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.
Why does the error ‘Tag Failed’ appear?
It is often assumed that the error is caused by the Google Tag Manager or the shop. 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 a 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 blocking Google Ads tags is a cookie banner that does not comply with Google’s guidelines. Google sets strict requirements for consent banners for the processing of personal data, especially for personalised 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 personalised 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 stating 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 to unblock:
- Check your cookie banner and make sure it complies with Google guidelines.
- Adjust the missing section if necessary.
- Contact Google to unblock it.
- Send an email to ddp-gdpr-escalations@google.com with a request to unblock.
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’s guidelines. If the problem already exists, the quickest solution is to contact Google directly via the email address provided.
Do you have questions about your tracking setup or do you need support in optimising your Google Ads account? We at MISSION OM will be happy to help you!
