https://assets.circle.so/l87ig7wsmr5y2zi2cq5xq8xxkdpx

Purpose

The purpose of this SOP is to outline the steps for implementing Google Analytics on a website using Google Tag Manager, enabling the organization to effectively track website performance and user interactions.

Scope

This procedure applies to web developers, digital marketing teams, or IT staff responsible for managing the website’s analytics and tracking configurations across various business units or brands.

Procedure

1. Setup of Google Analytics and Google Tag Manager Accounts
   • Create a Google Analytics account at analytics.google.com if one is not already set up.
   • Navigate to tagmanager.google.com and establish a Google Tag Manager (GTM) account.
   • Create a container for the website within GTM.
2. Integrating Google Tag Manager with Your Website
   • In GTM, locate and copy the GTM code snippets provided upon container creation.
   • Insert the GTM code into the head and body tags of your website’s HTML. For Webflow users, enter these snippets in the Custom Code section of your site settings. Ensure to save and publish changes.
3. Configuring Google Analytics Tag in Google Tag Manager
   • Return to Google Analytics, and from the admin interface, obtain your unique Measurement ID.
   • In GTM, create a new tag and select Google Analytics: GA4 Configuration as the tag type. Paste the Measurement ID into the configuration.
   • Set up a trigger for this tag to fire on all pages. This ensures the Google Analytics tag activates whenever any page is loaded.
4. Testing and Validation
   • In GTM, use the “Preview” mode to test the tag implementation. Navigate to your website and confirm that the tag fires correctly as pages are loaded.
   • Verify in the GTM interface that the tag is triggering as expected.
5. Publishing the Configuration
   • Once testing is confirmed, leave the Preview mode and create a new version in GTM, describing the changes made (e.g., “Added GA4 script with all pages trigger”).
   • Publish the new version to make the Google Analytics configuration live on your website.
6. Ongoing Maintenance and Monitoring
   • Regularly check and update the Google Analytics and GTM configurations to adapt to changes in tracking requirements or website updates.
   • Monitor the analytics data to ensure accurate data collection and to identify areas for optimization.