Unveiling the Power of Google's New Google Tag Template in Google Tag Manager | Articles


Google's digital marketing landscape is ever-evolving, and staying ahead of the curve is essential for marketers. In this article, we'll explore the latest update that has replaced Google Analytics 4 configuration tags in Google Tag Manager containers: the new Google Tag. This transformative change brings exciting features and possibilities for marketers seeking to streamline their tracking and analytics efforts.

The Transition

Upon the launch of the new Google Tag, your existing GA4 configuration tags will automatically transition to this version. Rest assured, this is an update within Google Tag Manager itself, not a Google Analytics 4 feature release. Consequently, the Google Tag's functionality remains identical to your previous GA4 config tags. The only difference lies in the tag's user interface, eliminating the need for any concerns about the auto-migration process. For more information about Google Tag and Google Tag IDs, read this article.

Navigating the Migration

Before diving into the new Google Tag's features, it's important to be aware of the migration process. Leading up to the migration, you'll notice a notification banner in the Google Tag Manager interface.

Once the migration is complete, the banner transforms, indicating that the process is done.

Key Migration Details

The migration process encompasses several key elements:

  • Your existing Google Analytics 4: Configuration tags are automatically migrated to Google Tags.
  • The "Send a page view event when this configuration loads" toggle becomes a new configuration key named "send_page_view," with a value of either true or false, depending on your previous GA4 configuration tag settings.
  • The "Send to server container" toggle transforms into a new configuration key named "server_container_url," inheriting its value from the GA4 configuration tag.
  • The "Include user-provided data from your website (Server only)" toggle becomes a new configuration key named "user_data," with the value set to the User-Provided Data variable from the GA4 configuration tag.

Source: https://www.simoahava.com/analytics/google-tag-template-in-google-tag-manager/

Introduction to Settings Variables

Alongside the Google Tag, two new settings variables have been introduced:

  • Google Tag: Configuration Settings: This setting allows you to define a set of configurations that should be applied to any Google Tags referencing the variable. It streamlines the process of managing settings for multiple tags, providing greater flexibility and control. This function is mainly useful if you have several Google Tags that use the same configuration settings.

The little checkmark next to the field names means that the field is a predefined field. If you start typing in the box, you will see a drop-down list with all the predefined fields related to what you are typing. You can also add custom fields, they just won’t have the checkmark next to them.

  • Google Tag: Event Settings: Via this settings variable you can insert event parameters that will be used by all tags which use this variable. This feature simplifies the management of event parameters, enhancing efficiency and consistency across your tags. With an event settings variable, you can configure a list of event parameters (and settings) and apply them to multiple tags.

Unlocking New Possibilities

In summary, the introduction of these new settings variables is a game-changer for marketers. They enable the creation of reusable configurations across Google Analytics 4 tags, significantly simplifying the management process.

While the Configuration Settings variable may have limited use initially, the Event Settings variable more than compensates for this with its versatility. It allows you to add dynamic event parameters to your Google Analytics 4 event tags, enhancing their capabilities. Imagine that you wanted to capture several pieces of information from your website, such as the language of the page you’re in, the URL, the section of the website, the connection status of the user, and so on. By using the Event Parameters variable, you can instantly capture all these parameters with values that depend on the event with which they are launched.


The new Google Tag in Google Tag Manager introduces a range of features and improvements that empower marketers to streamline their analytics and tracking efforts. With simplified configurations and enhanced flexibility, it's a significant step forward in optimising the digital marketing landscape.

publication auteur Eliott Pousset
Eliott Pousset

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