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GTM & GA4 glossary

GTM · GA4 · Google Ads glossary

Google tag

A single Google tag, also called gtag.js, that connects a website to Google products like GA4 and Google Ads. In GTM, it is the tag that sets up GA4.

Also known as: gtag.js, gtag, GA4 Configuration tag, Tag ID

On this page
  1. In plain English
  2. Example
  3. Official documentation
  4. Related terms

In plain English

The Google tag replaced the separate setup tags Google products used to have. In GTM it's the tag type called Google Tag, which took over from the old GA4 Configuration tag.

Each Google tag has a tag ID. GA4 tag IDs start with G- (the Measurement ID), Google Ads ones with AW-, and some combined tags with GT-.

In GTM, the Google tag normally fires on every page using the Initialization – All Pages trigger. Separate GA4 Event tags then send everything else, such as form submissions and purchases.

Example

A new GTM setup for GA4 starts with one Google tag: tag ID G-AB12CD34EF, firing on Initialization – All Pages. That alone sends page views and enhanced measurement events. GA4 Event tags are added on top for leads and purchases.

Official documentation

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