How to Set Up Google Analytics 4 Using Google Tag Manager

Google Analytics 4 (GA4) is the latest version of Google Analytics that provides more advanced features and capabilities than its predecessor, Universal Analytics. It allows you to analyse user behaviour across different platforms and devices, including mobile apps, websites, and even offline interactions.

As of July 1 2023, Google Analytics will no longer support Universal Analytics properties. This means that if you’re still using Universal Analytics, you’ll need to migrate to Google Analytics 4 (GA4) to continue tracking your website or app’s data effectively.

Fortunately, this blog will walk you through the simple process of upgrading to GA4 via Google Tag Manager (GTM).

Our 8-step Guide to GA4 Migration

#1 Create Your GA4 Property

• You first need to create your ‘GA4 Property’  by signing into your current Universal Analytics account and navigating to admin in the bottom left-hand side of your screen.

• You then navigate to ‘+ create property’ in the top centre of your screen.

• We recommend ensuring that ‘GA4’ is in the property name to distinguish it from your UA property.
• You will then be asked to fill out all necessary information regarding your timezone, location, and business.
• Read through and accept Google’s terms of service.

#2 Set Up a Data Stream

• A data stream will then need to be created.
• Fill in the necessary information:

• Once this is done you will then be met with the below screen (make note of your measurement ID).

#3 Add a New Tag on GTM

• Navigate over to Google Tag Manager.
• Select ‘Add a new tag’ then ‘new’ in the top right-hand corner.

• Select ‘Google Analytics: GA4 Configuration’ as the tag configuration type.

#4 Copy the Measurement ID from GA

• Navigate back to the Google Analytics tab and copy the measurement ID.

#5 Paste the Measurement ID into GTM

• Navigate back to Google Tag Manager and paste this into the measurement ID section.

• Below, set the triggering to ‘all pages’.

• Select an appropriate name for your GA4 configuration tag and click save.

#6 Check Your Tag Is Firing

• Click the preview mode.

• Put your website URL into the section below.

• Once this is done, a new preview window will appear.
• Navigate back to the original window and you will be met with a screen similar to the one below.
• Please ensure the GA4 configuration tag you have just created has ‘fired’.

#7 Publish Your Changes

• Close down your preview tabs and windows.
• Submit your changes in the Google Tag Manager tab.

• Publish your changes.

#8 Start Collecting Data

• Navigate back to your Google Analytics tab and click the top right home screen. You should be met with the following page:

• You have now created your GA4 property and data will start flowing in within 24 hours.

Preparing for the Roll Out of GA4

The digital world is constant flux and – in order to be successful – you must continually adjust your strategy. Importantly, however, these adjustments must be proactive, not reactive. That’s why it’s imperative that you use the period leading up to GA4 to familiarise yourself with its new features, reports, and data model to understand how it differs from Universal Analytics.

Equally, this is a time to assess your current Universal Analytics implementation to identify any discrepancies or gaps in your data tracking that you’d like to address with GA4.

If you’re looking for a digital marketing partner to help you navigate this transition and aid with your current digital marketing campaign, contact Trafiki. We are a London-based eCommerce marketing agency with years of experience in helping online stores grow.