Google simplifies its tag management tool with Google tag

Google presents Google tag, an evolution of its tag management system.

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Google tag allows easier management of tracking tags. © BDM

Google improves its tag management system

With the upcoming changes to removing third-party cookies, marketers need to evolve their approach to ad targeting and information gathering. For this, Google announces in a blog post, an improvement in the tracking experience with the new Google tag. This evolution allows to rely on a measurement strategy centered on the protection of privacy and revolves around the information that people agree to share, first-party and modeled data.

Thus, Google allows marketers to use a single, reusable tag built on top of the implementation gtag.js existing. Google had already centralized its tagging solutions with Google Tag Manager to achieve an enterprise tag management system and the global site tag (gtag.js) allowing advertisers to send event data to Google Analytics, Google Ads and Google Marketing Platform.

By next week, the Google tag will enable access to new features to help you do more, improve data quality, and adopt new features, without requiring more code.

What impact for advertisers?

For advertisers, this change means it will be easier to set up tagging site-wide and to combine or reuse tags. This simplification allows:

  • increase the number of tagged pages with a consistent configuration,
  • combine multiple instances gtag.js easily,
  • to manage user access within a single interface.

Google specifies that the implementations gtag.js existing ones will continue to work and will automatically become Google tag tags. You therefore have no immediate action to take, the conversion will be automatic. However, Google advises advertisers to follow the next information that will come out on this subject, because other innovations are planned.

The firm announces that in the coming months, it will be possible to use your existing Google tag when setting up another product or Google account, or creating new conversion actions, instead of having to configure additional code each time. For customers using content management systems (CMS) such as HubSpot, Squarespace or Wix, you will be able to install a new Google tag without any development.

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