Google tag gateway: First-party Google tags via Cloudflare

Let’s start with the most used tracking solutions to date:

Traditionally, Google tags have often relied on fetching tracking scripts directly from Google’s servers. While this is the most used solution and works reasonably well, it can sometimes hit roadblocks that affect how well you can track things.

That’s where a more powerful approach called server-side tracking comes in. To understand its complexity, you can check out our own server-side implementation workflow here. However, to summarize it, we could describe it as having your own dedicated data processing center that can provide much clearer insights of your website performance by taking charge of your own data collection. Needless to say, setting up and running your own server requires time, effort, an investment and technical know-how.

Enter the Google tag gateway on CSloudflare: a clever middle ground?

Now, imagine a simpler way to get those much clearer insights without needing to build your own data center. That’s essentially what the new Google Tag Gateway on Cloudflare offers. This partnership between Google and Cloudflare makes it easier for your website to serve tags in a first-party context, which can lead to more accurate data.

With the Google Tag Gateway, the Google tag script is served directly from your website’s address. As a result, tracking cookies are associated with your website’s domain, making them ‘first-party’ rather than originating from Google or another third-party tool (even while the solution remains essentially a third-party service).

What’s the big deal for marketers?

Easy Setup: The most important thing about the news is that if you’re already using Google Tag Manager and Cloudflare, setting the Google Tag Gateway up is very straightforward.
Better Data: More reliable first-party cookies mean you’re likely to get a more accurate picture of how people are interacting with your website. This can lead to better insights for your marketing efforts. Browsers generally trust first-party cookies more, allowing for more reliable tracking.
Potentially Improved Performance: Cloudflare’s fast network might even help your website load these tracking scripts a little quicker. But this mostly boils down to the fact that it’s a common best practice to load static files, including the gtag.js script, from a content delivery network (CDN), which is likely the case for both the traditional third-party implementation and this new implementation via Cloudflare.

A few things to keep in mind:

Google Tag Gateway on Cloudflare seems like a really convenient first step for those who are already comfortable with Google Tag Manager and Cloudflare. It’s a relatively easy way to dip your toes into the benefits of first-party data without the heavy lifting of a full server-side implementation.

But, you need to consider the following before assuming this is the best way to go:

You are using your own domain as a man-in-the-middle to load the Google scripts the traditional way
The solution is not fully transparent to end-users and you should be careful about this in your cookie banner, cookie policy and privacy policy
The scripts might not be picked up by consent management platforms, and therefore miss in your compliance audit reports

Ready to get started?

If you’re already using Google Tag Manager and Cloudflare, this new integration looks like a no-brainer way to potentially improve your data accuracy with minimal effort. You can usually find the setup options within your Google Tag Manager settings or directly in your Cloudflare dashboard. Check out the official documentation for step-by-step instructions.

Of course, we can also help you decide if this is the best solution for you and help you with the implementation if needed! Don’t hesitate to contact us, we will be happy to take a look.

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