You always need the conversion linker. It helps if people clear their cookies and some other scenarios. What it's actually doing is adding the GCLID as a first party cookie so when the user comes back, they can tie any conversions to that ad click. It's partially to do with Safari blocking and clearing cookies and tracking automatically. If you have GTM installed, theoretically you don't need any other global Gtags, definitely not AdWords. You're supposed to need only to install event and conversion tags. BUT, I always install GA fully via GTM. And of course always connect GA to AdWords. Anyone who says the conversion linker isn't necessary is wrong. Conversions will still track, but you'll be missing a good chunk. Plus, it's literally two button clicks, and Google says do it.. so why wouldn't you? Answer from cryptobuff on reddit.com
Google Support
support.google.com › tagmanager › answer › 7549390
Conversion linker - Tag Manager Help
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.
Analytics Mania
analyticsmania.com › post › conversion-linker-google-tag-manager
What is Conversion Linker in Google Tag Manager? - Analytics Mania
October 22, 2025 - The Conversion Linker leverages this difference by taking the ad click information (which traditionally relied on third-party context) and storing it directly in a first-party cookie that your own domain controls, making it slightly more resilient to browser privacy measures.
Videos
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Reddit
reddit.com › r/adwords › can someone explain conversion linker (gtm) to me?
r/adwords on Reddit: Can someone explain Conversion Linker (GTM) to me?
October 25, 2016 -
I've read through a couple articles as well as the Google help doc and think I understand, but it would be great to confirm. I'm just curious why it's necessary to launch an additional tag through Google Tag Manager - not that it's hard to set up or anything, just wondering.
Can this be explained in layman's terms?
If AdWords and Analytics are linked, do I still need Conversion Linker through GTM?
Is it just to ensure conversions are tracked through all browsers, even ones that are blocking cookies?
Thanks, appreciate the help :)
Top answer 1 of 2
3
You always need the conversion linker. It helps if people clear their cookies and some other scenarios.
What it's actually doing is adding the GCLID as a first party cookie so when the user comes back, they can tie any conversions to that ad click. It's partially to do with Safari blocking and clearing cookies and tracking automatically.
If you have GTM installed, theoretically you don't need any other global Gtags, definitely not AdWords. You're supposed to need only to install event and conversion tags. BUT, I always install GA fully via GTM. And of course always connect GA to AdWords.
Anyone who says the conversion linker isn't necessary is wrong. Conversions will still track, but you'll be missing a good chunk. Plus, it's literally two button clicks, and Google says do it.. so why wouldn't you?
2 of 2
1
If you have deployed Google Analytics through GTM, AND you have linked your GA and AdWords accounts, then you don’t need a Conversion Linker tag. The base GA tag already performs the same functionality as the Conversion Linker.
Google
developers.google.com › tag platform › tag manager › server-side › google ads conversions
Google Ads conversions | Google Tag Manager - Server-side | Google for Developers
The process involves creating a Conversion Linker tag, defining a Key Event in GA4 and Tag Manager, and setting up a server-side Ads Conversion Tracking tag triggered by the Key Event or specific URLs.
Google Support
support.google.com › google-ads › answer › 7521212
How Google Ads tracks website conversions - Google Ads Help
The Conversion Linker tag automatically detects the information about the ad click that brought someone to your site in the landing page URLs and stores this information in new cookies on your domain.
StartDigital
startdigital.ee › home › blog › marketing › what is google conversion linker and why should small business owners care?
What is Google Conversion Linker and Why Should Small Business Owners Care? | StartDigital
May 16, 2025 - The Google Conversion Linker is a tag (or snippet of code) you add to your website, which works alongside Google Ads conversion tracking. When someone clicks on your Google Ads, they are redirected to your website.
Kingfisher Ads
kingfisherads.com › home › what is google ads conversion linker?
What is Google Ads Conversion Linker? | Kingfisher Ads
January 20, 2025 - Conversion Linker also provides insights into the customer journey, showing advertisers not just the last click before a conversion but the entire path a customer takes, from the first click to the final conversion action.
Taggrs
taggrs.io › docs › server-side-tracking › google-ads › conversion-linker
Conversion Linker installation in GTM - TAGGRS docs
Install a Conversion Linker in GTM’s server container to ensure accurate Google Ads conversion tracking and correct attribution for your campaigns.
