Starting April 10, 2025, Google Tag Manager (GTM) will automatically load a Google Tag before firing any Google Ads or Floodlight tags. This change is part of Google’s ongoing effort to improve data reliability, enhance ad performance, and streamline measurement consistency across platforms.

For most businesses, this update will have minimal impact – and in many cases, it will actually improve data accuracy. In this blog post, we’ll break down what’s changing, why it matters, and what (if anything) you need to do to prepare.

What’s Changing?

Currently, GTM containers that include Google Ads or Floodlight tags may fire events before loading a Google Tag or, depending on specific implementation, not even load the Google Tag at all. With this update:

  • Any GTM container with Google Ads or Floodlight tags will now automatically load a Google Tag first.
  • This ensures a more consistent data collection process, reducing discrepancies between Google Ads and GA4.
  • Users who have accepted Google’s Customer Data Terms of Service will also benefit from enhanced User-Provided Data collection.

This change happens automatically on April 10, 2025 – no manual action is required for GTM users.

Why Does This Matter?

This update is good news for advertisers and marketers, as it improves how Google Tag Manager collects and processes data. Key benefits include:

  • More Reliable Data: Ensures that Google Ads and Floodlight tags fire with consistent timing, improving data accuracy.
  • Better Ad Performance: With more consistent data feeding into Google Ads, businesses may see slight improvements in campaign performance and attribution.
  • Seamless User-Provided Data Collection: For businesses that have agreed to Google’s Customer Data Terms, this update makes it easier to collect and use first-party data for better audience targeting.
  • No Manual Implementation Needed: If you already have a GTM container with Google Ads or Floodlight tags, Google will apply this update automatically – no need for additional configurations.

What Do You Need to Do?

For most of our clients, no action is required – this update will happen in the background. However, we do recommend the following:

  1. Stay Informed & Communicate Internally
    If your marketing, analytics, or IT teams manage GTM, let them know about this update. While it won’t disrupt existing setups, awareness is always helpful.
  2. Check Your Google Tag Manager Setup (Optional)
    If you have complex GTM configurations, we recommend reviewing your tag firing sequence to ensure everything works smoothly.
  3. Ensure Compliance with Google’s Customer Data Terms
    If you haven’t already accepted Google’s Customer Data Terms of Service, consider doing so in GA4 Admin settings. This will allow you to take full advantage of Google’s User-Provided Data collection.
  4. Reach Out for Support
    If you have concerns about how this change may affect your measurement strategy, our team is here to help. We can review your GTM setup, ensure a seamless transition, and optimize your data collection for better ad performance.

Final Thoughts

This Google Tag Manager update is a positive change that enhances data consistency, strengthens tracking reliability, and supports a better measurement framework for Google Ads. Since the update happens automatically, most businesses won’t need to do anything – but if you have questions or want to audit your GTM setup, we’re here to assist. Have questions about this update? Contact us, and we’ll be happy to help you navigate this change smoothly.