Google Ads Tag Types in Google Tag Manager
19th Dec 2025
6 Minutes Read
By Hitesh Chauhan
In the world of digital advertising, Effective conversion tracking is key to measuring Google Ads performance. Whether it's purchases, form submissions, or phone calls, each action helps advertisers optimize campaigns. Google offers a range of tags from standard to enhanced that capture user interactions and improve targeting, reporting, and ROI.
In this blog, we will cover the importance of Google Ads tagging techniques and how it can help to improve Google ads performance, conversions better and to know usage of tag types better. It is also important to integrate your Google Ads to Analytics tools like Google Analytics 4 (GA4)
Google Tag (Base Tag)
The Google tag is the base and primary tag used to provide data to Google Ads. All other Google Ads monitoring is dependent on this tag being present.
Benefits
- Enables connection between your website and Google Ads.
- Enables conversion tracking, remarketing, and improved conversions.
- Supports consent mode and future-proof tracking - Read more about Google Consent mode effect on Google Ads.
Tag Configuration
- Conversion ID
- Must fire on all pages.
Conversion Linker Tag
The Google Ads Conversion Linker tag helps to ensure that conversion tracking works properly by linking user clicks with conversions across different domains.
Benefits
- Accurate cross-domain tracking.
- Improved conversion attribution.
- Seamless integration with other Google Ads tags.
Google Ads Conversion Tracking Tag
It is essential to use Google advertising Conversion Tracking tags to analyse how well your ads are performing by examining the actions people take after interacting with them. Conversion events like Purchases, registering, submitting forms, and other favourable engagements are potential instances of these actions.
Types of Conversion Tracking
- Standard Conversions: Monitor user behaviours like purchases, form submissions, and downloads.
- Enhanced Conversions: Gather additional data like email addresses to increase conversion tracking accuracy.
- Cross-device Conversions: Monitor conversions across multiple devices to better understand user behaviour.
Benefits
- It is possible to measure the effectiveness of advertising with great precision.
- Tracking has been improved by incorporating additional user data.
- Cross-device tracking offers a comprehensive perspective on user behaviour.
- Majorly used for all industries who are using Google Ads
Tag Configuration
- Conversion ID
- Conversion Label
- Conversion Value, Transaction ID, Currency Code must be provided when a transaction or purchase occurs.
Google Ads Remarketing Tag
Google Ads Remarketing tag enables marketers to monitor visitors who have previously visited your site and display customised ads as they browse other sites in the Google Display Network or use Google Search.
Benefits
- Target users again who have visited your site previously.
- Boost conversion rates by prompting customers about your products or services.
- Divide your target groups in order to provide personalised advertising experiences.
Tag Configuration
- Conversion ID
- Conversion Label is not required
Google Ads Remarketing Tag for Dynamic Remarketing
Dynamic Remarketing tags enhance remarketing efforts by displaying personalised ads relating to the specific items or services that consumers looked at on your website.
Benefits
- Provide advertisements that are strongly related to the user's actions and preferences.
- Enhance advertisement effectiveness through customised suggestions.
- Boost user interaction and improve conversion percentages.
- Widely used for Ecommerce/Retail/Travel/FMCG industries
Tag Configuration
- Conversion ID
- Conversion Label is not required.
- Event Name, Event Value, Event Items data for eCommerce
Google Ads Calls from Website Conversion Tag
The Google Ads Call Reporting tag enables tracking of phone calls originating from your ads. This is especially beneficial for companies where phone leads play a significant role in the conversion process.
Benefits
- Track and measure phone call conversions.
- Gain insights into the effectiveness of your call-based ads.
- Optimize ad spend based on call conversion data.
- Widely used for Servicing/Consulting/Health industries.
Tag Configuration
- Displayed Phone Number
- Conversion ID
- Conversion Label is not required.
Google Ads User-Provided Data Event Tag
Enhanced Conversions work in conjunction with standard conversion tracking to improve data accuracy. This tag collects hashed first-party data like email addresses or phone numbers that users enter on your website during the conversion process.
Benefits
- Improves conversion accuracy by increasing match rates with signed-in Google users.
- Enables better bidding, reporting, and audience targeting.
- Complies with privacy requirements by hashing data before transmission.
Tag Configuration
- Conversion ID (e.g., after a successful purchase or form submission)
- First-party user data
Conclusion
Using the right Google Ads tags ensures accurate conversion data and better ad performance. By implementing necessary tags like Enhanced Conversions and Remarketing correctly, businesses can gain deeper insights, refine strategies, and boost return on ad spend all while maintaining user privacy consent.
Know More about Google Ads:
