Is it necessary to implement the Site Tag?

Stronger defence against invalid traffic: TrafficGuard’s invalidation is based on what it sees from Google Ads click data, as well as the way users interact with your site. This enables it to invalidate traffic that is sophisticated enough to evade detection from the click alone.
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More reliable invalidation: Because invalidation is based on more data points, fraud prevention is more reliable.
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Prevention of false-positive invalidation: User behaviour data collected by our Site tag fuels TrafficGuard’s proprietary propensity to convert algorithm. This ensures that IPs and placements that send valid traffic aren’t excluded from your campaigns and false-positives aren’t able to impact your campaigns.
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Better visibility of quality: Some traffic can be valid but still detrimental to your overall performance. For example, through TrafficGuard’s behavioural reporting some clients have found users that habitually navigate to their website through advertising. Rather than their ad spend helping to attract net-new customers, it is showing ads to existing, returning customers. Through TrafficGuard, these clients are able to better direct this spend to attract more new customers. The behavioural reporting in TrafficGuard comprises the data collected by the Site tag.