The Ultimate Guide to Setting Up Google Analytics 4 with Google Tag Manager

Aug 12, 2023

The Ultimate Guide to Setting Up Google Analytics 4 with Google Tag Manager

Introduction: Navigating the Data Analytics Transition with Universal Analytics Vault

As the data analytics landscape undergoes a significant transformation, businesses are confronted with a pressing challenge. Google Analytics 3 (GA3) is reaching its sunset, while Google Analytics 4 (GA4) introduces a different data structure, rendering GA3 data incompatible. Unfortunately, GA4 lacks the capability to import historical data from GA3, posing a considerable obstacle for businesses reliant on GA3 insights for strategic decision-making.

In response, Universal Analytics Vault has stepped forward to address this critical industry gap. Their unique offering consolidates GA3 and GA4 data into a single, consolidated dashboard, enabling businesses to seamlessly transition from GA3 to GA4 while preserving access to historical data. By coupling this continuity of data with the advanced capabilities of GA4, Universal Analytics Vault empowers businesses to maintain their data-driven decision-making processes effortlessly.


What is Google Tag Manager and its Crucial Role for Business Owners

Google Tag Manager (GTM) is a powerful tool that simplifies the management of tracking codes and scripts on websites and mobile apps. Serving as a container for various tags, GTM eliminates the need for manual code updates and reduces reliance on developers.


Importance of GTM for Business Owners:

Simplified Tracking: 

GTM streamlines the implementation of tracking codes, enabling business owners to add, edit, or remove tags without accessing the website's source code.

Faster Deployment: 

Marketers can swiftly deploy new tags and update existing ones in real-time, expediting marketing campaigns and responsiveness.

Data Accuracy: 

GTM ensures precise data collection by preventing tag duplications and errors, providing reliable insights for informed decision-making.

Independence from Developers: 

GTM empowers business owners and marketing teams, granting them autonomy in tracking and analytics implementation, reducing dependency on developers.


Complete Guide: Installing Google Analytics 4 with Google Tag Manager

A seamless transition from GA3 to GA4 can be achieved by following these steps to integrate GA4 with GTM:


Step 1: Create a Google Analytics 4 Property

  • Log in to your Google Analytics account and access the admin section.

  • Click on "Create Property" and select "Google Analytics 4."

  • Follow the on-screen instructions to set up your GA4 property.

Step 2: Set Up Google Tag Manager Account

  • Sign in to your Google Tag Manager account or create a new one if needed.

  • Click on "New Account" and proceed with the setup instructions.

Step 3: Install Google Tag Manager on Your Website

  • After creating a GTM account, obtain the code snippet and add it to every page of your website, just above the closing </head> tag.

Step 4: Create GA4 Configuration Tag in GTM

  • In GTM, navigate to the "Tags" section and click on "New."

  • Choose "Tag Configuration" and select "Google Analytics: GA4 Configuration."

  • Configure the tag with your GA4 measurement ID.

Step 5: Set Up Triggers for GA4 Tag

  • In GTM, go to the "Triggers" section and click on "New."

  • Choose an appropriate trigger type for your GA4 tag, such as "Page View" trigger to fire the tag on each page view.

  • Configure the trigger settings as needed.

Step 6: Create a GTM Variable for GA4 Measurement ID

  • In GTM, go to the "Variables" section and click on "New."

  • Select "User-Defined Variables" and create a variable for your GA4 measurement ID.

Step 7: Create a GA4 Event Tag in GTM

  • In GTM, go to the "Tags" section and click on "New."

  • Choose "Tag Configuration" and select "Google Analytics: GA4 Event."

  • Configure the event tag based on your tracking requirements.

Step 8: Test and Publish

  • Preview and test your GA4 tag implementation using the GTM Preview mode.

  • Once validated, click on "Submit" in GTM to publish your changes.


Consequences of Not Connecting Google Tag Manager to GA4

Failing to integrate GTM with GA4 can lead to significant consequences:

Data Loss: 

Businesses risk losing critical data and insights collected through GA3, hindering strategic decision-making.

Inaccurate Tracking: 

Manual implementation of GA4 tracking codes without GTM can result in errors, leading to unreliable data.

Delayed Marketing Campaigns: 

Without GTM's efficiency, marketing teams may face delays in deploying tracking codes, impacting time-sensitive campaigns.

Developer Dependency: 

Businesses without GTM may heavily rely on developers for tracking updates, incurring higher costs and slower implementation.


The Urgency of Linking Google Tag Manager with GA4

As GA3 reaches its sunset, the urgency to migrate to GA4 has never been greater. Linking GTM with GA4 becomes crucial to preserve access to historical data and leverage GA4's advanced features. Universal Analytics Vault's tailored solution ensures businesses can overcome these challenges effectively.


How Universal Analytics Vault Navigates These Challenges

Universal Analytics Vault's unique offering provides a seamless solution for businesses to transition from GA3 to GA4. By consolidating data from both platforms into a single, consolidated dashboard, Universal Analytics Vault ensures the continuity of historical data for strategic insights. Their team of expert data analysts and engineers specialize in data blending, facilitating a smooth transition with minimal disruption. Through Universal Analytics Vault's tailored solutions, CTOs, Data Analytics Managers, CIOs, Heads of Marketing, and Directors of Analytics can confidently embrace the change, harnessing the advanced capabilities of GA4 without compromising data integrity.


Conclusion: Embracing Change with Universal Analytics Vault

In the dynamic data analytics landscape, businesses must adapt and embrace change. With the impending sunset of GA3 and the incompatibility with GA4, the integration of Google Tag Manager is paramount. By partnering with Universal Analytics Vault, businesses can navigate this transition seamlessly, ensuring uninterrupted and efficient analytics insights, and maintaining their competitive edge in an evolving digital era.