What is the Google tag?

The Google tag is a shared piece of code on your website that sends data to Google products such as Google Ads and GA4. A single tag handles conversion measurement, remarketing lists and analytics, among other things. You place it directly in the page or through a tag management system such as Google Tag Manager.

Why is the Google tag important?

One installation: you do not need to place a separate code for every Google product.
The basis of measuring: without a tag there are no conversions and no remarketing lists.
Fits consent: the tag can respond to Consent Mode.

Examples of the Google tag

An online store places the tag through Google Tag Manager and sends purchases to Google Ads and GA4.
A local installer has the tag measure forms and clicks on the phone number.
A visitor refuses marketing cookies and the tag adjusts its behavior to that choice.

How do you use the Google tag?

Create the tag in Google Ads or GA4, place it on all pages and set up a conversion action for each important result. Use Google Tag Assistant to test that the tag fires and is not loaded twice. A good basis for your analytics and dashboards.

Google tag