Google has announced an important update to Google Tag Manager (GTM) that will change how it interacts with Google Ads and Floodlight tags. Starting April 10, 2025, GTM containers will automatically load a Google tag before firing events, improving tracking accuracy and data collection.

This change aims to provide advertisers with more reliable measurement data, enhanced tracking capabilities, and easier access to key features like Enhanced Conversions and Cross-domain tracking. In this article, we will explore what’s changing, why it matters, and what advertisers need to do to prepare.

What’s Changing in Google Tag Manager?

The key update focuses on how Google tags are loaded in GTM containers. Previously, event tracking could be triggered before a Google tag was fully loaded, potentially leading to incomplete or inaccurate data collection.

1. Google Tag Will Load First

• GTM containers that include Google Ads and Floodlight tags will now automatically load a Google tag first before sending tracking events.
• This ensures that all event data is properly attributed, improving tracking reliability and measurement accuracy.

2. Easier Access to Key Features

• Users can now activate Enhanced Conversions, Cross-domain tracking, and Autoevents directly from the Google tag settings page.
• These features help improve conversion tracking and user journey analysis across multiple platforms.

3. Improved Data Collection and Compliance

• If users have agreed to Google’s Customer Data Terms of Service, GTM will automatically enable “User Provided Data” collection.
• This ensures that data collection settings are applied consistently across all events, whether sent via GTM or in-page code.

Why This Update Matters

1. More Accurate Tracking and Reporting

• Loading the Google tag first ensures that all event data is correctly attributed, reducing data discrepancies in Google Ads reporting.
• Advertisers can expect better conversion tracking and improved attribution modeling.

2. Streamlined Feature Access

• Advertisers will no longer need to manually configure tracking settings for Enhanced Conversions and Cross-domain tracking.
• These features will now be easily accessible through the Google tag settings page.

3. Compliance and Data Privacy Improvements

• Enabling User Provided Data collection automatically helps advertisers stay compliant with Google’s data policies.
• This change reduces the risk of missing user data and enhances tracking across platforms.

What Advertisers Need to Do

1. Add a Google Tag to GTM

• Google recommends adding a Google tag to your GTM container to preview how these changes will affect your tracking.
• This allows you to test and adjust settings before the automatic update on April 10, 2025.

2. Review Tracking Settings

• Ensure that Enhanced Conversions and Cross-domain tracking are enabled in your Google tag settings.
• Check that User Provided Data collection is properly configured if your business relies on customer data tracking.

3. Monitor Performance Post-Update

• After April 10, track ad performance and conversion data to ensure the new Google tag behavior is functioning as expected.
• Contact Google support or your account management team if any issues arise.

Final Thoughts

Google’s update to Google Tag Manager is designed to enhance tracking accuracy, simplify feature access, and improve data collection reliability. By ensuring that the Google tag loads before sending events, advertisers can expect more accurate measurement data and better campaign insights.

While this update is expected to streamline tracking, it’s important for advertisers to test the changes beforehand and ensure their Google tag settings are optimized. As Google continues refining its tracking technologies, staying updated with these changes will be crucial for maximizing ad performance and ROI.

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