From April 2025, Google will introduce significant changes to how your Google Tag Manager container operates within Google Ads, aiming to simplify and enhance the process.
How Does Google Tag Manager Work with Google Ads?
Google Tag Manager (GTM) seamlessly integrates with Google Ads by managing and deploying tags for conversion tracking, remarketing, and dynamic events. Currently, GTM uses a container to house all tracking scripts, including tags, triggers, and variables. Instead of manually adding multiple tracking codes to your website, you only need to insert a single GTM container snippet.
What Changes Are Coming to Google Tag Manager and Google Ads?
Starting on April 10, 2025, Google Tag Manager will receive an update to improve its integration with Google Ads and Floodlight tags. Currently, GTM containers send events before loading a Google tag. With this update, GTM containers that include Google Ads and Floodlight tags will automatically load a Google tag before sending events.
Why Is Google Making These Changes?
Google’s goal is to enhance the reliability of Google Ads tracking without affecting measurement performance. This update is expected to increase the volume of measurement data for many users.
Users will gain one-click access to features like enhanced conversions, cross-domain tracking. And Autoevents directly from the Google tag settings page. This should streamline data collection processes, especially for those who have accepted Google’s customer data Terms of Service. As ‘User-provided data’ collection will be automatically enabled across events.
Our Recommendations
This update aims to improve tracking accuracy and ensure a more reliable flow of measurement data. Potentially leading to better campaign insights and optimization opportunities.
To prepare for this update, we recommend adding the Google tag to your GTM container and previewing the changes to understand their impact on your accounts. If no action is taken, the update will be automatically applied on April 10, 2025.
For more information on this story or if you need support with this update. Or wish to discuss tracking and measurement with our expert data team. Please email us at team@modo25.com.
