Google launched a beta integration for Google Tag Gateway that lets advertisers deploy it through Google Cloud Platform (GCP) using a new one-click workflow inside Google Tag Manager and Google tag settings.
What’s new. The GCP integration uses Google Cloud’s Global external Application Load Balancer to route tag traffic through an advertiser’s own first-party domain before sending it to Google. The goal is to streamline deployment while improving data signal quality and resilience against ad blockers and technologies like Apple’s Intelligent Tracking Prevention.
**Why we care. **As browsers and platforms continue to limit third-party tracking, advertisers are looking for ways to prot…
Google launched a beta integration for Google Tag Gateway that lets advertisers deploy it through Google Cloud Platform (GCP) using a new one-click workflow inside Google Tag Manager and Google tag settings.
What’s new. The GCP integration uses Google Cloud’s Global external Application Load Balancer to route tag traffic through an advertiser’s own first-party domain before sending it to Google. The goal is to streamline deployment while improving data signal quality and resilience against ad blockers and technologies like Apple’s Intelligent Tracking Prevention.
**Why we care. **As browsers and platforms continue to limit third-party tracking, advertisers are looking for ways to protect measurement signals. Routing tags through first-party infrastructure can improve data reliability — but setup has often been complex. By routing Google tags through an advertiser’s own infrastructure, it helps preserve measurement signals in the face of ad blockers and browser privacy restrictions.
For teams already using Google Cloud, the one-click setup lowers barriers to more resilient, future-proof tracking.
What advertisers are saying. Digital marketer and Simmer co-founder Simo Ahava, who shared the update on LinkedIn, noted that the integration enables one-click deployment in GCP. Behind the scenes, it sets up an External Application Load Balancer with routing rules that direct Google Tag Gateway traffic to a backend service handling the gateway requests.
Ahava also pointed out that Google Tag Gateway places Google’s tagging technologies behind a same-site, same-origin first-party host, helping tags survive restrictive browser environments.
The big picture. Until now, Cloudflare was the only automated deployment option for Google Tag Gateway, with other CDNs requiring manual setups. Adding GCP lowers friction for advertisers already invested in Google’s cloud ecosystem and signals broader support for first-party tagging strategies.
Bottom line. Google is making first-party tagging easier to deploy, and while the GCP integration is still in beta, it marks a meaningful step toward more resilient measurement in a privacy-constrained web.
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About the Author
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu started her career delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side. Outside editing Search Engine Land article she is the founder of PPC networking event - PPC Live and host of weekly podcast PPC Live The Podcast.
She is also an international speaker with some of the stages she has presented on being SMX (US, UK, Munich, Berlin), Friends of Search (Amsterdam, NL), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna, IT) and more.