Skip to content
weballin

weballin DIGIWIKI

Google Tag

Google tag is an integrated tag that connects all Google tools such as GA4 and Google Ads with one snippet. As an evolution of the existing gtag.js, when you use GA4 configuration tags in GTM, Google tags work internally. ‘Integrating the Google ecosystem with one tag’ is the core goal.

weballin

Google Tag is an evolution of the existing gtag.js, linking multiple Google tools with a single tag ID (in the form of G-XXXXXXX or AW-XXXXXXX) like a configuration file. GA4, Google Ads, Display & Video 360, and Campaign Manager 360 can be managed with a single snippet.

The core value of Google tags is ‘integrating the Google ecosystem with one tag.’ Previously, if you had to install gtag.js + Google Ads conversion tag for GA4 separately, you could install one Google tag and connect each tool in the Google tag settings screen. When using GTM, the GA4 configuration tag acts as a Google tag, so separate installation is not required.

GA4 screen path: You can check the ‘Google Tag Configuration’ section in GA4 Management → Properties → Data Stream → Web Stream Details. Alternatively, you can manage linked tools and configurations in the Google Tags entry at tagmanager.google.com.

Key takeaways

  • This is a unified tag that connects GA4, Google Ads, and other Google tools with a single snippet.
  • It is syntactically compatible with the existing gtag.js, and uses the gtag() function call as is.
  • The connected destinations and event settings are managed through a GUI in the Google tag settings interface.
  • When using GA4 configuration tags in GTM, separate installation is not required as Google tags operate internally.
  • Enhanced measurement lets you track link clicks and form submissions without code.

References

Frequently asked questions

Should I use Google Tags or GTM?

If there are more than three events or if tags need to be managed by a non-developer, GTM is suitable. If only basic page views and simple conversions are needed, and the developer manages the code himself, Google Tag (gtag.js) is sufficient. Even if you use GTM, Google tags work internally, so the two methods are not exclusive.

I have existing gtag.js code, do I need to migrate it to Google Tags?

If gtag.js is currently working well, there is no need to migrate immediately. Google tags have the same syntax as gtag.js, so calling gtag('config', ...) works as is. Consider switching to the Google tag method when adding other tools, such as Google Ads, or when you need enhanced-measurement capabilities.

Related terms