Setting Up Google Analytics 4 Using Google Tag Manager

Google Analytics 4

Google Analytics and Tag Manager are both powerful tools that help digital marketers monitor, measure and analyze the performance of their website or app. You can use them to understand your site visitors better and target your audience more effectively. If you’ve just started working with Google Analytics and Tag Manager, maybe you’re wondering how exactly they work together. Luckily, these two tools work seamlessly when used together. Let’s take a look at how to set up Google Analytics and Tag Manager for maximum effectiveness with minimum effort.

Google Analytics

Google Analytics is the world’s most popular and widely-used web analytics tool. It can be used to track and measure everything from website traffic and visitor behavior to conversions and sales. It is a free service offered by Google that, once installed and linked to Google Tag Manager, allows you to track and measure your website’s performance and analyze your site’s data in a wide variety of ways. Google Analytics allows you to analyze data on the source of website visitors (where they came from), their behavior on your site (what they do once they’re there), and the impact they have on your business (whether they make a purchase or sign up for your service). 

Google Analytics is one of the most important tools for any digital marketer. It’s the starting point for any serious data-driven marketing campaign. This is why it’s essential to link Google Analytics and Tag Manager for seamless tracking and to get the most out of this powerful tool.

Google Tag Manager

Google Tag Manager (or GTM) is a free tool that allows marketers to manage their website’s tags and trackers. It’s a helpful tool because it allows you to centralize all your data tracking needs in one place. It allows you to manage when and how your website or app’s tags are triggered and makes it easy to update your website or app’s code. GTM is a software-as-a-service solution that lets you create and manage your website’s tags and trackers. These tags and trackers are the bits of code that go on your website’s pages to collect data and send it to Google Analytics.

Step 1: Link Google Analytics and Tag Manager

The first step toward linking Google Analytics and Tag Manager is to navigate into your desired account and container within GTM and select “Add a new tag.”.

Now, to see the options for different types of tags, click "Tag Configuration" and select "Google Analytics: GA4 Configuration".

A field for entering your Measurement ID will appear. Enter your Measurement ID here by locating it in your account.
By clicking within the "Triggering" box, choose where you want the tag to fire on your site. Most of the time, you'll want GA4 to fire on all pages. Depending on your configuration, you may want to omit some pages, such as secret login sections.

To make your tag live, save it and publish your GTM container. 

Step 2: Install the Google Tag Manager Tracking Code

Now that you’ve linked Google Analytics and Tag Manager, it’s time to install the Google Tag Manager code on your website. This can be done by clicking on the GTM-XXXXXXX on your GTM dashboard which will display the code which you have to insert into your website's header and body section.

Adding Tag Manager Code in WordPress

The first step is to install and activate the Insert Headers and Footers plugin. After activation, go to Code Snippets » Header & Footer and insert the GTM codes as shown in the image below.

Now save changes and GA4 should now be firing on your site.

Step 3: Read and understand your Google Analytics data

After you’ve installed the Google Tag Manager tracking code on your website, you can start reading and understanding your Google Analytics data. Check the Realtime section of Google Analytics to verify that you are tracking sessions. Soon after visiting the site, you should see your own visit reflected here.

From here, you’ll be able to learn more about your audience like what devices they use to access your website, where they’re located, and how long they spend on your site. You’ll also be able to see which pages your visitors spend the most time on and what content they find most engaging.


With Google Analytics and Tag Manager, you can collect more data about your site visitors and make more informed marketing decisions. Once you know how to link Google Analytics and Tag Manager other tools are easy to setup.

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