Install Google Ads Conversion Linker

Prerequisites

• A Google Tag Manager account already configured. Or, follow the guide to get started with GTM.
• GTM server container is set up and accessible. Or, follow our guide to create a server container.
• Run or planned to run Google Ads conversion tracking via GTM.

Create a new Conversion Linker Tag

1. Open your GTM server container workspace.
2. In the left menu, click Tags and then click New to create a new tag.

Configure the Conversion Linker Tag

1. Click Tag Configuration.
2. Select Conversion Linker as the tag type.
3. (Optional) Adjust linker options if you need to support cross-domain tracking or customize cookie settings (most setups can leave these at default).
4. Click Triggering and select All Pages as your trigger.
5. 

   This ensures the Conversion Linker fires on every page load, capturing GCLID values from ad clicks and storing them in a first-party cookie.
   Give your tag a descriptive name (e.g., “Conversion Linker – Server”) and click Save.

Publish your container

1. Click Submit and then Publish your GTM server container changes to activate the Conversion Linker tag.
2. Your Conversion Linker is now live and will begin storing GCLID data for accurate conversion attribution.

Troubleshooting

Useful resources