Understanding the impact of your advertising relies on accurate measurement. But the evolving digital landscape makes it challenging to capture the insights you need to effectively measure conversions, optimize your campaign performance, and fuel AI to keep pace with changing consumer behavior.
To steer AI to deliver the best performance, you need to build your data strength. This means getting a clear picture of customers as they move across all touchpoints—your website, your app, your physical store—and then seamlessly connecting this data to your ads platforms using Google Ads Data Manager to get more value from your first-party data.
That’s why starting next week, we'll begin rolling out Google tag gateway for advertisers to help you navigate these changes and strengthen your first-party data strategy. This new feature enables you to run your Google tags, be it client-side or server-side through your own website infrastructure, such as a content delivery network (CDN), load balancer, or web server.
Though website tags have been a staple for years, they remain fundamental building blocks for capturing the first-party data essential to fueling AI and accurate measurement. By serving tags from your own domain, you can significantly improve the accuracy and resilience of your measurement signals. This is a vital action every marketer should take to improve performance. Advertisers who configured Google tag gateway for advertisers saw an 11% uplift in signals.1
Unlock stronger performance and privacy with more accurate measurement
Google tag gateway for advertisers is designed to help you improve the performance of your Google Ads campaigns and make the most of our latest AI-powered tools:
- Improve conversion measurement accuracy: Google tag gateway for advertisers enhances conversion data accuracy by routing it through your website’s own server, improving bidding, campaign optimization, and ROAS.
- Gain deeper campaign insights: With richer insights into campaign performance and attribution, you get a better understanding of your customer journey, and can identify which strategies drive the strongest ROI.
- Experience added privacy by default: Tags set up with Google tag gateway for advertisers will soon get confidential computing by default, giving customers added security and transparency on how data is collected and processed.
A walkthrough of the simplified set up of Google tag gateway for advertisers in Google Ads, by routing your measurement through your website's CDN
Upgrade your tag to get more control over your data—no re-tagging required
Your data is already protected by robust security measures, but we are always looking to incorporate the latest technological advancements as they come available. As mentioned above, Google tag gateway for advertisers offers additional protections and control over how your first-party data is collected and processed before it’s encrypted and sent to Google for measurement and analytics. In the coming months, this will include the added security and transparency guarantees of confidential computing, enhancing user privacy without any extra effort on your part. It's a privacy enhancing technology we announced last year which keeps your customer data with you—and only you.
Implementation is also simplified, as upgrading your tag requires no changes to the existing tag code on your pages. To make setup even easier, we've partnered with Cloudflare for a one-click integration, with additional CDN partners like Fastly, Google Cloud CDN, and more planned.
Learn more at Google Marketing Live
We’re excited to connect with you and showcase our latest innovations at Google Marketing Live. This year’s event will be broadcast live from Mountain View, California, on Wednesday, May 21 at 9 a.m. PT. Register now for the virtual livestream.
Posted by Kamal Janardhan, Senior Director, Product Management, Ads Measurement.
1. Google Data, Global, Performance, Apr 09, 2025 - Apr 16, 2025 7d trailing median [Uplift is based on Google tag script loads comparing tags not operating Google tag gateway for advertisers versus tags operating in Google tag gateway for advertisers].
