In case you haven’t heard, the Global Site Tag (gtag.js) is the latest version of the Google Analytics tag. In short, the gtag.js is a new way of implementing one centralized script that can easily send various data to all the Google products (Analytics, AdWords, etc…). Here is what Google has to say about the new script:
The Global Site Tag (gtag.js) provides a framework for streamlined web page tagging – giving you better control while making implementation easier. Using gtag.js lets you benefit from the latest tracking features and integrations as they become available.
It is important to note that using gtag.js is not necessary if you are already using Google Tag Manager.
Why the Change?
Analytics.js (also known as Universal Analytics) is 7 years old. In that time there have been many changes in browser technology and how cookies are handled. These changes make conversion tracking under the current tag less and less accurate.
For example, in June 2018, Safari announced the coming of Intelligent Tracking Prevention 2.0. This new update aims to reduce the ability of third parties (such as Google Analytics) to track web users via cookies and other methods.
Here’s what Google sent to advertisers to explain the need for the change, and the next steps to take:
Benefits of the New Global Site Tag for Google Analytics & Google Ads
In addition to improved tracking capabilities the new code is designed to be easier for non-technical people to set up and track conversions and other data across a variety of platforms.
With a simple modification the tag can also collect and send information to both AdWords and Analytics. Rather than having two separate codes on your website, you can add a config line (see example below) and the one tag will send data to both your Analytics and Google Ads account.
Making the Switch to the Global Site Tag
To continue measuring conversions on all browsers, you will need to update the conversion tags on your website to the global site tag by following the directions outlined above. If you are not currently measuring any conversions on your site, you should be! And now is a great time to implement some!
Need some help making the switch to the Global Site Tag or with implementing conversion tracking on your website? Wondering if this change applies to your website? Give us a call today at 518-743-9424 to schedule a free consultation with one of our strategists.
Looking for other ways to keep track of your website’s success? Check out our post about SEO key performance indicators to learn more about what statistics matter when it comes to your website’s performance.