Search Ad Conversions: Recap And Verify

5 questions. Answer all of them, then submit; you need 4 of 5 to pass.

1. 1. What does the Conversion Linker tag do, and what happens if you skip it?

   It links GA4 to Google Ads; skipping it disables remarketing listsIt merges duplicate conversions; skipping it double-countsIt speeds up conversion tags; skipping it adds latencyIt stores the ad click ID (gclid) in first-party cookies; skipping it means conversions quietly under-report because clicks can't be attributed
2. 2. How should the Google Ads Conversion Tracking tag be wired for a purchase conversion?

   Fired on your purchase event's trigger, with conversion ID and label, passing value and currencyFired on All Pages so no conversion is missedFired on DOM Ready with the Measurement IDFired on a Timer trigger 30 seconds after checkout
3. 3. What does Microsoft Advertising need in GTM to record conversions?

   Only the Google Ads tag; Microsoft imports from it automaticallyThe UET tag with your UET Tag ID as the base, plus a conversion goal event fired on your conversionA Custom HTML tag, since Microsoft has no templateThe Conversion Linker alone covers Microsoft too
4. 4. You migrate a hard-coded Google Ads conversion snippet into GTM, and conversions double. What went wrong?

   The old snippet was left on the site, so both it and the GTM tag report the same conversion; the tag needs one homeThe GTM tag used the wrong conversion labelThe Conversion Linker duplicated the gclid cookieGTM re-fires legacy snippets it detects on the page
5. 5. When should the Conversion Linker fire?

   Only on the ad landing page's pathOnly on the conversion event, alongside the conversion tagOn every page, as early as possible, so the click ID is captured whenever a visitor arrives from an adOnce per session via a Timer