GA4, UTMs and Google Tag Manager

Advanced⏱ 14 min

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Set up the core tracking stack: GA4 events and key events, UTM conventions and tags managed in Google Tag Manager.

In this lesson you’ll learn to

GA4 key events are set up
I use consistent UTMs
Tags are managed in GTM
Consent is handled
Tracking is tested and documented

GA4

GA4 is event-based. Mark important events (form submit, call click, purchase) as key events. Link Google Ads and Search Console.

UTMs

Add utm_source, utm_medium, utm_campaign (plus utm_content and utm_term) to every non-Google-Ads link. Use consistent lower-case naming conventions written down for the team.

Google Tag Manager

Manage tags (GA4, Google Ads, Meta, LinkedIn) in one place without editing code. Use triggers (form submission, button click, page view) and preview mode to test.

Consent

Use a consent management platform and Consent Mode where required.

Test and document

Test every event in preview/debug, then document what fires where.

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