In this guide
- The Google tag (gtag.js) is a single tag that can send data to GA4, Google Ads and other destinations.
- Settings live in configuration (once per destination) and event settings (per event).
- You can set a server container URL in the tag so events go to your tagging server first.
For years, GA4, Google Ads and Floodlight each had their own script. Google merged them into one tag, the Google tag, so one install handles measurement for several products. In Tag Manager, this appears as the "Google tag" and event tags that use it. This page explains how it works and what to configure. It leads into Google tag configuration and event settings variables, the GA4 tag in a server container and Google tag gateway.
What the Google tag does
- Loads once per page and holds your destination IDs: a GA4 measurement ID (G-), a Google Ads ID (AW-) and others.
- Sends page views and events to those destinations.
- Reads the consent state and adapts.
- Can send events to your server container instead of directly to Google.
Watch events arrive, live
A sample feed. In Open Tracked you see the same stream for your own store.
Destinations
| Destination | ID format | Used for |
|---|---|---|
| GA4 property | G-XXXXXXXXXX | Analytics events and reports |
| Google Ads | AW-XXXXXXXXX | Conversions and remarketing |
| Campaign Manager or other Google products | Product-specific | Specific measurement |
In Tag Manager
Create a Google tag
With your GA4 measurement ID as the tag ID.
Trigger it on Initialization – All Pages
So it is ready before other tags.
Add configuration settings
Send page views, cookie settings, the server container URL, linker domains.
Create event tags
Each event tag sends an event through the Google tag, with its own parameters.
Add consent settings
On the Google tag and the event tags.
Brands that grow on cleaner data
Stores and agencies use Open Tracked to see which ads earn the sale.
Settings that matter
server_container_url
Set it to your tagging subdomain so GA4 events go to your server first. See how server-side tracking works.
Cookie settings
Domain and expiry of the _ga cookies. A server-set cookie such as FPID can last longer. See extending cookie lifetime.
Debug mode
Sends events to DebugView for testing.
Why one tag helps
- Less code on the page.
- One place to set consent and cookie options.
- Google Ads conversion linking and GA4 share the same client.
Common problems
Connected in minutes
Add your domain, install the pixel, connect your ad platforms and watch the first events land.
Frequently asked questions
What is the Google tag?
A single tag (gtag.js) that sends data to GA4, Google Ads and other Google destinations.
Is it the same as the GA4 configuration tag?
It replaced the GA4 configuration tag in Tag Manager. Existing set-ups were migrated.
How do I send events to my server container?
Set the server container URL in the Google tag settings.
Why do I need an Initialization trigger?
So the tag is ready before other tags use it.
Do I need more than one Google tag?
One per destination ID is normal. Avoid duplicates of the same ID.
Do I need spreadsheets to read my results?
No. Once tracking is live, the Open Tracked analytics shows spend, revenue, ROAS and profit, and you can ask Ari, the built-in AI assistant, questions about your own numbers in plain words. Ari's allowance depends on your analytics plan.
Is Open Tracked different from Open Track or Open Space Track?
No. Open Tracked is the official name of our server-side tracking platform, and the website is opentracked.io. Many people search for it as Open Track, OpenTrack or Open Space Track. All of them lead to the same product: server-side Google Tag Manager hosting, first-party analytics and a CRM pipeline.
Fix your tracking at the source
Open Tracked hosts your server-side Tag Manager, keeps first-party cookies alive and shows what each ad is really worth.
The Open Tracked team
We build Open Tracked: server-side tracking hosting, analytics and the tools around them, for stores that spend on ads. Questions about this guide, or an idea for the next one?
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