Google Tag Manager adds event parameters to Ads and Floodlight tags

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.

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.