Google is updating, how your Google Tag Manager (GTM) container works with Google Ads to make everything simpler and more efficient. Starting April 10, 2025, Google Tag Manager (GTM) containers with Google Ads and Floodlight tags will automatically load a Google tag before sending events. This change will improve the reliability of Google Ads tracking and may increase the volume of measurement data.
Google Tag Manager Containers Update
Users will also have easier access to features like Enhanced Conversions, Cross-domain tracking, and Autoevents through the Google tag settings page. Additionally, user-provided data collection will be automatically enabled for smoother data collection if the Customer Data Terms of Service are agreed to. While the update will happen automatically, adding the Google tag to your GTM container is recommended to preview the impact. For any questions, users can contact their account management team.
What’s changing?
Currently, your Google Tag Manager container (GTM-T8ZXM45N) sends events before loading a Google tag. Starting April 10, 2025, containers with Google Ads and Floodlight tags will automatically load a Google tag first, before sending any events. This change will enhance the reliability of your Google Ads tracking without affecting measurement performance. For most users, it will also increase the volume of measurement data.
Additionally, you’ll get:
One-click access to features: Easily activate features like Enhanced Conversions, Cross-domain tracking, and Autoevents directly from your Google tag settings page.
Smoother data collection: If you’ve agreed to our Customer Data Terms of Service, we’ll automatically enable “User Provided Data” collection for your events. This ensures that your Google Tag settings, like user-provided data, will apply consistently to events sent by both Tag Manager and in-page code.
Do you need to take any action?
We recommend adding the Google tag to your GTM container to preview how these changes will impact your accounts. However, if you do nothing, this update will automatically take effect on April 10, 2025.
If you have any questions about this update, feel free to reach out to your account management team or contact us anytime.
In a major update set to roll out in April 2025, Google Tag Manager (GTM) will automatically load a Google Tag (gtag.js) for all new containers, simplifying the tag management process for businesses and website owners. This change aims to streamline the process of adding tags to your site, reduce setup time, and make GTM even more user-friendly.
What Does This Mean for Users?
Currently, when creating a new container in Google Tag Manager, users must manually add the Google Tag (gtag.js) snippet to their website’s code. With this upcoming update, however, the Google Tag will be automatically added by default when a new container is set up. This means users will no longer need to worry about manually placing the global site tag (gtag.js) into their site’s code, which can be time-consuming and prone to errors.
Key Benefits of Automatic Google Tag Loading
Time Savings: Website owners and marketers will no longer need to spend time copying and pasting code snippets. The Google Tag will be ready to go as soon as a GTM container is created.
Reduced Errors: By automating this step, the risk of missing or incorrectly implementing the Google Tag will be minimized. This ensures that your tags are firing properly from the start.
Simplified Tag Management: For those new to Google Tag Manager or for businesses managing multiple websites, this update will simplify the process. New users will find it easier to start using GTM without needing to worry about technical implementation.
Improved Accuracy and Data Tracking: The automatic inclusion of the Google Tag ensures that the global site tag is properly implemented on your site, which is essential for accurate data tracking, reporting, and conversion tracking across Google platforms like Google Analytics, Google Ads, and more.
What Do You Need to Do?
For most users, the change will be seamless. If you’ve been using Google Tag Manager for some time, no action is required from you for existing containers—those will continue to function as they have been. For new containers created after April 2025, Google Tag Manager will automatically handle the Google Tag setup.
However, if your setup includes custom code or you have specific requirements for how tags are managed or loaded, you may want to review your configuration to ensure everything aligns with your current needs.
What About Existing Google Tag Manager Containers?
Existing GTM containers will not be affected by this change. You will still need to manually add the Google Tag to your site if it has not already been included. The update will only apply to new containers created after April 2025. If you’ve been relying on manual tag implementation or using third-party tags, now might be a good time to explore the updated automation to see how it can benefit your tag management process.
How This Fits into Google’s Tagging Strategy
This update is part of Google’s broader efforts to streamline the process of managing tags, improving user experience, and ensuring businesses can efficiently gather data and optimize their digital marketing efforts. Google has been making strides toward simplifying tag management across all platforms, and this update aligns with their goal of making it easier for businesses to access the data they need to make informed decisions.
In addition to automatic Google Tag loading, Google Tag Manager offers powerful features like triggers, variables, and tag templates that help marketers customize their tracking, optimize website performance, and improve the customer experience.
Conclusion
Starting in April 2025, Google Tag Manager’s automatic loading of the Google Tag will be a significant time-saver for businesses, marketers, and developers alike. By simplifying the setup process and reducing the chances of error, Google is making it easier than ever to manage tags on your website. This change will make Google Tag Manager even more efficient and accessible, helping you get the most out of your data tracking efforts without the hassle of manual configuration.
Stay tuned for more updates and tips as we approach the rollout date!
