Time to Update Your Google Analytics Code

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:

Google's notice to advertisers about the new gtag.js

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.

example of gtag.js implementation





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.

About Dani Martindale

Dani Martindale joined the Mannix Marketing team in 2017 as a Digital Marketing Strategist. Dani holds a Bachelor of Professional Studies Degree in Management from Cazenovia College and joins Mannix after four years working as an in-house marketer. She is passionate about helping clients get found on the web in order to further their business goals.

Her experience includes managing digital marketing strategies, SEO, Social Media, content marketing and PPC-including certifications in both Google Analytics and Ads.

Awards & Memberships:

  • Best Interactive Marketing – Health & Beauty
  • Member of Women in PPC
  • Member of Women in Tech SEO


  • Paid Search
  • Senior Living Marketing
  • SEO

When she is not helping clients get found on the web Dani enjoys competing in barrel races and gymkhanas with her horses and exploring the outdoors with her dogs.