Overview

If you use Google Tag Manager (GTM) and have Google Ads-related tags in your container (even if they’re currently paused), you likely received an email from Google on March 10, 2025, about upcoming changes.

Starting April 10, 2025, GTM will automatically load the Google tag whenever a Google Ads conversion or Floodlight tag is present in the container. This update is meant to improve tracking accuracy but also means that Google’s tracking script will fire by default—even if you’ve carefully managed your GTM setup to avoid this.

Key Changes Taking Effect on April 10, 2025

According to Google’s announcement, the key updates include:

• Automatic Google tag injection for Ads/Floodlight tags: GTM will now automatically load the Google tag (Google’s global site tag script) before sending any events whenever a Google Ads or Floodlight tag is present.

• Simplified access to advanced tracking features: Google is making it easier to enable Enhanced Conversions, cross-domain tracking, and Auto-Events directly from the Google tag settings.

• Automatic user data collection (with consent): If you’ve accepted Google’s Customer Data Terms of Service, GTM will automatically enable “User Provided Data” collection (e.g., hashed email or phone numbers) across your events by default.

Why is Google making this change? This update is meant to reduce missed conversions and streamline data collection for advertisers. However, it also gives Google greater control over tracking and data flow, increasing the risk of unintended data sharing.

Important: This change only applies if your GTM container includes a Google Ads or Floodlight tag—even if it’s paused. If you don’t have these tags, GTM will not automatically load the Google tag.

What This Means for Healthcare Marketers

For healthcare marketers, this change presents a serious compliance risk. Many organizations in regulated industries (healthcare, finance, legal) rely on privacy-focused Customer Data Platforms (CDPs) to carefully control what data is shared with third parties like Google. A major reason companies implement a CDP is to avoid sending data directly to Google tags—minimizing compliance risks and maintaining better control over patient or user information.

However, this GTM change means that if you are still using Google Ads tags within GTM, you will now automatically be loading Google’s global site tag and sharing more user data than before - potentially including hashed personal data if “User Provided Data” is enabled.

In general, healthcare organizations should avoid sending data to third-party platforms like Google unless you have a BAA in place and full control over what gets shared. With this change, it’s possible that you’ll expose more patient or customer data than you intended, without an obvious way to opt out.

“You should be doubling down on identifying anything that leads from your website to any other destination. It's not even a question. The stakes are too high and all eyes are on healthcare websites. If you don’t understand the risks GTM can create if not properly implemented, you could be violating HIPAA compliance,” said Isaac Uloko from ADM, an expert healthcare marketing agency.

How to Prevent Unintended Google Tracking

For a privacy-centric GTM configuration with no Google tracking tags, you’re all set – nothing will change and no action is required to keep Google out of your site’s data. Just stay aware that this update exists, and know that GTM will continue to respect your tag setup exactly as you’ve configured it.

On the other hand, if you do have Google Ads tags in GTM and are worried about this new auto-loading behavior, the only surefire way to prevent it is to remove those Google tags and replace that functionality with a privacy-first alternative.

Below are a few action items to ensure no unwanted Google tracking occurs with this update:

• Double-check your GTM tags: Review your GTM container to confirm that it doesn’t contain any Google Ads, Analytics, or Floodlight tags. If it only contains your own tags (e.g. tags to track data and send events to Ours Privacy), you’re in the clear – the new GTM behavior will not inject any Google tag. The automatic Google tag injection only triggers if a Google Ads-related tag is present.

• No action needed if no Google tags: If your container is free of Google tracking tags, you don’t need to do anything special to accommodate this change. Google’s update will roll out globally on April 10, but in a container with no Google Ads/Floodlight tags, it effectively does nothing.

• If you do use a Google Ads tag (rare case): Some privacy-focused sites might still use a Google Ads conversion tag on a thank-you page or similar. Be aware that after the update, when that conversion tag fires, GTM will also load the global Google tag script along with it. This could set cookies or send additional data (like Google’s baseline page visit info). If you wish to avoid that, consider removing or pausing that Google Ads tag in GTM before April 10. If this is you, don’t worry! You don’t need to stop running Google Ads. Continue reading…

What If I Still Want to Use Google Ads?

This change doesn’t mean you need to stop using GTM. GTM remains one of the best tools for managing tracking scripts, but this update reinforces why you should be thoughtful about how you send data to third parties like Google.

If you’re currently sending data directly to Google Ads via GTM, your site is giving Google full control over tracking and data collection. After April 10, 2025, that will automatically include Google’s tracking script, even if you don’t want it.

Instead of sending data directly to Google Ads, you can route event data through Ours Privacy first, ensuring that you remain in control of what ultimately gets sent. With Ours Privacy, you can still track key website events, optimize ad performance, and measure conversions—without exposing user data to Google by default.

By replacing your Google Ads tags with an Ours Privacy tag, you decide what gets shared while keeping sensitive data out of Google’s direct tracking ecosystem.

What Ours Privacy Customers Should Do

If you're already using Ours Privacy, you’ve taken proactive steps to protect patient data, ensure compliance, and maintain control over what gets shared with third-party platforms like Google.

That said, we still recommend reviewing your GTM setup before April 10, 2025. Even if you’ve fully transitioned to Ours Privacy, you should double-check that you don’t have any Google Ads, Floodlight, or other tracking tags still present in your published GTM container—even if they are paused.

Why? Because Google’s update applies to all containers with these tags, active or not. An old or forgotten tag could still trigger the automatic loading of Google’s tracking script.

We suggest that you:

• Review your GTM container for any lingering Google Ads or Floodlight tags

• Delete any unnecessary tags to prevent unintended tracking

• Continue routing your conversion and event data through Ours Privacy

If you need help reviewing your setup, our team is here to help. We’ll also check in with you before April 10 to ensure your GTM is configured exactly as you need it.

Summary

This change reinforces Google’s growing control over online tracking, making it harder for businesses to prevent unwanted data collection.

At Ours Privacy, we help healthcare marketing teams track performance without sacrificing privacy. Our privacy-first tracking solution ensures:

• No automatic data sharing with third parties

• Full control over what data gets sent to Google

• Compliant tracking without invasive scripts

If you’re looking for a way to maintain ad performance while protecting user privacy, Ours Privacy is the answer. Learn more at Ours Privacy.