Google Tag Gateway explained

Google Tag Gateway allows setting up first-party tracking for tools such as Google Analytics 4 and Google Ads. In this article, we will consider how it works, its advantages, and compare it to server-side tracking to help you choose a better option for your needs.  

Google Tag Gateway is a first-party tracking method that allows you to load your Google tags (e.g., for Google Analytics, Google Ads, or your Google Tag Manager container) through your own domain instead of retrieving them from Google's servers.

With Google Tag Gateway configured, the tag loads from your own first-party domain. While setting up Tag Gateway, you create a serving path (e.g., /tracking, so it looks like https://www.yourdomain.com/tracking). When the tag fires, the requests are routed to Google through your serving path. Google Tag Gateway uses your website’s Content Delivery Network (CDN), such as Cloudflare, to load the tag.

Google Tag Gateway for advertisers is primarily targeted at PPC specialists who are looking for a way to improve Google Ads performance. provides the following benefits:

Implementation of Google's solution helps you overcome ad blockers that typically block Google Analytics 4 and Google Ads tracking. It also allows for minimizing the effects of browser restrictions on cookie lifetimes. As a result, you gain access to more complete analytics data, letting Google Ads improve attribution and, based on the data collected, optimize ad campaigns.

Although Google Tag Gateway offers benefits similar to server-side tracking, there are still some notable differences worth highlighting.

Stape has a similar solution to Google Tag Gateway - Stape Gateway. In addition to setting up a first-party data tracking for GA4 and Google Ads, you can also benefit from Stape’s power-ups and features, such as Custom Loader (makes tracking script invisible to ad blockers), and configuring a custom domain, which allows prolonging the lifespan of first-party cookies. Stape provides a comprehensive list of solutions for server-side tracking.

Google Tag Gateway is a good solution for smaller businesses that are looking for a quick and easy way to adopt first-party data tracking for Google Analytics 4 and Google Ads.

Among the disadvantages of Google’s solution are the lack of advanced features, limited customization, and lower data control.

To configure Google Tag Gateway, you will need to have a Google Tag or web GTM container and CDN (for example, Cloudflare).

You can complete the setup using different Google tools - GTM, Google Analytics 4, or Google Ads.

Open web GTM container → Admin section → Google Tag Gateway.

Define a measurement path - a unique path on your own domain that will be used to serve your Google tags. It can be https://www.yourdomain.com/metrics. Then you will need to sign in to Cloudflare and connect Cloudflare to GTM. In the end, click “Complete setup”.

Then, you can check the setup on your website by navigating to the Network tab and searching for the path you specified during Google Tag Gateway configuration.

Go to the Admin → Data streams → select your web data stream → Configure tag settings.

Go to the Admin section and find Google Tag Gateway. The configuration process is the same as for GTM.

In Google Ads, it is located in the Tools and Settings section → Data Manager → click “Manage” next to Google Tag → Admin section → Google Tag Gateway. 

Google Tag Gateway is an addition to Google's suite of tracking tools. It allows loading Google tags through your own domain. By using your site’s CDN, it improves conversion tracking accuracy and gives advertisers more control over data flow.

Although it is not as flexible or customizable as full server-side tracking, Google Tag Gateway offers a simpler option for users working with Google tools. It is a worthwhile solution for small businesses.