GTAG: new tag for Google marketing

Google has announced new changes to its customers in the measurement labels for their marketing tools such as Google Ads and Analytics. From now on we will have the same tag for all the tools, the Global Site Tag (gtag.js). This is already available by default in the tracking code for your accounts.

Why did they make this change?

The main reason we can find it in its name "Global", which is just what Google wants to do with this change, have a unique tag for all marketing tools. For the time being, it can only be used for web analytics measurement, conversion tracking for Google Ads (old AdWords) and for remarketing products.

Should I modify something?

It is not strictly necessary, but it is very advisable, because Google will make all the updates from this new code. In addition, last June, Intelligent Tracking Prevention 2.0 (Smart Prevention Registration) was presented for Safari and, once it was launched, some or all of the conversion tags that are being used by your websites With the old codes, they can not be measured in Safari. The gtag.js tag measures conversions following the previous public ad delivery recommendations. In case the codes are not updated, the conversions that come from the Safari browser will be stopped registering.

How is the new code implemented?

It's very simple, you just have to modify the old Analytics or Google Ads code that you have in the "head" of the web, for Global Tag site (gtag.jg). This is now automatically generated within the platforms. In case of Google Analytics: Administrator> Property> Tracking information> Tracking code> Global website tag (gtag.js).

If you have any doubts about it, contact our marketing experts.