What Google Tag Manager’s Latest Update Means for Australian Businesses

Google Tag Manager Update: Key Changes and What They Mean for You

Google has announced an important update to Google Tag Manager (GTM), set to take effect on 10 April 2025. This change will see Google tags automatically load before sending events for Google Ads and Floodlight tags. While this may seem like a small adjustment, it has significant implications for businesses that rely on GTM for tracking and optimising ad performance.

Let’s break down what this means for Australian businesses and how to best prepare.

What’s Changing?

Currently, when your GTM container fires tracking events (such as conversions or page views), it does so before loading a Google tag. After April 2025, GTM will first load a Google tag before sending events.

Key Benefits:

• Improved Google Ads Tracking: Enhanced accuracy in conversion tracking, leading to better Return on Ad Spend (ROAS).

• Increased Data Collection: More data may be captured, offering stronger reporting and insights.

• Access to Advanced Tracking Features: Enhanced conversions, cross-domain tracking, and Autoevents can now be enabled with a single click in the Google tag settings.

• Smoother Data Collection: For businesses that have agreed to Google’s customer data Terms of Service, user-provided data collection will now work automatically across events.
  

Why Does This Google Tag Manager Update Matter for Your Business?

1. Improved Conversion Tracking & Ad Optimisation:

Accurate Google Ads tracking is a challenge for many Australian businesses, particularly when conversions are underreported. This update will help ensure your ad spend is properly attributed, enabling Google Ads to optimise campaigns with greater precision.

2. Simplified Setup for Advanced Features:

Previously, enabling advanced features like enhanced conversions required manual implementation. With the new update, these features can be activated with a single click, making it easier to improve conversion tracking and gain valuable audience insights.

3. Potential for More Data Collection:

As Google tag settings will now apply to both in-page code and GTM events, businesses can expect to capture more data—leading to more accurate marketing insights and a clearer understanding of their performance.

Do You Need to Take Action?

Recommended Action: Add the Google tag to your GTM container now so you can preview the impact before the April 2025 update.

While Google will automatically implement this change, businesses using Google Ads should review their setup to ensure smooth tracking and reporting in light of the new update.

Need Help with the Google Tag Manager Update? Let Us Handle It

If you're uncertain about how these changes affect your ads or are concerned about your conversion tracking, we’re here to help!

At Oceania Marketing Group, we specialise in Google Ads management and tracking. Our team will review your setup, ensure your Google Tag Manager is correctly configured, and help you optimise your ad performance.

• Google Ads Audit: Book a comprehensive audit for just $250 (normally $500) – redeemable if you choose us to manage your ads!

• Tracking Report & Implementation Guide: Receive a detailed report and guide to know exactly what’s working and what’s not.

• Ongoing Management Bonus: Get your second month free if you opt for our ongoing Google Ads management services.
  

Don’t let tracking issues hold back your marketing success—get ahead of the changes today!

Contact us now to book your audit and stay ahead of the changes.

Let's make sure your Google Ads campaigns continue to perform at their best!