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What’s your ideal tagging setup?
Posted by on September 29, 2025 at 1:52 pmI’m taking over all digital ads for a b2b saas company with a fairly substantial budget, but my ppc experience isn’t very extensive. Best practices have never really been followed by this company and I’m not sure if tagging is currently set up optimally, or what I should focus on.
Right now they have the ga4 tag and Microsoft’s UET tag setup in tag manager. Both of those are firing on page views of thank you pages once a lead signs up. Google ads is tracking ga4 events they had created for this.
They don’t have conversion linker or Google gateway setup, which I’ve used in other applications but don’t know if they’re redundant here.
What would you recommend for the setup to ensure we’re getting the most accurate conversion tracking?
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1 Reply
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setup google ads’ dedicated conversion action, don’t just link it to ga4 because they use a lot more standardized data sets.
Depending on your average lead value you probably want to setup an offline conversion setup so that absolutely nothing is missed
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The previous comment nailed it: don’t use GA4’s imported conversion as your primary action. Add the Google Ads conversion tracking tag and use that as a primary conversion instead.
If you’ve been running the GA4 tag for a while, make sure to transition slowly (don’t add the Google Ads tag and change it to primary right away, let it collect some data as secondary for a while and then change).
A few other things to consider:
– Make sure to add enhanced conversions
– Add server-side tracking
– Use offline conversion if you need to track important goals that happen after the click (for example, a trial that automatically turns into a subscription after X days)
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Thanks for this! We’re currently in the process of adding enhanced conversions for that reason, which I hope is complete soon.
When changing the new setup to the primary action would you remove the old ga4 event or just set it to secondary?
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You should track the actual submission event (not views of a thank you page). Here’s why: https://intigress.com/blog/tracking/4-ways-to-track-form-submissions-in-google-analytics-using-gtm
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