From April 2025, there will be some important changes to the way your Google Tag Manager container works within Google Ads. Google is making these changes to make this process simpler and more efficient.
How does the Google Tag Manager container work within Google Ads?
Google Tag Manager (GTM) integrates with Google Ads by managing and deploying tags for tracking conversions, remarketing, and dynamic events. Currently, GTM uses a container to store all tracking scripts (tags, triggers, and variables). Instead of adding multiple tracking codes manually to your website, you insert a single GTM container snippet.
What are the changes to Google Tag Manager and Google Ads?
Starting on the 10th of April 2025. Google Tag Manager will undergo an update to enhance its integration with Google Ads and Floodlight tags. Currently, GTM containers send events before loading a Google tag. With this update, GTM containers containing Google Ads and Floodlight tags will automatically load a Google tag prior to sending events
Why are Google making these changes?
Google’s adjustment aims to improve the reliability of Google Ads tracking without compromising measurement performance. For many users, it is expected to increase the volume of measurement data.
Users will have one-click access to features like enhanced conversions, cross-domain tracking, and Autoevents directly from the Google tag settings page.
It should make data collection smoother. For those who have accepted Google’s customer data Terms of Service, ‘User-provided data’ collection will be automatically enabled across events. Streamlining data collection processes.
What do we recommend?
This update is designed to enhance tracking accuracy and ensure a more reliable flow of measurement data, potentially leading to better campaign insights and optimisation opportunities.
To prepare for this update. It is advisable to add the Google tag to your GTM container and preview the changes to understand their impact on your accounts. If no action is taken, the update will be applied automatically on April 10, 2025.
If you need any support on this update, or you’d like to discuss tracking and measurement with our expert data team. Get in touch by sending us an email to team@askbosco.com
