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GA4 integration options

Provides an overview of the four different options to integrate Optimizely Web Experimentation with Google Analytics 4 (GA4).

There are many ways to integrate Optimizely Web Experimentation with Google Analytics 4 (GA4). All integration options allow you to track your Optimizely Web Experimentation experiments in GA4.

Built-in GA4 integration

Benefit – Easiest to enable as it is built into the Settings > Integrations page of the Optimizely Web Experimentation app. For more information, see Integrate Google Analytics 4 (GA4).

Additional steps are required to enable the integration using Google Tag Manager (GTM).

Built-in GA4 integration using GTM

Coming soon.

Custom GA4 integration

Benefit – Requires a few more steps, but does not require a developer resource to enable.

Only works if GA4 is directly on your site (not through GTM).

See Create custom integration for GA4.

Custom GA4 integration using GTM

Benefit – Best solution when you have GA4 added through GTM. You can also forward your Optimizely Web Experimentation data to more destinations using GTM.

Requires a developer resource to enable.

See Create custom integration for GA4 using GTM.