Definition
The Google tag, loaded as gtag.js, is a single tag that sends events to Google products such as Google Analytics 4 and Google Ads. Its tag IDs start with G-, AW- or GT-.
In practice
The Google tag can be added to a site directly in code or deployed through Google Tag Manager. Installing it both ways at once is a common cause of double-counted page views and conversions.
Settings attached to the tag, such as enhanced measurement, cross-domain linking and unwanted referrals, are managed in the Google tag settings rather than on each page.
When the Google tag runs through Tag Manager, GA4 event tags in the same container reuse its configuration, which keeps every event pointed at the right measurement ID.
Learn more: Google Tag Manager AI.
Related terms
- Data layerA data layer is a JavaScript array, usually window.dataLayer, that a website uses to pass structured event and page data to Google Tag Manager.
- Key event (GA4)A key event is a Google Analytics 4 event you mark as important to your business, such as purchase, sign_up or generate_lead.
- Google Consent ModeGoogle Consent Mode is a way to pass a visitor’s consent choices to Google tags so they adjust their behavior.
How Markitech helps
Markitech connects your AI to Google Ads, GA4, Google Tag Manager, Meta and 12 more platforms, so it can check how Google tag (gtag.js) is set up in your own accounts and tags and propose fixes. Every change is held until you approve it.