Conversion Linker tag configuration

The Conversion Linker tag should be triggered on every page viewed. Its role is to detect whether the user comes from a Google ad and, if so, to deposit a cookie in the browser.

What exactly does this tag do?

When a visitor comes from a Google Ad, the URL used to reach the website will contain the gclid parameter. This parameter makes the link between an ad and a user.

When the Conversion Linker tag detects this parameter in the URL, it deposits a cookie called FPGCLAW in the browser.

This cookie will then be retrieved by the conversion tags and sent to Google Ads if the user performs a conversion action on your website.

This then allows Google Ads to attribute or not a conversion action to an ad according to their own attribution model.