GTM containers automatically load a full Google tag before Ads and Floodlight events from April 10, 2025

Containers with Google Ads or Floodlight tags load a Google tag first (with the tag's full configured settings) before sending events. Because the auto-loaded tag inherits settings, user-provided data collection can activate where the Google tag allows it and enhanced conversions are on.

GTM already auto-loaded a minimal gtag.js for orphaned Ads/Floodlight events; the change is that from April 10, 2025 the auto-loaded tag carries all settings enabled in the Google tag configuration. GA4 tags are not affected. Advertisers should check user-provided data settings in the Google tag and in Ads/Floodlight before the effective date.