Hands-on module
Search ad conversions
Conversion Linker plus Google and Microsoft conversion tracking, done right.
Search ads live or die on accurate conversion tracking, and both Google and Microsoft need a click ID stored first-party to attribute a sale back to the ad. This module installs both, the right way.
You'll add the Conversion Linker, then Google Ads Conversion Tracking bound to your conversion event with value and currency, and the Microsoft UET tag with a conversion goal. The paired reading covers migrating these tags off hard-coded snippets and into GTM cleanly.
What you'll learn
- Add a Conversion Linker so the gclid is stored in first-party cookies
- Fire Google Ads Conversion Tracking on your purchase event with value and currency
- Install the Microsoft UET tag and fire a conversion goal
- Migrate hard-coded ad snippets into GTM without losing data
Lessons
- 1→
Why Migrate At All
From tags buried in source code to one managed container.
- 2→
Audit What's Already There
You can't move what you haven't found.
- 3→
Rebuild Tags In GTM
Recreate each tag, but don't go live yet.
- 4→
Run In Parallel, Then Cut Over
The trick that prevents data loss and double-counting.
- 5→
Verify, Then Keep It Clean
Confirm the switch worked, and stop the chaos returning.
- 6→
Common Migration Traps
The mistakes that quietly corrupt the data after cutover.
- 7→
Google Ads Conversions
Conversion Linker + Google Ads Conversion Tracking, bound to your conversion event.
- 8→
Microsoft Ads (Bing) UET
Install the Microsoft UET tag template and fire a conversion goal.
- 9→
Search Ad Conversions: Recap And Verify
Recap every lesson, then check your whole container in one pass.