Google has announced an upcoming Google Tag Manager update that will impact how it interacts with Google Ads. This change, set to take effect on April 10, 2025, is intended to enhance tracking accuracy and data collection efficiency for advertisers.

This is what Google sent in an email to notify:

Key changes for you marketers to note:

Google Tag Will Load First – Moving forward, GTM containers containing Google Ads and Floodlight tags will prioritize loading a Google tag before firing events.
Easier Feature Access – Advertisers will now be able to enable Enhanced Conversions, Cross-domain tracking, and Autoevents directly from Google tag settings.
Improved Data Collection – If advertisers have accepted the Customer Data Terms of Service, Google will automatically enable User Provided Data collection across events.

Why This Matters?

Google is presenting this as a move to improve tracking accuracy and ensure advertisers have access to better measurement data.

By enforcing the Google tag to load first, the update aims to create a more streamlined and reliable data flow.

With easier access to features like Enhanced Conversions and Cross-domain tracking, advertisers may gain deeper insights into attribution and customer behavior.

Additionally, streamlining data collection can improve compliance and enhance campaign performance by offering real-time, precise tracking.

These changes are expected to optimize return on investment (ROI) through better insights and smoother data processing.

We are being skeptical, but positive

While Google frames this as a positive adjustment, we remain a bit skeptical about the timing and intent behind the change.

This could be a way for Google to gain more control over tracking data while limiting third-party tracking solutions like Meta Pixel.

It could also be related to Google Chrome’s upcoming policies, possibly preempting regulatory requirements.

We will be closely monitoring how these updates are going to impact our measurement and attribution models.

As a business owner – what should you do before the update?

• Ensure to add a Google tag to your GTM container if not already, and preview how this change will impact your tracking setup.
• Review your data collection settings to ensure compliance and avoid disruptions.
• Stay informed and look into other marketers’ insights and assess whether this update affects third-party tracking tools you rely on.
• Contact Google support or your account management team if you have any concerns or need clarification on the changes.

While Google asserts that this update will enhance tracking accuracy and offer more reliable measurement data, advertisers should approach with caution. The true impact of these changes will only become clear once they take effect.

We’ll be keeping a close eye on how this plays out and will provide updates as more insights emerge. What are your thoughts on this move? Drop your thoughts in the comments below!