Why You Should Use Google Ads MCC Accounts and Avoid Multiple Tracking Tags

Managing multiple Google Ads accounts can be complex, especially when trying to track conversions for various products, regions, or websites. Google Ads Manager Accounts (MCC) provide an efficient solution by centralizing management and reducing the need for complicated tracking setups. Here’s why using an MCC account is beneficial and why you don’t need multiple Google Ads tags, even when using multiple accounts.

Understanding Google Ads Tags and Pixel Tracking

A Google Ads tag is a snippet of JavaScript code added to your website to track user activity, like clicks and conversions. This data is sent back to the associated Google Ads account for reporting and optimization purposes.

There’s a common misconception that the Google Ads pixel is "trained" based on ads running on the account. However, the pixel’s role is purely to collect and send data; it doesn’t learn or adapt. The real learning happens through Google’s machine learning algorithms, which begin optimizing ad performance only after you’ve created and launched ads.

Here are the key distinctions:

• The Pixel Collects Data: The pixel itself simply gathers information about user behavior and sends it to your Google Ads account.
• Machine Learning Happens After Ad Launch: The data collected by the pixel is used to inform Google’s machine learning system, but optimization starts only after you launch ads. Data collected before launching ads doesn’t influence machine learning in new accounts​.

This means having separate Google Ads tags for each account is unnecessary if they are collecting the same data.

Debunking the Pixel "Training" Misconception

Some business owners mistakenly believe that they need separate Google Ads tags for each account because they think the pixel is “trained” based on ad performance. However, it’s important to clarify that the pixel doesn’t learn; it’s simply a data collector. Here’s why this understanding matters:

• Ad Delivery System Does the Learning: The actual training of Google’s ad system happens within the ad delivery mechanism. After ads are published, Google’s machine learning models analyze performance data and start optimizing for better results​.
• New Accounts Learn from New Data: If a new Google Ads account is created, only the data tracked after the launch of ads is used for machine learning. Any data tracked before ad publication in that new account is ignored​.

Why You Don’t Need Multiple Tracking Tags

Having multiple Google Ads accounts might lead some to think they need separate tracking tags for each account. However, Google Ads Manager Accounts (MCC) allow for cross-account conversion tracking using a single tag. This simplifies the entire process by allowing multiple accounts to receive the same conversion data without redundant tags.

Let’s break this down:

• For Code Implementations: Manually adding multiple tracking tags to your website’s code for each account introduces unnecessary complexity and increases the risk of errors. A single tag through MCC simplifies code maintenance.
• For Google Tag Manager (GTM) Users: Managing multiple tags in GTM can get complicated. MCC allows you to consolidate tracking efforts, reducing the need to juggle multiple tags and containers.
• For Shopify and App-Based Users: Many apps, especially on platforms like Shopify, only support one Google Ads tag. Using an MCC account resolves this issue by allowing one tag to handle all accounts.

Best Practices for Google Ads MCC Setup

To make the most of Google Ads MCC and streamline your tracking setup, consider these best practices:

• Organize Your Accounts Effectively: Group accounts based on product lines, regions, or brands to make management and reporting more efficient​.
• Enable Cross-Account Conversion Tracking Early: Setting up conversion tracking for all accounts from the start helps avoid the confusion of multiple tags later on.
• Use Permissions Thoughtfully: MCC allows for different levels of user access, so make sure to assign permissions based on the user’s role to maintain data security.

Conclusion

For businesses managing multiple websites, products, or regions, using a Google Ads MCC simplifies ad management and eliminates the need for multiple tracking tags. Understanding that the pixel is simply a data collector, and that machine learning happens at the ad level, is crucial to streamlining your ad tracking efforts. With cross-account conversion tracking, one tag is all you need, reducing complexity and ensuring consistent tracking across all your Google Ads accounts.