Google has announced a significant restructuring of its measurement infrastructure, merging the Google Tag and Google Tag Manager products into a unified platform and introducing visual tagging — the ability to configure conversion events by clicking on page elements, without writing code. Upgraded containers transmit data directly to Google's advertising and analytics destinations without the additional JavaScript payload that the prior architecture required, reducing measurement latency and improving data quality by shortening the path between user action and recorded event. The practical significance is most pronounced at organisations where measurement implementation has historically required developer resource allocation. Conversion tracking that once required a sprint cycle to implement can now, for the most common event types, be configured by a marketing analyst directly. The downstream effects on the quality of bidding signals available to campaign optimisation systems are potentially substantial for the segment of advertisers who have historically operated with incomplete tracking.