Companies Using Google Conversion Linker

Google Conversion Linker is used by 803,408 companies worldwide, including Deloitte Touche Tohmatsu Limited, McDonald's, Capgemini Consulting, based on our analysis of 50M+ crawled domains at TechnologyChecker.io. It's particularly popular in the Retail industry (6.52% of customers).

Google Conversion Linker has 803,408 active customers detected through our monthly crawl of 50M+ domains. We enriched 144,092 of these with LinkedIn company data on TechnologyChecker.io to generate detailed insights. An additional 665,976 sites that previously used Google Conversion Linker are also tracked.

Google Conversion Linker holds 0.01% of the Tag Management market, ranking #8 in the category — based on our analysis of 50M+ domains and 40K+ technologies at TechnologyChecker.io.

The top alternatives to Google Conversion Linker include GTM Server Side Tagging (0.23% market share), LoftLoader (0.11% market share), Yahoo! Tag Manager (0.04% market share), HandL UTM Grabber (0.04% market share) — based on our market share data across 50M+ crawled domains.

United States leads with 110,440 Google Conversion Linker customers, followed by Brazil (44,730), United Kingdom (21,308), Australia (16,009), Netherlands (15,409), based on our enriched company data at TechnologyChecker.io.

The majority of Google Conversion Linker customers were founded in the 2010s (38.6%), followed by the 2000s (18.24%), based on our analysis of 144,092 enriched companies. This suggests Google Conversion Linker is most popular among relatively young companies.

The ideal Google Conversion Linker customer is: Company Size: 10,001+ employees, Location: US, Germany, or UK, Industry: IT Services, Consulting, Financial Services, Founded: 2010-2019, Company Age: ~5-15 years old — based on our analysis of 144,092 enriched companies at TechnologyChecker.io.

Google Conversion Linker is a Google Tag Manager tag that detects ad click identifiers (gclid, gbraid, wbraid) in landing page URLs and stores them in first-party cookies on your domain. This allows Google Ads to attribute conversions back to the original click, even when browsers restrict third-party cookies. It fires on every page load, not just conversion pages.

It depends on your setup. Google has folded Conversion Linker's cookie-setting function into the newer Google Tag (gtag.js). If you're using the Google Tag directly or server-side GTM, you likely don't need a separate Conversion Linker tag. But sites still running legacy GTM-based conversion tracking should keep it active until they migrate. Our data shows 803K+ domains still running it.

The Conversion Linker is a standalone GTM tag that only sets first-party cookies for ad click attribution. The Google Tag (gtag.js) replaces it by handling cookie setting, conversion tracking, and remarketing in a single tag. Google recommends migrating to the Google Tag, which is why TechnologyChecker.io data shows 52,766 companies shifting from Conversion Linker to consolidated GTM setups.

Not typically. Server-side GTM handles first-party cookie management differently, using server-set cookies that are more resilient to browser restrictions like ITP. If your server-side container is properly configured, the client-side Conversion Linker tag becomes redundant. Our migration data shows 463 companies moving from Conversion Linker to GTM Server Side Tagging.

Based on our detection data across 144,092 enriched companies at TechnologyChecker.io, IT services and consulting (Deloitte, Capgemini, HCLTech), financial services (HSBC, Allianz), retail (Starbucks, Target), and industrial manufacturing (Siemens, Bosch) are the most represented verticals. Any company running Google Ads conversion campaigns at scale tends to deploy this tag through GTM.

Yes, the Conversion Linker tag supports cross-domain linking, which passes ad click data between domains via URL decoration. You enable this in the tag's settings by specifying linked domains. This is useful for businesses that send users from an ad landing page on one domain to a checkout or signup form on another.

Apple's Intelligent Tracking Prevention limits third-party cookies and caps first-party cookie lifetimes set via JavaScript. The Conversion Linker stores click data in both first-party cookies and browser localStorage, giving it a fallback when cookies expire. Server-side GTM offers a stronger fix by setting cookies from the server, which ITP doesn't restrict.

Yes, google Conversion Linker is a free tag available in every Google Tag Manager container. There's no licensing cost, no usage limit, and no premium tier. You add it in GTM with a few clicks and set it to fire on all pages. The only real cost is the engineering time to configure and maintain your tagging setup correctly.

Our TechnologyChecker.io database identifies 803,408 domains running Google Conversion Linker as of early 2026. Top companies include Deloitte, McDonald's, Samsung, AT&T, Starbucks, DHL, Siemens, Shell, HSBC, and the Government of Canada. The tag is especially common on enterprise sites with active Google Ads budgets, particularly across consulting, financial services, retail, and industrial manufacturing.

Minimally. The Conversion Linker is a lightweight tag that reads URL parameters and writes a small cookie. It doesn't load external scripts or make network requests beyond what GTM already handles. Most performance audits flag heavier tags like analytics pixels or chat widgets, not the Conversion Linker. Its execution time is typically under 5 milliseconds.

If you remove it without migrating to the Google Tag or server-side GTM, Google Ads loses the ability to read gclid values from first-party cookies. Conversion tracking breaks. Your campaigns will report fewer conversions than actually occur, and Smart Bidding strategies lose their enhancement signal. Always confirm a replacement is active before removing the tag.

TechnologyChecker.io detects 803,408 active domains running Google Conversion Linker as of early 2026. The tag peaked at nearly 708,000 active domains in April 2025 before declining as sites migrate to the Google Tag. We've also tracked 665,976 domains that previously used the tag but have since removed it, based on our monthly crawl of 50M+ domains.

Enhanced Conversions and the Conversion Linker solve different problems. Enhanced Conversions sends hashed first-party customer data (email, phone) to Google for better attribution, while the Conversion Linker preserves click identifiers in cookies. Google recommends using both together for maximum attribution accuracy, though the Google Tag now handles the cookie portion automatically.

Google has been consolidating Conversion Linker's functionality into the Google Tag. Sites that upgrade to the newer tag configuration no longer need a separate Conversion Linker. Our data shows a 15.5% drop in active domains between April and July 2025. The 52,766 companies that migrated to GTM confirm this is a planned transition, not abandonment of conversion tracking.

The Conversion Linker stores ad click data in first-party cookies so Google can match a click to a user. The Conversion Tracking tag fires when a user completes a specific action (purchase, signup, form submit) and sends that event to Google Ads. You need both for accurate attribution: the Linker preserves the click ID, and the tracking tag records the conversion.