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Google Ads Tutorials: Implementing Sitewide Tagging

Google Ads Tutorials: Implementing Sitewide Tagging

[upbeat piano music] woman: Sitewide tagging
is important for ensuring accurate Google Ads
conversion measurement. In this video, we’ll discuss
Google’s sitewide tagging solutions and how to decide
which solution to use. The best way to measure online
conversions is to use tools that set cookies in the same
domain as your site. These are known
as first-party cookies. The tags for these tools
should be placed sitewide on every page of your site
to effectively measure and optimize your digital
marketing investment. There are three Google
sitewide tagging solutions: the global Site Tag,
Google Tag Manager, and Google Analytics. Implementing a sitewide tag is
recommended for three reasons. First, sitewide tags
help future-proof your conversion measurement. Sitewide tags
are better equipped to handle shifts
in the measurement ecosystem so that you can continue measuring conversions
accurately if browsers make changes in the
way that they handle cookies. Second, sitewide tags
enable more accurate conversion tracking. They set new cookies
on your site domain, which stores information
about the ad clicks that brought a user
to your site. And third, sitewide tags
provide improved tagging experiences and enable faster
and easier integration with Google Ads, Google Marketing
Platform advertising products, and Google Analytics. If you already import
Google Analytics, goals or transactions
into Google Ads, and they are your only source
of conversions, then there’s no need to
implement sitewide tagging. If you import
offline conversions from a CRM into Google Ads and the CRM is your only
source of truth, there’s no need to implement
sitewide tagging. You can check the source
of your conversions by viewing the source column
within Google Ads. Before implementing
a sitewide tag, you’ll want to meet
three requirements. Activate auto-tagging
within your Google Ads account. Auto-tagging will attach
the Google Click identifier or G-Click parameter to the URL
your customers click. The first-party cookie,
deployed by one of Google’s sitewide tagging solutions,
will store the G-Click parameter after
a click happens. Then, when the same tag fires
on the conversion page, it will use the stored G-Click to properly measure
conversions. If using any click trackers
and tracking URLs, make sure the G-Click
still works. You can use Google’s Chrome
Developer Tools to help you troubleshoot this. Don’t fire the tag from within
an i-frame or via piggybacking. If you use
an existing conversion tracking tag like floodlight
or from a third party, this tag will not fire
from your site domain so will not have the access
to the first-party cookies. If you use Google Tag Manager for Google Ads
conversion tracking, or if you use floodlight tags,
it’s important to ensure that the conversion linker
is set to load on every page. The Conversion linker tag
is used to store click data in first-party cookies
associated with your domain. Within the Google Tag Manager
account, first select tags. At this stage, you should
already have Google Ads Conversion Tracking Tag
installed and triggered on Conversion pages. Select
the Conversion Linker option, and edit triggering. Choose all pages,
and then click save. Lastly, publish this change
to your website. If you are not using
Google Tag Manager, a second option would be
to replace your old tag by global site tag. Keep in mind that you can still
retain the same conversion ID, so your reporting
won’t be impacted. The global site tag
should be implemented on every page of your site in the head section
of your HTML pages. And you should also use
the event snippet on conversion pages. If you’re just setting up
a conversion action in Google Ads,
you can either install the G-Tag yourself or email the tag
to your web developer. Lastly, if Google Analytics is already implemented
on your site and you use Google Ads
conversion tracking, an alternative solution
is to link the two. Make sure your landing pages
and conversion pages match the one in the linked
Google Analytics account. Also, if you have
more than one domain, make sure to enable
cross-domain tracking. To link Google Analytics
and Google Ads, select tools
and then linked accounts. Choose Google Analytics to
select the analytics property, and click on link. You can then select which views
to link to Google Ads. For more details
on implementing sitewide tags, check out the Sitewide Tagging
Academy on Air episode hosted on the Google Partners
YouTube Channel. If you have any questions,
or for more information, please visit the Google Ads
Help Center. For more step-by-step videos
on Google Ads implementation
and optimization, check out Google Ads Tutorials. [upbeat instrumental music]

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