Adding a new tracking pixel to your site shouldn’t mean opening a code editor every time marketing wants to test something.
Without a tag management system in place, every new snippet turns into a developer request, a deploy, and one more chance to break something else on the page.
Google Tag Manager solves this by giving you one control panel for every tracking tag on your site, including your GA4 code.
In this guide, I’ll walk you through adding GA4 to Google Tag Manager and getting your tag live and firing correctly.
In This Article:
What is Google Tag Manager?
Google Tag Manager is a free tag management system (TMS) offered by Google. It provides a platform for managing and updating different types of tracking codes and tags on your website.
A tag is a tracking code or snippet of JavaScript that sends information about your site to a third party, such as Google.
Using Google Tag Manager, you can deploy different types of tracking codes (tags) — like the Google Analytics tracking code or a Meta pixel — without editing your website’s code each time. That means you can add or update a tag whenever you need to, without waiting on a developer. You can add codes for event tracking, conversion tracking, remarketing, and more.
For instance, if you decide tomorrow that you want to run ads on Instagram, you’ll need to install a pixel (code snippet) on your site. If you have Google Tag Manager, you can add it there and skip editing your website’s code at all.
Google Tag Manager Alternative for WordPress
The downside to using Tag Manager for GA4 and other tracking codes is the learning curve. If you’ve never used it before, expect a bit of trial and error the first time through.
If you’re using WordPress, there’s a much easier way to set up Google Analytics, advanced tracking features, and install Google, Bing, and Meta pixels: MonsterInsights.
MonsterInsights is a Google Analytics plugin and Google Tag Manager alternative built for WordPress websites. It allows you to set up Google Analytics in WordPress easily, right from your WordPress dashboard and without touching any code.
The MonsterInsights plugin makes it simple to set up Google Analytics, whether you’re an absolute beginner or a seasoned professional. You can set up advanced tracking features in a couple of clicks, instead of learning how to build them in Google Tag Manager.
Easily and accurately track:
- eCommerce metrics
- Form submissions
- Video interactions
- Google Ads conversions
- Meta (Facebook) Ads conversions
- Outbound clicks and affiliate link clicks
- Downloads
- Authors
- User journeys
- And much more
Plus, you’ll get a full dashboard of reports, so you won’t have to dig through GA4 to find your data.
Skip the Tag Manager Learning Curve
MonsterInsights installs your GA4 tracking code for you and unlocks reports for eCommerce, forms, and outbound clicks — no manual tags required.
See MonsterInsights PlansReady to set this up on your own site? Let’s walk through it step by step.
Tutorial: Add GA4 to Google Tag Manager
The first thing you need to do is sign up for Google Tag Manager. You can use an existing Google account or create a new one.
Once you’re logged in, click the Create Account button.
Then, enter a preferred account name to your Account Name field.
In the Container Setup step, you can enter your website name as the Container name. Under Target platform, choose Web.
Now you’ll be asked to agree to the Terms of Services for Google Tag Manager. Click Yes and check the box at the bottom that says I also accept the Data Processing Terms as required by GDPR.
Then you’ll be given two tracking code snippets that you’ll need to enter onto your site’s code. There are a few different ways you can go about doing this, but we recommend using WPCode.
For more details, follow our guide on how to install Google Tag Manager in WordPress.
After you’ve successfully entered the code snippets on your website, you will have to set up a tag. Start by clicking New Tag.
First, give your tag a name like Google Analytics. Then click on the big icon where it says choose a tag type to begin setup.
Pro Tip: Give your tags and triggers clear, descriptive names as you go. It’s easy to end up with a container full of “Untitled Tag” entries if you skip this, and that makes troubleshooting much harder down the road.
Then select Google Analytics: GA4 Configuration.
Now, locate your GA4 measurement ID in your Google Analytics account under Admin » Data Streams » Your active stream:
After that, head back to Tag Manager to give a name to your variable and paste your Measurement ID. There are more settings you can choose from, but you can leave them as they are for now.
Now, we’ll set up the trigger that tells our tag when to fire. Since our tag is Google Analytics, we want it to fire all the time, on every page. Scroll down and click the Triggering box.
You’ll see that All Pages is a pre-made trigger that you can choose. Go ahead and click it.
In practice, this is the step people rush past. If the trigger gets left blank or set to something other than All Pages, your GA4 tag simply won’t fire on most of your site, and Tag Manager won’t warn you about it. Our comparison of Google Tag Manager vs. Google Analytics goes into more detail on how the two tools divide this kind of responsibility.
Now click the Save button at the top.
Before you hit Submit, it’s worth taking 30 seconds to confirm the tag actually fires. Click the Preview button at the top of Tag Manager — this opens Tag Assistant in a new tab and connects it to your site. Browse your site as you normally would, then check the Tags Fired panel for the page you’re on. If your GA4 configuration tag shows up there, you’re good to go back to Tag Manager and publish it. If it doesn’t appear, double check that the trigger is still set to All Pages before you move on.
Your tag isn’t live yet! You still need to hit the Submit button on the Google Tag Manager dashboard.
That’s it!
You’ve successfully implemented Google Analytics with Google Tag Manager. Your Google Analytics tag will execute on every page. The same setup process works almost identically for other tags, too — see our guide on adding a Meta pixel to Google Tag Manager if ad tracking is next on your list.
Before You Call It Done
Saving and even submitting a tag in Google Tag Manager doesn’t guarantee it’s actually collecting data. The only way to know for sure is to check it against your live reports — skipping that step is how site owners end up discovering months later that a report has been sitting empty the whole time.
Video Tutorial: How to Add GA4 to Google Tag Manager
Google Analytics 4 + Google Tag Manager FAQ
What’s the difference between GA4 and Google Tag Manager?
GA4 is your measurement tool — it’s where your data lives and where you view your reports. Google Tag Manager is just how you install the GA4 tracking code (and other tags) on your website without editing its code directly.
Can I use GA4 without Google Tag Manager?
Yes, you can use GA4 without Google Tag Manager. You can install the tracking code directly in your site’s header, or use a plugin like MonsterInsights to handle the setup for you.
Is Google Tag Manager free?
Yes, Google Tag Manager is completely free, no matter how many tags or containers you set up. You’ll still need a Google Analytics 4 property (also free) to have something worth tracking.
Do I still need Google Tag Manager if I use MonsterInsights?
No, not for standard GA4 tracking. MonsterInsights installs and configures your GA4 code directly, so you can skip Google Tag Manager for most reporting needs. Some site owners still keep Google Tag Manager around for tags that fall outside GA4, like certain ad platform pixels.
How do I set up Google Tag Manager with GA4?
Start by setting up your Google Tag Manager account if you haven’t already, then create a new Google Analytics: GA4 Configuration tag and paste in your Measurement ID. From there, set the trigger to All Pages and click Submit to publish your GA4 tag.
That’s it! I hope this article helped you learn how to add GA4 to Google Tag Manager. If you liked this article, check out the following beginner-friendly guides:
- MonsterInsights vs Google Tag Manager – What’s the Difference?
- Google Analytics 4 Migration: How to Migrate to GA4
- Google Analytics Reports: The Ultimate Guide (GA4)
- How to Set Up Cross-Domain Tracking in GA4 + WordPress
- Google Analytics 4 Glossary: New GA4 Terms to Know
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