Google Tag Manager (GTM) allows you to manage and deploy tracking tags across your site without modifying code. When integrated with Google Analytics 4 (GA4), it can capture key eCommerce and custom events to help you measure user behavior, conversions, and engagement.

Overview

To track events through GTM and GA4, you need to add two tags:

1. Google Tag (to connect your site to GA4)
2. Google Analytics: GA4 Event Tag (to send custom and eCommerce events to GA4)

Step 1: Create a Google Tag

1. Go to your Google Tag Manager (GTM) account.
2. Click on Tags → New → Tag Configuration.
3. Choose Google Tag.
4. Enter your Measurement ID from GA4.
5. You can obtain your Measurement ID here:
   👉 Get your GA4 Tag ID
6. Set the Trigger to “All Pages” so the tag fires across your entire site.
7. Click Save.

Step 2: Create a GA4 Event Tag

1. In GTM, go to Tags → New → Tag Configuration.
2. Choose Google Analytics: GA4 Event.
3. Select your previously created Google Tag (Measurement ID).
4. Set the Event Name as a Custom Event using Regex Matching.
   1. Event name (Regex):
      account_ownership_question_answered|add_payment_info|add_to_cart|add_shipping_info|add_to_cart|begin_checkout|delivery_distance_outside_range|fulfillment_method_chosen|generate_lead|login|package_size_selected|password_reset_requested|pickup_location_chosen|product_variant_selected|purchase|refund|remove_from_cart|select_content|select_promotion|sign_up|subscribe|view_cart|view_item|view_item_list|view_promotion|zip_code_chosen|zipcode_outside_range
       
5. Set the Trigger Type to Custom Event.
6. Use the same Regex string for “Event name.”
7. Click Save to apply.

Step 3: Publish and Test

1. Click Submit → Publish in GTM to deploy your tags.
2. Use Preview Mode in GTM to confirm events are firing correctly.
3. Verify the data in GA4’s Real-Time Report:
   👉 View Real-Time Events in GA4

Troubleshooting Tips

1. Ensure the Measurement ID matches your GA4 property.
2. Use Preview Mode to debug tag firing.
3. Regex must match exact event names; typos or extra spaces can prevent tracking.
4. Events may take a few minutes to appear in GA4’s real-time dashboard.
   
    

See full Prado's Data Layer Documentation below: