Integrate Google Analytics 4 with Google Tag Manager
Enable Optimizely Web Experimentation's built-in Google Analytics 4 integration with Google Tag Manager.
Note
This articles describes our built-in GA4 integration option.
You can integrate with Google Tag Manager (GTM) if you use GTM as a tag management system to add and update your own tags for conversion tracking and site analytics or if you have the GTM script installed on the page.
- Complete the steps to configure GA4.
- Go to your experiment and select Integrations.
- Select the Use Google Tag Manager for this integration checkbox.
- Follow the sections below to add user-defined variables, set up the configuration tag, and set up the event tag for Google Analytics 4 (GA4).
Add User-Defined Variables in GTM
- Go to Workspace > Variables > New.

- Enter
exp_variant_string
in the Untitled Variable field. - Click Variable Configuration and select Data Layer Variable.

- Enter
exp_variant_string
for the Data Layer Variable Name. - Select Version 2 for the Data Layer Version.

- Click Save.
Set up the configuration tag in GTM
- Go to Workspace > Tags > New.

- Enter Google Analytics - GA4 Configuration in the Untitled Tag field.

- Click Tag Configuration and select Google Analytics > Google Tag.

- Enter your Tag ID. This is the same as your GA4 Measurement ID which can be found in your GA4 property under Admin Settings > Data Streams. Select the appropriate data stream to find your Measurement ID.

- Click Triggering and select Initialization - All Pages.

- Click Save.
Set up the event tag in GTM
- Go to Workspace > Tags > New.

- Enter Optimizely Web - GA4 Event in the Untitled Tag field.
- Click Tag Configuration and select Google Analytics > Google Analytics: GA4 Event.

- Enter your Measurement ID from GA4.

- Enter
experience_impression
in the Event Name. - Expand Event Parameters and then click Add Row.
- Enter
exp_variant_string
in the Parameter Name. - Click the Value Select icon and choose
exp_variant_string
. - Click Triggering and click the New Trigger icon.
- Enter Optimizely X - GA4 event trigger in the Untitled Trigger field.

- Click Trigger Configuration and select Custom Event.

- Enter
experience_impression
in the Event Name. - Click Save and then click Save again on the overall tag setup page.
- Submit and publish your workspace changes by going to Workspace >Â Submit > Publish (adding any details you would like to the Submission Configuration).

Your data immediately starts syncing to GA4. You should see the experience_impression
event name display in the Realtime report once events are triggered within the last 30 minutes.
Updated about 2 months ago