Jun 12, 2026
Google Tag Manager Data Layer: Complete Guide with GA4 Examples
How the GTM data layer works, dataLayer.push syntax, GA4 e-commerce events, common mistakes, and how to debug in GTM preview mode. Code examples included.
Read article →26 articles tagged with "GA4".
← Back to all postsHow the GTM data layer works, dataLayer.push syntax, GA4 e-commerce events, common mistakes, and how to debug in GTM preview mode. Code examples included.
Read article →How to build an ecommerce dashboard in Looker Studio using GA4 -- covering revenue, traffic source, and product and funnel views that actually get used.
Read article →How to blend data from two sources in Looker Studio, which join keys to use for GA4 and Google Ads, and why wrong configuration produces silent errors.
Read article →How to connect GA4, Google Ads, and Google Sheets to Looker Studio, and the difference between report-level and reusable data sources.
Read article →Why GA4 default channel groupings misclassify traffic and how to build custom channel groupings that reflect your actual traffic sources accurately.
Read article →How to build cohort analysis in GA4 Explorations and use it to measure whether campaign traffic retained -- not just converted on the first session.
Read article →How GA4's Reporting Identity setting controls user counting, cross-device session stitching, and how it affects every user metric across all reports.
Read article →How GA4 builds purchase propensity, churn, and top-spender audiences using machine learning, and how to use them in Google Ads campaigns.
Read article →How to set up GA4 custom dimensions and metrics correctly -- understanding scope, quota, and how to use them inside Explorations and standard reports.
Read article →How to implement GTM tracking on Next.js -- virtual pageviews, slide-in cart events, GA4 e-commerce, and Google Ads conversions on a client-side routed SPA.
Read article →How GA4 treats users as new sessions across iframes and third-party checkouts, and how to fix it for Calendly, SimplyBook, Typeform, and custom setups.
Read article →React, Vue, Angular, and Next.js don't reload the page on navigation - so your standard GTM pageview tag only fires once. Here's how to fix it properly.
Read article →If your GA4 purchase event is firing twice, here are the three most common causes - and exactly how to diagnose and fix each one.
Read article →A practical guide to GA4 Explorations - how to use Free Form, Funnel, and Path explorations to answer the questions standard reports cannot.
Read article →Learn how Consent Mode v2 interacts with GA4, what behavioural modelling fills in, and how to implement it correctly to maintain data quality under GDPR.
Read article →A technical guide to implementing GA4 enhanced ecommerce events using the data layer - with full examples for view_item, add_to_cart, and purchase.
Read article →How GA4 attribution models work, how last click and data-driven differ, and what it means for how you evaluate Google Ads performance.
Read article →Learn how to create powerful GA4 audiences using events and parameters, and how to export them to Google Ads for retargeting and exclusions.
Read article →Cut through the noise - here are the GA4 reports that actually matter for evaluating Google Ads performance, diagnosing issues, and making better decisions.
Read article →Understand the difference between GA4 Key Events and Google Ads conversions, how to mark events correctly, and which actions are worth tracking.
Read article →A step-by-step guide to creating a GA4 property, configuring a data stream, and deploying the tag through Google Tag Manager correctly.
Read article →Understand how GA4's event-based data model works, what parameters are, and how every interaction gets recorded - so you can track smarter.
Read article →A clear breakdown of how GA4 differs from Universal Analytics, what the shift to event-based tracking means, and why it matters for advertisers.
Read article →Why setting scroll depth or video views as primary conversions misleads Smart Bidding, and how to fix your conversion action setup.
Read article →Understand how Google Tag Manager, GA4, and Google Ads connect to create accurate conversion tracking, better attribution, and stronger campaign performance.
Read article →Understanding why Google Analytics 4 data takes 24-48 hours to appear in your reports, and practical solutions for getting the real-time insights you need.
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