Google is implementing updates to how Google Tag Manager (GTM) containers work with Google Ads to streamline tracking processes and improve efficiency.
Currently, Google Tag Manager sends events before loading a Google tag. Starting on April 10, 2025, containers with Google Ads and Floodlight tags will automatically load a Google tag first, before sending events.
This adjustment aims to improve the reliability of Google Ads tracking without negatively impacting measurement performance. For many users, this change will actually increase the volume of measurement data collected.
Benefits of the Update
The new implementation will provide several advantages:
- One-click access to features: Users will be able to easily enable enhanced conversions, cross-domain tracking, and Autoevents directly from the Google tag settings page
- Smoother data collection: For users who have agreed to Google's customer data Terms of Service, 'User-provided data' collection will be automatically enabled across events
Google tag settings, including user-provided data configurations, will apply to events sent through Tag Manager in the same way they apply to events sent by in-page code.
Recommended Actions
Google recommends adding the Google tag to your GTM container to preview how these changes might impact your accounts. If no action is taken, the update will automatically take effect on April 10, 2025.
This update should improve data quality without compromising existing data collection setups. The Google Tag is a prerequisite for event tags to work correctly, and this change ensures proper implementation across all containers with Ads and Floodlight tags.
