Overview of migrating to the Google tag

With recent changes across the web that affect conversion measurement, it’s important to make sure that your conversion tag implementation supports accurate counting on your site. Site-wide tagging—tagging that’s applied to every page of your site is the best option to ensure accurate measurement of the performance of your online advertising.

We’re recommending that all customers move to site-wide conversion tags. There are two main options for complete measurement via site-wide tags:

Option 1: Install the Google tag on your entire site
The Google tag is a site-wide web tagging library that works across Google’s site and conversion measurement products, including Google Ads and Google Marketing Platform. A Google tag is made up of two snippets of JavaScript: a global snippet and an event snippet. The global snippet is placed on all pages, and the event snippet is placed on pages with events you’re tracking. Webmasters will need to pass values into certain fields in the Google tag. Learn more About Google tag.
Option 2: Use Google Tag Manager
Google Tag Manager is a tag management system that allows you to update tags and code snippets on your site. Learn more about Google Tag Manager

See the section below to learn more about our recommendations for how you should use these solutions based on your site’s current tag implementation.

Guidance for retagging based on your current implementation

Based on how you currently manage conversion tags, there are different options for you to implement site-wide measurement solutions:

I use iframe or image tags placed directly on my site for desktop and mobile web

If you currently use iframe or image tags for Floodlight, we recommend retagging your website with the Google tag based on these instructions. You can generate Google tags in Search Ads 360, Campaign Manager 360, or via the Campaign Manager 360 API.

We recommend against keeping the Floodlight iframe/image tags on your site after you've installed event snippets, as this will lead to duplicated conversion data. Instead, retag a few activities at a time to ensure the Google tag and event snippets are working.

If you’re looking for a tag management solution, you can use Google Tag Manager instead of the Google tag.

I currently use Google Tag Manager

If you already use Google Tag Manager to manage all of your conversion tags, you just need to add the Conversion Linker tag to your containers.

I currently use the Google tag

If you already have a Google tag on your site that you set up for another Google product, you’ll need to:

Update the global snippet section of the tag to include Google Marketing Platform account identifiers
Follow these instructions to switch your iframe or image tags to event snippets.

I use a third-party tag provider

We recommend working with your third-party tag provider to find out more details about the best implementation available to you for the Google tag.

I use Floodlight tags in a mobile app

The Google tag doesn’t support tagging in apps. You should continue to follow the existing process to track mobile app conversions with Floodlight.

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