Google Tag Gateway in GTM: Boost Conversion Tracking & Privacy with Cloudflare Integration
Boost conversion tracking and strengthen privacy with Google Tag Gateway in GTM. Learn how Cloudflare integration improves signal quality and GA4 accuracy.
Ricardo Cristofolini
Senior Implementation Specialist, Data Solutions
I’m passionate about what I do. If you meet my manager or co-workers, they would say I’m a team player, engaged and always excited to learn something new. Like everyone else I have some flaws. However I’m not afraid to work around those to bring the best in myself and for the company
What Is Google Tag Gateway in Google Tag Manager?
Google Tag Gateway for advertisers, launched in May 2025, is a new Google Ads and Google Tag Manager feature that routes your Google Tag traffic through your own infrastructure, like a CDN (e.g., Cloudflare), load balancer, or web server. By running Google tags from your first-party domain, it improves conversion tracking accuracy, increases the number of signals captured for bidding and optimization, and enhances privacy with upcoming confidential computing by default.
Advertisers who implemented Google Tag Gateway during early rollout saw an average 11% uplift in measurement signals compared to standard tag delivery. Best of all, setup is quick, especially if you already use Cloudflare, and requires no additional code changes.
Benefits of Using Google Tag Gateway for Advertisers
1. Improved Conversion Measurement Accuracy
Routing tags through your domain makes data more reliable, reducing the risk of loss from ad blockers or third-party restrictions. This strengthens the signals used for bidding, campaign optimization, and ROAS improvements.
2. Deeper Campaign Insights
With richer, more consistent conversion data, marketers get better attribution visibility, customer journey tracking, and insight into channel performance.
3. Privacy and Security by Design
Google Tag Gateway will soon get confidential computing by default, adding encryption at the processing level and enhancing transparency in how measurement data is handled.
How Google Tag Gateway Improves Conversion Measurement
→ Data sent through your own server infrastructure is considered more reliable. By using your website’s first-party domain, you can boost the signal quality used for bidding, campaign optimization, and ROAS improvements.
→ With richer and more accurate conversion signals, you'll get a better understanding of attribution, customer journey, and overall campaign performance.
Privacy and Security: Confidential Computing by Default
→ The Gateway uses confidential computing by default, providing extra security and transparency for how data is collected and processed.
Google Tag Gateway vs. Server-Side GTM
Think of Google Tag Gateway as a lightweight alternative to server-side GTM (ssGTM). It delivers some of ssGTM’s benefits, such as routing measurement data through your domain, without the complexity of setting up your tagging server.
When to Use Google Tag Gateway
Google Tag Gateway may be a good fit if:
You’re not ready to set up or maintain a full ssGTM container
Your main tools are Google Analytics 4, Google Tag Manager, and Google Ads
You want a simpler way to improve tracking accuracy and signal quality
You already use or plan to use Cloudflare as your CDN
Note: If you’re already using ssGTM, enabling Google Tag Gateway might be redundant, as it replicates some of the same benefits (e.g., running tags from your domain).
How Google Tag Gateway Works with Cloudflare
Let’s say your website is:
https://napkyn.com
If you look at the network hits in your DevTool > Network tab, all GA4 hits are structured with google-analytics.com/g/collect?. When Cloudflare is used, this will be replaced with napkyn.com/a/g/c?.
To do this, all that is required is to connect your website to Cloudflare.
Step-by-Step: Setting Up Google Tag Gateway in GTM
Connect GTM to Cloudflare
Go to Admin > Container Settings in your GTM container and click “Use Google Tag Gateway”.
Review Routing Setup
After clicking, you'll see a summary of how your GTM container will send data:
Traffic goes through Google Tag Gateway
Tags will route via your domain (via Cloudflare)
Destinations (e.g., GA4, Ads) will receive first-party signals
At this point, it’s possible to see the routing that the configuration will take. Upon leaving GTM, data will go through the Google Tag Gateway and end up in all destinations, which is a Google measurement product account that receives data from a GTM container. You can add destinations to a Google Tag or create product tags directly.
You'll also see some informational text, like:
Why This Matters
Using a CDN like Cloudflare allows data to route through your first-party domain, improving signal quality and reducing reliance on 3rd-party infrastructure.
How It Works
Google Tag loads from your domain, not Google's. This can impact tag behaviour (e.g., consent scripts).
No Code Required
If your CDN is compatible (Cloudflare is), setup is fast and code-free.
Click "Continue" to Begin Integration
The next step is to click on Continue, which will give you the instructions to complete the configuration:
At this point, you’ll be prompted to sign in to Cloudflare.
Important: This does not create a new Cloudflare account. You must already have a Cloudflare account with your domain(s) added and verified.
