Question

I recently set Google Ads base pixel and remarketing tag through GTM, I see it is firing conversion hit on each page view....

Any reason? Why is it firing on each page? I haven't set any conversion tracking yet.

Also I do not see any Conv label in the hit in the Network tab?

Answer 1

You're seeing the tag fire on every page because that’s exactly how the Google Ads remarketing tag works by default—it’s meant to fire on all page views so it can start populating your remarketing audiences.

Remarketing Tag ≠ Conversion Tag

 The base tag you set up is likely just for remarketing. It doesn’t track conversions unless you add a specific conversion action with a conversion label. That’s why you don’t see a &label= in the network requests—it’s not a conversion hit.

Why It’s Firing Everywhere

 If your trigger in GTM is set to “All Pages” (which is standard for remarketing), it’ll fire across your entire site. That’s not wrong—it’s just not doing conversion tracking yet.

What to Do Next:

• If you only want remarketing: You're good. No changes needed.
• If you want to track conversions (like leads, purchases, etc.):
• Set up a separate Google Ads conversion tag in GTM.
• Use the Conversion ID and Label from your Google Ads account.
• Trigger it only on conversion-specific pages (e.g., thank-you or order confirmation).