GTM & GA4 101-2: From a beginner to a superstar

Recommendation: Install the extension Google Analytics Debuger

GLOSSARY

Custom CSS ID: the dev creates it on the code

Code: speaker

GTM: translator

GA4: displays the information

GTM (Google Tag Manager): Captures the code of the events
DATA LAYER: information that the code is sending to GTM. from GTM you configure a way to send it directly to GA4
GA4: Displays and represents the datathe data
Trigger: The action starting and firing the event
Tag: The name/label that you assigned to the trigger

Event: Anything happening on the site. Most events are created in shopify but there are some custom events can be created but only on very specific situations.

The main events are:

Page view
View item
ATC (Add to Cart)
Begin checkout
Transaction - Purchase

To open the Events report go to the client’s account on GA4 > Select Reports from the left side menu > Click on Engagement > select the option Event: Event name

The front-end code is always capturing events and recording everything that’s happening on the site. The code itself sends so much info that we need GTM to capture those events, this is named Data Layer

GTM (Google Tag Manager): Captures the code of the events
DATA LAYER: information that the code is sending to GTM. from GTM you configure a way to send it directly to GA4
GA4: Displays and represents the datathe data

It is important to understand if he event is coming from the code, from GTM or if GA4 is not displaying the information

CREATE AN EVENT

Events are created when you need to track user engagement on a section/button in the site that is not already tracked by GTM.

Open Google Tag Manager > select the client’s account > the Client’s dashboard will pop-up

Trigger: The action starting and firing the event
Tag: The name/label that you assigned to the trigger

Trigger

Go to Triggers from the left menu > Click on Preview from the Bar at the top

From the new tab Enter the URL of the store that you want to navigate through > click on Connect

Go back to the tag assistant and you will see all the events happening in the site (Menu to the left) and a Tabular menu from which you’ll be able to navigate

Check the last events

Navigate the site from the preview. You’ll know that you re connected because a small window shows in the site

Go back to the Tag Assistant and check the different events to find the one representing the action you just performed. Click on the event on the left menu

On the Data Layer section to the right, you’ll find several identifiers in the form of a code:

Element Classes: several items can have the same name/class
Elementid: check with the devs so they can give you an identifyier
ElementTarget
ElementURL

Create a new trigger

Open the GTM tab > Click on New trigger > Name the trigger > click Save

Select the Click - All elements option

Click ID is always the best, if you don’t have it use click element or click text

Each trigger needs to be followed up with a tag

Go to tags
Create new tag
Select GA4
Assign an event name

Measurement ID: Use the property ID for GA4 to set up the account that you’ll be sending the information to. It is usually set up automatically. Yo can get it from GA4 > data streams