Google tag gateway helps you maintain accurate advertising and analytics measurement while supporting your data privacy standards. This article explains how Google tag gateway processes first-party cookies.
Understand first-party cookie handling in Google tag gateway
Google tag gateway serves tags using your own web infrastructure, such as a Content Delivery Network (CDN), Content Management System (CMS), or a Load Balancer, that acts as a gateway between your website and Google’s advertising and measurement services. Your website forwards requests, including first-party cookies. GTG then implements specific handling to manage these cookies.
Data privacy and compliance is ensured by the selective processing of first-party cookies:
- Google first-party cookies: Google tag gateway uses only Google first-party cookies. These are essential for accurate measurement and functionality across Google services, like conversion tracking, audience segmentation, personalized advertising, and infrastructure operations.
- Non-Google first-party cookies: Any non-Google first-party cookies forwarded through Google tag gateway are dropped. Google doesn’t process or store them, ensuring Google systems aren’t handling sensitive or unauthorized data from your website’s non-Google cookies.
Learn more about Our advertising and measurement cookies.