Google is phasing out the old “AW-XXXXXXXX” tag format and replacing it with a unified “GT-XXXXXXXX” tagging system across platforms like Google Ads, GA4, and Floodlight.
The goal is to standardize tracking across Google’s ecosystem, which should:
– Reduce tag conflicts
– Improve data flow between platforms
– Deliver more consistent attribution and reporting
This also introduces features like combining multiple Google tags into a single setup, simplifying configuration.
The update was shared by Arjun Singh & Hana Kobzová.
