Google Ads Global Site Tag – what is it and why is it important to your site?

If a customer visits your site but does not complete the purchase, you can remind them via remarketing campaigns. These are campaigns specifically tailored to address people who may still be comparing different product choices or are making decisions for yours. The popularity and efficiency of the ads are gradually increasing. In order for you to run them, you need to make some additional settings on your site.

To use the remarketing feature, but also to calculate conversions, you need to implement a global site tag on your site. This is a snippet of code that you put on every commercial page of your site. Along with other snippets, you’ll create code that activates remarketing or conversion counting by collecting user data.

The global site tag is added to the code with other optional snippets – such as an event or a phone number. The event informs you when to start counting conversions or run remarketing campaigns. For example, an event may be a visit to a specific site (for remarketing) or a purchase (for conversion).

How to proceed with global site tag implementation

Make sure you have auto-tagging turned on. If you don’t know how to do this, read this simple tutorial.

To get a global site tag, click the wrench icon in the top right corner of your Google Ads account. In the Shared Library section, click Audiences. Then, set the tag in the Google Ads Tag tab or edit it if you have already set it. Choose Collect specific attributes or parameters to customize your ads, and then the general parameters you want to track. To create the installation, click Create and Continue. This is how your global site tag code snippet looks like this (example):

<!– Global site tag (gtag.js) – Google Ads: 123456789 –>

¬†¬†<script async src=”″></script>


    window.dataLayer = window.dataLayer || [];

    function gtag(){dataLayer.push(arguments);}

¬†¬†¬†¬†gtag(‘js’, new Date());

¬†¬†¬†¬†gtag(‘config’, ‘AW-123456789’);


You’ll need to place the tag snippet on every commercial HTML page of your site. It needs to be integrated with the site’s source code between <head></head> tags.

More tags for precise operation

As mentioned above, it is necessary to add event snippets or remarketing tags to make the global branding work as accurately as possible. They specify when to run a remarketing campaign for a given user, or track a conversion. You need to implement it on every page where you work with remarketing after the global site tag snippet.

These snippets and tags may vary depending on the content of your e-shop. You can find more information about these global branding add-ons, as well as their specific examples for your business, directly from the Google Ads tutorials.

Global site tag: Notify visitors of your e-shop

The global site tag works on the basis of collecting data about visitors of your site. It is therefore necessary to duly notify them and obtain consent to process the data for its use. If users do not wish to process their data for remarketing purposes, you can deactivate the code for them. This deactivation does not apply to conversion tracking.

If you’re wondering how to set up Global site tag for Shopify, you can read our next tutorial.


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About the Author:

Consultant for online business and marketing. Holder of every Google Ads certification. Account manager for BlueWinston and Shopping in EU. CSS Hero. Gamer.