GA4 Setup with GTM SOP

Step 1: Create or confirm GA4 property

  1. Go to Google Analytics

  2. Select the correct Account

  3. Click Admin → Create Property (if one does not exist)

  4. Property name format:
     Client Name – Website

  5. Set:

    • Reporting time zone: United Kingdom

    • Currency: GBP

  6. Complete setup

✅ Outcome: GA4 property exists

Step 2: Create a GA4 Web Data Stream

  1. In GA4, go to Admin → Data Streams

  2. Click Add stream → Web

  3. Enter:

    • Website URL

    • Stream name (e.g. Main Website)

  4. Ensure Enhanced Measurement is ON

    • Page views

    • Scrolls

    • Outbound clicks

    • Site search

    • Video engagement

  5. Save

  6. Copy the Measurement ID (G-XXXXXXXX)

✅ Outcome: Web stream created and Measurement ID copied

Step 3: Install GTM container (if not already installed)

  1. Go to Google Tag Manager

  2. Create a new container (if required)

    • Container type: Web

  3. Copy GTM container code

  4. Install on the website:

    • <head> script

    • <body> noscript

  5. Confirm the container is loading using Tag Assistant

✅ Outcome: GTM container firing on site

Step 4: Create GA4 Configuration Tag in GTM

  1. In GTM → Tags → New

  2. Tag type: Google Analytics: GA4 Configuration

  3. Enter the Measurement ID

  4. Ensure:

    • “Send a page view event when this configuration loads” = ON

  5. Trigger:

    • All Pages

  6. Save the tag

✅ Outcome: GA4 config tag created

Step 5: Test the GTM container in Debug View

  1. In Google Tag Manager, click Preview

  2. Enter the website URL and click Connect

  3. Confirm Tag Assistant connects successfully

  4. Navigate through the site (page loads, clicks, form interactions)

  5. In Tag Assistant, confirm:

    • GA4 Configuration tag fires on All Pages

    • Any existing GA4 Event tags fire as expected

Step 6.1: Verify events in GA4 DebugView

    1. Open Google Analytics 4

    2. Go to Admin → DebugView

    3. Confirm:

      • Events are appearing in real time

  • page_view events are visible

    • Additional events appear as actions are triggered

✅ Outcome:


 GTM container is firing correctly and GA4 is receiving events via Debug mode.

 

Step 6: Publish GTM container

  1. Click Submit

  2. Add version name:

    • GA4 Initial Setup

  3. Publish

✅ Outcome: GA4 tracking is live

Step 7: Verify GA4 data collection

  1. Open the website in Incognito

  2. Go to GA4 → Reports → Realtime

  3. Confirm:

    • Active user appears

    • Page_view event firing

  4. Navigate multiple pages to confirm tracking

✅ Outcome: GA4 receiving data

Step 8: Configure conversions (events)

  1. In GA4 → Admin → Events

  2. Review existing events

  3. Mark relevant events as conversions, e.g.:

    • generate_lead

    • form_submit

    • purchase

  4. If required events are missing:

    • Create them via GTM custom GA4 event tags

✅ Outcome: Key business actions tracked as conversions

Step 9: Document setup

Record the following in the client workspace:

  • GA4 Property name

  • Measurement ID

  • GTM Container ID

  • Date setup completed

✅ Outcome: Setup fully documented

5. Final QA Checklist (Mandatory)

Before sign-off, confirm:

  • GA4 property created ✅

  • Web data stream active ✅

  • GTM container installed and published ✅

  • GA4 Configuration tag firing on all pages ✅

  • Realtime data visible ✅

  • Conversions configured ✅

  • Internal traffic excluded ✅

  • Setup documented ✅