Google has announced a set of updates that bring the Google tag and Google Tag Manager closer together than ever. For most businesses this isn't cause for alarm, and nothing is being switched over without your say-so. But if you rely on accurate tracking to judge your marketing, it's worth knowing what's coming, what's optional and where a little care now will save headaches later.
Here's my practical take on the changes.
The short version
- Google tags are being upgraded into full Tag Manager containers, so sites that only use gtag.js gain access to Tag Manager's tools.
- Existing Tag Manager users will be invited to "optimise" their containers. It's recommended, but it isn't automatic.
- The Tag Manager interface is being tidied up, with a new Settings area and the more technical features grouped under an Advanced tab.
- A new visual tagging feature lets you define events by clicking elements on your site. For now it's in beta, and only for Google Ads purchase conversions.
One tagging platform instead of two
Until now, many businesses have had a foot in two camps: a Google tag added directly to the site for Google Ads or Analytics, and perhaps a separate Tag Manager container for everything else. Google is now upgrading Google tags into fully capable Tag Manager containers.
The important point is that Google says this won't change how your existing Google tags behave on the page. What you gain is the option to use Tag Manager features you didn't have before, such as interface-based tag setup, debugging tools and version control. Each Google destination keeps its own tag, so your existing setup and automated event triggers should carry over.
Worth noting for developers: new deployment snippets will all be the same and will no longer include the gtag config command. Google recommends handling initialisation through the init trigger in Tag Manager instead, and says this trigger can be set to wait for the config command if you need to keep a legacy setup working. If your site or a developer's code relies on that config call, this is the change to look at most closely.
"Optimising" your container: recommended, not forced
If you already use Tag Manager, you'll see a banner prompting you to optimise your container. Anyone with edit, approve or publish permissions can start the process, and you'll be able to preview every change before publishing it. Google is clear that nothing changes automatically.
According to Google, optimising brings three main benefits:
- Tidier management. Your Google tag settings move into the new Settings tab, alongside a data flow map showing which Google destinations they apply to. Your event tags stay as they are.
- Faster tracking. Tag Manager will send data directly to Google destinations, rather than loading the extra gtag.js script it needed before. Google says this improves site performance and reduces delays in sending measurement data.
- Simpler access across Google products. Your container is linked to your Google destination accounts automatically, making it visible and manageable from within those products. "Read" access is granted by default, and you can change permissions in Tag Manager's user management settings.
That last point is easy to overlook. Automatic account links and default access are convenient, but it's worth checking who can see what once the optimisation is done.
A cleaner interface
The Overview page is being redesigned to make containers easier to navigate. Google says no existing functionality is being removed. The two main additions are a centralised Settings section for container-wide settings, and a collapsible Advanced tab that holds triggers, variables, templates and folders.
If you or your team know Tag Manager well, expect to spend a few minutes relearning where things live. If you're newer to it, the layout should feel less overwhelming.
Visual tagging: promising, but early days
Visual tagging lets you create events and set up conversions by selecting elements directly on your website, while Tag Manager handles the technical configuration, such as selectors and triggers, behind the scenes.
It's currently in beta and limited to purchase conversions in Google Ads, with more use cases due to roll out progressively. It could make simple conversion tracking far more accessible. As with any point-and-click setup, though, I'd recommend testing that events fire reliably, especially on sites whose layout or code changes often.
What to check before you make the switch
- Audit what you have. List every Google tag and Tag Manager container on your sites, and which Google products each one feeds.
- Check for code that depends on gtag
config. If your setup relies on it, plan how you'll handle initialisation with the init trigger before adopting new snippets. - Use the preview. Don't publish an optimised container without reviewing the proposed changes and testing in preview or debug mode.
- Compare data before and after. Watch your key conversions and events in the days after any change, so you can spot gaps quickly.
- Review access. After optimising, confirm who has access to your container through the new account links and adjust permissions if needed.
- Brief your team. Make sure anyone who works in Tag Manager knows the interface is changing and where to find triggers and variables.
Need a hand?
These changes should make tracking simpler and faster in the long run, but the switchover is where small mistakes creep in. If you'd like a second pair of eyes on your setup before you optimise, or help testing afterwards, review our services to see how we can help.