Google is introducing a new feature called Google tag gateway for advertisers, designed to help advertisers enhance conversion measurement and strengthen their use of first-party data. The rollout begins next week.

This update responds to growing challenges in tracking consumer behavior across multiple touchpoints—websites, apps, and even offline environments—while maintaining privacy and adapting to a shifting digital landscape.

What Is Google tag gateway?

At its core, the Google tag gateway allows advertisers to serve their Google tags—whether client-side or server-side—directly through their own infrastructure. That includes content delivery networks (CDNs), web servers, or load balancers.

By routing tags through your own domain, rather than relying solely on third-party requests, you gain:

• Improved data accuracy

• Greater measurement resilience

• Stronger control over your first-party data

According to Google, advertisers who’ve implemented the gateway have already seen an 11% increase in signal strength.

Key benefits

• More accurate conversion tracking:
  Data sent through your own server improves conversion measurement quality, which in turn helps Google Ads’ AI better optimize bidding and campaign performance.

• Better insights into attribution and ROI:
  Enhanced data collection leads to a clearer understanding of the customer journey and the tactics driving results.

• Increased privacy by default:
  Soon, tags set up via the gateway will include confidential computing—a privacy-enhancing technology that encrypts data during processing, giving advertisers and users greater transparency and security.

Setup: No code changes required

Advertisers can upgrade to the new gateway setup without changing any tag code on their websites. Google has partnered with Cloudflare to offer a one-click integration, with Fastly, Google Cloud CDN, and other partners expected soon.

Read Google’s official announcement here.