Companies Using Google Ads Conversion Tracking

I expected the hard part of this page to be scale. It was the for-sale pages. Our October 2026 crawl finds Google Ads' conversion tag on 963,471 live domains, and 99,279 of them are domains for sale or gambling pages. The other 864,192, 481,383 of them matched to a company, are the base for everything below. That still makes it the 2nd most common tag in Attribution & Conversion Tracking, with 14.39% of the category.

What the count measures

A domain counts when its page carries the tag itself: a gtag call configuring an AW- account ID, Google's older conversion_async.js script, or the function that script defines. In a random sample of 1,000 counted domains, 802 showed an AW- ID in the raw HTML. What the rule can't see matters as much. Google's Help page offers two ways to measure conversions, the Google tag or key events imported from Google Analytics, and the import leaves nothing on the site. Tags fired from Google Tag Manager mostly escape the rule too. On the 76 company sites in our call-tracking sample that loaded Google's call script, all 76 also loaded a Google Ads account, but only 7 wrote it as an inline gtag call.

The chart has a single point for a reason. Our monthly totals before October include the for-sale pages, so they aren't comparable, and no monthly series of ours is strictly like for like: the domains we crawl turn over every month, dead sites out and new ones in, and our detection widens over time.

"864,192 sites write a Google Ads account into their own pages. That's a floor. Plenty of advertisers fire the same tag from a tag manager and never show up in the HTML." - Sophie Clarke, Product Marketing Manager at TechnologyChecker.io

Sales signal: an inline AW- tag means someone pasted Google's snippet into the site template. Changing it needs a developer or a CMS edit, which is the opening for agencies that sell tracking clean-ups.

One site, one account

With ad tags I check the account ID first, because one account on many domains is one customer. Here the IDs are almost all different. The 802 sampled pages that showed one used 818 distinct AW- IDs, and only two repeated more than three times. Menufy, an online-ordering platform for restaurants, loads its own Google Ads account on the sites it runs: 19 of the 1,000. DomainMarket's account turned up on 13, for-sale pages our crawl had stored with a blank or error title. A fingerprint of the scripts those pages share finds 8,132 of them still in the count, about 0.94%. Neither comes near 5%.

Sales signal: treat this list as close to one advertiser per domain, but drop restaurant sites built on an ordering platform. There, the platform owns the tag, not the restaurant.

Who buys their own search ads

The base is small and fairly young. 57.23% of matched companies with a known size have 1 to 10 employees and 27.71% have 11 to 50, and about 57% were founded in 2010 or later. Retail (5.36%), construction (4.48%) and real estate (4.12%) lead, medical practices and wellness sit close behind, and no industry reaches 5.4%. These are local businesses checking whether a click became a call or a form.

The 4,851 companies with more than 1,000 staff often run the tag on one site. Micron, Cardinal Health, T-Mobile and Vestas have it on careers sites, where the conversion is likely a job application. M&T Bank runs it on an appointment-booking site, Walgreens on its photo store and Chipotle on its investor site. Pfizer and UnitedHealth Group load it on their main domains.

Sales signal: at a large company the Google Ads buyer may be recruiting or one product team rather than central marketing, so start from the hostname we detected.

Where the advertisers are

The United States leads with 155,634 matched companies, and second place goes to Brazil (37,272), ahead of the United Kingdom (32,603), India (26,731) and Canada (20,150). Brazil and India together hold 64,003, more than the UK and Canada combined (52,753). Germany, Spain, France and Italy each have between 9,915 and 15,113, and Turkey, Poland, China and Mexico complete the top 15.

Sales signal: if your product only works in English, a large share of this list is out of reach. Portuguese and Indian-market onboarding open the two biggest blocks after the US.

No switching to report, plenty of overlap

The migration section is empty, and that's the honest result. Ad pixels for different platforms aren't substitutes; advertisers add them. 379,719 domains run the Facebook Pixel and this tag today, 47,441 also run the LinkedIn Insight Tag, 41,039 TikTok Pixel and 4,694 Snapchat Pixel. Exits do happen. 131,139 domains dropped the conversion tag on at least one hostname since we began tracking it on 16 March 2026, but in a recount about one in eight of those (16,576 of 131,174) still run it on another hostname, so fewer sites stopped than that number suggests.

"Google's conversion tag and Meta's pixel aren't either-or. 379,719 domains carry the pair, and that overlap says more about these advertisers than a switching table could." - Sophie Clarke, Product Marketing Manager at TechnologyChecker.io

Sales signal: a site with both tags is buying traffic on two platforms and has to reconcile two sets of conversion numbers. That's the opening for attribution and server-side tracking vendors.

The stack around it

Read the top stack rows with care. Google Analytics (97.36%) and Google Tag Manager (95.3%) look near-universal because our rules for both match gtag.js, the same library the conversion tag loads from googletagmanager.com. DoubleClick Floodlight's 68.08% likely includes the tag's own calls to googleads.g.doubleclick.net. The independent rows are smaller: Microsoft Advertising on 6.28%, Pinterest Ads on 2.61%, WordPress on 37.88% and Elementor on 14.98%. The six most common consent tools add up to about 11%, led by CookieYes at 3.69%.

Sales signal: only about one site in 16 also runs Microsoft Advertising's tag, so most of this list buys search ads from Google alone. That's a ready prospect list for agencies that sell Bing campaigns.

Three Google pages, three counts

We publish this tag separately from Google Ads. That page counts sites loading any script from googleadservices.com, the address of Google's older conversion and remarketing scripts, and finds 51,211 domains, per its profile; only 2.55% of the domains here appear there too. Google Call Conversion Tracking counts the add-on that swaps a site's phone number for a Google forwarding number, on 139,086 domains, and 49,921 of those also carry the tag counted here. In our browser checks the call script always rode on a Google Ads account; the deployment, usually through Google Tag Manager, is what keeps the other sites off this page.

Sales signal: to size Google Ads advertisers, combine the three pages and dedupe by domain. None of them alone is the whole market.

Key takeaways

1. 864,192 live domains after removing 99,279 for-sale and gambling pages; 2nd of 82 in Attribution & Conversion Tracking with 14.39%.

2. It's a floor. Tags fired only from Google Tag Manager, and conversions imported from Google Analytics, leave nothing our rule reads.

3. Almost always one account per site: 818 AW- IDs on 802 sampled pages, with Menufy's restaurant sites the biggest shared account at 19 of 1,000.

4. Small, young and global: 57.23% have 1 to 10 staff, and Brazil (37,272) outranks the UK (32,603).

5. Google calls conversion tracking a free tool in Google Ads. The money goes on the ads.

How to use this list

Filter by hostname before company size: a careers or booking subdomain tells you which team buys the ads. For the full list of 864,192 domains with company, size and stack data, explore TechnologyChecker.io. Our guide to technology detection methods explains why a tag in the page and a tag in a tag manager look different to a crawler.