Google tag launched, replacing and expanding the global site tag (gtag.js)

Google rebranded the global site tag as the Google tag: one tag that can serve multiple Google Ads and Analytics accounts, with centralized settings screens in Google Ads and Analytics, codeless event configuration and CMS installs. Existing gtag.js implementations were converted automatically.

Initially available for Google Ads and Google Analytics, with Campaign Manager, DV360 and SA360 support planned. Google Tag Manager compatibility followed in September 2023.