At Google Marketing Live 2026, GTM gets a big update!
TL;DR: GTM containers will become Google Tags (optional upgrade).
What this doesn’t mean:
No automatic data collection to GA4 / Ads
No requirement to use Google products
GTM keeps working as-is
Key update: Destinations
Legacy Google Tags → “Destinations”
No more multiple gtag.js loads
Centralized tag settings (with overrides if needed)
Better performance + consistency
Other updates:
Cleaner UI (some items under “Advanced”)
Visual event builder (create tags via on-site interactions)
Control stays with you:
Opt-in upgrade
Preview, test, and roll back anytime
Thanks for sharing Simo Ahava
