The all-encompassing tag that Google hinted about during Marketing Live 2022 in May is now available. The company’s Ads & Commerce Blog has the formal announcement.
The upgrade aims to simplify site-wide labeling and future-proof privacy concerns. Google has frequently postponed the Chrome deadline for erasing third-party cookies, so it’s still unclear what the situation is with them. However, website visitors anticipate cookie transparency. While enabling advertisers to get precise data, the new tag seeks to allay these worries.
According to Google, advertisers that already have the new version of the global site tag placed do not need to change the old one.
Google said that the new tag offers two main advantages; the first advantage is that advertisers and website owners are less reliant on engineers for code modifications because it works with multiple destinations. For instance, tracking ad conversions no longer needs a piece of code to be installed when a button is clicked.
Meanwhile, the tag works in conjunction with Google’s other privacy offerings by returning data provided by the user to Google, it also imitates Enhanced Conversions.
Google said only Ads and Analytics are covered by the tag, but more Google products that are known as “destinations” are on the way.