Configure Google Analytics for Your Institution's Website Using Google Tag Manager

Configure Google Analytics for Your Institution's Website Using Google Tag Manager

Google Analytics 4 (GA4) helps you understand how visitors use your institution's website. It shows important information such as how many people visit your website, which pages they view, how they found your website, and what actions they take.

By connecting Google Analytics with Google Tag Manager, you can easily manage your website tracking without editing your website's code.

Before You Begin

Before you configure Google Analytics, make sure you have:

  • A Google account.
  • A Google Tag Manager account connected to your institution's website.
  • Access to your Google Analytics account.

If you haven't connected Google Tag Manager yet, follow this guide first:

Configure Google Tag Manager for Your Institution's Website

Step 1: Create a Google Analytics Property

If you don't already have a Google Analytics account, you'll need to create one.

  1. Sign in to Google Analytics.
  2. Click Start Measuring (or Admin if you already have an account).
  3. Enter your Account Name.
  4. Create a new Property for your institution.
  5. Select your reporting time zone and currency.
  6. Complete the remaining setup steps.

Official guide:

https://support.google.com/analytics/answer/9304153

Step 2: Create a Web Data Stream

After creating your property, create a Web Data Stream for your website.

  1. Open your Google Analytics property.
  2. Go to Admin.
  3. Under Data Collection and Modification, click Data Streams.
  4. Click Add Stream.
  5. Select Web.
  6. Enter your institution's website URL.
  7. Enter a stream name.
  8. Click Create Stream.

Google Analytics will generate a Measurement ID that looks like:

G-XXXXXXXXXX

Copy this ID. You'll use it in the next step.

Official guide:

https://support.google.com/analytics/answer/9304153

Step 3: Create a Google Tag in Google Tag Manager

Now you'll connect Google Analytics to your website using Google Tag Manager.

  1. Sign in to Google Tag Manager.
  2. Open your website container.
  3. Click Tags.
  4. Click New.
  5. Enter a name such as Google Analytics 4.
  6. Click Tag Configuration.
  7. Select Google Tag.
  8. Paste your Measurement ID (G-XXXXXXXXXX).
  9. Click Triggering.
  10. Select Initialization - All Pages (or All Pages, depending on your GTM version).
  11. Click Save.

This tag ensures that Google Analytics loads on every page of your website.

Official guide:

https://support.google.com/tagmanager/answer/9442095

Step 4: Test Your Configuration

Before publishing your changes, make sure everything is working correctly.

  1. In Google Tag Manager, click Preview.
  2. Enter your institution's website URL.
  3. Open your website in the preview window.
  4. Confirm that the Google Tag is firing successfully on every page.

You can also verify the setup by opening Realtime in Google Analytics and visiting your website. If everything is configured correctly, you'll see your visit appear in the report.

Official guides:

Preview and Debug:
https://support.google.com/tagmanager/answer/6107056

Step 5: Publish Your Changes

Once you've confirmed that everything is working:

  1. Return to Google Tag Manager.
  2. Click Submit.
  3. Enter a version name, such as Added Google Analytics.
  4. Click Publish.

Your Google Analytics tracking is now live on your institution's website.

What Can You Track?

After Google Analytics is connected, you can monitor important information about your website, including:

  • Website visitors
  • Most visited pages
  • Traffic sources (Google Search, Social Media, Direct, etc.)
  • User locations
  • Device types (Mobile, Tablet, Desktop)
  • Session duration
  • Page views
  • User engagement

Official Google Resources