In short
Google Tag Gateway, formerly First-Party Mode, serves the Google tag from your own domain through a CDN or Google Cloud, so measurement becomes first-party by construction rather than by configuration. Because the tag loads from your domain, it is far less exposed to ad blockers, browser tracking prevention, and short cookie lifetimes than a third-party script, which recovers signal that would otherwise be lost. Google reports an average 14% increase in measured conversions for advertisers using it. The gateway recovers the signal; making that signal useful is a second step. Datahash deploys the gateway on your subdomain, configures it for Google Ads and GA4, and pairs it with Enhanced Conversions and Consent Mode so the recovered conversions are also matched and consent-aware. Tag Gateway is one of the clearest examples of the wider shift: measurement that used to depend on the browser now depends on first-party infrastructure the advertiser controls.
How does Datahash deploy Google Tag Gateway?
Deployment on your subdomain, configuration for Google Ads and GA4, and pairing with Enhanced Conversions and Consent Mode so the recovered signal is also usable.
What does Google Tag Gateway recover?
Google reports an average 14% increase in measured conversions for advertisers on Tag Gateway, because the tag served from the advertiser’s own domain survives blocking that strips third-party scripts. Pairing it with Enhanced Conversions turns that recovered signal into matched, attributable conversions.
Reference: Google, Google tag gateway for advertisers