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A Practical Guide to Integrating Google Analytics with Google Tag Manager

8 min read

Introduction to GA and GTM Integration

Note: This is the fifth article in our series dedicated to mastering Google Analytics and Google Tag Manager for WordPress sites. We recommend reading the earlier articles to build a solid foundation for these powerful tools.

Goal: By the end of this article, you will understand how to effectively integrate Google Analytics with Google Tag Manager for your WordPress site.

Integrating Google Analytics with Google Tag Manager can transform the way you track and analyse data on your website. This integration not only streamlines the data collection process but also enhances the accuracy and scope of your website’s analytics. For many WordPress site owners, navigating the digital landscape of analytics can be daunting. However, the synergy between these two tools simplifies the complex task of tracking website performance and user interactions.

In this article, we delve into the benefits of integrating Google Analytics with Google Tag Manager. We’ll explore how this combination can improve efficiency and provide more flexible tracking configurations, enabling a deeper understanding of your website’s performance. Additionally, we will guide you through a step-by-step process to integrate these tools seamlessly.

Whether you’re a seasoned digital marketer, a business owner, or a blogger looking to optimise your online presence, this guide will equip you with the knowledge to leverage Google Analytics and Google Tag Manager effectively, enhancing your website’s data collection and analysis capabilities.

Step-by-Step Guide on Integration 

Setting Up Google Analytics in GTM

Integrating Google Analytics with Google Tag Manager (GTM) involves a few detailed steps. This integration allows for more sophisticated tracking and analysis of your website’s performance. Here’s a step-by-step guide to adding Google Analytics as a tag in GTM:

  1. Access Google Tag Manager:
      • Start by logging into your GTM account. Choose the appropriate container that corresponds to the WordPress site you want to track.
  2. Creating a New Tag for Google Analytics:
        • In your GTM dashboard, navigate to the ‘Tags’ section and click ‘New’ to create a new tag.
        • Name your tag descriptively, like “Google Analytics Page View,” for easy identification later.
  3. Configuring the Google Analytics Tag:
          • Select a ‘Google Analytics’ tag type.
          • Choose ‘Google Analytics: GA4 Event’. This selection is for tracking standard website activity.
          • In the ‘Measurement ID’ field, enter your Google Analytics Measurement ID. This ID links your tag to your Google Analytics account and is essential for the data to flow correctly.
          • Event Name: Enter ‘Page View’. This is the name that will be returned to GA4.
  4. Selecting the trigger:
        • Set the track type to ‘All Pages: Page View.’ This setting means that the tag will send data to Google Analytics whenever a page is viewed on your site.
        • For more advanced tracking (like events or ecommerce), you would create different triggers and configure accordingly (read next section).
  5. Advanced Configuration (Optional):
        • If needed, you can adjust more settings under ‘More Settings’ and ‘Advanced Settings.’ These options include fields to set or override certain Google Analytics settings.
        • For most users, the default configurations are sufficient, but advanced users can customise these to suit specific tracking needs.
  6. Saving and Testing the Tag:
        • Once your tag is configured, save it and use GTM’s preview mode to test it. Preview mode allows you to see whether the tag fires correctly on your site before publishing it.
        • Navigate to your website while in preview mode. GTM’s debug console will show if and when your Google Analytics tag fires.
  7. Publishing Your Tag:
    • After testing and ensuring the tag works as expected, publish your container in GTM to make the tag live.
    • This action will activate Google Analytics tracking across your site as specified by the triggers you set.

Creating Triggers for Analytics Tags

Setting up triggers in GTM is crucial, as they determine when your Google Analytics tag should activate. Triggers can be based on various actions or events on your site, giving you control over the specific data sent to Google Analytics.

