Google Analytics 4 (GA4) Setup with Google Tag Manager: Your Essential Guide


Setting up Google Analytics 4 (GA4) through Google Tag Manager (GTM) is a smart strategy for anyone looking to track website activity efficiently. As the more traditional Universal Analytics phases out, GA4 steps in with its advanced, event-based tracking approach. This guide will detail how to integrate GA4 into your website using GTM, saving you time and simplifying the creation of custom events.

Why Use Google Tag Manager for GA4 Setup:

Using GTM for your GA4 setup offers numerous benefits:

  • Ease of Use: GTM simplifies the process of adding and updating tags without needing to edit website code directly, making it accessible for marketers and business owners.
  • Flexibility: Quickly and easily create custom events, update tracking codes, and deploy tags all from one interface.
  • Efficiency: Save time by managing all your website tags in one place, reducing errors and speeding up your website’s load time.
  • Enhanced Data Accuracy: With GTM, you’re less likely to encounter errors that can occur from manual code edits, leading to more reliable data.

Setting Up Main GA4 Code Through GTM:

  1. Starting the Setup:
    • Navigate to your GTM account and select “Add a new tag.”
    • Choose “Tag Configuration” and select Google Analytics: GA4 Configuration.
    • Enter your Measurement ID, which can be found in your GA4 account.
  2. Page View Events:
    • For most sites, ensure the “Send a page view event when this configuration loads” option is checked to track each page visit in GA4.
    • Customize your tag firing options by selecting the appropriate triggers.
  3. Publishing the Tag:
    • Finalize by selecting the “Triggering” conditions and save your tag.
    • Publish your GTM container to go live. Check the Realtime section of GA4 for active tracking.

Enhancing Your Setup with Custom Events:

  1. Scroll Tracking:
    • Create a new tag with a Tag Type of “Google Analytics: GA4 Event.”
    • Use “scroll” as the Event Name to align with GA4’s built-in scroll tracking.
    • Add custom parameters like “scroll_depth” to capture specific scroll thresholds (e.g., 25%, 50%, 75%).
  2. Setting Parameters and Triggers:
    • Define what user interactions you want to track and set up appropriate triggers in GTM.
  3. Publishing and Testing:
    • Save and publish your custom event tags. Test their firing with the real-time feature in GA4 or the preview mode in GTM.

Need Further Help?

  • Don’t have a Google Tag Manager? [Learn how to set one up here]
  • Not sure what a Measurement ID is or where to find it? [Find out how to create a Google Analytics 4 property here]


Using Google Tag Manager to set up Google Analytics 4 offers a user-friendly, flexible, and efficient way to understand your website’s user behavior. Whether you’re new to analytics or looking to upgrade your skills, GTM and GA4 provide a powerful combination to enhance your site’s tracking capabilities. Start implementing today for a deeper insight into how users interact with your website and to make informed decisions to drive success.

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