Destination and destination tags: Definition

A destination is a Google measurement product account that shares configuration with, and receives data from, a Google tag or Google Tag Manager. You can add destinations to your Google Tag Manager container by adding a destination tag(recommended) or reusing your existing Google tag’s configuration and footprint on your site.

Currently, there are 4 destination types:

1. Google Analytics 4 web data stream
2. Google Ads account
3. Floodlight configuration (used in Campaign Manager 360, Display & Video 360)
4. Merchant Center conversion source

Destination tags in Google Tag Manager

Destination tags allow you to connect a Google destination to your Google Tag Manager container and send data directly, with settings and permissions governed at the container level. Adding a destination tag will automatically send a page view event for that destination.

Benefits of using a Destination tag to send data directly:

• Optimized tag performance: Less javascript on your pages means faster page load times and improved measurement.
• Easier tag management: You can configure all your container settings in one centralized location with the new settings tab.
• Simplified team access: You can get better visibility and collaboration with Google products.

To override any settings for individual destinations, you can edit the destination tag parameters for that given destination.