We've added the Google Adwords remarketing tags but we're getting a critical error message on the Google Tag Assistant "conversion label not set" but i've set this as a variable in the tag plus it's showing in the Google Tag Assistant. Any advice?

[craig_rouse]

Hi Andrew, I've checked your config, and I can see that you're not passing in a "conversion value". This needs to have a value. Usually, it would be set from the e-commerce extension's "Sub-total" value, but as you've left that blank, nothing is being passed in. You will either need to set the subtotal in the e-commerce extension, or set the conversion value to a static value in the tag config. I hope this helps. Craig.

[andrew_steward]

Thanks Craig, i've just tried adding "10" as the value to test but i'm still getting the error. The error now says "conversion label not set"

[son_hoang · Accepted solution]

We've been seeing this recently with a few deployments of this tag. I believe it's related to Google removing the "label" field from new code generations of this tag and them not updating the "Tag Assistant" product properly. You can see other Adwords customers posting about "label" no longer being used in the last post: "The Google Team have finally got back to me and their technicians have resolved the issue. When placing the Remarketing code into Tag Manager the "conversion Label" is no longer a compulsory field, It is now optional to have the conversion Label in tag manager. Using just the "conversion ID" allows the tag manager integration to work and start building out your lists." https://www.en.adwords-community.com/t5/Set-up-and-basics/New-Remarketing-Campaign-Tag-manager-no-co... And here it's no longer part of code generation for the code snippet: https://www.en.adwords-community.com/t5/Set-up-and-basics/Google-Conversion-Label-for-Remarketing/td... And here is an Adwords customer with your exact same problem saying that the issue was solved for them by updating tag assistant, which leads me to believe it's a Tag Assistant error: https://www.en.adwords-community.com/t5/Set-up-and-basics/Remarketing-Tag-Issues/td-p/202340 As long as the tag assistant shows the "label" value is populating, it should be working properly, and the error you're seeing is a result of a bug in Tag Assistant, not your deployment. You'll want to verify against your reports after a few days to make sure. Please contact your account manager if you aren't seeing the data as expected and we'll take a closer look at your specific case.

[son_hoang]

UPDATE: For those that are following this, we received a review from a Google Remarketing representative. The Tag Assistant is always going to show this label 'error' because it looks for the exact code that was given to the client as part of a standard Google Remarketing implementation. The Google rep confirmed that despite this, the tag fires properly and the expected data was collecting in the client's account.

[andrew_steward]

Thanks Son, i can confirm that despite the error we are collecting data correctly.

[son_hoang]

You're welcome, glad to get confirmation on that.