Google has launched an update to the first-party mode for tag management – Google Tag Gateway, and partnered with Cloudflare for the rollout and making it available on all plans, not just the paid ones.
Google Tag Gateway allows websites to serve Google Tags from their own domain rather than Google’s, and this can help avoid problems with browsers and ad-blockers, particularly for those users who have consented to cookies.
Early users are seeing around 11% uplift in data, and the setup is minimal. If your website is running through Cloudflare and you’re using Google Tags, it’s a no-brainer to get the Tag Gateway set up and help restore some of the data being lost in GA4 and Ads.
