. If you change the prefix of the cookie names, any tags that read ad click info from these cookies (e.g. AdWords conversion tracking tags) must also be configured to use the same prefix.
  • Domain: This is the domain of your website on which the first-party cookies should be set. By default, the Conversion Linker tag will use the highest level domain on which it can set cookies. For example, if your website address is, the Conversion Linker tag will set the cookie domain to Only set this field if you need to limit the cookies to a lower-level domain.
  • Path: This is the path used to set the cookies. By default, the cookie path will be the root level (/). Only set this field if you need to limit the cookies to a subdirectory of a domain.
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