If you have not created an account and added at least one domain to it, you will get the following error:
Authorize Access from Google to Cloudflare
Once that happens, you’ll be asked to grant permission to Google so it can configure your Cloudflare account to support Tag Gateway. The requested permissions are:
Your container will be updated to send data through your first-party domain(s)
Your Cloudflare account will be connected, and after that, Cloudflare will route script requests and measurement traffic through the first-party domain
Your website domain will be activated to run the Google Tag and Cloudflare
Once following the sign-up process, there’s a consent application that requests your authorization to allow Google Tag to make changes to your Cloudflare account. This will authorize Google to:
Read:
Cloudflare Account and Cloudflare Account Zone
Cloudflare Account: See your account info, such as account details, analytics, and memberships
Cloudflare Account Zone: Grants read-level access to the account zone
Write:
First-party Tags
First-party Tags: Can see, edit and publish Google tag gateway configuration.
Other:
Background Access
Background Access: Can perform authorized actions in the background without your presence
Costs and Cloudflare Plan Options
Using Google Tag Gateway is free from Google's side.
Cloudflare has a Free tier, which is sufficient for many small to mid-sized websites. However, if your traffic volume grows or if you need more advanced features (e.g., WAF, custom caching, higher limits), Cloudflare offers paid plans:
Pro – $20/month
Business – $200/month
Enterprise – Custom pricing (for large-scale or mission-critical deployments)
Tip: Most small-to-medium businesses can use Google Tag Gateway with the Free or Pro plan.
Is Google Tag Gateway Right for You?
Google Tag Gateway is a smart move for marketers and developers who want to upgrade their signal quality without the complexity of setting up a full server-side GTM instance. With minimal setup (especially if you're already using Cloudflare), it brings benefits in performance, data accuracy, and privacy.
If you're running Google Ads or GA4 and want a low-friction way to enhance data collection through your domain, this is a great step forward.
At Napkyn, we help organizations design and implement these solutions end-to-end - from evaluating CDN options for GTG, to architecting scalable server-side GTM containers, to aligning with your privacy office. We’ve seen firsthand how these investments unlock both performance gains and risk reduction.
If your organization is wrestling with the trade-off between tracking accuracy and privacy compliance, let’s talk. Napkyn can help you build a first-party data pipeline that gives you both.
More Insights
How to Launch an Automated Machine Learning Model
Shreya Banker
Data Scientist
Nov 12, 2025
Read More
How to Build Reliable YouTube Data Pipelines with BigQuery and YouTube API
Shreya Banker
Data Scientist
Nov 5, 2025
Read More
How To Diagnose If Google’s Consent Mode Is Implemented Correctly
Rob English
Lead Implementation Specialist
Oct 29, 2025
Read More
More Insights
Sign Up For Our Newsletter
Napkyn Inc.
204-78 George Street, Ottawa, Ontario, K1N 5W1, Canada
Napkyn US
6 East 32nd Street, 9th Floor, New York, NY 10016, USA
212-247-0800 | info@napkyn.com
Google Tag Gateway in GTM: Boost Conversion Tracking & Privacy with Cloudflare Integration
Boost conversion tracking and strengthen privacy with Google Tag Gateway in GTM. Learn how Cloudflare integration improves signal quality and GA4 accuracy.
Ricardo Cristofolini
Senior Implementation Specialist, Data Solutions
November 19, 2025
I’m passionate about what I do. If you meet my manager or co-workers, they would say I’m a team player, engaged and always excited to learn something new. Like everyone else I have some flaws. However I’m not afraid to work around those to bring the best in myself and for the company
What Is Google Tag Gateway in Google Tag Manager?
Google Tag Gateway for advertisers, launched in May 2025, is a new Google Ads and Google Tag Manager feature that routes your Google Tag traffic through your own infrastructure, like a CDN (e.g., Cloudflare), load balancer, or web server. By running Google tags from your first-party domain, it improves conversion tracking accuracy, increases the number of signals captured for bidding and optimization, and enhances privacy with upcoming confidential computing by default.
Advertisers who implemented Google Tag Gateway during early rollout saw an average 11% uplift in measurement signals compared to standard tag delivery. Best of all, setup is quick, especially if you already use Cloudflare, and requires no additional code changes.
Benefits of Using Google Tag Gateway for Advertisers
1. Improved Conversion Measurement Accuracy
Routing tags through your domain makes data more reliable, reducing the risk of loss from ad blockers or third-party restrictions. This strengthens the signals used for bidding, campaign optimization, and ROAS improvements.
2. Deeper Campaign Insights
With richer, more consistent conversion data, marketers get better attribution visibility, customer journey tracking, and insight into channel performance.
3. Privacy and Security by Design
Google Tag Gateway will soon get confidential computing by default, adding encryption at the processing level and enhancing transparency in how measurement data is handled.
How Google Tag Gateway Improves Conversion Measurement
→ Data sent through your own server infrastructure is considered more reliable. By using your website’s first-party domain, you can boost the signal quality used for bidding, campaign optimization, and ROAS improvements.
→ With richer and more accurate conversion signals, you'll get a better understanding of attribution, customer journey, and overall campaign performance.
Privacy and Security: Confidential Computing by Default
→ The Gateway uses confidential computing by default, providing extra security and transparency for how data is collected and processed.
Google Tag Gateway vs. Server-Side GTM
Think of Google Tag Gateway as a lightweight alternative to server-side GTM (ssGTM). It delivers some of ssGTM’s benefits, such as routing measurement data through your domain, without the complexity of setting up your tagging server.
