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Google Tag Manager Update: Automatic Google Tag Loading from April 2025

Introduction: Google Tag Manager update


Starting April 10, 2025, Google is introducing an update to how Google Tag Manager (GTM) interacts with Google Ads and Floodlight tags. This change aims to simplify processes and enhance efficiency by ensuring that a Google tag loads before event tracking begins. In this article, we'll explore what this means for GTM users, how it impacts tracking, and what steps you should take to prepare.



Google Tag Manager


What’s Changing?


Currently, GTM containers send events before loading a Google tag. However, with this new update:

  • Containers that include Google Ads and Floodlight tags will now automatically load a Google tag first before sending events.

  • This will enhance reliability in tracking without negatively affecting performance.

  • Many users will experience an increase in the volume of measurement data collected.



Key Benefits of This Update


1. One-Click Access to Enhanced Features

The new update allows easier activation of features from the Google tag settings page, such as:

  • Enhanced conversions for better measurement accuracy.

  • Cross-domain tracking to ensure seamless data collection across different websites.

  • Autoevents to track user interactions without manual configuration.


2. Smoother Data Collection

For users who have agreed to Google's customer data Terms of Service, this update will:

  • Automatically enable User-Provided Data (UPD) collection across all tracked events.

  • Ensure that Google tag settings apply uniformly to events sent via GTM and in-page code.



What Actions Do You Need to Take?


While this update will roll out automatically, it’s recommended that users add the Google tag to their GTM containers to preview its impact before the April 10, 2025 deadline. This proactive step will help ensure a smooth transition and prevent any disruptions in tracking.



Final Thoughts

Google’s latest GTM update aims to streamline data collection and enhance the accuracy of ad tracking. While no immediate action is required, testing the Google tag in your GTM setup is advisable to understand how it affects your specific use case.

If you have any questions regarding this update, reach out to your account management team or contact Google Ads support for further assistance.



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