What You Need to Know About the Google Tag Manager Update in April 2025
From April 10, 2025, Google is rolling out an important update to how Google Tag Manager (GTM) works with Google Ads and Floodlight tags. While this change is largely automatic, it could have implications for your tracking setup and campaign data—especially if you rely heavily on GTM for your digital marketing efforts.
As a web design and SEO agency based in Newcastle, ONIT Solutions is here to explain what’s changing, why it matters, and what you should do next.
What’s Changing in Google Tag Manager?
Currently, when you trigger events via Google Tag Manager, they’re sent before the Google tag (previously known as the Global Site Tag or gtag.js) loads. Starting April 10, 2025, GTM containers that use Google Ads or Floodlight tags will automatically load a Google tag first—before sending any events.
In short:
Before: GTM sends event → Then loads Google tag
After: GTM loads Google tag → Then sends event
This update is designed to increase the accuracy and reliability of your conversion tracking, especially for Google Ads campaigns.
Why Is This Change Important?
Although it’s a small adjustment on the surface, the new structure improves:
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Measurement reliability: Ensures events are tied directly to Google tag configurations.
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Data consistency: Applies settings like Enhanced Conversions and User Provided Data more smoothly.
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Ease of use: Gives you one-click access to advanced tracking features through the Google tag settings page.
This can lead to more complete data collection and a higher volume of conversions being captured, which is always a win for advertisers and marketers.
New Benefits from the Google Tag
With the Google tag now loading first, you’ll also benefit from:
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One-click access to advanced features: Easily enable things like:
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Enhanced Conversions
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Auto-event tracking
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Cross-domain tracking
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Improved user data handling: If you’ve accepted Google’s Customer Data Terms of Service, GTM will now automatically apply your User Provided Data settings across all events—just like it would if you were using in-page code.
This makes it simpler to unify your tracking setup across different tools and reduce discrepancies in reporting.
Do You Need to Do Anything?
In most cases, no immediate action is required. The update will roll out automatically. However, Google recommends that you manually add the Google tag to your GTM container ahead of the change. This allows you to preview how your setup will behave and make any necessary adjustments in advance.
At ONIT Solutions, we’d suggest:
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Auditing your GTM container to check which tags may be affected.
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Previewing your container with the Google tag added manually to monitor event flow.
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Testing conversion tracking thoroughly if you’re running paid campaigns through Google Ads.
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Ensuring your Enhanced Conversions and user data settings are correctly configured in the Google tag interface.
If you don’t have the resources or expertise in-house, we’re happy to assist with a full GTM and Google Ads tracking audit.
Final Thoughts
This GTM update is part of Google’s broader push to streamline tracking and improve data accuracy in a world where privacy standards are constantly evolving. While it may seem like a behind-the-scenes change, it can have a real impact on your campaign performance and conversion attribution.
At ONIT Solutions, we help businesses across Newcastle and the UK stay ahead of digital changes like these—so your tracking is always reliable, and your marketing data works harder for you.
Need help with Google Tag Manager or Google Ads tracking?
Get in touch with the ONIT team today and let’s make sure your data setup is future-proof.
