Introduction

Every optimisation you run and every decision you defend will lean on the data you set up here. A clean Google Tag Manager (GTM) + Google Analytics 4 (GA4) installation means you can add events, switch consent modes, or debug campaigns without begging developers for deploy time. Follow the steps below exactly; I’ll note where to drop your screenshots so the rest of the team can replicate your work later.

Create a GTM container and add the snippets

Create the container

Navigate to tagmanager.google.com → Create account.
Enter the company name and Container name (use your root domain).
Choose Target platform → Web and click Create.

4. Accept the terms; Google shows two code snippets.

5. Copy both the snippets

Add GTM snippets to Webflow

Follow the two–snippet rule: the head script lives once in global Site Settings; the body noscript lives on every page via a reusable Component.

1 Paste the head snippet in Site Settings

In Webflow, open Site settings → Custom Code → Head.
Copy the entire <script> snippet from the Tag Manager modal.
Paste it into the Head field.
Click Save and Publish the site.

[PRINT SCREEN: Webflow › Site Settings › Custom Code panel showing <script> pasted in Head]

2 Add the body snippet with a Code Embed element

Open any page in the Webflow Designer.
Drag a Code Embed element into the very top of the page tree, just inside the <body>.
Copy the <noscript> snippet from Tag Manager.
Paste it into the Code Embed editor and click Save & Close.

3 Turn the Code Embed into a reusable Component

Right-click the Code Embed element → Create Component.
Name it GTM Body Snippet.
The Component now appears in the Components panel; drag it onto every template or static page that should fire GTM.
If you ever need to update the <noscript> (e.g., container change), edit the Component once—Webflow propagates the change to every page.

Paste this component on every page!

4 Publish and verify

Publish the site again.
View source on the live page and search for GTM-XXXX—you should see the head script near the top and the noscript immediately after the opening <body>.
Proceed to Preview mode in GTM to confirm the tag fires.

[PRINT SCREEN: Browser View-Source showing both snippets in their correct locations]

By splitting the two snippets this way—and turning the body code into a Component—you guarantee the noscript loads everywhere and future edits take seconds, not hours.

Create a GA4 property and add configuration tag

Set up GA4

In analytics.google.com choose Admin → Create property.
Name it “<Site> GA4”, set the correct currency + time-zone, click Next → Create.
On the Data streams screen choose Web, enter your domain, click Create stream.
Copy the Measurement ID (G-XXXXXXX) on the right.

Connect GA4 in GTM

Back in GTM → click Tags → New.
Name it GA4 – Configuration.
Tag type: Google Analytics: GA4 Configuration.
Paste the Measurement ID.
Leave Enhanced measurement ON by default (scrolls, outbound link, etc.).
Under Fields to set add:
- analytics_storage = granted
- ad_storage = denied (update later when consent banner is live).
Trigger: All Pages. Click Save.

Test the installation in preview mode

Launch GTM Preview

In GTM click Preview → enter site URL → Connect.
A new tab opens with the Tag Assistant debugger.

Confirm events in GA4 DebugView

In GA4 → Admin → DebugView (or Configure → DebugView in left nav).
Refresh your site tab.
Look for page_view event from your device within 10 seconds.

[PRINT SCREEN: GA4 DebugView timeline highlighting page_view]

If the event appears, both snippets and the configuration tag are working. If not, check ad-blockers, script blockers, or copy/paste errors.

Publish and verify real-time data

Publish GTM workspace

Click Submit → Version name “Initial GA4 install” → Publish.
Share the version link in Slack for audit trail.

Verify in GA4 Realtime

GA4 → Reports → Realtime.
Open an incognito window, visit three pages.
You should see active users and top event = page_view.

[PRINT SCREEN: GA4 Realtime report showing 1 active user from your location]

Allow up to 24 hours for standard reports (Engagement, Acquisition) to populate.

Publish and confirm data is flowing

Publish GTM workspace

Click Submit → Version name “Initial GA4 install” → Publish.
Share the version link in Slack for audit trail.

Verify in GA4 Realtime

GA4 → Reports → Realtime.
Open an incognito window, visit three pages.
You should see active users and top event = page_view.

Allow up to 24 hours for standard reports (Engagement, Acquisition) to populate.

Conclusion

A clean install of Tag Manager and GA4 follows four steps: add the GTM snippets, create the GA4 property, test every page in preview mode and publish only after verification. Completing those steps today gives you a single source of truth and ends guess-work about site traffic.

I run the same process for every new project because it prevents tedious repairs later. Your analytics now show live page views; the next task is to decide which actions—demos, trials, deals—belong alongside them. That decision turns raw hits into growth insight and will be the focus of the following chapter.

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