Google is set to update its integration between Google Tag Manager (GTM) and Google Ads on April 10, 2025, to enhance data collection, tracking accuracy, and provide streamlined access to advanced features for advertisers. These updates are designed to improve the overall user experience for marketers and ensure better campaign optimization. In this blog, we will walk through the key updates, the benefits for advertisers, and the actions required to ensure a smooth transition.
Key Updates to Google Tag Manager Integration
i) Google Tag Priority:
One of the most notable updates in this new integration is the introduction of Google Tag Priority. Previously, advertisers had to manually manage the order in which tags fired on their website. Now, GTM containers that include Google Ads and Floodlight tags will automatically load the Google tag before firing any events. This update ensures that the tags are fired in the correct sequence, enhancing the accuracy of the data collection process. The result is more reliable tracking and more accurate reporting of key metrics across campaigns.
ii) Enhanced Features for Advertisers:
Google has made it easier for advertisers to access enhanced features through GTM. The updates allow advertisers to directly enable key features such as Enhanced Conversions, Cross-domain tracking, and Autoevents directly from the Google tag settings. This will simplify workflows for marketers, enabling them to set up these features with minimal effort. By streamlining access to these advanced capabilities, Google is ensuring that advertisers can get the most out of their tracking data to optimize campaigns effectively.
iii) Automatic User Data Collection:
Another significant update is the automatic collection of user-provided data, provided that Customer Data Terms of Service are accepted. When these terms are accepted, the User Provided Data collection will be automatically enabled across events, ensuring a more seamless data collection process. This update is aimed at improving compliance with privacy regulations while maintaining accurate tracking and reporting of user interactions across websites and apps.
Actions Required for a Smooth Transition
i) Add the Google Tag to Your GTM Container:
To fully benefit from the new features, you must add a Google tag to your GTM container. This step is essential for enabling the automatic data collection and Google tag priority features. Make sure to preview the changes before April 10 to ensure that everything is set up correctly and functioning as expected.
ii) No Action Needed After the Update:
If you do not take any action by April 10, the update will be automatically applied on the scheduled date. The Google tag will be integrated and the necessary features will be activated automatically. However, it is always recommended to review the changes before they go live to ensure everything is working as expected.
iii) Reach Out for Assistance:
If you encounter any issues or need guidance during the implementation process, don’t hesitate to reach out to Google support or your account management team. They are available to help you navigate the changes and ensure that your GTM setup is optimized for the new integration.
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