Google launches the new Google Tag

This summer, Google introduced a tool that takes ease of use to a whole new level. We can’t emphasize enough how important accurate measurements are for your website—but for this, you need tags. Yes, tags, but not anymore. The plural form can now be replaced with the singular, as Google has launched the new Google Tag (formerly gtag.js).

A handful of users may still rely on Universal Analytics, but most of you are likely using tags like Google Analytics 4 and Google Ads to consolidate measurements on your website. All these tags previously had to be manually configured via Google Tag Manager. Surely, there must be an easier way, thought Google.

This idea stuck with them, and they came up with a fitting solution. With the Google Tag, the brilliant minds in Silicon Valley have developed a way to implement a single tag for your entire website while linking it to multiple destinations. This means you no longer need to manage multiple tags for different destinations.

Google’s new tool already offers several benefits, and these will only continue to grow in the future. Below are some of the current advantages highlighted:

• If your website has more than one tag installed, you can choose to combine your Google tags. This results in better data and centralized management.
• Define internal traffic in one place. This eliminates discrepancies between platforms and allows you to make adjustments in a single location.
• Domains where tagging is permitted can be whitelisted in one centralized spot.
• No advanced knowledge is required to create multiple tags with settings in Tag Manager.
• It’s possible to add multiple Analytics or Ads accounts within the Google Tag.
• You can control who gets access and what they can manage.
• Use the tag coverage tool to check if all pages of your website are tagged. This helps you identify where measurements are missing.

The only downside is that currently, only Google Ads and Google Analytics accounts are supported as destinations. However, there are plans to expand this in the future to include tools like Optimize, Surveys, or possibly external services.

How does it work now?

Currently, each platform (Ads or Analytics) has its own Google Tag (gtag.js). This serves as a framework to ensure those platforms function properly. At that time, the Google Tag didn’t add much value for you as a user. Besides being potentially confusing, there was also a higher risk that the different tags didn’t share the same settings.

In the new setup, Google gives you the option to combine these Google Tags (gtag.js). This allows you to measure everything through a single tag while automatically sending data to multiple platforms. If you ever need to make changes, such as excluding certain IP addresses or specifying which domains the Google Tag is allowed to track, all combined platforms will automatically account for these adjustments. This saves time and reduces the risk of errors.

How to Set Up the Google Tag

There’s a good chance you’ve already completed this step since it’s essentially the same as setting up the Google Analytics tag. However, we’ll go through it anyway.

Setting up the Google Tag can feel a bit confusing. You can configure it through Google Tag Manager, Google Analytics, or Google Ads. We’ll focus on Google Analytics, as this is the most familiar tool for most marketers. Make sure the account you’re using has Admin permissions for all the platforms you want to link to the Google Tag.

1. Go to Google Analytics.
2. Click on Admin in the bottom-left corner.
3. Use the dropdown menu in the ‘Property’ column to select the property where you want to create the Google Tag.
4. Click on Data Streams.
5. Click on the data stream you want to install.
6. Under the Google Tag tab, click View Tag Instructions.
7. Select ‘Manually Install’. Copy the Google Tag script and paste it into the section of your website.

If you’re only using Google Analytics, you can skip the next step. Now, let’s focus on adding Google Ads.

1. Go to Google Analytics.
2. Click on Admin in the bottom-left corner.
3. Use the dropdown menu in the ‘Property’ column to select the property where you want to create the Google Tag.
4. Click on Data Streams.
5. Click on the data stream you want to manage.
6. In the Google Tag Management section, click Configure Tag Settings.
7. Click on Administrator.
8. Click on Manage Google Tag.
9. Here, you’ll have the option to add a new destination. The list displayed includes all possible destinations where you have admin rights. This could be a Google Analytics or Google Ads destination.
10. Click Save.

You can repeat this process to add all your destinations to the Google Tag.

Extra: Tag Coverage on Your Website

Do you suspect that not all pages are being tracked properly? The Google Tag can help with this. The new tool provides a clear overview of which pages are being tracked and which might be missing. Every time someone visits your website, the Google Tag is loaded. It works together with Google Analytics, Google Ads, and Google Tag Manager to monitor what is and isn’t functioning correctly.

• Get an overview of the tag coverage across your entire website.
• You have the option to exclude specific pages from tagging, even via a CSV import.
• Quickly identify where errors occur and export these in a CSV file to send to your developer or digital agency.
• Validate improvements.

You can find the tag coverage under Admin > Tag Coverage in Google Analytics and Google Ads.

Keep in mind that Google doesn’t automatically display all pages. You’ll need to add these pages manually. Our advice is to use tools like Screaming Frog or Integrity to export all URLs to a CSV file and import this into the tag coverage tool.

Setting Up the Google Tag

The new Google Tag offers many possibilities, even more than those described above. Stay up to date with all developments surrounding the Google Tag by following Google and 2manydots.

Would you like help setting up the Google Tag? Feel free to contact 2manydots.