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Starting April 10, 2025, Google has changed how Google Tag Manager works:
If you’re using Google Ads or Floodlight via GTM but haven’t manually added a Google Tag, GTM will now do it for you automatically.
In this article, I’ll explain what has changed, how it affects you, and what actions you should take now.
What exactly has changed?
Previously, if you launched an Ads or Floodlight tag and hadn’t manually added a Google Tag, GTM would only load a “light” version of gtag.js. It did almost nothing, except ensure basic tag functionality.
Now, starting April 10, 2025, GTM automatically loads the full version of the tag, which:
- Calls gtag(‘config’, …)
- Collects UPD (if allowed in your Ads/Floodlight settings)
- Enables Enhanced Conversions (if activated)
And none of this is visible in your GTM tag list.
Advantages?
- More data: If you were missing some conversions before, you might now see them.
- Less manual work: Convenient for those who don’t want to dive deep into tag setup.
Drawbacks and risks
- Less control: The tag works “in the shadows.” It’s not shown in the GTM interface. You can’t change its behavior.
- Privacy concerns: If you have a CMP or operate in jurisdictions with strict data protection laws, automatic collection of emails or phone numbers via UPD could cause a problem.
What should you do?
1. Manually add the Google Tag
This way you:
- Maintain full control,
- Know exactly what is triggered and when,
- Can better comply with privacy policies.
2. Review your Ads/Floodlight settings
Are UPD or Enhanced Conversions enabled? After April 10, they’ll be active – even if you didn’t plan for it. Make sure everything aligns with your data policy.
3. Not using Google Ads or Floodlight?
This update doesn’t affect you. Google Analytics 4 and similar tags continue to function as before.
