Overview
Conversion tags aren't useful until the destination platform knows what to do with them. Google Ads needs conversion actions defined, Meta needs custom conversions, GA4 needs key events and custom definitions. Creating those objects by hand every time a project launches is repetitive and easy to get wrong, which is why AutoTag Platforms exists. You connect an account once, pick a template that matches your site, and AutoTag creates the right objects on the platform side via its API.
Platforms are separate from AutoTag's GTM sync. GTM sync builds the browser-side container; Platforms push the server-side definitions at each ad network. Both are needed for a complete setup, but they move independently so you can iterate on one without disrupting the other.
Navigate to Platforms
From the left sidebar in AutoTag, open the Platforms page. This is the list view for every platform configuration scoped to your currently selected property. Each row shows the platform type, the linked account, the last sync time, and a status badge so you can see at a glance whether everything is healthy.
If the list is empty, you haven't added any platform configurations yet. A new property starts with nothing connected; you add platforms one at a time as you need them.
Add a new platform
Click Add Platform. The first choice is the platform type: Google Ads, Meta, or GA4. Each type has its own credential form and its own API behavior, so this decision routes you into the right workflow.
Next, choose a project type template (Olo.com White Label, Shopify, Thanx, Monkey Media, or Other). The template determines which conversion goals, audiences, and custom definitions AutoTag will try to create. A Shopify template picks the standard ecommerce events; a restaurant-focused Olo template picks checkout and reservation events instead. Pick the template that most closely matches your site, and you can always add extra items later.
Connect your account
Each platform has different credentials. Google Ads wants a Customer ID (and an MCC ID if you go through a Manager Account). Meta wants a Pixel ID and a System User access token with ads_management permissions. GA4 uses OAuth and ties the platform to an account you've already authorized in TagPipes.
Always click Test Connection before saving. The test verifies the credentials work and lists the accessible accounts, which catches typos, wrong IDs, and missing permissions before they turn into a half-finished sync. Saving without testing defers the same errors to sync time, and that's harder to recover from.
Sync to the platform
After saving, click the Sync button. AutoTag iterates through the conversion goals, custom conversions, audiences, or custom definitions for your template and calls the platform's API to create each one. Existing items with matching names are skipped so re-running a sync is safe.
The status badge on the platform row updates as the sync completes: synced (green) means every item landed successfully, partial (yellow) means some items had warnings but were still created, and failed (red) means the sync couldn't complete. Yellow is usually fine to ignore; red needs investigation in the sync details panel.
Review sync results
After a sync runs, the platform page lists every item AutoTag touched. Each row includes the item name, the outcome, and the last modified date. Use this view to spot items that consistently fail and to confirm that the platform side now mirrors what your template expects.
Anything marked as a warning or error is worth a look in the platform's own UI. Most issues are permissions (the account doesn't have access to the sub-resource) or pre-existing objects that conflict with the names AutoTag wants to use.
Always use Test Connection to catch credential problems before sync. Platform sync is separate from GTM sync, so pushing conversions to Google Ads does not rebuild your container. Clone an existing configuration to quickly stand up the same setup for a sibling property or a staging account. Status badges (synced, partial, failed) summarize the most recent run at a glance.
Troubleshooting
Test Connection returns "no accessible accounts"
The credentials are valid but the identity they represent doesn't have access to the account you entered. For Google Ads, that usually means your MCC isn't linked to the target Customer ID yet. For Meta, your System User doesn't have access to the Ad Account. Fix the permission on the platform side first, then re-test.
Sync status stuck on "partial" after re-running
Partial means some items created with warnings, not errors. Open the sync details panel to see which items. Common causes are Meta retention-window warnings on audiences or Google Ads naming collisions on pre-existing conversion actions. Partial usually doesn't need a fix; it just surfaces platform-side notes for you to acknowledge.
Sync fails for every item
When everything fails, the cause is almost always authentication. The token was revoked, the Customer ID got mistyped, or an OAuth refresh token expired. Re-run Test Connection. If it passes, re-sync. If it fails, rebuild the credential from scratch on the platform side.