Google has recently announced plans to update how Google Tag Manager interacts with Google Ads to streamline data collection and improve tracking reliability. From 10th April, this year, GTM will automatically load a Google Tag for containers with Google Ads and Floodlight tags. GA4 started doing this a few months ago to help fix “Unassigned” conversion attribution issues, and now Google Ads via GTM is following suit to improve tracking accuracy.

What’s Changing?

• Automatic Google Tag Loading: GTM will automatically load a Google tag before firing events in containers with Google Ads and Floodlight tags for more reliable tracking.
• User Provided Data Collection: Auto enabled if you’ve accepted Google’s customer data terms
• Enhanced Feature Accessibility: Access to enhanced conversions, cross-domain tracking, and auto-events will be simplified via the Google tag settings.

Recommended Actions

• Add the Google Tag to your GTM container to preview the changes before the update.
• Monitor for automatic updates – the update takes effect on April 10, 2025.
• Consult support if you have any concerns or questions regarding the update.

What You Should Do?

• Audit your site for duplicate tags
• Test your Consent Mode & cross-domain tracking
• Monitor your GA4 & Google Ads for unexpected data changes

Overall, this is a pretty positive update but like all things, proactive testing is the best way to ensure there are no data issues. At Fabric Analytics, we can help you ensure your setup is ready for this change. From auditing your current tag implementation to testing your setup and providing proactive guidance, our team can help prevent potential issues and optimize your tracking. Reach out to us to make sure your data collection is future proof.