Starting April 10, 2025, Google Tag Manager will automatically load Google tags before sending events, enhancing tracking accuracy for Google Ads and Floodlight tags. This update also makes advanced features like Enhanced Conversions and Cross-domain tracking a click away. Plus, your data collection will be boosted if you’ve agreed to Google’s Customer Data Terms. Learn how these changes can benefit your tracking and why you should prepare now.
Starting April 10, 2025, Google Tag Manager (GTM) will roll out an update to simplify and improve its work with Google PPC Ads and Floodlight tags. This change will make your data tracking more reliable and might even boost the volume of measurement data you collect.
Google Tag Manager (GTM) is a cornerstone tool for digital marketers, web developers, and businesses looking to streamline their tracking and analytics efforts. On April 10, 2025, Google is set to roll out a significant update to GTM that promises to enhance its functionality, improve data accuracy, and simplify the user experience. This isn’t just a minor tweak—it’s a shift that could reshape how businesses manage their tags and track performance. Here’s a deep dive into what’s changing, why it matters, and how to prepare.
What’s Changing?
Starting April 10, 2025, Google Tag Manager will introduce an automatic update that alters the sequence of how Google tags operate within its containers. Specifically, GTM will now load Google tags before sending events. This adjustment is designed to boost tracking accuracy, particularly for tools like Google Ads and Floodlight tags, which rely heavily on precise data to measure campaign performance.
In addition to this core change, Google is making advanced features more accessible. Options like Enhanced Conversions and Cross-domain tracking, which previously required manual configuration or custom coding, will now be available with a single click. This move simplifies the process for users who may not have deep technical expertise, democratizing access to powerful tracking capabilities.
If you don’t take any action, these changes will be applied automatically to your GTM containers on the specified date. However, Google allows users to adjust their settings beforehand if they prefer a more hands-on approach.
Why This Matters:
The upcoming update reflects Google’s ongoing efforts to optimize tag management and improve data collection practices, especially for users who have accepted the Customer Data Terms of Service. Here’s why this matters for businesses and marketers:
- Improved Tracking Accuracy: By loading Google tags before events are sent, GTM ensures that critical data—like conversions or user interactions—is captured more reliably. This is a game-changer for Google Ads users who depend on accurate attribution to optimize their campaigns.
- Simplified Setup: Features like Enhanced Conversions (which improve conversion tracking by incorporating hashed first-party data) and Cross-domain tracking (which follows users across multiple domains) are becoming plug-and-play. This reduces the need for complex workarounds or external support, saving time and resources.
- Better Data Quality: For businesses that rely on analytics to make informed decisions, cleaner and more consistent data collection can lead to sharper insights and more effective strategies.
- Future-Proofing: As privacy regulations tighten and tracking technologies evolve (think cookie-less browsing), Google is positioning GTM to adapt seamlessly, ensuring it remains a vital tool in the marketer’s toolkit. Loading the Google tag first ensures that all events are tracked more accurately. Many users could see an increase in the volume of measurement data collected.
Who Will Be Affected?
This update will impact anyone using Google Tag Manager, but its effects will be most noticeable for:
- Google Ads Users: Enhanced tracking accuracy will benefit PPC campaigns, potentially improving ROI.
- E-commerce Businesses: Simplified cross-domain tracking could make it easier to follow customer journeys across multiple sites or subdomains.
- Analytics Teams: Those leveraging GTM for tools like Google Analytics or Floodlight tags will see a smoother integration with Google’s ecosystem.
If your GTM setup is minimal or you don’t use Google-specific tags, the changes might not disrupt your workflow—but you’ll still benefit from the streamlined features if you choose to adopt them.
How to Prepare for April 2025
To see how this change might affect you, Google recommends now adding the Google tag to your GTM container. This will allow you to preview the impact before the update goes live. However, if you don’t act, the update will be applied automatically on April 10, 2025. While the update will roll out automatically, proactive preparation can help you maximize its benefits and avoid surprises. Here’s a step-by-step guide:
- Review Your Current Setup: Log into your GTM account and audit your containers. Check which tags, triggers, and variables are used, especially those tied to Google Ads or Floodlight.
- Test in Advance: Google often provides a preview mode for updates like this. Keep an eye on the GTM interface or Google’s official blog for announcements about testing options. Simulate the new tag-loading behavior to ensure it doesn’t break your existing workflows.
- Understand Your Features: If you’ve been hesitant to implement Enhanced Conversions or Cross-domain tracking due to complexity, now’s the time to explore them. Review Google’s documentation to see how they can fit into your strategy.
- Adjust Settings (If Needed): If the automatic update doesn’t align with your preferences—for example, if you rely on a custom tag-firing sequence—you can tweak your settings before April 10. Google hasn’t released granular details yet, but expect more guidance closer to the date.
- Monitor Post-Update: After the change takes effect, double-check your data in Google Analytics, Google Ads, or other connected platforms to confirm everything’s running smoothly.
The Bigger Picture
This update is more than a technical adjustment—it signals Google’s direction for its marketing and analytics tools. By prioritizing accuracy and ease of use, Google is responding to the needs of a diverse user base, from small businesses to enterprise-level operations. It also underscores the company’s focus on integrating its products more tightly, creating a cohesive ecosystem where tools like GTM, Google Ads, and Google Analytics work harmoniously.
For digital professionals, this is an opportunity to refine their tracking strategy and leverage features that might have felt out of reach before. The update’s automatic nature means there’s no opting out entirely, so staying informed and adaptable is key.
New Features Made Simple
This update isn’t just about better tracking. It also makes advanced features easier to access:
- One-Click Access: With just one click, you can turn on features like Enhanced Conversions, Cross-domain tracking, and Autoevents directly from your Google tag settings page. No complicated setup is required.
- Smoother Data Collection: If you agree to Google’s Customer Data Terms of Service, the update automatically enables “User Provided Data” collection across all your events. This means your Google Tag settings, like user-provided data, will apply to events sent by GTM, like those sent by in-page code.
Key Benefits Recap:
- Improved accuracy in Google Ads tracking.
- Easier access to advanced features like Enhanced Conversions and Cross-domain tracking.
- Better data collection practices if you’ve accepted the Customer Data Terms of Service.
This update reflects Google’s ongoing efforts to streamline tag management and help businesses get more out of their data tracking. If you rely on GTM for your marketing efforts, it’s worth getting familiar with these changes sooner rather than later.
Final Thoughts
The Google Tag Manager update, which will be released on April 10, 2025, is poised to make life easier for marketers and developers while delivering more reliable data for decision-making. Whether you’re a seasoned GTM user or just getting started, these changes are worth paying attention to. Take the next few weeks to familiarize yourself with the details, test your setup, and get ready to harness the full potential of this revamped tool.
Stay ahead of the curve—April will be here before you know it! What do you think about these changes? Are you excited for the simplicity or wary of the automatic rollout? Let’s keep the conversation going as more details emerge.
Stay ahead of the curve, and make sure your GTM setup is ready for April 10!