For some time now, advertising platforms and browsers have been getting very serious about user privacy. The result is clear: brands can no longer measure performance the way they used to and are being forced to rethink how they collect, manage and activate their data. If your measurement strategy still relies on third-party cookies, we have some bad news: that model belongs in 2010. In this new landscape, where data control is key to maintaining performance, Google Tag Gateway enters the scene.

Far from being just a technical update, Google Tag Gateway represents a shift in how digital measurement is approached. It allows brands to move towards first-party data–based models, improve measurement reliability and lay the foundations for a more future-ready data architecture, without having to overhaul their entire ecosystem at once. Because today, measuring well is no longer just about technology — it’s about making decisions based on data you can truly control.

TABLE OF CONTENTS

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.

First Party

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.

 

From Adsmurai’s Data team, we help brands navigate this transition strategically, avoiding short-term fixes and building a solid foundation for data control and performance. Because in an environment where technology moves fast, the real differentiator isn’t activating new tools, but knowing how and why to use them.

 

Use cases: Who is it best for?Onetag-First

✅ 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.

 

 

 

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.

First party mode

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?FPM_3

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?

   
 
 

FAQs


Leave a comment!