Back to blog

Google Tag Manager & Google Analytics 4: Using Data to Your Advantage

Main image
Davi Carneiro
Project Director
April 30, 2024
4 min read
Table of contents

Google Tag Manager & Google Analytics 4: Using Data to Your Advantage.

Google Tag Manager (GTM) and Google Analytics 4 (GA4) are both powerful tools used to collect and analyze data about website traffic and user behavior. Though they both serve the purpose of improving digital marketing efforts, they function quite differently and complement each other when used together.

Understanding Google Analytics 4 (GA4)

Google Analytics 4 is the latest iteration of Google's analytics tool, designed to provide insights into user interactions across websites and apps. Unlike its predecessors, GA4 uses an event-based data model, allowing for more flexible and comprehensive tracking of user activities. It focuses on user engagement and provides deeper integration with Google's advertising services, enabling detailed cross-platform analytics and predictive insights.

The Role of Google Tag Manager (GTM)

Google Tag Manager, on the other hand, is a tag management system that simplifies the process of implementing tags (snippets of code or tracking pixels) on your website without having to modify the code. Common tags managed by GTM include tracking and marketing optimization tags, such as those used for conversion tracking, site analytics, remarketing, and more.

Most Common Tags in GTM

  1. Google Analytics: GA4 Configuration Tag - Sets up GA4 tracking across a website.
  2. Conversion Tracking Tag - Tracks conversions like form submissions or purchases.
  3. Remarketing Tag - Enables retargeting of visitors who have performed specific actions on the site.
  4. Custom HTML Tags - Allows for custom scripts or third-party tracking codes.

Seamless Integration: GTM and GA4 Working Together

Using GTM to deploy GA4 can streamline the setup process and enhance data collection capabilities. Here’s how they work together:

  • Installing Google Analytics 4 with GTM: Start by creating a new GA4 property in your Google Analytics account to generate a measurement ID. In GTM, create a new tag using the GA4 Configuration tag template and enter the measurement ID. This tag must be triggered on all pages to initiate data collection.
  • Creating GA4 Events in GTM: Custom events in GA4 can be defined directly within GTM. By setting up triggers based on user interactions, such as button clicks or form submissions, you can send specific event data to GA4, allowing for detailed analysis of those actions.
  • Tracking Conversions: Conversion tracking in GA4 via GTM involves marking certain user actions as conversions. These can be set up in GA4 and linked to specific events configured in GTM, providing insights into conversion metrics directly from your GA4 dashboard.
  • Viewing Data in GA4: Once GTM is configured to send data to GA4, you can view and analyze this data in your GA4 property. The data can be segmented and visualized through various reports and dashboards, providing actionable insights that can guide marketing strategies and website enhancements.

Webflow Analytics Dashboard Template

Access our Webflow Analytics Dashboard Template and connect it to your own Google Analytics data.

Access Now

Why Everyone Should Use GTM

Google Tag Manager offers a significant advantage in managing website tags without needing to rely on web development resources for every change. Its efficiency comes from the ability to update and implement tags independently, which speeds up the deployment process and minimizes the risk of errors. This tool not only simplifies the management of multiple tags (from analytics to conversion tracking) but also optimizes loading times by controlling when and how these tags are triggered. Furthermore, GTM provides a centralized platform to control all tag deployments, making it easier to manage and troubleshoot them in real time. For any business looking to streamline their digital marketing processes and maintain agility in their online operations, Google Tag Manager is an essential tool.

Frequently Asked Questions

  1. How do I know if my tags are firing correctly?
    • Use the GTM Preview mode to test and debug tags in real-time before publishing them.
  2. Can I use GTM with other analytics tools besides Google Analytics?
    • Yes, GTM supports a wide range of third-party tags, including but not limited to Facebook Pixel, Twitter Ads, and more.
  3. What happens if I make a mistake in my GTM configuration?
    • Changes in GTM can be reverted by rolling back to a previous version of the container, allowing for easy correction of errors.


While Google Analytics 4 provides the analytical horsepower, Google Tag Manager offers the flexibility and ease of managing and deploying tags essential for comprehensive data collection. Together, they form a robust framework for understanding and enhancing user engagement, ultimately leading to more informed decision-making and improved digital marketing performance.

For detailed guidance on setting up these tools and leveraging their full potential, consulting specific tutorials or expert advice can be beneficial. This integration not only saves time but also enhances the accuracy of your data analytics efforts, making it an indispensable duo for digital marketers and website managers alike. If you want to understand more on how to set up Google Analytics, check out this post.

Davi Carneiro
Project Director
Copy link