On the surface, tracking events in Google Analytics 4 (GA4) is fairly simple. Events are, after all, pretty much the only thing you can collect in GA4. It’s easy to get tied down with endless comparisons to Universal Analytics, though. While I’m steadfastly opposed to the idea that GA4 should resemble Universal Analytics, it’s still important to cleanse the palate and approach GA4’s event tracking with an open mind. There are some comparisons that can be drawn between the new and the old, but what GA4 might lack in some features and use cases, it more than makes up for this with a more flexible data structure.
The release of bulk actions in the Google Tag Manager user interface was very welcome. For years, GTM users had been struggling with a somewhat crippled workflow of item-by-item management. This release is even more impressive with the most recent update to it: bulk actions with TRIGGERS. You can now select multiple tags and attach one or more triggers (or exceptions) to them. Or, conversely, you can use the feature to remove triggers (or exceptions) from tags.
This is an implementation guide for Google Analytics 4. The guide is aimed at Google Tag Manager users and has been designed to complement the official documentation. A thing to keep in mind is that Google Analytics 4 (GA4) is still very new. The Google Tag Manager integration is still in its infancy, and implementation places a lot of responsibility on accurate tagging and proper dataLayer instrumentation. In this guide, I’ll explain the new data model from an implementation perspective, and walk you through the nuts and bolts on how to get the different parts of GA4’s Ecommerce machine to work in unison.
Last updated 21 October 2020: Clarified some technical details about the new Preview process. Your favorite tagging platform, Google Tag Manager, now comes equipped with a completely revamped preview mode experience. Gone are the days of having to minimize the debug pane to prevent it from hogging up screen real estate on the website. Gone are the days of having to use browser extensions to see what happened in GTM on previous page loads.
Not too long ago, Google announced a new consent mode for Google tags. It allows you to build a mechanism where Google’s tags parse, react, and respond to the consent status of your site visitors. Consent Mode with a custom Google Tag Manager template In short, consent mode is a beta feature, which lets you determine whether or not Google’s advertising tags (Ads and Floodlight) and analytics tags (Universal Analytics, App + Web) can utilize browser storage when sending pings to Google’s servers.
It’s lovely to see small, incremental, quality-of-life improvements to Google Tag Manager amid the behemothian feature releases such as custom templates in 2019 and server-side tagging in 2020. This time around, we’ll take a look at the upgraded search functionality of the Google Tag Manager user interface, which makes search an actually useful tool. In addition to this, we’ll take a look at one of the most requested features in the history of Google Tag Manager, which we finally have access to: bulk actions!
Exporting a container in Google Tag Manager can have many purposes. From backing up Google Tag Manager versions to creating and distributing repositories of useful container snapshots, the container export is one of the most useful non-tagging-related tools that the GTM user interface offers. However, one big misgiving in the feature (until now) has been that exporting just a subset of the container version or workspace has been impossible. It’s always the entire container or nothing.
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