Google Tag Manager (GTM) is a free tool provided by Google that allows website owners to manage various tracking tags, including those for Google Analytics, without requiring any code changes on the website. GTM simplifies the process of adding tracking and marketing tags, allowing marketers to focus on analyzing data instead of managing website code.
Google Analytics 4 (GA4) is the latest version of Google Analytics, which provides an updated approach to data collection, analysis, and reporting. GA4 offers a more flexible and holistic view of user behavior across different devices and channels. GA4 also provides new features such as predictive analytics, real-time data, and more advanced machine learning capabilities.
Custom purchase events in GA4 allow website owners to track specific actions related to purchases on their website. These events can include actions such as adding items to a shopping cart, completing a purchase, or canceling a purchase. By tracking these events, website owners can better understand how users interact with their website and optimize the purchasing process to increase sales and revenue.
Benefits of using Google Tag Manager with Google Analytics 4
Using Google Tag Manager with Google Analytics 4 has several benefits:
Simplified tracking: Google Tag Manager simplifies the process of tracking events on your website. Instead of manually adding tracking code to your website, you can use GTM to manage your tracking tags. This allows you to quickly and easily add, modify, or remove tracking tags without requiring any changes to your website code.
Centralized management: GTM provides a centralized location for managing all your tracking tags. This allows you to manage your tracking tags across multiple websites from a single dashboard. You can also manage user permissions and collaborate with other team members on your tracking projects.
Custom tracking: GTM allows you to create custom tracking tags for tracking specific actions on your website. This includes tracking custom purchase events in Google Analytics 4. By tracking custom purchase events, you can gain deeper insights into how users interact with your website and optimize the purchasing process to increase sales and revenue.
Improved accuracy: Using Google Tag Manager with Google Analytics 4 can help improve the accuracy of your tracking data. By managing your tracking tags in GTM, you can ensure that your tracking code is implemented correctly and consistently across your website. This can help reduce errors and discrepancies in your tracking data.
Real-time data: Google Analytics 4 provides real-time data, which allows you to see how users are interacting with your website in real-time. This can be especially useful for tracking custom purchase events, as you can see how users are interacting with your website during the purchasing process and make adjustments as needed.
Setting up Google Tag Manager with Google Analytics 4
To set up Google Tag Manager with Google Analytics 4, follow these steps:
- Create a Google Tag Manager account: If you haven’t already, create a Google Tag Manager account by visiting the Google Tag Manager website (tagmanager.google.com) and following the instructions to create a new account.
2. Create a Google Analytics 4 property: Create a new Google Analytics 4 property by visiting the Google Analytics website (analytics.google.com) and following the instructions to create a new property.
3. Connect Google Tag Manager to Google Analytics 4: In Google Tag Manager, click on the “Admin” tab and select “Google Analytics Settings.” Then, click on “Edit” to edit your Google Analytics settings. From there, you can select your Google Analytics 4 property and save your changes.
4. Create a custom purchase event tag
Disclaimer: Google tag manager belongs to Google property
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