Google
developers.google.com › tag platform › measure activity across multiple domains
Measure activity across multiple domains | Tag Platform | Google for Developers
In most cases, you should use a trigger that fires on all page views for cross domain measurement, or on specific conversion pages where site visitors will land after an ad is clicked. Select Enable linking across domains. This setting will enable this tag to handle incoming links that have a linker parameter.
Kingfisher Ads
kingfisherads.com › home › understanding the google ads conversion linker
Understanding the Google Ads Conversion Linker | Kingfisher Ads
January 20, 2025 - Conversion Linker allows you to accurately measure the performance of your campaigns and determine their effectiveness.
Addingwell
docs.addingwell.com › en › configure-conversion-linker-tag
Configure the Conversion Linker Tag for Google Ads
Learn how to set up the Conversion Linker tag to track user conversions from Google Ads effectively. Understand the role of the Conversion Linker tag in detecting Google ad traffic and depositing cookies in user browsers. Ensure seamless attribution of conversion actions to Google Ads with ...
GlowMetrics
glowmetrics.com › home › blog › adding a google ads conversion linker tag using google tag manager
Adding a Google Ads Conversion Linker tag using Google Tag Manager | GlowMetrics
March 6, 2024 - The conversion linker tag will detect the ad click identifier in the URL and store it in a first-party cookie on your domain.
Quora
quora.com › Does-Google-Ads-Conversion-Linker-tag-on-GTM-function-like-a-base-code-If-we-want-to-record-conversions-through-Google-Ads-do-we-have-to-create-additional-tags-and-triggers
Does Google Ads Conversion Linker tag on GTM function like a base code? If we want to record conversions through Google Ads, do we have to create additional tags and triggers? - Quora
Answer (1 of 3): Yes, you will need to install Google ads conversion tags for every conversion you would like this GTM container to track. Conversion linker is a tag you install in addition to Google analytics tags and Google ads conversion tags. It ...
Piwik PRO Community
community.piwik.pro › data collection and tags
Is Google Ads Conversion Linker Tag Needed with Google Ads Tag Template? - Data collection and tags - Piwik PRO Community
April 23, 2023 - Hello, I’ve set-up some Google Ads conversion tracking using your Google Ads Conversion Tracking template. Do I still need to add Google’s conversion linker tag? I don’t see any help articles that clarify this (There is a help that shows to do it IF I’m manually the Google Ads conversion tag, Adding Google Ads Conversion Linker via Piwik PRO - Optizent)
Simo Ahava
simoahava.com › analytics › google-ads-server-side-tagging-google-tag-manager
Google Ads Conversion Tracking With Server-side Tagging In Google Tag Manager | Simo Ahava's blog
July 16, 2021 - A Conversion Linker tag for sending the landing page beacons to Google as well as for writing the first-party cookies with the ad click information.
Facebook
facebook.com › GoogleAnalytics › posts › the-conversion-linker-tag-is-used-to-store-click-data-in-first-party-cookies-ass › 10155785646543461
"The Conversion Linker tag is used to store click data in ...
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Revenuehero
revenuehero.io › playbooks › set-conversion-linker-tag
GCLID not set because of cookie phase out? Fix it with Conversion Linker Tag
November 8, 2024 - If you're using Google Tag Manager for tracking, the Conversion Linker Tag stashes ad click details in a first-party cookie on your own domain, giving Google Ads the juice it needs to track conversions after someone clicks on your ad and lands on your site.
Jeffalytics
ppccourse.com › home › stay up to date with the latest ppc resources › conversion linker and first-party conversion tracking in google adwords?
Conversion Linker - How does this new tag affect your Adwords tracking?
November 5, 2017 - Conversion Linker is the newest AdWords tracking tag in Google Tag Manager. Learn what Conversion Linker does and how to set it up for your AdWords account.
Advaana
advaana.com › blog › conversion-linker-tag-gtm
Conversion Linker Tag: Master Conversions in 6 Steps
Advaana Inc. specializes in Google Cloud solutions with AI integration at every step. As a trusted Google Cloud partner, we transform businesses through cloud innovation.
Stack Overflow
stackoverflow.com › questions › 66882138 › conversion-linker-tag-not-working-when-setting-cross-domain-tracking-using-amp-v
google analytics - Conversion Linker tag not working when setting cross-domain tracking using AMP variable - Stack Overflow
When I fill the "Auto Link Domains" attribute of the "Conversion Linker" tag by directly entering the list of domains, cross-domain tracking works fine and I can see the linker params decorating the URLs when moving from the AMP pages to the other domain.