GA4 + Tag Manager quickstart for founders (no dev)

last updated: Sep 4, 2025
Diagram: ga4 tag manager for founders - page → GTM triggers → GA4 events → conversions

TL;DR

This is the ga4 tag manager for founders setup that works.

  • Track the 5 events that prove value: view_content, cta_click, form_start, form_submit, thank_you.
  • Import the GTM container, paste GA4 Measurement ID, publish.
  • Mark 3 to 5 conversions in GA4. Keep the list short.
  • Add UTMs to every ad. Verify in DebugView.
  • If you sell in the EU/UK, enable Consent Mode v2 via a CMP.

How to:
  • Install GTM (once). Import the container. Paste the G-XXXXXX ID. Publish.
  • Trigger 3 test actions. Check GTM Preview and GA4 DebugView.
  • Mark generate_lead (or your house event) as a conversion. Keep total conversions ≤5.

Glossary

  • GA4. Google Analytics 4. Event-based analytics for web or app.
  • GTM. Google Tag Manager. Container that fires tags and triggers.
  • UTMs. URL tags like utm_source and utm_campaign that label traffic.
  • DebugView. Real-time stream of events for testing.
  • Consent Mode v2. Tag behavior controlled by user consent signals.
  • CMP. Consent Management Platform. Shows banner and passes consent.
  • enhanced conversions. Google Ads feature that hashes first-party data.

How to set up GA4 + Tag Manager for founders

  1. Create a GA4 property. Use the official GA4 setup. Create a Web data stream. Copy the Measurement ID that starts with G-.
  2. Install Google Tag Manager (one time). Add the GTM snippet to your site header and body. Most no-code site builders have a Tag Manager field. If you prefer a guide, see Set up GA in Tag Manager.
  3. Import the container I provide. n GTM: Admin → Import Container → choose the JSON from Templates below → Merge. If you are new to imports, read Container import/export in GTM. Open the tag named "GA4 - Config". Paste your Measurement ID. Save. Publish.
  4. Enable built-in variables. In GTM: Variables → Built-in → turn on all Clicks and Forms. This unlocks click and form triggers out of the box.
  5. Verify with Preview and DebugView. In GTM, click Preview, load your site, click buttons, submit a test form. In GA4, open GA4 DebugView and confirm events appear during the session.
  6. Mark business actions as conversions. In GA4: Admin → Events → toggle the events that matter to On under "Mark as conversion" or go to Advertising → Conversion management. Start with sign_up, generate_lead, purchase if relevant. Keep it to 3 to 5. Reference Mark events as conversions (Key events).
  7. Tag every campaign with UTMs. Use utm_source, utm_medium, utm_campaign on all links. Keep values lowercase. Add utm_content or utm_term when you test variants or keywords. Details in UTM parameters.
  8. Consent Mode v2. If you serve EU/UK visitors, use a CMP that sends consent signals to GTM (v2). Set defaults, then update on user action. Ensure ad_user_data and ad_personalization are covered when you run ads. Read the Consent Mode v2 overview.
  9. Link Google Ads when ready. Link Google Ads to GA4. Import your GA4 conversions into Google Ads. Expect up to 24h before imported GA4 conversions show in Google Ads. Guide: Import GA4 conversions into Google Ads. When you start paid search, see Google Search Ads for startups.

Naming: lowercase, underscores. Prefer GA4 recommended events (sign_up, generate_lead) or map house events (cta_click) to a recommended event via a secondary tag.

Event mapping quick table

Business action
GTM trigger
GA4 tag
Event name
Parameters (examples)
Mark as conversion
Landing viewed
Page View
GA4 event
view_content
content_type=landing
No
CTA clicked
Click - CSS/ID
GA4 event
cta_click → (optionally also fire generate_lead)
link_id=hero_cta
No / Yes (if lead)
Form started
Form Start
GA4 event
form_start
form_name=demo
No
Form submitted
Form Submit
GA4 event
form_submit → (optionally also fire generate_lead)
form_name=demo
Yes
Thank-you page
Page View (path)
GA4 event
thank_you
source=form_demo
Yes
Related playbooks: see the landing page teardown checklist to make these events visible on your page. Note: Standard reports can lag 24 to 48 hours. See GA4 data freshness. DebugView is immediate. Use it to QA tags before judging performance.

Sample math. You send 40 DMs. 12 accept. 6 reply. 3 are positive. 1 books a call. Meeting rate 2.5% means your line is good enough to ship broader.
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Events vs conversions

  • Events are all actions. You create many. Good for diagnostics.
  • Conversions (Key events in GA4) are a short list you turn on. Good for decisions and bidding. Rule: promote only the 3 to 5 events that move revenue now.

