Create GA4 Event Tags in Google Tag Manager

GA4 event tags are essential for tracking specific user interactions (e.g. clicks, form submissions, or e-commerce actions) on your website or app and sending that data to Google Analytics 4.

Prerequisites

• A Google Tag Manager account and container set up for your website
• GA4 configuration tag already implemented in your web container
• Your GA4 Measurement ID (found in GA4 Admin → Data Streams)
• The GTM container code installed on your website

Create a new GA4 Event Tag

1. Log in to Google Tag Manager and select your website’s container.
2. In the left sidebar, click Tags, then select New.

Configure the GA4 Event Tag

1. Click Tag Configuration and select Google Analytics: GA4 Event as the tag type.
2. Under Configuration Tag, select your existing GA4 Configuration tag.
3. 

   If you haven’t created a GA4 Configuration tag yet, follow this guide to set it up.
   Enter the name of the event you want to track (e.g., purchase, signup, button_click). For dynamic event tracking, you can use a variable like {{Event}} to capture multiple event types.
4. Event Parameters (optional):

   • Add parameters to provide more context, like value, currency, item_id.

   • For e-commerce, check Send e-commerce data and select Data Layer to automatically include data layer parameters.

   • For manual control, add each parameter individually—ensure corresponding variables are set up in GTM.

Set the trigger

1. Click Triggering and select or create a trigger for when the event should fire (e.g., click, form submission, page view).

   For e-commerce, you can use a trigger that listens for all relevant e-commerce events if you use {{Event}} as the event name.

2. Name your tag descriptively (e.g., “GA4 Event – Purchase”) and click Save.

Save and publish

Use GTM’s Preview Mode to verify that your event fires as expected and data appears in GA4’s Realtime or DebugView reports. Double-check this step within the full Google's documentation.
Once confirmed, Submit and Publish your GTM container changes.

Best practices

Troubleshooting

Next steps

Useful resources