Google Tag Gateway Integration Guide

Google Tag Gateway with JENTIS

Google Tag Gateway (GTG) routes Google’s browser tags through a first-party domain.

It acts as a proxy for client-side Google tags, including Google Analytics 4, Google Ads, and Floodlight. Rather than sending requests directly to Google domains, the browser sends them through your domain first.

This can make client-side measurement more resilient to browser restrictions and ad blockers.

JENTIS Server-Side tracking versus GTG

JENTIS Server-Side tracking remains the primary measurement solution. It provides a substantially larger uplift, typically 20–40%, by moving tracking logic and data delivery server-side.

GTG can provide an additional, smaller uplift for client-side Google tags. It does not replace server-side tracking.

Use GTG as a complementary proxy layer for Google tags that must remain client-side. This commonly includes signals such as Google Ads remarketing.

Use JENTIS Server-Side tracking for primary conversion tracking. Add GTG only for remaining client-side Google signals.

Configure Google Tag Gateway

Google Tag Gateway is available for the following JENTIS connectors:

• Google Ads

• Google Analytics 4

• Floodlight

Open the relevant connectors tags in the JENTIS Tag Manager. Select the Google Tag Gateway tab to choose a gateway option.

The Google Tag Gateway placeholder configuration is found in the tags of the mentioned Google connectors.

Configure a Custom Gateway URL

Use a custom gateway URL when your organization needs its own first-party proxy domain. For example, you can create and manage the gateway through Cloudflare.

1. Create the gateway endpoint in your chosen infrastructure.

2. Configure DNS and routing for the custom first-party URL.

3. Open the connector’s tag and expand the Google Tag Gateway tab.

4. Enter the complete gateway URL (including "https://" and save the changes.

5. Preview and validate the container changes then publish your changes through your normal release process.

Ensure the URL is publicly reachable and serves requests over HTTPS. Validate the proxy configuration before deploying it to production.

Custom gateways require DNS and proxy configuration outside JENTIS.

Best practices

Prevent duplicate conversions

You can use both a client-side Google tag through GTG and a JENTIS Server-Side connector. In this case, send the same transaction_id with both conversion events.

Google uses this shared identifier to deduplicate the conversion. Generate one stable ID per transaction and reuse it across all tracking paths.

Choose the right use case

Use GTG when client-side Google connectors still deliver required signals. A typical setup uses JENTIS Server-Side tracking for conversions and GTG for client-side remarketing.

Avoid treating GTG as a substitute for a server-side measurement strategy. Its role is to improve the reliability of the client-side tags that remain.

FAQ

Does Google Tag Gateway replace JENTIS Server-Side tracking?

No. GTG complements JENTIS Server-Side tracking. JENTIS should handle primary conversion tracking, while GTG proxies supported client-side Google tags.

Do I need a new DNS record?

You need DNS configuration when using a Custom Gateway URL, this is configured outside of JENTIS with your Content Delivery Network (ie. Cloudflare) or Webserver.

Will JENTIS Support Google Tag Gateway DNS and Routing natively?

Yes, we are working on an option to host the GTG within your JENTIS services, making the configuration more convenient and easy to activate. This will come in the future.