Here Dugans are sharing their collective thoughts on the recent change Google emailed the whole world about regarding the automatic firing of the Google Tag before floodlights and Google Ads tags.
Upfront and clear: this is a good thing and you need this already.
Why?
Simply, it’s about having control over data collection settings. The fact Google prompted so many people to address this is positive for data governance - bravo.
Some points to consider though:
Be aware of 1PD - don’t let the default setting for user data collection happen unless you're intentionally choosing that option and are aware of what it means. Be very deliberate about the data that is collected and how it is used.
The general consensus being shared is to avoid doing nothing. Automatic Google updates are best closely supervised. Lessons were learnt from not closely scrutinising the automatic GA4 migration. Far better to own and control the data collection options than to abdicate accountability.
At very least, check and confirm the presence of a gtag. Avoid sending events before gtag execution. If you’ve got a gtag, calmly go about your business - you will not be affected by this change.
Do you have standard configuration or event settings? The Google move is a timely reminder to take the opportunity to collect data on your terms and to respect user consent.
What can Google do better?
In old corporate speak, “feedback is a gift” - prepare for a $h1t sandwich*
This call to action is welcomed and applauded, all efforts to help users improve and maintain data quality as welcomed.
However, Google needs to be more efficient with this type of announcement.
Don’t drown inboxes.
One user will have access to multiple containers - there’s data on this already.
Know when you’ve sent the email.
Put a link in the email (the clicks will be trackable!) to the full list of containers the user has access to and needs to address.
Make this downloadable.
Produce a Google sheet for them to manage the change.
Update the release notes
Accepting the suggested fix in the GTM UI will degrade the container quality. The fix is added to the default workspace, not in a folder. Don’t accept the change at face value. Be a good citizen, add notes. Name the tag according to your convention. Maintain the high container quality.
Why isn't this functionality native? Measurement ID usage is harder than it needs to be. Multiple measurement IDs are still not supported. It's very easy to make a mess of the data and trigger a chain of attribution pitfalls if exactly the right sequence of JavaScript execution isn't followed....in an async JS environment.
*Technically it's an open sandwich but who's ever heard of a poop Smørrebrød?
Comments