“Google Analytics is the best friend of all digital marketers as it dictates the decision making and success of every website.” – Dr. Chris Dayagdag
Google Analytics 4 (GA4), the latest version of Google Analytics, helps digital marketers efficiently analyze their website data.
As compared to its previous version, Universal Analytics, GA4 is a completely revamped platform and can be used for an app, a website, or both.
This blog post will help you understand data collection for the web, using Google Tag Manager and how you can accurately begin GA4 implementation with GTM.
So, let’s get started!
Table Of Contents
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What Is GTM and How Does It Work?
Google Tag Manager (GTM) is a tag management system that allows you to add tracking tags and triggers to a website.
With this TMS, you can also analyze the interaction of users in the Google Analytics interface.
The working criteria of GTM is explained as follows:
2. Since this code is implemented on the website, you can eliminate placing different codes on the same website.
3. This in turn helps marketers and website owners to collect data from websites on their own. They don’t have to rely on the developer to make major changes to the website code.
4. Once the code snippet is added to the website, you can start creating tags and triggers according to user requirements.
Components of Google Tag Manager (GTM)
A tag is a snippet of code provided by marketing, analytics, and support vendors so you can integrate their products into your website or mobile app.
A trigger listens to certain actions or events like clicks, form submissions, downloads etc. It tells the tag when and how to fire the tag on the web page for that particular event.
A variable is a placeholder for values. When the code is run on the website or mobile app, they are called variables in Google Tag Manager.
These segments of code are tracking pixels, which help track user interactions on every webpage.
With GA4, ‘rules’ are now ‘triggers’ and it is considered a best practice if every trigger is associated with a particular event.
The speed at which a user scrolls on the webpage, the amount of time spent on the website, the quantity of what’s purchased, etc are some examples of variables.
Not implementing GTM means you’ll have to use tags on every page. On the contrary, implementing it enables you to easily track everything.
|Some examples of such particular events are page views, clicks, form submissions, button downloads, timer, history change, etc.||
How to Implement GA4 with GTM?
Here are a few simple steps to begin your GA4 implementation:
1. Create a new Google Analytics 4 property.
2. Add a data stream for your website or mobile app.
3. Create a GTM configuration tag. Also, copy the measurement ID.
4. Now, create a trigger to fire on all the pages.
5. Preview the changes done in GTM.
6. Submit the container.
How to Create GA4 Property and Data Stream?
1. Navigate to the Admin section to create a new GA4 property. From the property column, click on ‘Create Property’.
Create Property (1)
2. Enter the name of the ‘Property’ and all the major details like company’s country, timezone, etc.
3. Press ‘Next’ and then click on ‘Create’.
Create Property (2)
4. After creating the property, configure a new data stream.
5. You can create any number of data streams for a property.
6. Now, select the data stream you want to create, it can be for web, iOS, or Android mobile apps.
7. Now, enter the website URL followed by the name of the website.
8. Whenever a web data stream is created, you get an option to enable or disable ‘Enhanced Measurement’ and track some interactions automatically.
9. Switch on ‘Enhanced Measurement’ tracking and then click on the ‘Create’ button.
10. After this, your data stream will be created.
11. You can configure the tag in GTM and the data will start populating in the GA4 interface.
What Is Enhanced Measurement?
1. Enhanced measurement is a feature provided by Google Analytics 4 where certain interactions done by the user can be tracked automatically. There’s no need to create a tag for the same in GTM.
2. This feature automatically tracks page views, outbound clicks, video engagement, file downloads, and site search.
3. You can even disable tracking of the enhanced events by just clicking over the toggle button and switching it off.
Where to Find the Measurement ID?
1. When you create a new data stream, a measurement ID will be generated.
2. Click on the ‘Property’ column followed by the data stream.
3. You’ll be able to view the measurement ID from the top right corner of the interface in the data stream.
How to Create a Configuration Tag in GTM?
1. Open your GTM container and click on ‘Tags’.
2. Click on the ‘+’ sign present on the right-hand side to create a new tag. Now, select GA4 configuration.
3. Copy the measurement ID from the GA4 interface.
4. Now, create a new trigger to fire on all the pages.
5. Save the tag and check in the ‘Preview’ mode to see how it looks.
6. Once your website page loads, you will see your configuration tag in the preview mode.
7. If everything is working fine then you can submit the changes and view the data in GA4.
Google Analytics 4 helps you make better marketing decisions and enables massive improvements in customer behavior tracking.
Implement GA4 with GTM and and make the best out of the flexibility that GA4 provides.
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