Templates for ga4 tag manager for founders

A) GTM container JSON (importable)

Save as
gtm_ga4_quickstart.json
then Admin → Import Container → Merge. If you need a refresher, see Container import/export in GTM.
{
"exportFormatVersion": 2,
"containerVersion": {
"path": "accounts/0/containers/0/versions/0",
"container": {"publicId": "GTM-XXXXXXX", "name": "GA4 Quickstart", "usageContext": ["WEB"]},
"variable": [
{"name": "GA_MEASUREMENT_ID", "type": "c", "parameter": [{"key": "value", "value": "G-XXXXXXXXXX"}]}
],
"trigger": [
{"name": "All Pages", "type": "PAGEVIEW", "filter": []},
{"name": "Form Submit", "type": "FORM_SUBMISSION", "filter": []},
{"name": "All Link Clicks", "type": "CLICK", "filter": []}
],
"tag": [
{"name": "GA4 - Config",
"type": "gaawc",
"parameter": [
{"key": "measurementId", "value": "{{GA_MEASUREMENT_ID}}"},
{"key": "sendPageView", "value": "true"}
],
"triggerId": ["All Pages"]
},
{"name": "GA4 - generate_lead",
"type": "gaawe",
"parameter": [
{"key": "measurementId", "value": "{{GA_MEASUREMENT_ID}}"},
{"key": "eventName", "value": "generate_lead"}
],
"triggerId": ["Form Submit"]
},
{"name": "GA4 - sign_up (click)",
"type": "gaawe",
"parameter": [
{"key": "measurementId", "value": "{{GA_MEASUREMENT_ID}}"},
{"key": "eventName", "value": "sign_up"}
],
"triggerId": ["All Link Clicks"]
}
]
}
}
Notes: After import, re-map triggers to your site. Enable built-in variables for Clicks and Forms. Replace G-XXXXXXXXXX. If your GA4 Config already sends page_view, keep it. If not, create a separate GA4 Event tag for page_view.

B) Event naming cheat-sheet (CSV)

Save as 
event_naming_cheatsheet.csv
and keep values lowercase.
event_name,when_to_fire,example_parameters,sample_selector<br />page_view,on any page load,none,auto<br />sign_up,on sign up click or successful form submit,method="email"|"google",a[href*="/signup"], form#signup<br />generate_lead,on lead form submit,status="success",form#contact, .hs-form<br />view_item,on product/plan view,item_id, .pricing-tier<br />purchase,on checkout success,value|currency="USD|GBP",/thank-you<br />click,on important CTAs,link_text|link_url,a.button-primary
C) UTM builder presets

Append these to links you control. If you use paid social, pair this with the LinkedIn ads for startups guide. If you are pre-product, run a quick fake-door test and tag every link.

  • Required: utm_source, utm_medium, utm_campaign
  • Optional: utm_content, utm_term, utm_id
  • Example: 
/pricing?utm_source=linkedin&utm_medium=paid&utm_campaign=sept_launch&utm_content=cta_top

Risks

  • Audience too small. On LinkedIn, <50k reach can throttle delivery. Loosen one filter or add a lookalike.
  • Wrong UTMs. Use supported parameters and lowercase values.
  • Too many conversions. Keep 3 to 5 or reports get noisy.
  • Testing in production. Always use GTM Preview and GA4 DebugView first.
  • Ads import mismatch. Expect up to 24 hours delay.
  • Missing consent in EU/UK. Implement a CMP that integrates Consent Mode v2.
FAQ
  • You:
    Do I need a developer?
    Guide:
    No. Import the GTM container, paste your Measurement ID, publish, verify in DebugView.
  • You:
    How fast can I see data?
    Guide:
    DebugView is real time. Standard reports can take 4 to 24 hours, up to 48 hours at peak. See GA4 data freshness.
  • You:
    What is Consent Mode v2 and do I need it?
    Guide:
    Consent Mode v2 passes ad_user_data and ad_personalization along with analytics consent. If you run ads or serve EU/UK users, implement it with a CMP. Read the Consent Mode v2 overview.
  • You:
    GDPR/ICO vs CCPA in practice?
    Guide:
    EU/UK often requires opt-in for non-essential cookies like analytics. California is opt-out focused with "Do Not Sell/Share" and notice requirements.
  • You:
    Why can’t I see my UTMs?
    Guide:
    Use supported parameters. Keep values lowercase. Ensure the GA4 tag fires before redirects strip parameters.
  • You:
    How do I get conversions into Google Ads?
    Guide:
    Link Google Ads to GA4, then import the GA4 conversions. Expect up to 24h before imported GA4 conversions show in Google Ads. Guide: Import GA4 conversions into Google Ads.
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