A new era of AI is here, and with it, a new era of ads too.
But AI is only as good as the data you put into it. Data privacy and precise measurement have become top priorities. Enter Google Tag Gateway (GTG): a cutting-edge solution that lets advertisers host Google tags on their servers, transforming third-party tagging into privacy-first infrastructure.
This simple change can unlock performance uplifts, restore lost conversion signals, and enhance data security without re-tagging.
We break down what Google Tag Gateway means for advertisers and why it’s poised to be a game-changer.
What is Google Tag Gateway for Advertisers?
Traditionally, Google tags run from a third-party domain (e.g., googletagmanager.com). Google Tag Gateway is a feature that enables you to serve Google scripts directly from your servers (https://mydomain.com/).
Why This Matters:
- Third-party domain: More likely to be blocked or limited by browsers and privacy tools.
- First-party domain (via GTG): Enjoys higher trust, visibility, and fewer restrictions.
Core Benefits:
- Improved signal reliability
- Enhanced measurement accuracy
- Privacy-first data processing
Key Benefits of Google Tag Gateway
Google Tag Gateway for advertisers can drive up to 11% more reported signals to gain deeper performance insights and make the most of AI-powered tools.
Here are some of the top benefits of power performance in a few clicks:
Privacy by Default
- Uses Confidential Computing via Trusted Execution Environments (TEEs)
- Ensures encrypted processing of data, even Google cannot access unprocessed data
- Full auditability with attestation and inspectable TEE code
Performance Uplift
- Advertisers reported up to 11% more signals
- Increased measured conversions and Google Analytics hits
- Improved conversion modeling, especially with the loss of third-party cookies (e.g., gCLID loss)
Simplified Setup
- One-click enablement for compatible platforms (Cloudflare, CMS)
- No need for full re-tagging or site overhauls
- Works with both existing and new tags
What Are The Different Ways To Implement Google Tag Gateway?
GTG can be implemented via two primary methods: Server-side Google Tag Manager (sGTM) or a Content Delivery Network (CDN).
Cloudflare Content Delivery Network (CDN)
One click integration takes care of enabling:
- 1P URLs with random path
- Auto-retagging your website
- Privacy by default (encryption in browser)
- Set routing rules from your website
Other Content Delivery Networks (CDN)
Manual implementation for your choice of CDN -
- Setup with your web or server containers or gtag
- Any 1p infrastructure (CDN, load balancer, web server)
- Generic instructions per CDN updated on devsite
Server-Side Tags (sGTM)
- One-click to upgrade from 3P to 1P serving if the customer is on Cloudflare. No retagging needed!
- Manual Implementation with CDN (faster) or via container (complex implementation)
Content Management System (CMS)
- 1P by default: Uber routing rules updated across CMS - captures all websites in CMS, starting with Wix (Q3)
- One-click enablement for CMS not updating uber routing rule
How To Implement GTG With Server-Side GTM?
Server-side GTM (sGTM)
How It Works:
- A cloud server is inserted between the user's browser and Google
- Advertisers can collect, redact, or enrich data before forwarding it
- GTG can be deployed from this server to enable first-party script serving
sGTM Benefits:
- First-party data collection and hosting
- Greater control and transparency
- Ability to enhance data with custom signals
- Longer cookie lifetimes for returning users
How To Implement GTG Via Content Delivery Network (CDN)
Content Delivery Network (CDN)
How It Works:
- CDN caches website content closer to end users
- GTG can be deployed via the CDN, enabling data collection and even redaction before it reaches Google
Cloudflare Integration:
- One-click setup
- Enables GTG, encryption, routing rules, and privacy defaults
Other CDN Options:
Manual setup with infrastructure like load balancers, web servers, or other CDN providers
Requires:
- Reserving a path (e.g., /metrics)
- Routing traffic through that path
- Updating script URLs on-site
CDN Benefits:
- Minimal latency
- Improved page load times
- Control over shared data
- Better support for Advanced Consent Mode
Choosing the Right Setup
Selecting the ideal Google Tag Gateway (GTG) setup depends on your current tagging and infrastructure.
- If you're already using Server-side Google Tag Manager (sGTM), you can deploy GTG directly through it. This is the most seamless option for sGTM users.
- If you’re not currently using any tags, GTG can automatically implement a first-party tag for you, making it easy to get started from scratch.
- For those already using a Content Delivery Network (CDN) like Cloudflare, GTG can be enabled with just one click, requiring no code changes or re-tagging.
- If you’re managing your website through a Content Management System (CMS) such as Wix, CMS-level auto-routing support is expected to roll out in Q3.
However, if you’re not on Cloudflare or another integrated CDN, you can still set up GTG manually by following Google’s developer guide. It is ideal for teams with technical resources and a custom infrastructure setup.
Unlocking Data Value with Privacy at the Core
Google Tag Gateway marks a significant evolution in ad measurement. It empowers marketers with:
- First-party control over their data
- Resilience against ad blockers and browser restrictions
- More accurate attribution and performance measurement
In a world where trust, transparency, and precision are paramount, GTG is a strategic necessity.
Need a fresh perspective? Let’s talk.
At 360 OM, we specialise in helping businesses take their marketing efforts to the next level. Our team stays on top of industry trends, uses data-informed decisions to maximise your ROI, and provides full transparency through comprehensive reports.
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