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Until now, events in Google Tag Manager were sent to Google Ads and Floodlight services even without explicitly loading the Google Tag beforehand. This worked, but wasn’t ideal—some tag settings weren’t enabled, or data loss could occur.
From 10th April 2025, GTM will change so that if the Google Tag isn’t already on the page, the system will automatically load it before sending events. This new mechanism aims to ensure more reliable measurement and better consistency in data processing.
What impact will this GTM update have?
- More reliable conversion tracking—Google Ads conversions will be more accurate because tags will load properly before sending data.
- Automatic activation of advanced features—If you have enabled Enhanced Conversions or User-Provided Data (UPD) in Google Ads/Floodlight settings, the new mechanism will automatically enable them.
- Fewer “silent” errors—GTM previously fixed missing Google Tags without full configuration, which could cause inconsistent results.
- Possible delays in sending events—Since the Google Tag will now need to load before sending events, this might cause slight delays in some cases (known as race conditions).
What needs to be done?
1. Check if your Google Tag is properly set up in GTM
Although GTM will now automatically load the Google Tag, it’s recommended to add it manually to have full control over its configuration and prevent automatic “fixing” of tags.
2. Verify User-Provided Data (UPD) settings
If you use Enhanced Conversions in Google Ads or Floodlight, GTM may automatically start collecting user data (e.g. hashed emails). If you don’t want this, check your settings and deactivate UPD.
3. Test the change in advance
The best way to avoid unpleasant surprises is to create a test GTM container with a Google Tag and verify how it behaves when sending events.
What won’t change?
This update will not affect GA4, only Google Ads and Floodlight. No new tags will be added to your GTM container—GTM will simply automatically load the Google Tag as a network request. The update does not interfere with cookie consent. If you have consent management set up in GTM, the automatic loading of the Google Tag will respect these settings.
This change is actually an automatic fix for a previous issue where events could be sent without first loading the Google Tag. However, e-commerce businesses and marketing agencies shouldn’t just wait passively—manually adding the Google Tag to your GTM container and checking UPD settings are recommended steps.
If you manage GTM for an e-commerce site or work in a marketing agency, it’s time to verify your settings. These steps will help you avoid dealing with unexpected complications in conversion tracking after 10th April.
