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Google tag gateway

Build your data strength with Google tag gateway by upgrading your tags to serve from your site’s own server to improve performance and resilience of your measurement signals.

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Key benefits

  • Results you can trust: Google tag gateway for advertisers enhances the accuracy of your conversion data by routing it through your website’s own server, and making it more resilient
  • Improved performance: By gaining more insights into the customer journey, Google AI drives improvements to your bidding, personalization and overall ROAS.
  • Privacy by default: Tags set up with Google tag gateway for advertisers will get confidential computing by default, giving customers added security and transparency on how data is collected and processed.
  • No retagging required: Implementation is also simplified, as upgrading your tag requires no changes to the existing tag code on your pages.
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Advertisers who adopted Google tag gateway on average observed conversions uplift of 14%.¹

Advertisers who build their data strength with Google tag gateway see up to 7% lower Cost per Acquisition.²

New for 2026

New in-UI integrations with content delivery networks and content management systems such as Google Cloud (beta), Fastly, Akamai, Webflow, Duda and Cloudflare.

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  1. Google Internal Data, Global, Finance, July -Dec 2024 vs Jan-June 2025
  2. Google Data, Global, Performance, Mar, 2025 - Feb, 2026 6 months trailing average [Uplift is based on advertisers who have had Enhanced Conversions and also adopted Google tag gateway versus Advertisers who had Enhanced Conversion but do not have Google tag gateway]