GTM tag architecture
Hi!
I have a question about GTM tag architecture in a multi-location setup where I manage multiple sub-accounts under an MCC.
Today, all Google Ads conversions are set up via GA4 import. In GTM, I already have a global GA4 Google Tag (G-123) firing correctly on all pages. Event tracking and e-commerce are working properly in GA4.
However, when I check the Google Ads panel for one of the sub-accounts (local accounts) under MCC, in the tag diagnostics section, I see the classic warning “No Recent Data / Your tag has never been detected” for the AW-123 ID of that specific account.
A few questions:
Do I still need to install the Google Ads tag (AW-123) if I’m already importing conversions from GA4 into Google Ads? Is installing this tag only useful to remove the warning in the diagnostics panel?
Since this is an MCC setup with multiple accounts, each with its own AW-123 ID, would I need to create a separate Google Ads tag for each account in GTM? If yes, should each tag fire on all pages, or should it be restricted per location (e.g., Page Path = /example/)?
Is it also needed to add the Google Ads destination link inside GA4?
Any clarification would be appreciated.