Google Ads Tag vs Google Analytics Tag
When it comes to tracking conversions, the Google Ads tag stands out as the smarter option for campaign performance. If you’ve been using Google Analytics 4 (GA4) to track conversions, you’re probably missing out on some key advantages. The Ads tag is faster, more accurate, and built to make your campaigns work harder.
In this post, I’ll explain why the Google Ads tag is my top choice, how it compares to GA4, and how you can set it up to start getting better results.
Why I Trust the Google Ads Tag
If you want to know what’s actually working in your campaigns, the Google Ads tag is the clear winner. Here’s why:
Real-Time Results
The Ads tag sends conversion data directly to Google Ads, giving you updates instantly. GA4, on the other hand, can take hours or even days to process conversions. When you’re optimising campaigns, speed matters.
Fewer Things to Go Wrong
The Ads tag bypasses GA4 entirely, tracking conversions directly in Google Ads. That means no syncing delays, fewer touchpoints, and fewer headaches.
Enhanced Conversions
This is where the Ads tag really pulls ahead. By using hashed first-party data, like email addresses, it can track users across devices and sessions. GA4 can’t do this on its own, which leaves gaps in your data.
Designed for Ads
The Ads tag is purpose-built for campaign tracking. It integrates seamlessly with ad metrics, making bid adjustments and performance analysis much more straightforward.
How to Set Up the Google Ads Tag
Setting up the Ads tag isn’t as complicated as it sounds. Here’s how you can get started:
- Create a Conversion Action in Google Ads
Log into Google Ads, create a new conversion action, and grab the unique Conversion ID and label. - Add the Tag in Google Tag Manager (GTM)
If you’re using GTM (and you should), add the Ads tag to your account. Configure it to fire on key pages like your thank-you page and place it in the <head> section for consistency. - Enable Consent Mode
Activate Consent Mode in GTM to ensure your tracking is GDPR-compliant. It also enables Conversion Modelling, which estimates conversions for users who decline tracking.
What Makes the Ads Tag GDPR-Friendly?
Worried about compliance? You’re covered. With Consent Mode, the Ads tag tracks conversions ethically and within GDPR regulations.
Consent-Based Tracking
Data is only collected from users who explicitly opt in, ensuring privacy and transparency.
Data Modelling
For users who decline tracking, Google fills in the gaps with Conversion Modelling, providing aggregated insights without compromising privacy.
FAQs: Google Ads Tag vs Google Analytics Tag
Should I use the Ads tag or GA4 for conversions?
The Ads tag is better for fast, accurate ad performance tracking. GA4 is great for broader analytics but isn’t as reliable for real-time campaign insights.
Can I use both together?
Absolutely. Use the Ads tag for precise conversion tracking and GA4 for a big-picture view of user behaviour.
What are enhanced conversions?
Enhanced conversions use hashed first-party data to track users across devices and sessions, improving attribution accuracy.
How long does it take to set up?
With GTM, you can have the Ads tag running in an afternoon. No coding required, just some simple configurations.
The Bottom Line
The Google Ads tag is a game-changer for tracking and optimising your campaigns. Its speed, accuracy, and advanced features like enhanced conversions make it the best choice for maximising performance. While GA4 has its place for general analytics, it doesn’t deliver the precision needed for real-time campaign decisions.
If you’re ready to take your tracking to the next level, we can help. From setting up your Ads tag to ensuring everything is GDPR-compliant and running smoothly, we’ll handle the details so you can focus on the results.
Struggling with conversion tracking? We’re here to help. Reach out today.
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