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Upcoming Google Tag Manager Changes & How They Impact Osano

Updated 4 months ago

What is changing with Google Tag Manager in April 2025?

Starting April 10, 2025, Google Tag Manager (GTM) containers that include Google Ads or Floodlight tags will automatically load a Google tag (gtag.js) before sending events.

This means:

  • You no longer need to manually add a Google tag to your container for Ads or Floodlight tags to work.

  • GTM will automatically inject and initialize the Google tag at runtime.

  • This helps ensure better data collection and more reliable ad tracking.

Will this impact how Osano manages Google tags and consent?

NO:Osano will continue to control Google tags as expected—through both:

  1. Google Consent Mode (GCM) v2 integration

Osano fully supports GCM v2, including the new ad_user_data and ad_personalization consent types introduced by Google.

  1. Direct control of Google Tag Manager

If you have installed Osano directly via the HTML, the content will still load before the GTM container and will allow for full control over that content.

So even though GTM will now automatically load the base Google tag, Consent Mode will still govern how and when data is collected.

Do I need to do anything to prepare?

Here are a few steps you can take to stay ahead of the change:

  • If you use Osano to directly manage GTM:

No action is needed - Osano will continue to respect your consent configurations.

  • If you use Osano with Google Consent Mode:

No action is needed—Consent Mode will apply to the Google tag injected by GTM just like it does with manually added tags.

Does this affect measurement or tracking?

This change is designed to improve measurement reliability and may increase the amount of data collected, assuming users have provided consent. Features like Enhanced Conversions and User-Provided Data will now be easier to manage via the Google tag settings.

However, no data will be collected without consent when Osano and Consent Mode are correctly configured.

Where can I learn more?

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