New Google Tag Improves Ad Privacy And Management

The all-in-one tag that Google teased in May at Marketing Live 2022 is here. The official announcement appears on the company’s Ads & Commerce blog.

The goal of the update is to perpetuate privacy concerns and streamline site-wide markup. The status of third-party cookies remains unclear as Google has repeatedly extended Chrome’s deletion date. Nevertheless, website visitors expect transparency from cookies. The new tag aims to allay these concerns while allowing advertisers to collect accurate data.

The tag only covers ads and analytics, although other Google products (called “destinations”) are coming.


Advertisers with the existing global tag site installed do not need to replace it, as the new version will be automatically updated.

The new beacon has two main advantages:

  • It works with multiple destinations, making advertisers and site owners less dependent on developers for code changes. For example, ad conversion tracking no longer requires a snippet to be installed on a button. fhpcn
  • The tag integrates with other Google privacy services. It also mimics Improved Conversions by returning user-provided data to Google.

Review of the new beacon

The new tag resides in “Tools and Settings” in the Google Ads interface.

To configure the new Google tag, click “Tools & Settings” in the Ads interface.

There you will see which destinations are associated with your beacon. In the example below, the tag integrates with the Google Ads account.

Screenshot of Google Tag linked to Google Ads.

The new tag integrates with your Google Ads account.

There are eight parameters (some are new):

  • “Manage automatic event detection”
  • “Configure your domains”,
  • “Include user-provided data from your website”,
  • “Collect Universal Analytics Events”
  • “Define internal traffic”,
  • “List unwanted references”,
  • “Adjust session timeout”
  • “Override cookie settings. »

Elements of the old Google Analytics configuration are present in the new tag, such as data collection and referral exclusions. Google is tightening user privacy and measuring it across destinations.

The new tag includes a useful edit history report: who edited the tag and when. For example, the report would show a new domain referral exclusion, which could explain a drop in traffic.

Other Considerations

The new Google tag has raised many questions. Search Engine Land Interviewee Christophe Combette, director of ad measurement products at Google, spoke about the changes, asking in part whether the tag syncs with Google Tag Manager. Combette responded that it does, saying sites using GTM do not require any changes.

Look for more information on Google’s integration in the coming months.

Google did not set a deprecation date for the previous tag. This implementation will continue to work, although it is no longer called a “global site tag”. Advertisers can always adjust the settings.

Also note that the new tag gathers the same data types as the previous version. The code is more streamlined and allows users to create events directly in the Ads interface.

Next steps

Again, advertisers using the global site tag require no immediate action. It will be automatically updated. However, confirm the settings for the revised version and consider adding Analytics as a destination.

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