Unlock More Conversions: The Power of Google Tag Gateway

In a recent webinar hosted by Jellyfish and Google, industry experts dove into the power of Google Tag Gateway (GTG), formerly known as First-Party Mode, and why it represents a pivotal advancement for advertisers navigating today’s complex digital ecosystem. With browsers tightening privacy controls and third-party cookies becoming less reliable, GTG offers a forward-thinking solution to maintain data accuracy, drive better performance, and honor user privacy.

Why Google Tag Gateway Matters

What is Google Tag Gateway?

Google Tag Gateway lets marketers route Google tags through their own servers (like a CDN or server-side GTM) instead of third-party sources. This makes the tags appear as first-party by serving them from your domain (e.g., tags.yourbrand.com), improving tracking and compliance.

This approach allows you to:

• Mitigate tracking prevention by browsers like Safari, Firefox, and Brave
• Retain more data that would otherwise be blocked
• Enforce user consent and privacy preferences by design
• Improve conversion tracking accuracy without collecting any new data

More Conversions, More Insight, More Value

In today’s marketing environment, you can’t optimize what you can’t measure. GTG helps restore visibility into conversion activity, especially as browsers continue to erode cross-site tracking.

According to Google, advertisers who implemented GTG saw up to 11% more observed conversions in Google Ads and Analytics. That’s a significant lift, especially when compounded across large-scale campaigns.

Modern browsers now block many third-party tracking requests by default, even when users have opted in. This creates significant data gaps in platforms like GA4 and Google Ads, impacting measurement and attribution.

GTG solves this by routing tags through your domain, making them appear first-party and therefore more likely to be trusted by the browser.
This setup restores:

• Data continuity: More reliable streams of user and conversion data
• Tag performance: Fewer blocked tags and more successful firings
• Analytics accuracy: Cleaner and more complete datasets

Privacy & Consent are Built-In

Another benefit of GTG is its ability to automatically honor your existing consent framework. It doesn’t introduce new data collection, instead, it uses the consent preferences already captured (via your CMP or setup) to determine which tags can fire. Whether it’s Google Analytics, Ads, or third-party tags, GTG enforces these settings server-side, ensuring that only approved tags are triggered. This built-in enforcement helps you stay compliant with privacy regulations like GDPR and CCPA, without extra scripts, custom logic, or maintenance overhead.

GTG gives marketers:

• Full control over how and when data is collected
• An auditable, compliant tagging setup
• Peace of mind knowing that user privacy is respected

Building the Ideal Data Manager Setup

GTG is one part of a broader data collection strategy centered around Google’s Data Manager. Think of Data Manager as the hub that unifies two key data sources:

1. Website Data: Captured via GTG-enhanced tags on your site.
2. Additional Data: Imported from CRM, CDP, or partner platforms via Data Manager connectors or API.

Once integrated, Data Manager offers a centralized interface to:

• Visualize and diagnose data quality
• View the strength of your data signals
• Get actionable recommendations for improvement
• Route unified data to platforms like Ads, GA4, and Display & Video 360

This infrastructure allows marketers to build resilient measurement solutions that are privacy-centric, scalable, and future-proof.

Watch the webinar replay for an in-depth look at the evolving measurement landscape, the benefits of Google Tag Gateway, how to choose the optimal setup, and how to run causal impact testing.

Regain Control of Your Measurement

Google Tag Gateway offers a simple yet powerful way to make your tagging setup more resilient, accurate, and privacy-compliant.

By implementing GTG, advertisers can:

• Regain visibility into user behavior and conversions
• Respect user consent at every touchpoint
• Optimize ad spend with more reliable performance data