Google Revamps Tag Manager
Google is once again refining how digital marketers interact with its tools. Starting April 10, 2025, Google Tag Manager (GTM) will undergo a major shift in how it handles Google Ads and Floodlight tags. The big news? GTM will now automatically load the Google tag (gtag.js) when these tags are fired - whether you've set it up manually or not.
If you're using Enhanced Conversions or collecting User-Provided Data (UPD), this update could make your life easier - but there are some caveats worth noting.
What’s Changing?
Before this update, GTM users could fire Google Ads or Floodlight tags without having the main Google tag present on the page. That flexibility is coming to an end. Now, GTM will ensure the Google tag is loaded before firing any event linked to these tags.
Why does that matter? Because Enhanced Conversions, cross-domain tracking, auto-event tracking, and UPD all depend on that Google tag to work properly.
Why Is This a Good Thing?
With this update, advertisers will benefit from:
- Simplified Configuration
There's less guesswork. You can now control Enhanced Conversions, user data settings, and other features from one central place - within the Google tag configuration. - Improved Conversion Accuracy
By standardizing how data is collected and tags are triggered, the risk of inconsistent tracking is reduced. That means better data for your campaigns and smarter bidding strategies. - Automatic UPD Collection
If you've already agreed to Google’s Customer Data Terms, UPD will start collecting across all your events - automatically. You don’t have to do anything extra.
Are There Any Downsides?
While this update brings improvements, it also introduces the potential for “race conditions” - a delay between when the tag loads and when the event fires. This might cause minor tracking inconsistencies if your GTM setup isn't well-optimized.
Also, if your configuration is outdated or missing the necessary Google tag, the automatic loading could behave unpredictably.
What Should You Do Now?
Before April 10 rolls around, make sure you’re ready for the change:
- Audit Your GTM Setup
Double-check that all your Google Ads and Floodlight tags are correctly configured and linked to the Google tag. - Review Consent Settings
Since UPD involves collecting personal data, make sure your user consent mechanisms (like cookie banners) are in line with your privacy policies and local regulations. - Test Everything
Use GTM’s built-in preview and debug mode to ensure all your tags are firing as expected. This will help you spot any issues before they impact your campaigns.
This update signals a clear direction from Google: making tag management more unified and automated. For advertisers, that’s mostly a good thing - especially if you're looking to streamline your analytics setup and get more accurate data.
Still, a little prep work now will go a long way in avoiding surprises. So open up GTM, take a closer look at your tags, and get ahead of the changes before they go live.
Resource: WordStream