Google Tag Manager (GTM) has rolled out a long-awaited update: advertisers can now add custom event parameters directly to Google Ads and Floodlight tags.

How it works. A new Event Parameters field group now appears in Ads and Floodlight event tags. You can use it to:

  • Send custom parameters (like audience or conversion details).
  • Configure tracker settings, such as User Data dispatch.
  • Apply settings via an Event Settings variable for consistency.
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Why we care. Until now, GTM users couldn’t send custom parameters or configure tracker settings within these tags — a limitation that forced workarounds or manual gtag() implementations. The new field closes that gap and makes GTM more flexible for advanced measurement setups.

The bigger picture: This update aligns GTM’s built-in templates with the capabilities of raw gtag() tagging, giving advertisers more control without leaving the container interface.

Bottom line: The addition of event parameters is a welcome upgrade for GTM users, simplifying advanced tagging and ensuring more parity between GTM and manual implementations.

First seen. This update was first seen by Simo Avaha Co-founder of Simmer, who mentioned this update on LinkedIn.

Search Engine Land is owned by Semrush. We remain committed to providing high-quality coverage of marketing topics. Unless otherwise noted, this page’s content was written by either an employee or a paid contractor of Semrush Inc.

Anu AdegbolaAnu Adegbola

Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more. In 2008, Anu’s career started with delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side. Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPC Live The Podcast.
She is also an international speaker with some of the stages she has presented on being SMX (US, UK, Munich, Berlin), Friends of Search (Amsterdam, NL), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna, IT) and more.


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Last Update: September 12, 2025