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The site general tag has the following two roles. 

Creates the first-party cookie
Manages and enables each tracking tag

1. Creates the first-party cookie

The first role of the site general tag is to run a process of "creating the first-party cookie (the cookie of advertiser's website)."
Learn more about complementary feature tag of conversion analytics.

2. Manages and enables each tracking tag

The second role is to comprehensively manage and run the renewed conversion, site retargeting, and complementary feature tags.

Learn more about details of the tag required for conversion tracking and site retargeting on the following help pages.

Tags for Conversion Tracking
Tags for Site Retargeting

Combination of site general tag and other tags

Install the site general tag and other tags as a set in the following combinations.

A. Site general tag
B. Complementary feature tag of conversion analytics
C. Renewed conversion tag
D. Renewed site retargeting tag

To enable a complementary feature tag: A+B
To enable a renewed conversion tag: A+C
To enable a renewed site retargeting tag: A+D

When using a renewed conversion tag, add the site general tag to each page of the advertiser's website.

The renewed site retargeting and complementary tag includes the site general tag's source code. You don't need to add the site general tag to them.

Learn more about getting and installing each tag on following pages:

Tag installation

When you install a single site general tag, other tags work as well. When you have multiple site general tags, other tags work properly.

<A single site general tag in your web pages>

<Multiple site general tags in your web pages>

When you install both Search Ads and Display Ads' conversion and site retargeting tags, the order doesn't matter.

Notes on tag installation

Note the following points when installing the tag to your web pages.

1. Add "Site general tag" just after the HEAD starting tag.

2. Add "Complementary feature tag" just before the conversion tag.

  • To run the tags properly, place the tags A and B after the HEAD tag starts. When you use all A, B, C and D tags, add tags in order of A→B→C→D.
  • When you are using previous conversion tags, install a complementary feature tag before the conversion tag.


3. If you don't install the site general tag, other tags won't work.
  Install site general tag and each tag together as a set.

When you are using auto-tagging and installed the site general tag provided in your account, no new site general tag is needed.
Learn more about Complementary feature for Conversion Analytics.