Full Answer

Tag Gateway solves one specific problem well: it stops Safari and Firefox from downgrading Google's measurement cookies to 7-day expiry. By proxying the tag scripts through your own domain, the browser sees them as first-party resources, which means GA4 and Google Ads conversions retain their full attribution window instead of losing repeat visitors after a week. For WooCommerce stores where Safari traffic often runs 30–40% of sessions, that's a meaningful recovery.

What Tag Gateway doesn't do is collect events server-side. It serves scripts from a first-party domain, but the data still travels from the browser to Google — it's client-side tracking with a first-party disguise. Ad blockers that block the request itself, not just the cookie, still prevent the event from firing. And because Tag Gateway is Google-only, stores running Meta, TikTok, or ChatGPT Ads need a separate CAPI pipeline for each channel (Tag Gateway serves scripts first-party — it doesn't collect server-side).

Tag Gateway is fully compatible with existing GTM containers and runs alongside any WooCommerce tracking plugin. For stores that only advertise on Google, it's a low-effort win. For multi-channel advertisers, it's one layer of a larger tracking stack — not a replacement for server-side infrastructure.