Google rolls out Tag Gateway integration via Google Cloud

Google launched a beta integration for Google Tag Gateway that lets advertisers deploy it on Google Cloud Platform (GCP) through a new one-click workflow in 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 first-party domain before sending it to Google. This approach simplifies deployment and improves signal quality while increasing resilience against ad blockers and tools like Apple’s Intelligent Tracking Prevention.

Why we care. As browsers and platforms continue to restrict third-party tracking, advertisers are working to protect measurement signals. Routing tags through first-party infrastructure can improve data reliability, but setup has often been complex. By sending Google tags through an advertiser’s own infrastructure, this approach helps preserve measurement in the face of ad blockers and browser privacy limits. For teams already on Google Cloud, the one-click setup lowers the barrier to more resilient, future-ready tracking.

What advertisers are saying. Digital marketer and Simmer co-founder Simo Ahava shared the update on LinkedIn, noting that the integration enables one-click deployment on GCP. Behind the scenes, it creates an external Application Load Balancer with routing rules that send Google Tag Gateway traffic to a backend service that handles the gateway requests.

• Ahava also noted that Google Tag Gateway puts Google’s tagging technologies behind a same-site, same-origin first-party host, helping tags survive more restrictive browser environments.

The big picture. Until now, Cloudflare was the only automated deployment option for Google Tag Gateway, while other CDNs required manual setup. Adding GCP reduces 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. While the GCP integration is still in beta, it marks a meaningful step toward more resilient measurement in an increasingly privacy-constrained web.