Setting Up GA4 with Google Tag Manager for Advanced Tracking
Google Tag Manager (GTM) integrates with Google Analytics 4 (GA4) by deploying the GA4 Configuration tag for core tracking and GA4 Event tags for advanced events like custom interactions, using triggers and data layer variables.
Step 1: Create a GA4 Property and Get Measurement ID
- Sign in to Google Analytics, go to Admin, select your account, and click Create Property for web or app.
- Create a web data stream, enter your site URL, enable Enhanced Measurement, and note the Measurement ID (format: G-XXXXXXXXXX).
Step 2: Set Up GTM Container
- Visit tagmanager.google.com, create an account and web container, then embed the GTM snippets in your site's
<head>and<body>.
Step 3: Configure GA4 Base Tag in GTM
- In GTM, go to Tags > New, name it "GA4 Configuration".
- Select Tag Configuration > Google Analytics: GA4 Configuration (or Google Tag), enter your Measurement ID.
- Set Trigger to All Pages and save.
Step 4: Implement Advanced Event Tracking
- For enhanced or custom events (e.g., scrolls, clicks, form submits), create new tags: Tags > New > Google Analytics: GA4 Event.
- Define event name (e.g.,
experience_impression), add parameters (e.g., via data layer variables likeexp_variant_string), and set triggers (e.g., custom event, click, visibility). - Use Data Layer Variables for dynamic data: Variables > New > Data Layer Variable (e.g., name:
exp_variant_string).
Step 5: Test and Publish
- Use Preview mode in GTM to verify tags fire on your site, check GA4 Real-time reports and DebugView.
- Avoid duplicate tags (e.g., no direct gtag.js on site if using GTM).
- Publish via Submit once confirmed.
This setup enables advanced tracking like e-commerce, user engagement, and custom parameters for deeper GA4 insights. For third-party tools (e.g., Intelligems, Shoplift), route events via data layer to GA4 tags.
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