Error "Tag failed" in Google Tag Manager
Well-functioning conversion tracking is essential for successful Google Ads campaigns. But what should you do if the message “Tag Failed” appears for all Google Ads conversion tags and remarketing tags in Google Tag Manager (GTM)? In this article, you will find out what is behind this error and how you can fix it.
If the corresponding error message only occurs with the conversion tag for the purchase, while the other Google Ads conversion tags and the remarketing tags work perfectly, there could be a technical reason for this.
Why does the error "Tag Failed" appear?
It is often assumed that the error is caused by the Google Tag Manager or the store. However, in this particular case, the problem is not with the implementation in the GTM or the website, but with the Google Ads account itself. The tags are blocked directly by Google Ads, which means that they are no longer triggered correctly.
Google Ads Support: Missing information on blocking
It is particularly annoying that Google Ads Support is often unable to provide detailed information about possible blocking of tags. Many affected users do not receive a clear explanation as to why their tags are not working, which makes it difficult to solve the problem.
Possible cause: Cookie banner not compliant with Google guidelines
A common reason for the blocking of Google Ads tags is a cookie banner that does not comply with Google guidelines. Google sets strict requirements for the consent banners for the processing of personal data, in particular for personalized advertising and conversion tracking.
A crucial section that must be included in the cookie banner is:
“Personal data may be processed (e.g. IP addresses), e.g. for personalized ads and content or the measurement of ads and content.”
If this notice is missing or the consent solution is not implemented correctly, Google Ads can block tracking.
Google sends warnings - ignoring them can lead to blocking
In such cases, Google sends warning messages indicating that the cookie banner does not meet the requirements. If you ignore these messages or do not make any adjustments, you risk blocking the tags.
How can I unblock tracking?
If your Google Ads tracking is already blocked, there is an official way to unblock it. To do this, you must send an email to Google.
Steps for unlocking:
Check your cookie banner and make sure it complies with Google guidelines.
Adjust the missing section if necessary.
Contact Google to remove the block.
Send an e-mail* to ddp-gdpr-escalations@google.com with a request for unblocking.
Subject: Google Ads ID: [xxx-xxx-xxxx]; Website URL: [www.mein-shop.de]
Dear Google Support Team,
we suspect that our Google Ads tracking has been blocked due to a cookie banner that does not comply with Google guidelines.
To resolve this issue, we have made adjustments to the cookie banner so that it now complies with the current guidelines. We therefore ask you to perform a new check and enable tracking again.
If further information or adjustments are required, please let us know. Thank you for your support!
Google Ads ID: [xxx-xxx-xxxx]
Website URL: [www.mein-shop.de]
Kind regards,
[Your name]
[Your company]
[Your contact details]
Technical reason for "Failed" status in GTM
Another reason for the “Failed” status of Google Ads conversion tags in Google Tag Manager, according to Giovani Ortolani Barbosa, may be that a technical peculiarity in the processing of server responses and the use of the “_gcl_au” cookie triggers this status.
Google Ads conversion tags in Google Tag Manager (GTM) sometimes display the status “Failed”, which is due to a technical peculiarity. The error is caused by a request to the URL https://www.googleadservices.com/ccm/conversion/<Conversion ID> sent by the conversion tags. This request uses an image loading method, but the response from Google’s servers is empty and has the type “text/plain”. As a result, the browser interprets the image request as failed, even though the data was correctly transmitted to Google. The problem is therefore not in the data transfer, but in the processing of the response by the GTM Tag Assistant.
The “_gcl_au” cookie, which stores data such as “auid” (Advertiser User ID) and “ecsid” (Enhanced Conversions Session ID), plays an important role here. If this cookie is extended by the collection of user data such as email or telephone number, an additional request can be triggered, which causes the “Failed” status. However, this status is a pseudo-error, as the data transfer was successful.
According to Giovani Ortolani Barbosa, the author of the original post, there is no definitive solution as the problem lies in the processing of the response by GTM and in Google’s server configuration. However, there are workarounds, such as disabling certain features or changing the cookie prefix, but these may affect tracking efficiency. However, the “Failed” status has no influence on the actual functionality of the tags and is merely a display error in the GTM Tag Assistant.
Conclusion:
To avoid blocking Google Ads tracking, you should ensure at an early stage that the cookie banner contains all the necessary information and complies with Google guidelines. If the problem already exists, the quickest solution is to contact Google directly using the e-mail address provided.
Do you have questions about your tracking setup or do you need support in optimizing your Google Ads account? We at MISSION OM will be happy to help you!
