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Google Tag Gateway
Optimize conversion delivery and signal strength by categorizing conversion tracking mechanisms as first-party (advertiser-owned) instead of 3rd party, to mitigate modern web browser tracking prevention and signal erasement mechanisms. Read the official Google Tag Gateway documentation to learn more.
What will get done
- Provision GTG within Google Tag Manager and map settings across Google Tags accordingly
- Audit and update of existing client-side tags to ensure compatibility with the first-party routing path
- Validation to ensure conversion signals are effectively being passed through a first-party context
- Employ consent-compliance logic to ensure user privacy choices are upheld while still retaining minimum conversion signals
Outcomes
- Google estimates a 14% recovery of conversion signals, contributing to a lift in paid media attribtion
- Strengthened "Conversion Reslience" metrics within Google Ads, leading to more stable and effective automated bidding