With the upcoming changes to cookie tracking, marketers should ensure they update their approach to digital branding, to track performance as best they can with the latest processes and tools.
To that end, Google has continued to improve its Tag Manager by adding more types of markup options available to help you track your program in one centralized place.
And now google adding new google tag updatewhich will allow marketers to use a single reusable tag, built on top of your existing gtag.js implementation, to measure more things and impact.
As explained by Google (in English only:
“Starting today and over the next week, the Google tag will unlock new features to help you do more, improve data quality, and adopt new functionality – without requiring more code.“
Less code is good, which makes it much easier for non-technical people to update their online tracking process with the latest tools.
The updated Google tag will allow marketers to combine multiple web event tags and centrally manage them in the Google tag screens in Google Ads and Google Analytics.
“As it will be easier to configure site-wide tagging and combine or reuse tags, you can easily increase the number of tagged pages with a consistent configuration. This improves measurement, which leads to better customer information. You can also now manage user access to your tag settings across all products in one dedicated place, giving you more control over who has access to critical measurement settings.
Google says existing tag implementations will continue to work and automatically become the Google tag, while also adding the ability to use your existing Google beacon facility when setting up another product or Google account
On top of that, Google is also looking to make it easier to install a new no-code Google tag for users of content management systems including HubSpot, Squarespace, and Wix.
This is an important update, especially with Google looking to completely eliminate tracking cookies over the next two years.
Although Google did recently extend the deadline for cookies, in response to industry feedback, with many developers asking for more time to implement alternative solutions to keep their data streams moving, to as more specific cookie information is removed from circulation.
Essentially, as all platforms become more aligned with changing user expectations around privacy, you will need to adjust your tracking processes through the latest tools and updates, and there will be more and more important to explore new tags and tools like this to maximize your analytics.
In other words, it’s worth familiarizing yourself with updated tracking processes like these.
You can learn more about Google’s updated Google Tag process here.