The digital ad space is tough right now. Clients are trying to get a clear picture of your data, but new privacy rules and browser changes keep getting in the way. Here at Croud, we believe the solution lies in building resilient data foundations. That’s precisely why we developed the Brilliant Basics Framework (BBF), and why we champion powerful tools like Google Tag Gateway (GTG).
First, The Foundation: Why Our Brilliant Basics Matter
Brilliant Basics isn't just a fancy name for a service—it's our core belief. It’s our non-negotiable, funneled, core approach to client analytics setup. It’s about getting the fundamentals exceptionally right, ensuring every client has a predictable, high-quality, and compliant foundation. We're all about getting you out of that constant "fixing problems" mode and into a proactive, "making things happen" mode.
This framework covers critical areas like optimal Google Analytics 4/Google Tag Manager implementation, adherence to best practices, and robust consent management. But a massive piece of this puzzle, especially now, is First-Party Data Enhancement. In a world grappling with third-party cookie deprecation, owning and using your first-party data is the only way to get reliable measurement and make your personalization efforts count. And that's exactly where Google Tag Gateway shines.
Google Tag Gateway: Your First-Party Supercharger
So, what is Google Tag Gateway (formerly First Party Mode)? Simply put, instead of your site fetching GA4 or Google Ads scripts from Google's domains (the traditional third-party way), GTG lets you serve these scripts from your very own domain. This is a huge deal as it transforms data collection into a direct, first-party interaction before it's securely sent on to marketing or analytics platforms. It's about making your measurement more durable against browser privacy features.
And the results? They're not just theoretical; they have a real impact on your campaigns:
- You'll See More Conversions: We've seen clients recover a big chunk of conversions that were previously going untracked—sometimes as much as 15-30%. Plus, we often see a 1.5-2.5% uplift in incremental conversions compared to older, client-side tagging. That means you get a much clearer picture of your campaign's true performance.
- You'll Know Your Returning Users: GTG uses server-controlled cookies that last longer. This makes it way easier to spot return visits. Our clients have reported a 10% to 27% increase in weekly reported users after adopting GTG.
- Your Campaigns Get Smarter: More conversions means higher quality data. When that data feeds into Google's bidding and attribution models, they get smarter. This is absolutely critical for keeping your performance sharp as browser restrictions get tighter and identifiers like gCLID become harder to rely on.
A Few Things to Keep in Mind for a Smooth Transition
While Google Tag Gateway offers immense benefits, it's vital to approach implementation with the most durable approach, which is why we advocate for the server-side Google Tag Manager (sGTM) approach:
- Consent is Still King: GTG helps with tag delivery, but it doesn’t let you bypass privacy laws like GDPR or CCPA. User privacy and compliance always come first.
- It's an Investment: Implementing GTG via sGTM means you're dealing with server-side setups. This requires some technical expertise and planning. But look at it this way: it’s an investment in your data infrastructure that will pay you back with better data, more accuracy, and stronger marketing activation.
- It's for Browser Privacy, Not Ad Blockers: Just so we're crystal clear, the big win with GTG is making your tags more durable against browser privacy features like Safari’s ITP. It’s not designed to be a silver bullet against ad blockers. Instead, we focus on a long-term solution that respects user privacy, rather than trying to get around pattern-matching ad blockers.
- You're in Control: With sGTM, you get advanced control over your data. This lets you do things like redact IP addresses and use powerful "transformations" to actually change or enrich your data before it ever leaves your server container.
Future of Measurement = First-Party Activation
Google Tag Gateway is a strategic move toward a more accurate and compliant future. This isn't just theory—it's about real results, like up to 27% of increased user representation and 1.5-2.5% incremental uplift in conversions we've seen. By embracing it through a strong sGTM setup—and by starting with a solid foundation from our Brilliant Basics—you're not just reacting to changes; you're building a measurement system that's designed to win.
We think every advertiser should be looking at how GTG can help them get a better handle on their data. It’s time to unlock the full potential of your measurement accuracy and campaign performance.
In summary
While Apple's continued commitment to user privacy presents ongoing challenges for marketers, it also pushes the industry towards more sustainable and privacy-respecting practices. By proactively adopting privacy-safe technologies and evolving measurement strategies, advertisers can continue to thrive in this evolving digital landscape.
If you have any questions on the above or would like to chat to our team to maximise your data and measurement strategy, get in touch with our data solutions teams.
