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Google Ads Tag vs Google Tag Manager for Conversion Tracking

Both Google Ads tag and Google Tag Manager (GTM) can be used to implement conversion tracking for your website. However, there are significant differences in how they function, their features, and the level of control they offer.

Google Ads Tag

The Google Ads tag is a snippet of code that you add to the pages of your website where you want to track conversions. The tag sends data back to your Google Ads account, allowing you to track conversions such as purchases, form submissions, and phone calls.

One of the main advantages of using the Google Ads tag is that it is relatively simple to set up and does not require any additional tools or expertise. You can quickly implement the tag using the Google Ads interface, and it will begin tracking conversions as soon as it is activated.

However, the Google Ads tag has limited customization options and can only track conversions that have been defined within the Google Ads interface. Additionally, if you want to track multiple types of conversions or have more complex conversion tracking requirements, you may find that the Google Ads tag is too restrictive.

Google Tag Manager

Google Tag Manager is a free tool that allows you to manage all of your website tags in one place. Using GTM, you can add and update tags, such as Google Analytics, Facebook Pixel, and Google Ads conversion tracking, without having to modify the code on your website.

One of the main advantages of using GTM for conversion tracking is that it offers more flexibility and control over your tracking setup. You can create custom triggers and variables to track more specific conversion events and set up more complex tracking scenarios. Additionally, GTM allows you to test and debug your tracking setup before publishing it, ensuring that it is working correctly.

Another advantage of using GTM is that it can help to improve the performance of your website by reducing the amount of code that needs to be loaded. Instead of having multiple tags on each page of your website, you can use GTM to manage all of your tags and only load them when they are needed.

However, using GTM can be more complicated than using the Google Ads tag, and it may require more technical expertise. Additionally, setting up conversion tracking using GTM can take longer than using the Google Ads tag, as you will need to configure custom triggers and variables to track your specific conversion events.

In summary, both the Google Ads tag and Google Tag Manager can be used to implement conversion tracking for your website. The Google Ads tag is simple to set up but has limited customization options, while GTM offers more flexibility and control over your tracking setup but may require more technical expertise. Ultimately, the choice between these two options will depend on your specific conversion tracking requirements and your level of technical expertise.