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Below is a step-by-step guide on how to set up GA4 using Google Tag Manager.
As the shift to Google Analytics 4 heats up, many organizations including the one I work for are actively engaged in migrating brand or client data from UA to GA4. The purpose of this blog is to provide the latest step-by-step instructions on how you can set up GA4 using GTM - which is highly recommended. I'll explain why in an upcoming post about setting up events & conversions for GA4 using Google Tag Manager.
Setting up Google Analytics 4 using Google Tag Manager is a straightforward process that allows you to track your website's performance and gather valuable data about your audience and how they engage. By installing the GTM code and creating a GA4 property, you can easily track important metrics like pageviews, users, engaged sessions, events & conversions, using that data to improve marketing decisions which are used to drive more quality traffic & greater revenue.
Below is a step-by-step guide on how to set up GA4 using GTM. Be sure you have access to your Google account to accomplish this.
#1 - Login to Google & Google Tag Manager
This first step should be a juicy one. Login to your Google account and navigate to the Google Tag Manager website.
Once you log in you will arrive at your Google Tag Manager dashboard. It will look like the below:
#2 - Set Up Your GTM Account and Container
Once you log in and have arrived on your account dashboard you will need to set up your Tag Manager Account & Container, if yours is not already set up. The account holds the container, and the container holds your rules, variables, triggers & tags.
Click on the "Create Account" button and follow the prompts depending on your business case. In our example we selected Web which you can see in the screenshot below:
#3 - Install Your GTM Code
After you create your account and set up your container, you will be required to install the GTM code snippet associated with your container on your website. Placing this as high within the <head> section of your HTML documents is recommended and is part of the instructions. This must be completed before you can move to step #4.
#4 - Setting Up Your GA4 Configuration Tag
Before you start this step, you will need to ensure you have established & have access to your GA4 analytics account. If you have not done that, you need that in order to continue.
Next, you'll need to set up your GA4 tag within Google Tag Manager. To do this you will need to identify your GA4 Measurement ID. To find your GA4 measurement ID navigate to your GA4 account, click on the gear or admin icon in the bottom left-hand corner, and under property > data streams > select your data stream, and your measurement ID is labeled as G-XXXXXXXXXX.
Copy that measurement ID and navigate back to Google Tag Manager. Once back in your Tag Manager dashboard, click Tags. For reference, a tag is what sends data to your GA4 account.
Once the Tag Configuration opens:
Name your Tag - GA4 Tag
Select the featured - Google Analytics: GA4 Configuration tag
Add the measurement ID from your GA4 account
Next, select Trigger.
This will be what fires the tag, and we want this tag to fire on all pages.
Once complete it will look something like this:
Once you save it, you have just successfully set up the GA4 configuration tag using GTM. Now you will need to test and ensure that the tag is firing. To confirm, you will use both the Tag Manager's preview mode and GA4 debug mode together.
Tip #5 - Testing Your Configuration in Both GTM & GA4
Your final step will be to ensure that your tag is firing and that GA4 is collecting data. To do this see below:
In GTM - head to preview mode:
Add your website URL & Click Connect
Once your website loads in preview mode you should see your GA4 tag fire 1 time in the summary.
If you do, it's firing, but you need to confirm data is collected.
3. Now, head over to GA4 while still in preview mode:
a. Go to ADMIN/Gear Icon
b. Under property -> select Debug View: (It currently sits right before PRODUCT LINKS)
4. Once you arrive and if GTM is set up correctly - you should start to see your interactions.
a. It is important to note that it can take 24-36 hours for data to populate.
You have successfully confirmed that your GA4 Tag is firing correctly, and your GA4 account is collecting data!
Great news! Now be sure to save the changes you made in your GTM container, describing the changes you made in case you need to reference them.
GA4 is Firing & Collecting Data! You Are Not Done Yet!
Implementing Google Analytics 4 using Google Tag Manager can provide a range of benefits for your marketing strategy. By using GTM, you can easily add the GA4 tracking code to your website, configure events and triggers, and manage your GA4 data more efficiently.
Additionally, using GTM allows you to integrate GA4 with other Google products, such as Google Ads or Big Query, which can provide even more insights into your website traffic and user behavior. Implementing GA4 using GTM can help you better understand your website's performance and make more informed data-driven decisions.
Stay tuned as we look to dive deeper into setting up custom phone call & form submit events, correct property settings, connecting GA4 to Google Ads, custom definitions, and how to leverage custom reports.
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