Digital advertising is based on measurement. Tracking robustly helps you reach people who have visited your website. It is the basis of a privacy-centered measurement strategy revolving around information people agree to share with you. Third-party cookies are phased out and advertisers need to have sitewide tags in place. Tracking will help you keep up with rapidly changing regulations and measure performance.

To help you keep up with industry changes, we have centralized our tags with the help of a tag management system and a global site tag. You have told us that it is still difficult to tag.

The new tags built on top of gtag.js help you measure impact and preserve user trust. Over the next week, new capabilities will be unlocked by the tag, which will allow you to do more, improve data quality and adopt new features without requiring more code. All pages of your website should have the global site tag put on them.

You won't see any changes to your setup for customers who use the tag manager. Stay aware of future updates on the integration and upgrade paths between the tag and the manager.

Advertisers with more than one instance of gtag.js can now combine those tags and centrally manage their settings in the search engine's tag screens. You can easily increase the number of tagged pages with consistent configuration since it will be easier to set up site wide tags. Improving measurement leads to better customer insights. You can now control who has access to critical measurement settings with the help of a dedicated place where you can manage user access to your tag settings. Your existing gtag.js implementations will continue to work and will be able to be found on the internet.

Easily access your Google tag settings in Google Ads and Analytics

You can combine your tags and manage them centrally.

You will be able to use your existing installation when setting up another product or account or creating new conversion actions, instead of configuring additional code each time. We have simplified the process for a simple and quick setup experience that works across the two products.

If you use a popular content management system, you will be able to install a new Google tag without any code at all.

Advertisers are given more control and ease of use with the integration of the Google tag into our other privacy solutions. The Google tag continues to work well with solutions such as Consent Mode and server-side tagging.

The first of many improvements will be shared in coming months so you can better prepare for the future.