Google to change how Tag Manager works with Google Ads in April

Google announced plans to update how Google Tag Manager (GTM) interacts with Google Ads to streamline data collection and improve tracking reliability. This change is scheduled for April 10.

Key changes:

• Google tag loads first. GTM containers with Google Ads and Floodlight tags will automatically load a Google tag before firing events.
• Easier feature access. Users can turn on Enhanced Conversions, Cross-domain tracking, and Autoevents directly from Google tag settings.
• Smoother data collection. If Customer Data Terms of Service are accepted, User Provided Data collection will be enabled automatically across events.

Why we care. This update aims to enhance tracking accuracy and ensure a more reliable flow of measurement data, which could lead to better campaign insights and optimization opportunities. With easier access to key features like Enhanced Conversions and Cross-domain tracking, you can improve attribution and customer journey analysis.

Additionally, the update helps streamline data collection and compliance by automatically applying user-provided data settings. Ultimately, this change would make maximizing ad performance and ROI easier with more precise, real-time data.

What you need to do:

• Add a Google tag to your GTM container and preview the changes before the update.
• If no action is taken, the update will apply automatically on April 10.
• Contact your account management team or Google support if you have any concerns or questions.