When to Use Google Tag Gateway
Google Tag Gateway may be a good fit if:
You’re not ready to set up or maintain a full ssGTM container
Your main tools are Google Analytics 4, Google Tag Manager, and Google Ads
You want a simpler way to improve tracking accuracy and signal quality
You already use or plan to use Cloudflare as your CDN
Note: If you’re already using ssGTM, enabling Google Tag Gateway might be redundant, as it replicates some of the same benefits (e.g., running tags from your domain).
How Google Tag Gateway Works with Cloudflare
Let’s say your website is:
https://napkyn.com
If you look at the network hits in your DevTool > Network tab, all GA4 hits are structured with google-analytics.com/g/collect?. When Cloudflare is used, this will be replaced with napkyn.com/a/g/c?.
To do this, all that is required is to connect your website to Cloudflare.
Step-by-Step: Setting Up Google Tag Gateway in GTM
Connect GTM to Cloudflare
Go to Admin > Container Settings in your GTM container and click “Use Google Tag Gateway”.
Review Routing Setup
After clicking, you'll see a summary of how your GTM container will send data:
Traffic goes through Google Tag Gateway
Tags will route via your domain (via Cloudflare)
Destinations (e.g., GA4, Ads) will receive first-party signals
At this point, it’s possible to see the routing that the configuration will take. Upon leaving GTM, data will go through the Google Tag Gateway and end up in all destinations, which is a Google measurement product account that receives data from a GTM container. You can add destinations to a Google Tag or create product tags directly.
You'll also see some informational text, like:
Why This Matters
Using a CDN like Cloudflare allows data to route through your first-party domain, improving signal quality and reducing reliance on 3rd-party infrastructure.
How It Works
Google Tag loads from your domain, not Google's. This can impact tag behaviour (e.g., consent scripts).
No Code Required
If your CDN is compatible (Cloudflare is), setup is fast and code-free.
Click "Continue" to Begin Integration
The next step is to click on Continue, which will give you the instructions to complete the configuration:
At this point, you’ll be prompted to sign in to Cloudflare.
Important: This does not create a new Cloudflare account. You must already have a Cloudflare account with your domain(s) added and verified.
If you have not created an account and added at least one domain to it, you will get the following error:
Authorize Access from Google to Cloudflare
Once that happens, you’ll be asked to grant permission to Google so it can configure your Cloudflare account to support Tag Gateway. The requested permissions are:
Your container will be updated to send data through your first-party domain(s)
Your Cloudflare account will be connected, and after that, Cloudflare will route script requests and measurement traffic through the first-party domain
Your website domain will be activated to run the Google Tag and Cloudflare
Once following the sign-up process, there’s a consent application that requests your authorization to allow Google Tag to make changes to your Cloudflare account. This will authorize Google to:
Read:
Cloudflare Account and Cloudflare Account Zone
Cloudflare Account: See your account info, such as account details, analytics, and memberships
Cloudflare Account Zone: Grants read-level access to the account zone
Write:
First-party Tags
First-party Tags: Can see, edit and publish Google tag gateway configuration.
Other:
Background Access
Background Access: Can perform authorized actions in the background without your presence
Costs and Cloudflare Plan Options
Using Google Tag Gateway is free from Google's side.
Cloudflare has a Free tier, which is sufficient for many small to mid-sized websites. However, if your traffic volume grows or if you need more advanced features (e.g., WAF, custom caching, higher limits), Cloudflare offers paid plans:
Pro – $20/month
Business – $200/month
Enterprise – Custom pricing (for large-scale or mission-critical deployments)
Tip: Most small-to-medium businesses can use Google Tag Gateway with the Free or Pro plan.
Is Google Tag Gateway Right for You?
Google Tag Gateway is a smart move for marketers and developers who want to upgrade their signal quality without the complexity of setting up a full server-side GTM instance. With minimal setup (especially if you're already using Cloudflare), it brings benefits in performance, data accuracy, and privacy.
If you're running Google Ads or GA4 and want a low-friction way to enhance data collection through your domain, this is a great step forward.
At Napkyn, we help organizations design and implement these solutions end-to-end - from evaluating CDN options for GTG, to architecting scalable server-side GTM containers, to aligning with your privacy office. We’ve seen firsthand how these investments unlock both performance gains and risk reduction.
If your organization is wrestling with the trade-off between tracking accuracy and privacy compliance, let’s talk. Napkyn can help you build a first-party data pipeline that gives you both.
More Insights
Google Tag Gateway in GTM: Boost Conversion Tracking & Privacy with Cloudflare Integration
Ricardo Cristofolini
Senior Implementation Specialist, Data Solutions
Nov 19, 2025
Read More
How to Launch an Automated Machine Learning Model
Shreya Banker
Data Scientist
Nov 12, 2025
Read More
How to Build Reliable YouTube Data Pipelines with BigQuery and YouTube API
Shreya Banker
Data Scientist
Nov 5, 2025
Read More
More Insights
Sign Up For Our Newsletter