facebookIcon tracking


How to Mitigate ITP 2.0 for Google AdWords

Published: August 28, 2018

Author: Jack Pace

In late September, Apple will go live with ITP (Intelligent Tracking Prevention) 2.0, which promises drastic impacts on the tracking of Safari users across iPhones, iPads, and MacBooks. In preparation, we’ve created a step-by-step guide outlining proactive measures you need to take to lessen the negative impacts of ITP on your marketing efforts. Today, we’re covering Google AdWords. Tomorrow, we’ll take on Bing and Facebook ads.

This is going to get very technical very quickly, so let’s start with a conditional graphic to help you understand just how quickly you need to act.

Google Ads has three options for mitigating ITP 2.0. The 3 solutions (for Google Tag Manager, Google Ads linked to Google Analytics, and non-Google Tag Manager) are outlined below.

Solutions Prerequisites

  1. You must use auto-tagging (which must be enabled for any of the 3 options to work).
  2. You cannot set up the tag to fire within iframes.

Solution for Google Tag Manager (GTM)

If you use GTM, make sure that you have “Conversion Linker” implemented. (See instructions here.)

Solution for Google Ads Linked to Google Analytics

  • Google Ads has the ability to measure conversions through an integration between Google Analytics and Google Ads
  • Goals created in Google Analytics can be ported over to Google Ads for use as conversion events
  • Note that the Google Analytics cookie only stores the GCLID for the last click. If there are multiple Google Ads accounts driving traffic to your website and you are currently not using cross-account conversion tracking, this can lead to lower conversion numbers.

Solution for Non-Google Tag Manager

  • If you are hard-coding or using a non-GTM tag manager to add your Google Ads tags, you will need to leverage the global site tag (gtag.js).
  • Previously, you would have a remarketing script and a separate conversion script.
  • With this change, you will still have two scripts, but they will work together.

Tag 1: Global Site Tag

  • If you are hard-coding tags, the global site tag snippet should be placed on all pages of your website, in the <head> section of your HTML pages.
  • If you are using a non-GTM tag manager, you will need to replace your current Google Ads remarketing tag with the Global Site Tag.
  • Example of Global Site Tag:

Tag 2: Event Snippet

  • For website conversion tracking to work, the event snippet should be installed on the conversion page itself. It can be placed anywhere in the code, after the global tag snippet.
  • This tag will need to be placed after the Global Site tag.
  • Example:

Migrating (Non-GTM)

Remarketing Tags
  • If you are not using GTM (hard-coding tags or using a different Tag Manager), you will need to update your remarketing scripts to use the new gtag versions.
  1. In Google Ads, make sure you are switched to the new versions
  2. Navigate to Tools → Audience Manager
  3. Once you are on the Audience Manager page, on the left pane you will see “Audience Source”. Click into that:
  4. In Audience Sources, you will see your Google Ads tag. Click on Details.
  5. After you open the details of your Google Ads tag, scroll to the bottom to see the “Tag setup” section. Open that.
  6. Swap your existing remarketing tag (in your non-GTM tag manager or source code) with this new tag.
Conversion Tags

If you are not using GTM (hard-coding tags or using a different Tag Manager), you will need to update your conversions scripts to use the new gtag versions.

  1. In Google Ads, make sure you are switched to the new version
  2. Navigate to Tools → Conversions
  3. Once you are on your Conversions page, select the conversion tag you would like to get the new tag for.
  4. On the page for the conversion, click into the “Tag setup” field.
  5. Open “Install the tag yourself”.
  6. Once you open this, you will find the new Google Ads conversion tag. This is the tag you will need to update.
  7. Swap out your existing conversion tag (in your non-GTM tag manager or source code) with this new tag.
  8. Repeat for all Conversion Tags.

That completes our step-by-step guide for mitigating the impacts of ITP 2.0 with Google AdWords. Come back tomorrow for a guide on Bing and Facebook ads. If you have any questions, leave a comment below or reach out to the 3Q Decision Sciences team. We’re happy to help!

About 3Q Decision Sciences:

Our Decision Sciences team helps you understand your audiences and determine where, how, and when to spend your budget. We provide an in-depth understanding of your customers and user interactions, layering on- and off-site data. We use multi-touch attribution, a DMP leveraging advanced 1st-, 2nd-, and 3rd-party data collection and integration, audience targeting and media-mix insight, and behavioral performance data, combined with best-in-class reporting and data visualization, to shape marketing strategies. Contact us today!


25 E Washington Street
Suite 420

Chicago, IL 60602(650) 539-4124


Want to become a client?

Contact Us decorative arrow

Want to join the team?

View Our Openings decorative arrow

Find us on social media.

Press inquiries.

Email Us decorative arrow

Expert insights for your inbox. Subscribe to our content.

Accept No Limits.

Learn more about 3Q/DEPT READ MORE