Google Analytics Cookie Matching Service Tag Setup Guide
This article describes how to set up the Google Analytics Cookie Matching Service tag in your Tag Management account.
When using this tag with utag version 4.50 or later, you must set the utag.js always_set_v_id setting to true. This setting ensures that the visitor ID is available for cookie synchronization. For more information, see the utag 4.50 release notes and Considerations for tealium_visitor_id when upgrading to utag 4.50+.
The Google Analytics Cookie Matching Service tag lets you associate a visitor with the default Google client ID cookie (_ga) or default to the Tealium visitor ID.
Tag tips
- Under Advanced Settings, ensure the Bundle Flag is set to Yes and the Wait Flag is set to No.
- Move this tag above your Tealium Collect tag in the [Load Order Manager]](/tag-management/extensions/load-order-manager/) .
- For more information, see the Google Cookie Matching documentation.
Tag configuration
Go to the tag marketplace to add a new tag. For more information, see About tags.
Load rules
Load the tag on all pages or set conditions for when your tag will load. For more information about load rules, see the Load Rules documentation.
This page was last updated: November 10, 2026