Google Ads Configuration

1) "Conversion Linker" Tag

To install the Conversion Linker tag in Server-Side mode, simply duplicate the tag on the server side with an All Pages trigger. No other specific configuration is required.

Conversion Linker Tag "Web"

Conversion Linker Tag "Server"

2) "Google Ads Remarketing" Tag

As with the Conversion Linker tag, you need to duplicate the tag on the server side, filling in the following parameters:

• Conversion ID

• Conversion Label

No other change is required if the parameters are correctly set.

Google Ads Remarketing Tag "Web"

Google Ads Remarketing Tag "Server"

3) "Google Ads Conversion Tracking" Tag (Event)

a) Setting up the tag

This tag relies on a different logic: it must be linked to a GA4 event fired on the browser side.

Let's take the example of an AddToCart tag:

Google Ads Tag (Web)

• You need to replicate the tag on the server side, using the same conversion identifiers (ID and Label).

• If a conversion value and/or a currency code are provided, you can pass them in the Server-Side tag via "Event Data" variables (for example: value, currency).

Google Ads Tag (Server)

b) Setting up the trigger

For the trigger, it is essential to identify the GA4 event that corresponds to the tracked marketing action (e.g.: add_to_cart).

GA4 tag with the same trigger (web)

Then, create a custom event with the following conditions:

• ClientName equals GA4

• EventName equals add_to_cart

Google Ads Tag trigger (Server)

This trigger will allow your Server-Side tag to fire only when a relevant GA4 event is detected by the server.