The New Google Tag: How Is It Different From The Current Global Site Tag?

Google has made it its mission to prepare advertisers for the future today with the debut of the Google tag, a centralized tagging solution. This first out of many upcoming tagging improvements is a reusable tag that requires no additional code in order to manage user access and improves measurement, as well as customer analytics. Here’s what you need to know about the brand-new Google tag and why it should be installed on all of your pages. 

What is the new Google Tag?

Compared to its predecessor, the new Google tag is an upgrade that should be on all of your site pages by next week. Built as an expansion of the current Global Site Tag (gtag.js) implementations, the Google tag has been built to improve the quality of data, measure content impact, be easier to use, and positively retain searcher trust without having to install or modify code. It is a reusable tag that enables marketers to tag once instead of using multiple tags on other Google products such as Google Ads and Google Analytics.

Is the Google Tag replacing the current Global Site Tag?

While Google tag is taking the Global Site Tag (GTag) to the next level and providing customers with a smooth, secure, unparalleled experience it is unclear if it will replace its predecessor. Compared to GTag’s existing capabilities, the Google tag was built to facilitate efficient tag management for businesses of all sizes. 

However, current businesses utilizing GTag do not necessarily need to switch over and use the new Google tag because existing implementations will work for Google products. In fact, the Google Site Tag will have new capabilities readily available for the need of adjusting tag settings, creating new accounts within existing Google products or using a new product arises. 

How is the new Google Tag different from the Global Site Tag?

The main difference between the new Google tag and the Global Site Tag is efficiency, codeless measurement capabilities, and ease.

Centralized Tag Solution

Businesses that utilize Google products like Google Analytics as well as Google Ads will be able to manage tags from a central location. Through Google tag screens, marketers with various accounts or who are making use of multiple Google products will be able to consistently manage tags without the need for in-depth expertise.

Instead of multiple tags for different accounts or Google products, an advertiser will only need to tag once. Marketers with multiple tags for current gtag.js implementations can combine tags and manage them all via Google tag screens. Sitewide tagging, reusing, and combining tags is made easier and it is easy to scale tagged pages. User access is also more manageable because tag settings across utilized Google products are in one place which secures access. 

Simple and Secure

Unlike its predecessor, the upcoming Google tag requires a single gtag.js installation. Advertisers are going to be stepping away from installing gtag.js and adding additional code to their global site tag implementation in order to set up and measure an additional product or account. Moving forward, Google tag customers will have a simple yet privacy-safe experience managing accounts and their products. 

New Codeless Features

The new Google tag features little to no code and allows businesses to manage multiple tags in from a single, central screen, analyze events, and enable more accounts, features, and products from the interface. 

Among the upcoming codeless features, the Google tag can be installed for those using content management systems (CMS). Not requiring any additional code, businesses can easily adopt new features and improve the quality of data which leads to accurate measurement and high-quality customer insight.

Does the new Google Tag work with all Google products?

Currently, the new Google tag is to be compatible with the following:

• Campaign Manager
• Display & Video 360
• Google Ads
• Google Analytics
• Search Ads 360

The new Google tag’s codeless features will be available in Google Ads and Google Analytics but will work with other Google products in the near future. 

What are the CMS or website platforms that support the new Google tag integration?

The CMS or website platforms that support the new Google tag integration include Hubspot, Squarespace, and Wix. However, Google is working with popular web platforms and CMS in order to make simple integration readily available which can lead marketers to use these platforms and not need to implement code at all. 

How to implement the new Google Tag if Google Tag Manager is already implemented?

How does the new Google Tag work if Google Tag Manager is already implemented? There is currently no need to move away from Google Tag Manager and implement the new Google Tag. However, we will be seeing businesses with the new Google Tag upgrading to Google Tag Manager once these products are compatible.

Taking Tagging a Step Further

For advertisers who have multiple tags installed on your website, it is a good idea to think about combining them and managing settings in one place. This way, you take advantage of the coverage and measurement the new Google tag offers.

For businesses with custom-built websites, working with developers to implement events and their parameters for key and important user actions is also a great way to stay competitive. Seeing more codeless features and measurements in the near future is inevitable and working with the right developers that can help capture events and data is indispensable for rich measurement. 

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