Google seems to be integrating parts of the Google Tag Manager interface directly into Google Ads — a shift that could streamline how advertisers handle tracking and tags. What’s new: Some advertisers are seeing a “Manage” button within the Data Manager area of Google Ads that opens Tag Manager controls without leaving the Google Ads platform. This change was first highlighted by Marthijn Hoiting and Adriaan Dekker, who shared screenshots of Tag Manager components embedded inside the Google Ads UI. Why it matters: Setting up and debugging tags has traditionally been a pain point, often involving several tools and technical back-and-forth. Embedding Tag Manager capabilities in Google Ads could ease that burden — particularly for smaller teams or advertisers without in-house developers. A closer look: Within the Data Manager view, users can access connected data sources (including Tag Manager) and perform management actions directly in Google Ads. This indicates Google is moving toward a more integrated measurement experience, where tagging, data connections, and campaign configuration sit more tightly together. The bigger picture: The move fits with Google’s ongoing effort to simplify measurement and boost data quality — especially as privacy shifts and signal loss make reliable tracking more important. It also reflects recent initiatives to make tagging easier to implement without deep technical expertise. What to keep an eye on: Whether full Tag Manager capabilities are eventually embedded or stay limited How this changes collaboration between marketers and developers If this evolves into the primary way advertisers manage tags The takeaway: Google is quietly chipping away at the…