Google Tag
Also called gtag.js
By the AdFlint research team · Last reviewed July 2026
A single site-wide snippet, gtag.js, that collects measurement data and routes it to Google Ads and Analytics destinations.
One tag on every page handles page views, conversions, and the linker that preserves the gclid in a first-party cookie, then distributes data to whichever destination IDs you configure. It is the simplest correct install for a site without a tag manager. The usual failure is leaving legacy conversion snippets in place next to it, which produces duplicate conversions, or omitting the tag from the actual confirmation page.
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The settings this gets confused with, and how to tell them apart.
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