If you’ve ever opened Google Tag Manager (GTM) and felt overwhelmed by the number of tag types available, you’re not alone. Between native tag templates, custom HTML tags, and the ever-growing community gallery, it can be tough to know which tag type is the best fit for what you’re trying to accomplish—especially when it comes to conversion tracking.
Whether you’re running ads on Google, LinkedIn, Reddit, or Microsoft Ads, having the right tag type in place is critical to tracking conversions accurately and making data-informed decisions.
Let’s break down the most common use cases and the tag types that go with them.
🧩 1. Tracking Website Conversions in GA4: Use the GA4 Event Tag
If your goal is to track a website conversion (now called a “key event” in GA4), the tag type you’ll want to use is the GA4 Event.
This tag lets you fire a specific event—such as form submission, button click, or page view—directly into Google Analytics 4. If your GA4 property is connected to Google Ads, this same event can also be used as a conversion in your Google Ads reporting. This makes it easy to track ad-driven conversions in both platforms without duplicate setups.
Use this tag when:
- You want to track a valuable action (e.g. contact form submission) in GA4.
- You plan to import the conversion into Google Ads for campaign optimization.
- You want to monitor user behavior beyond just pageviews.
🧩 2. Tracking Conversions in LinkedIn Ads: Use the LinkedIn Insight Tag 2.0
Running LinkedIn Ads and want to see conversions reported inside the LinkedIn interface? You’ll want to use the LinkedIn Insight Tag 2.0.
This tag can be found in the GTM Community Template Gallery, and it’s designed to track both page views and conversion events like form fills or sign-ups.
Use this tag when:
- You’re running LinkedIn campaigns driving traffic to your website.
- You want to track post-click actions (e.g. a demo request or resource download).
- You need conversions to show in LinkedIn Campaign Manager for optimization.
🧩 3. Tracking Microsoft Ads Conversions: Use Microsoft Advertising UET
If you’re advertising on Microsoft Ads (formerly Bing Ads), you’ll use the Microsoft Advertising Universal Event Tracking (UET) tag.
This tag allows you to track user behavior on your site and measure conversions like purchases, sign-ups, or contact form completions.
Use this tag when:
- You’re running Microsoft Ads and want to optimize based on website behavior.
- You need conversion tracking to feed into Microsoft’s automated bidding strategies.
🧩 4. Tracking Reddit Ads Conversions: Use the Reddit Pixel
Yes, Reddit has its own pixel—and if you’re using Reddit Ads, it’s crucial to install the Reddit Pixel to see what users do after clicking through to your site.
The Reddit Pixel tracks both standard events and custom conversions, giving you visibility into campaign performance beyond just clicks.
Use this tag when:
- You’re driving traffic from Reddit Ads to your site.
- You want to track and optimize based on user actions like sign-ups or sales.
Pro Tip: Check the GTM Community Template Gallery
While GTM offers a long list of featured tag types by default, there are even more available in the community template gallery. These templates are built and maintained by trusted developers and offer pre-configured tag types for lesser-known platforms and integrations.
Example: You might find pre-built tags for platforms like TikTok, Pinterest, or even niche ad platforms—all in the gallery.
When to Use GTM Tags (and When You Don’t Need Them)
The primary reason to set up tags in GTM is when you’re tracking valuable website actions that don’t get reported automatically in an ad interface.
If you’re running lead gen forms within ad platforms (like LinkedIn or Meta lead ads), those conversions are tracked natively—you don’t need to set up anything in GTM for those to report back to the ad channel.
Final Tip: Read the Docs, Then Google It
When in doubt, always check the help documentation from the specific ad platform. Their guides will usually walk you through which pixel or tag type to use, and exactly how to set it up. YouTube and ChatGPT can be your best friends here, especially for tricky setups or troubleshooting.
By using the right tag for the right use case, you’ll not only ensure accurate conversion tracking—you’ll also make it easier to report, optimize, and grow your marketing results.
Need help getting your tracking dialed in?
Contact us at Stratus Analytics for expert support with Google Tag Manager, conversion tracking, and paid media optimization.
Hi There! I’m Scott, and I am the principal consultant behind Stratus Analytics. I’ve have been providing freelance digital marketing services for over 20 years. DISCLAIMER: Due to my work in the packaging industry, I unforunately cannot take on freelance clients within the packaging manufacturing space. I do not want to provide disservice to your vision or my employer. Thank you for understanding.