Conversion Linker Tag in GTM container

Google Tag Manager Server Container
1

Hi Here,

I am currently setting up server-side tracking for Google Ads. The website involves a third-party domain for booking, which means the domain changes during the booking process. For example, the main domain is movies.com, but clicking on “Book Now” redirects to cinemas.com/moviename. Therefore, I need to configure cross-domain tracking for Google Ads.

In the server-side Google Tag Manager (GTM) container, I see a checkbox labeled “Accept incoming linker parameters” in the Conversion Linker tag. However, unlike the web container, this setup does not have a field for specifying domains. My question is how to enable cross-domain tracking for Google Ads conversions in server-side GTM.

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In the Google Ads account, under “Data Manager,” the UI resembles that of GA4, and there is an option to set up cross-domain tracking.

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I am unsure which method is correct and will work properly, as debugging this may be more challenging compared to GA4.

Any help or suggestions would be greatly appreciated.

Thanks!

2

Hey Nisha,

For GA4, you just need to specify the domains in the data stream setup.
In case of Google ADS it is more complicated, not sure if just accept linker params is enough for google ads cookies to be passed between domains, but you can test it.
If it doesn’t work, you can save the required google ads cookies to some database (Firebase / Stape Store) by FPID or _ga identifier and restore them from database and set on the new domain.

3

This is actually helpful, and I didn’t know it. Thank you!
I will explore the Stape Store solution.