  • Understanding Triggers in GTM:
    • A trigger in GTM defines the conditions under which a tag should fire. For instance, you might want a tag to fire whenever a user clicks a specific button or visits a particular page.
  • Creating a New Trigger:
    • In the GTM dashboard, Select or create a Tag and then go to ‘Triggers’ and click ‘+’ to set up a new trigger.
    • Name your trigger descriptively, for instance, “All Page Views” for a trigger that fires on every page view.
  • Configuring Your Trigger:
    • For a basic page view trigger, select ‘Page View’ as the trigger type. This setup is for the Google Analytics tag that tracks all page views.
    • You can specify further conditions under which this trigger should activate, such as on all pages or just on some pages (like only on the homepage or specific landing pages).
  • Advanced Triggers for Specific Actions:
    • GTM allows for more sophisticated triggers, such as ‘Click Triggers’ for tracking clicks on specific elements or ‘Form Submission Triggers’ for tracking when forms are filled out and submitted.
    • To set up a click trigger, for instance, you would select ‘Click – All Elements’ or ‘Click – Just Links’ as the trigger type and define conditions like ‘Some Clicks’ where you can specify criteria such as ‘Click ID’ or ‘Click Text.’
  • Testing and Debugging Triggers:
    • Once your trigger is set up, test it using the preview mode in GTM. This step is crucial to ensuring your trigger is working as expected and firing the tag in the right circumstances.
    • If a trigger isn’t working as intended, use GTM’s debug mode to troubleshoot. The debug console provides detailed information about which triggers are firing and which aren’t, and under what conditions.
  • Publishing Your Trigger:
    • After thorough testing and confirmation that the trigger works correctly, you can publish your changes in GTM.
    • Once published, your trigger will be live, and your Google Analytics tag will fire based on the conditions specified in the trigger.

By following these basic steps for setting up Google Analytics in GTM and creating appropriate triggers, you can effectively track various user interactions and events on your site. This level of detailed tracking is invaluable for a comprehensive analysis of your site’s performance and user behaviour.

In the conclusion, we’ll recap the key integration benefits and introduce the next article in the series.

Advanced Tips

Integrating Google Analytics with Google Tag Manager can significantly elevate your website’s data tracking capabilities. To ensure a smooth integration, here are some best practises focusing on data layer utilisation and troubleshooting common issues:

Utilising the Data Layer:

  • The data layer is a powerful feature in GTM that acts as a central repository of structured data passed from your website to your tags. Proper use of the data layer ensures that your tags have access to consistent and accurate data.
  • Implement a data layer to pass custom data, such as user information or transaction details, to your Google Analytics tags. This approach enables more detailed and specific tracking, like segmenting users by behaviour or tracking ecommerce transactions.
  • Ensure that the data layer is correctly implemented on your site and populated with the necessary information before your GTM tags fire. This coordination is crucial for accurate data collection.

Troubleshooting Common Integration Issues:

  • Tag Not Firing: If a tag is not firing, check that the associated trigger conditions are correctly set. Use GTM’s preview mode to diagnose if the trigger is not activating as expected.
  • Inconsistent Data: If you notice discrepancies in your data, ensure that your Google Analytics property ID is correctly entered in your GTM tags. Also, verify that the data layer variables (if used) are correctly mapped in your tag configurations.
  • Duplicate Data: To avoid duplicate tracking, make sure that you have not implemented Google Analytics both directly on your site and through GTM. Choose one method to maintain data accuracy.

Regularly reviewing and updating your GTM and Google Analytics setup is key to maintaining a robust tracking system. By following these best practises, you can optimise the integration of these tools, leading to more reliable and insightful data analysis.


In this article, we’ve explored the key steps and benefits of integrating Google Analytics with Google Tag Manager. This integration streamlines your tracking process, enhances data accuracy, and offers greater flexibility in managing your analytics. By following the step-by-step guide and applying the advanced tips, you can achieve a seamless integration that unlocks a deeper understanding of your website’s performance.

Up next, we’ll delve into creating and configuring conversion goals in Google Analytics. This next step is crucial for measuring the effectiveness of your website and marketing strategies, providing valuable insights into user behaviour and conversion pathways. Stay tuned to further enhance your analytics expertise.

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