Overview
Google's advertising platform. Its website tags - conversion tracking, remarketing, and Enhanced Conversions - measure ad performance, build audiences, and optimise bids. Typically deployed via GTM or gtag.js with deep GA4 integration for cross-platform attribution.
Detection capabilities
- Signature count
- 15
- Detection methods
- network
- Property types
- hostnamepathname
Consent Mode v2
Consent Mode v2
Google Consent Mode v2 signal requirements for this tag.
analytics_storagenot usedad_storagerequiredad_user_datarequiredad_personalizationrequiredPerformance impact
Performance Impact
- Script size
- 35 KB
- Requests per page
- 4
Common mistakes
- 1Deploying the remarketing tag without consent - sets third-party cookies and enables cross-site tracking before opt-in
- 2Enabling Enhanced Conversions without updating the privacy notice - hashed PII transmission is additional processing
- 3Not configuring Consent Mode v2, preventing cookieless conversion modelling when consent is denied
- 4Using the same conversion action across domains without understanding that cross-domain attribution shares user identifiers
- 5Setting inappropriate conversion windows and attribution models, inflating conversion counts
Related services
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