Google is retiring the AW-XXXXXXXX tag format in favor of the new GT-XXXXXXXX standard. This change aims to unify Google’s tagging ecosystem across products like Google Ads, GA4, and Floodlight.
The adoption of a single tagging system promises a cleaner data flow between GA4 and Google Ads, which should lead to fewer tag conflicts and better attribution consistency in reports.
This update, shared by Arjun Singh, should significantly improve data consistency within Google’s ecosystem.