Google tag gateway for advertisers
Serving Google's tag scripts and measurement requests through your own domain and first-party infrastructure, configured through a CDN, load balancer, web server or server-side tagging setup, rather than loading them from Google's domains.
Why it matters
Measurement written from your own domain survives conditions that third-party requests do not, which matters more every year as browsers tighten.
What goes wrong
It improves durability broadly rather than fixing one specific failure, which makes it the wrong thing to do first. Basic click identifier capture, CRM mapping and enhanced conversions are all cheaper, more targeted and more likely to be the actual problem. This is worth doing once those are solid.
Next to this
- Signal lossThe umbrella term for measurement getting harder: third-party cookie restrictions, shortened browser storage lifetimes, consent refusals, and platform privacy changes, all reducing the share of activity that can be observed and attributed.
- Enhanced conversions for leadsGoogle AdsMatching an offline conversion to an ad click using hashed first-party data, usually an email address, rather than a click identifier.
- Consent ModeGoogle's mechanism for adjusting how its tags behave according to the consent a visitor has given, and for modelling some of the conversions that consent refusals make unobservable.
The rest of this step
Measure this on your own data
The diagnostic reads a CRM export in your browser and reports your volume, your match rate and the spread between your leads against the thresholds in this glossary. Nothing is uploaded and no account is needed.