Google simplifies advanced conversion tracking for the Web in Tag Manager

Google recently updated its conversion tag in Google Tag Manager (GTM), introducing a new site-wide parameter for managing user-supplied data as part of the advanced conversion tracking for the Web.

What's new

The checkbox enabling user-provided data in the Google Ads conversion tag has been removed. From now on, this data can be configured via a dedicated tag called "Google Ads User-provided Data Event".

More centralized configuration

This update introduces a global parameter in GTM to simplify the configuration of advanced tracking, while retaining the flexibility of event-based customization if required.

Why it matters

Advanced conversion tracking for the Web allows advertisers to better measure conversions by sending Google first-party customer data, hashed or not (such as an e-mail address). This data is then associated with connected Google accounts to improve the attribution and accuracy of advertising performance.

What's next?

Google recommends that advertisers and agencies deploy a Google Ads User Provided Data Event tag associated with their Google Ads account directly in their GTM container. This will enable smoother management of user-supplied data and other parameters essential for tracking conversions.