Google Analytics with GTM

Google Analytics with GTM is the standard and recommended way to implement GA4 on any website — using GTM's GA4 Configuration tag and GA4 Event tags rather than deploying the gtag.js snippet directly in website HTML. The GTM-based approach provides clear advantages: all GA4 settings and events are managed in GTM's versioned interface; event parameter values can be populated from GTM variables without requiring developer code changes; and multiple GA4 properties can be managed through environment-based GTM configurations. When both GTM and direct gtag.js are present on a site, page views and events are double-counted in GA4 — a common problem we find during audits of sites managed by multiple agencies.

Our Google Analytics with GTM service provides complete GA4 implementation: the GA4 Configuration tag with your Measurement ID and required configuration parameters (cookie settings, user properties, consent mode signals), a Page View event tag firing on all pages with correct page_location and page_title, and all required custom event tags scoped to the specific triggers where each event should fire. For ecommerce sites, we implement the full GA4 ecommerce event schema — view_item, add_to_cart, begin_checkout, and purchase — with all required item parameters sourced from the data layer. We mark your key conversion events in GA4 so they appear in Conversions reports and can be imported to Google Ads. Every event is verified in GA4 DebugView before handover.