Google is updating GTM to ensure a Google tag loads before sending events, which significantly enhances tracking accuracy and data collection for advertisers. This improvement allows for more reliable performance metrics, ultimately enabling businesses to make informed decisions based on real-time data. By prioritizing the loading of the Google tag, advertisers can ensure that all interactions are captured accurately, leading to a deeper understanding of customer behavior and campaign effectiveness. As a result, this update stands to revolutionize how advertisers approach data analytics, providing them with the tools necessary to optimize their strategies and achieve higher ROI on their marketing efforts.

Google announced plans to update how Google Tag Manager (GTM) interacts with Google Ads to streamline data collection and improve tracking reliability, enhancing the efficiency of digital marketing strategies for businesses of all sizes. This change is part of a broader initiative aimed at providing marketers with more accurate insights and fostering better integration between various platforms. With these updates, advertisers can expect more reliable attribution of conversions, leading to more informed decision-making. This change is scheduled for April 10, marking a significant step forward in optimizing ad performance and ensuring that campaign data is both accessible and actionable for marketers.

Key changes:
The revisions Google is implementing will not just be modifications; they are transformative shifts designed to elevate our work and invigorate our mission as marketers. They claim to embrace innovation and creativity, they are also aiming to forge a path that embodies their core values and enhances their impact. Let us rally together with fervor, for these changes herald a bold new chapter of possibility and growth for us marketers!

• Google tag loads first. GTM containers with Google Ads and Floodlight tags load a Google tag first to start tracking early in the page load process. This helps collect accurate data and enhances campaign performance metrics.
• Easier feature access. Users can easily enable Enhanced Conversions, Cross-domain tracking, and Autoevents from the Google tag settings, simplifying their management and improving user interaction tracking across multiple domains.
• Smoother data collection. If the Customer Data Terms of Service are accepted, User Provided Data collection will be automatically enabled across events, simplifying data handling and improving user experience.

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. By providing marketers with tools that streamline data collection and enhance data integrity, by providing marketers like us with the ability to make more informed decisions. With easier access to key features like Enhanced Conversions and Cross-domain tracking, you can improve attribution and customer journey analysis, allowing for a more nuanced understanding of user behavior across different platforms. This deeper insight ultimately aids in fine-tuning marketing strategies, enabling businesses to reach their target audiences more effectively, thereby driving higher engagement and conversion rates.

Additionally, the update helps streamline data collection and compliance by automatically applying user-provided data settings, which includes not only the basic preferences but also advanced configurations that cater to individual business needs. This feature ensures that all relevant data is captured efficiently, with minimal manual input required from users. Ultimately, this change would make maximizing ad performance and ROI easier with more precise, real-time data that is tailored to specific target audiences and marketing strategies. By facilitating a more accurate understanding of user interactions, companies can make informed decisions that enhance their overall advertising effectiveness and drive better results.

What we suggest for you to do:

• Add a Google tag to your GTM container in your Google Tag Manager account and preview the changes you have made to ensure they are functioning correctly before publishing them on your live site.
• If no action is taken, the update will apply automatically on April 10, ensuring that all users have the latest features and security enhancements available without the need for manual intervention or additional steps.
• For any concerns or questions you may have, please contact your dedicated account management team, or alternatively, reach out to Google support for further assistance.