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Start with a strong tagging infrastructure

Tags are the foundation of privacy-centric measurement. Sitewide tagging, using the Google tag or Google Tag Manager, allows you to make the most of the data customers share with you by placing first-party cookies on your website to measure conversions.
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A webpage with the Google tag

Benefits of sitewide tagging

  • Demystifying automation
    Without proactive measures, regulatory and technology changes could affect your ability to reach relevant audiences, measure marketing performance and win customer trust.
  • Maintain measurement accuracy
    Ensure more accurate conversion tracking by specifying which interactions should be counted as Google Ads conversions.
  • Streamline integration
    Experience faster, easier integration across other Google products, like Google Analytics.

LähiTapiola’s use of first-party data results in an increase in conversions

LähiTapiola, a major insurance provider based in Finland, wanted to expand its digital acquisition strategy while also maintaining budget efficiency. Partnering with Google and an agency, OIKIO, they implemented the Google tag across LähiTapiola’s entire website. Now able to use first-party data with its Google Ads campaigns, the company has gained a 37% increase in conversions and a 7% decrease in cost per conversion.

How sitewide tagging works

  • An illustration of a cursor attaching a tag to a web page.

    Sitewide tags, such as the Google tag, place first-party cookies on your website.
  • An illustrated Google tag surrounded by customer profile icons.

    Customers interact with your ad and the sitewide tag stores first-party cookies with info about the interaction.
  • An illustrated mobile phone shows a completed list of steps from a customer conversion.

    When the customer converts on your website, the tag reads this cookie and records the conversion in your Google Ads account.

Get started with sitewide tagging

Want to learn more? Learn more about the Google tag for sitewide tagging
Take a learning course on tagging excellence

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Frequently asked questions

What data does the Google tag collect?

Google Ads only collects data on pages where you have deployed the associated tags. It’s important to provide users with clear, comprehensive information about the data you collect on your website, and to get consent where legally required or required by Google’s policies.

What is the difference between the global site tag and the Google tag?

To help you keep pace with industry changes and continue measuring performance, Google has further improved the tagging experience. The Google tag is a single, reusable tag that replaces the global site tag and simplifies measurement with new capabilities that don’t require additional code. If you have the global site tag set up already, you will not need to make any changes. Your existing tag implementations will continue to work and will be automatically updated to the Google tag.

Why would I want to set up sitewide tagging using Google Tag Manager instead of Google Ads?

If you need to manage multiple tags on your website, we recommend using our comprehensive enterprise tag management system, Google Tag Manager. It allows you to configure and deploy tags from a variety of Google and non-Google products within the same interface. If you’re looking for simpler implementation directly on your site, we recommend setting up sitewide tagging via the Google tag to power measurement across Google Ads and Google Analytics.

Discover other privacy-preserving measurement solutions

Enable more accurate conversion measurement
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