Cloudflare and Google have introduced first-party domain mapping for Google Tag, now available in all Cloudflare plans. This feature allows users to mask Google Tag URLs with a first-party domain, which Cloudflare proxies to redirect requests to Google. It facilitates moving Google Tag loads to a first-party setup. For users needing more control, such as integrating additional destinations like CAPI, TikTok, or BigQuery, a server-side Google Tag Manager is recommended.
As Google's launch partner, Cloudflare offers a direct integration of Google Tag Gateway for advertisers, delivering similar performance and accuracy benefits as server-side tagging without the need for a separate server. Any domain proxied through Cloudflare can serve Google tags directly, improving measurement signals and enhancing campaign performance. Early testers have reported an average uplift of 11% in data signals, and the setup process is straightforward, requiring no changes to existing Google tag snippets.
