Google’s Automatic Data Collection Update: What Advertisers Need to Know
In response to growing privacy regulations and changing user expectations, Google has been rolling out several updates across its advertising and analytics tools. While the pervasive advertising infrastructure also reversed their decisions around cookies, their evolution aims to maintain their tech industry dominance, primarily around tracking and measurement across their pervasive advertising infrastructure. From consent mode 2.0, to server side tagging emphasis and enhanced data transparency tools, the all encompassing tech stack is requiring its advertisers to further build technical literacy and learn to adapt to a more controlled, transparent, and privacy-first framework.
One of the latest updates came into effect on April 10, 2025, changing how Google Tag Manager (GTM) works with Google Ads and Floodlight tags. If you’re an advertiser using GTM to manage your website tags, this change could affect how user data is collected—and how you stay compliant with privacy laws like GDPR.
Here’s what’s changed, why it matters, and what steps you should take.
What’s New in April 2025?
Google Tag Manager now automatically adds a Google tag (gtag.js) to your site when you use certain advertising tags like Google Ads conversion tracking or Floodlight.
This means:
- You no longer need to manually add the global Google tag yourself.
- GTM will load the tag for you behind the scenes.
- This only applies to Google Ads and Floodlight—it does not affect Google Analytics 4 (GA4).
Why This Matters
This update is designed to make things easier for advertisers by simplifying how tracking tags are installed. But it also comes with a few important considerations:
- User-Provided Data (UPD) Can Now Be Collected Automatically
If your advertising tag settings allow it, the automatically loaded Google tag can now collect personally identifiable information (PII) like email addresses and phone numbers that users submit on your website. This is part of what Google calls User-Provided Data (UPD). - Consent Settings Still Apply
The update respects your current consent settings. If your site is set up not to collect UPD, it won’t start collecting it automatically—unless you change the configuration. That said, it’s crucial to double-check your settings, especially if you’re subject to privacy regulations like GDPR.
Why Did Google Make This Change?
Google’s goal is to streamline tracking and improve data quality across its advertising platforms. With one consistent Google tag automatically included, it becomes easier to:
- Track users across domains
- Collect consented user data
- Improve conversion accuracy and performance reporting
- Keep data handling policies consistent across tools like Google Ads, CM360 (Campaign Manager)
What Are The Implications To Be Aware Of?
For small businesses or simple setups, this change simplifies life. But for advertisers with more complex tracking systems, it could cause issues:
- Duplicate Tags: If you already added the Google tag manually, this new automatic tag might run at the same time, leading to inflated conversion numbers or inconsistent data.
- Consent Risk: If you haven’t properly set up consent rules, this automatic tag might start collecting data before the user has agreed, which could cause compliance issues.
What Should Advertisers Do Now?
To make sure you’re taking advantage of the update—without breaking your setup—follow these steps:
1. Audit Your GTM Setup
- Check for any manually added Google tags.
- Look for potential duplication with the auto-loaded tag.
- Remove or disable any unnecessary hardcoded tags.
2. Decide on Tag Strategy
- Decide whether to consolidate your Google tags for better cross-platform tracking.
- Keep your tagging setup clean and avoid having both manual and automatic tags firing.
3. Use Consent Mode 2.0
- Ensure your GTM container respects user consent, reviewing specifically Google’s consent mode but this can apply to other tagging infrastructures
- Connect a certified Consent Management Platform (CMP) if you don’t already have one.
- Check your user-provided data (UPD) settings and only enable them if you’re collecting user emails, phone numbers, etc., with proper consent.
4. Review Google Tag Settings
- Explore settings like cross-domain tracking, internal traffic filters, and data sharing across Google tools.
- Make sure your tag setup reflects your business goals and compliance needs.
5. Update Your Tag Governance Policy
- Create or update documentation on who manages tags, how they’re added, and how changes are approved.
- This is especially important for teams with multiple contributors or agencies managing campaigns.
Final Thoughts
Google’s April 2025 update to Tag Manager is part of a bigger move toward privacy-first advertising that still delivers measurable results. While the automatic Google tag makes tracking easier, it’s now more important than ever to keep your tagging setup clean, consent-aware, and future-proof.
With a few smart adjustments, advertisers can stay compliant, improve performance, and make the most of Google’s evolving ad infrastructure. Need support navigating these changes? Get in touch with an ADMATICian today.
