Google Tag Gateway: The (r)evolution of cookieless measurement

For some time now, advertising platforms and browsers have taken user privacy very seriously. This has forced brands to change how they collect and use data. So, if you're still in third-party cookie mode, sorry to say—you’re stuck in 2010. Enter: Tag Gateway.

TABLE OF CONTENTS

• What is Tag Gateway and why should you activate it now?

• Why is it important?

• Benefits of activating First Party Mode

• Use cases: Who is it best for?

• Is it compatible with Enhanced Conversions?

• Is this like a CAPI?

• How do you activate this mode?

What is Tag Gateway and why should you activate it now?

Tag Gateway is a data collection method that puts 100% of the control back in your hands. Instead of relying on third-party cookies (which Chrome is starting to bury), this mode lets you collect and use data generated directly on your site or app.

Put simply: it’s like moving from renting data (third-party) to owning it (first-party). More control, more reliability, and most importantly—more future-proofing.

Tag Gateway is Google’s new approach to tagging, designed for a world where third-party cookies are disappearing fast. Instead of having the browser interact with Google servers like googletagmanager.com, all tagging libraries and measurement events are handled directly from your own brand domain.

The result:

✅ More control
🚫 Fewer blocks
📶 Stronger signal
🔒 Private and future-ready measurement

Why is it important?

The third-party cookie party is over. Google is phasing them out in Chrome, which means many audience-based strategies are on shaky ground.

With Google Tag Gateway:

• Your data survives the cookie apocalypse.
• You can still measure, optimize, and personalize—without relying on third parties.
• You comply with modern privacy standards (yes, we mean you, GDPR).
• It’s based on same-site, same-origin principles.
• It’s more resistant to blockers and browser restrictions.

Benefits of activating Tag Gateway

🔒 Privacy-compliant
Tags served from your own domain avoid browser blocks, preserve signals, and align with GDPR, ePrivacy, and beyond.

📊 Higher-quality data
Persistent first-party cookies = less signal loss. Better attribution, better data, better performance.

🕹️ Full control and transparency
Everything runs from your environment. More trust from users, easier audits, less third-party dependence.

⚡ Faster loading times
Fewer external calls = faster website + lower latency in data collection.

Use cases: Who is it best for?

✅ Brands with their own infrastructure

If you already run backend servers or have strong tech teams, you can fully own and customize your FPM setup.

🧩 Clients using Adsmurai One Tag
If you don’t have (or want) your own servers, One Tag makes FPM ridiculously easy—direct integration with GTM and Google Tag, no tech drama, just results.

Is it compatible with Enhanced Conversions?

Absolutely.

Tag Gateway + Enhanced Conversions = unbeatable combo.
Even in cookie-limited environments, you get stronger, safer signals from your domain—resulting in better attribution and more recorded conversions.

Is this like a CAPI?

Similar goals, different approach.

Like Meta or TikTok’s Conversion APIs, FPM helps avoid browser blocks and keeps your measurement clean. But instead of custom endpoints and dev-heavy setups, Tag Gateway is fully integrated into Google’s ecosystem—no headaches included.

• No need to build your own API.
• Much simpler and more automated implementation.
• Runs entirely on your domain—private, accurate, and reliable.

Think of it as Google’s version of a CAPI. Cookieless measurement, simplified.

How do you activate this mode?

In Google’s tools like GTM Server or Google Tag, you can configure GTG to serve cookies from your own domain instead of Google’s. Browsers love this, because it qualifies as “first party.”

At Adsmurai, we’re already activating Tag Gateway for brands that want:

• Precision measurement—even in cookieless environments
• Compliance with privacy regulations
• Performance without compromise

Bonus: Using Adsmurai One Tag…

You can activate Tag Gateway effortlessly. Our system integrates with your server (or ours), captures events, and sends them safely and accurately to the platforms.

Tag Gateway is more than a tech feature—it’s a mindset shift. It’s about owning your data, adapting to privacy, and preparing for the future of measurement.

At Adsmurai, we’re here to guide you through it. Ready?