Google is actively pushing for a single tag setup using the Google Tag (gTag.js), which consolidates tracking across Google Ads, Google Analytics 4 (GA4), and other products.
Here's the current consensus and best practice:
What Most Advertisers Are Doing:
1. Moving to a Unified Google Tag (gTag.js)
Google encourages using one global site tag that can be linked to multiple destinations (like GA4 and Google Ads). This makes setup easier, reduces tag duplication, and improves tracking accuracy.
2. Linking Google Ads & GA4 to One Tag
- Instead of adding separate tags for each platform, marketers are:
- Using Google Tag Manager or the new Google Tag UI in GA4 to manage tag settings.
- Connecting both Google Ads and GA4 through Admin → Data Streams → Configure Tag Settings.
When to Keep Tags Separate:
Only in rare cases, such as:
- Complex legacy setups.
- Sites using multiple ad accounts or multiple GTM containers with very different goals.
- When testing isolated campaign behavior.
