AdWords Site-Wide Tagging Introduced

If you advertise on Bing, then you know Bing uses a site-wide tag that’s placed on every page of your website. You then specify what pages on your website or landing pages are conversion actions.

For example, if leads land on after they enter their information, then you specify that URL inside of Bing as a “Lead,” or whatever you want to call the action.

But AdWords was different  . . .Until now,  to track conversions inside of AdWords you placed the conversion code on your thank you pages – no site-wide tag was required.

To be clear, you only had to place your AdWords conversion code on ONLY.

Now, however, AdWords has introduced a site-wide tag very similar to Bing’s, and they want you to place it on every page of your website (and in the near future, this will replace the Google Analytics tag, so you’ll no longer need an analytics tag AND an AdWords tag). This code can be found in the new AdWords interface.

After clicking “conversions,” you’ll next select the type of conversion you want to track.


After you fill out the details about your new conversion, like name etc., you’ll be taken to this page:


Here you’re instructed to not only place the new global site tag on every page of your website, but you’re also instructed to place the “event snippet” on all of your “thank you” pages. Nothing changes here – you will still place the code on – it’s just a different piece of code now.

You now also have the option of placing a “click” event on buttons such as “buy now,” “add to cart,” or any other relevant button clicks on your website that you consider a valuable action for your business.

Note: All of these codes should be placed in the “head” section of your website and landing pages.

  • Updated January 23, 2018