Google has announced changes to how Google Tag Manager (GTM) works with Google Ads tracking. Starting April 10, 2025, GTM will automatically load the Google Tag before sending events. This change will improve tracking accuracy and may result in conversions appearing that were previously untracked.
What Exactly Is Changing?
Currently, GTM sends events first and then loads the Google Tag. However, from April 2025, this order will be reversed – the Google Tag will load first, followed by event data being sent.
This update brings several key improvements:
- More reliable conversion tracking – Reduced chances of data loss due to slow loading or users leaving the page quickly.
- More recognized conversions – If some conversions were previously missed, they will now be correctly recorded.
- Easier activation of advanced features – Settings like Enhanced Conversions, cross-domain tracking, and automatic data collection will now be accessible with a single click.
How Will This Affect Your Data?
If you use Google Ads for advertising, you may notice an increase in the number of reported conversions after this update. Here are a few scenarios where this could happen:
- Better tag loading – Now, the Google Tag will load before data is sent, reducing the risk of losing information if a user quickly leaves the page.
- Enhanced Conversions – If you enable this feature, Google can link user data (email, phone) with their Google accounts, improving tracking accuracy.
- User Provided Data – If you have accepted Google’s terms, GTM will automatically send additional user data (such as email or phone number from forms), potentially increasing the number of recognized conversions.
- Cross-domain tracking – If your site operates across multiple domains (e.g., a webshop and a separate checkout system), the new system will better recognize users and track their conversions.
Do You Need to Take Any Action?
The change will be applied automatically, but Google recommends adding the Google Tag to your GTM container and testing how everything functions before the update is officially rolled out. This will ensure that all data is collected correctly.
This update brings improved conversion tracking, greater data accuracy, and easier access to advanced features within Google Ads. If you use GTM for tracking campaigns, expect some conversions that were previously untracked to now appear, which can enhance your advertising strategies.
If you want to ensure that your Google Ads tracking is optimized for the best results, contact our Google Ads agency, and we will help you maximize your conversion tracking efficiency!