It has been mentioned before, but we’ll say it again for good measure – cookie tracking will never be the same. Marketers will need to ensure that they’re updating their approach to digital tagging if they want to track performance as best as they can through the latest tools and processes.

To this end, Google has continued to improve its Tag Manager platform by adding more types of available tagging options to help users keep track of their program/s via a centralized place – a control room of sorts if you will. Beyond this, Google’s now adding a new Google Tag update that will enable marketers to use a single, reusable tag that’s built on top of your existing gtag.implementation to measure more elements and impacts.

Playing Tag

Google explains:

“Starting today and rolling out over the next week, the Google tag will unlock new capabilities to help you do more, improve data quality and adopt new features – without requiring more code.”

On the bright side, less code is better for those who are non-technical as it would also allow them to still be able to update their tracking process in line with the latest tools. Google’s updated tags will enable marketers to combine several web event tags, centrally managing them within the Google tag screens within Google Ads and Google Analytics.

Google also mentions that existing tag implementations will continue to work and will automatically become Google tags. At the same time, it’s also adding the capacity to use your existing Google tag installation when setting up another Google product or account. To add, Google’s also looking to make it easier for users of content management systems to install a new Google tag without any code. These include the likes of HubSpot, Squarespace, and Wix.

It’s a valuable update, especially if you consider that Google is set to completely phase out cookie tracking in the next two years. 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 flows moving amid the removal of more cookie insights from circulation.

The Wrap

As cookies eventually fade out and more platforms move more into line with evolving user privacy expectations, more marketers will need to adjust their tracking processes through the use of the latest tools and updates. As such, it’ll be increasingly important to explore new tags like this if you mean to maximize your analytics. Simply put, it’ll be worth familiarizing yourself with updated tracking processes like these to stay on top.

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Sources 

https://bit.ly/3Jvj6cx