A Conversion Linker Tag is Google’s response to Apple’s Intelligent Tracking Prevention.
Do you want to accurately track conversions on your website? The phrase “Conversion Linker Tag Type” may then have appeared in Google Tag Manager (GTM). But what is this conversion linker tag exactly, and how does it operate? In this blog, we’ll talk about GTM’s conversion linker tag type and how important it is for accurate conversion tracking.
Let’s start by defining a conversion linker tag. A conversion linker tag is a GTM tag type that is employed to maintain user click information across various domains. When a user switches between domains, it aids in keeping the session information current. This makes sure that the user’s click is correctly tracked and that the conversion is appropriately attributed.
Let’s check to see if you require a conversion linker tag now. Whether or not your website uses multiple domains will determine the response to this question. You definitely need a conversion linker tag if your website uses multiple domains. On the other hand, you don’t need a conversion linker tag if your website only has one domain.
The flow diagram below can be used to determine whether you need a conversion linker tag:
If you’ve already decided that you require a conversion linker tag, continue reading to learn about the various GTM conversion linker tag types.
Different Conversion Linker Tag Types in GTM
- Auto-Tagging: This is the default conversion linker tag in GTM. The required parameters are automatically added to the URL to track conversions across domains.
- Manual Tagging: In manual tagging, you have to add the necessary parameters to the destination URLs manually. When you want to track particular campaigns or traffic sources across domains, this kind of tagging is helpful.
- Custom Tagging: Custom tagging is a combination of auto-tagging and manual tagging. You can specify the parameters that must be added to the URL in custom tagging, and GTM will do so automatically.
Finally, the conversion linker tag type is a crucial component of GTM that aids in accurate conversion tracking across multiple domains. You can make sure that the session data is kept and the conversion is properly attributed by including the conversion linker tag on your website. In order to accurately track your conversions if your website spans multiple domains, be sure to add a conversion linker tag to GTM.
Why did Google create the Conversion Linker Tag Type in the GTM?
The introduction of Intelligent Tracking Prevention (ITP) by Apple in June 2017 sparked major confusion in the field of digital marketing. After 24 hours, the ITP is intended to stop third-party cookie tracking in the Safari browser. This has made it difficult for marketers to track conversions and effectively analyze their data. As a result, Google added the Conversion Linker Tag Type to Google Tag Manager (GTM).
It’s critical to understand how the Conversion Linker Tag Type functions in order to comprehend why Google developed it. For AdWords conversion tracking, Google AdWords uses third-party cookies. However, the ITP will destroy these cookies, so any conversions that take place more than 24 hours after a user first visits your page won’t be recorded. For marketers, this can mean inaccurate data and a loss of insights, making it difficult to effectively optimize their campaigns.
This problem is addressed by the Conversion Linker Tag Type, which links first-party and third-party cookies and enables marketers to accurately track conversions even in the Safari browser. When this tag is added to the GTM container, it automatically recognizes when a user accesses your website using Safari and modifies the tracking code to get around the ITP limitations.
The Conversion Linker Tag Type is a potent tool for marketers because it can also be used with other tags in the GTM. It makes sure that all the tags are firing properly and that the data being gathered is accurate and trustworthy.
In conclusion, Google’s Conversion Linker Tag Type is a creative response to the problems the ITP has caused marketers. It’s a straightforward but effective tool that guarantees accurate conversion tracking and aids marketers in effectively optimizing their campaigns. With the aid of this tag, advertisers can use AdWords conversion tracking and gain an understanding of the effectiveness of their campaigns even when using the Safari browser.
What is the functioning of the Conversion Link Tag?
When someone clicks on your advertisement, they are directed to a page with a unique code called a “gclid” in the web address. AdWords, a third-party business, stores this code in a cookie on their device. The “gclid” code is used to track successful conversions when a user makes a purchase or completes a desired action. After it is created, this cookie will only function for 24 hours.
The Conversion Linker Tag, on the other hand, has the ability to automatically recognize the information about ad clicks in the web address of the landing page and save it in a first-party cookie on your website, allowing it to track conversions even after the cookie expires. By doing this, you can continue to track conversions even if a user has their device set to block third-party cookies.
The steps below should be followed to configure the conversion linker tag in Google Tag Manager:
- Go to “Tags”.
- Select “Conversion Linker” as the Tag Type.
- Make sure it’s turned on for all pages.
- Preview and double-check it’s working.
Additionally, if necessary, you can modify the cookie settings.