Fix the issues related to the Google tag to ensure that you don’t lose conversions

This is a recommendation from Google Ads:

Fix the issues related to the Google tag to ensure that you don’t lose conversions.

The Google tag (gtag.js) or Google Tag Manager tag should be present on every page to identify users or clicks coming from the destination URL. Since you may need to change the landing pages to which your ads redirect at any time, placing a tag on every page of your website ensures the best conversion tracking as your ads evolve. This setup is recommended because the configuration of the Google tag can be incorrect or incomplete.

What does this recommendation mean?

Think of the Google tag (gtag.js) or Google Tag Manager as a kind of surveillance camera on your website. These surveillance cameras help you see who visits your site, where they come from, and what they do while they are there.

If you have a toy store and want to know how many people are buying toys, you need to have a surveillance camera in every room of the store. If you don’t have a camera in the plush toy room, you will never know how many people are buying plush toys.

The same goes for Google tags. If you don’t have them on every page of your website, you won’t be able to see everything that’s happening. People may come and make purchases, but if you don’t have a “surveillance camera” on that page, you won’t be able to see it. This is called a “conversion” – when someone does something you want on your website, such as making a purchase.

Now, Google is warning you that you might have an issue with your surveillance cameras. Some of them may not be functioning correctly, or maybe one is missing from the plush toy room. So, it advises you to check all the surveillance cameras and ensure they are working well to avoid missing any conversions.

Therefore, to fix this problem, you should make sure that every page of your website has a properly functioning Google tag. This will help you track conversions better and improve your advertising campaign.