Conversion linker
Conversion linker tags are used to help tags measure click data so that conversions are measured effectively. Deploy a conversion linker tag on any page where visitors may land after they click an ad or promotion.
When people click on your ads, the URL of the conversion page on your website typically includes information about the click. When a site visitor takes an action that you’ve tagged as a conversion (e.g. when a Google Ads conversion tag is fired), the click information is used to associate that conversion with the click that brought the visitors to your site.
The conversion linker tag automatically detects the ad click information in your conversion page URLs, and stores this information in first-party cookies and browser local storage on your domain for web pages, and passes the data in URLs for AMP pages. If you use a conversion linker tag with Google Marketing Platform products, the conversion linker tag may also store unique identifiers in those cookies.
Basic setup
An animation showing how to set up Conversion Linker in Tag Manager.
To set up a conversion linker tag:
Click Tags and then New.
Click Tag Configuration and select Conversion Linker.
Select a trigger. In most cases, you should use a trigger that fires on all page views, or on specific page views where site visitors will land after an ad is clicked.
Save and publish your tag configuration.
Instances of conversion linker tags for web and AMP containers will have the additional option to link across domains and web containers will also include the ability to override cookie settings.
Link across domains
Conversion linker tags in web and AMP containers can be configured to link across domains for cases where you have the landing pages and conversion pages on multiple domains. When you select this option, hyperlinks that point to a linked domain will have a linker parameter appended to the URL. A destination domain with a compatible linker tag will check inbound URLs for linker parameters. If a valid linker parameter is found, a 1st party measurement cookie is extracted and stored. Learn more.
To configure the conversion linker tag to work with multiple domains:
Select Enable linking across domains. This setting will enable this tag to handle incoming links that have a linker parameter.
Optional, but recommended for web and AMP containers: In Auto Link Domains, enter a list of domains that should be linked with this tag. Any links that point to a domain listed in this field will have a linker parameter appended to the URL.
Optional for web containers: To link forms, set Decorate Forms to true.
Optional for web containers: If you need to tell Tag Manager to read the unique parameter from a fragment (#) instead of a standard query (?), set URL Position to Fragment. Otherwise, leave this option set to the default Query Parameter option