Set up the Google tag with gtag.js | Google for Developers

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class="devsite-nav-list"> <li class="devsite-nav-item"> <a href="/tag-platform/devguides" class="devsite-nav-title gc-analytics-event " data-category="Site-Wide Custom Events" data-label="Tab: The Google tag" track-name="the google tag" data-category="Site-Wide Custom Events" data-label="Responsive Tab: The Google tag" track-type="globalNav" track-metadata-eventDetail="globalMenu" track-metadata-position="nav"> <span class="devsite-nav-text" tooltip > The Google tag </span> </a> </li> <li class="devsite-nav-item"> <a href="/tag-platform/gtagjs" class="devsite-nav-title gc-analytics-event devsite-nav-has-children devsite-nav-active" data-category="Site-Wide Custom Events" data-label="Tab: gtag.js" track-name="gtag.js" data-category="Site-Wide Custom Events" data-label="Responsive Tab: gtag.js" track-type="globalNav" track-metadata-eventDetail="globalMenu" track-metadata-position="nav"> <span class="devsite-nav-text" tooltip > gtag.js </span> <span class="devsite-nav-icon material-icons" data-icon="forward" > </span> </a> </li> <li class="devsite-nav-item"> <a href="/tag-platform/tag-manager" class="devsite-nav-title gc-analytics-event " data-category="Site-Wide Custom Events" data-label="Tab: Tag Manager" track-name="tag manager" data-category="Site-Wide Custom Events" data-label="Responsive Tab: Tag Manager" track-type="globalNav" track-metadata-eventDetail="globalMenu" track-metadata-position="nav"> <span class="devsite-nav-text" tooltip > Tag Manager </span> </a> </li> <li class="devsite-nav-item"> <a href="/tag-platform/security" class="devsite-nav-title gc-analytics-event " data-category="Site-Wide Custom Events" data-label="Tab: Security & Privacy" track-name="security & privacy" data-category="Site-Wide Custom Events" data-label="Responsive Tab: Security & Privacy" track-type="globalNav" track-metadata-eventDetail="globalMenu" track-metadata-position="nav"> <span class="devsite-nav-text" tooltip > Security & Privacy </span> </a> </li> <li 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track-metadata-eventdetail="/tag-platform/gtagjs" ><span class="devsite-nav-text" tooltip>Set up the Google tag with gtag.js</span></a></li><li class="devsite-nav-item"><a href="/tag-platform/gtagjs/configure" class="devsite-nav-title gc-analytics-event" data-category="Site-Wide Custom Events" data-label="Book nav link, pathname: /tag-platform/gtagjs/configure" track-type="bookNav" track-name="click" track-metadata-eventdetail="/tag-platform/gtagjs/configure" ><span class="devsite-nav-text" tooltip>Configure Google products with gtag.js</span></a></li><li class="devsite-nav-item"><a href="/tag-platform/gtagjs/routing" class="devsite-nav-title gc-analytics-event" data-category="Site-Wide Custom Events" data-label="Book nav link, pathname: /tag-platform/gtagjs/routing" track-type="bookNav" track-name="click" track-metadata-eventdetail="/tag-platform/gtagjs/routing" ><span class="devsite-nav-text" tooltip>Group and route data with gtag.js</span></a></li></ul></li> <li class="devsite-nav-item devsite-nav-heading"><div class="devsite-nav-title devsite-nav-title-no-path"> <span class="devsite-nav-text" tooltip>Reference</span> </div><ul class="devsite-nav-section"><li class="devsite-nav-item"><a href="/tag-platform/gtagjs/reference" class="devsite-nav-title gc-analytics-event" data-category="Site-Wide Custom Events" data-label="Book nav link, pathname: /tag-platform/gtagjs/reference" track-type="bookNav" track-name="click" track-metadata-eventdetail="/tag-platform/gtagjs/reference" ><span class="devsite-nav-text" tooltip>gtag.js API</span></a></li><li class="devsite-nav-item"><a href="/tag-platform/gtagjs/reference/parameters" class="devsite-nav-title gc-analytics-event" data-category="Site-Wide Custom Events" data-label="Book nav link, pathname: /tag-platform/gtagjs/reference/parameters" track-type="bookNav" track-name="click" track-metadata-eventdetail="/tag-platform/gtagjs/reference/parameters" ><span class="devsite-nav-text" tooltip>gtag.js parameters</span></a></li><li class="devsite-nav-item"><a href="/tag-platform/gtagjs/reference/events" class="devsite-nav-title gc-analytics-event" data-category="Site-Wide Custom Events" data-label="Book nav link, pathname: /tag-platform/gtagjs/reference/events" track-type="bookNav" track-name="click" track-metadata-eventdetail="/tag-platform/gtagjs/reference/events" ><span class="devsite-nav-text" tooltip>Events</span></a></li></ul></li> </ul> </div> </div> </nav> </devsite-book-nav> <section id="gc-wrapper"> <main role="main" class="devsite-main-content" has-book-nav > <devsite-content> <article class="devsite-article"> <div class="devsite-article-meta nocontent" role="navigation"> <ul class="devsite-breadcrumb-list" aria-label="Breadcrumb"> <li class="devsite-breadcrumb-item "> <a href="https://developers.google.com/" class="devsite-breadcrumb-link gc-analytics-event" data-category="Site-Wide Custom Events" data-label="Breadcrumbs" data-value="1" track-type="globalNav" track-name="breadcrumb" track-metadata-position="1" track-metadata-eventdetail="" > Home </a> </li> <li class="devsite-breadcrumb-item "> <div class="devsite-breadcrumb-guillemet material-icons" aria-hidden="true"></div> <a href="https://developers.google.com/products" class="devsite-breadcrumb-link gc-analytics-event" data-category="Site-Wide Custom Events" data-label="Breadcrumbs" data-value="2" track-type="globalNav" track-name="breadcrumb" track-metadata-position="2" track-metadata-eventdetail="" > Products </a> </li> <li class="devsite-breadcrumb-item "> <div class="devsite-breadcrumb-guillemet material-icons" aria-hidden="true"></div> <a href="https://developers.google.com/tag-platform" class="devsite-breadcrumb-link gc-analytics-event" data-category="Site-Wide Custom Events" data-label="Breadcrumbs" data-value="3" track-type="globalNav" track-name="breadcrumb" track-metadata-position="3" track-metadata-eventdetail="Tags" > Tags </a> </li> <li class="devsite-breadcrumb-item "> <div class="devsite-breadcrumb-guillemet material-icons" aria-hidden="true"></div> <a href="https://developers.google.com/tag-platform/gtagjs" class="devsite-breadcrumb-link gc-analytics-event" data-category="Site-Wide Custom Events" data-label="Breadcrumbs" data-value="4" track-type="globalNav" track-name="breadcrumb" track-metadata-position="4" track-metadata-eventdetail="gtag.js" > gtag.js </a> </li> </ul> <devsite-thumb-rating position="header"> </devsite-thumb-rating> </div> <devsite-feedback position="header" project-name="gtag.js" product-id="102259" bucket="tag-platform" context="" version="t-devsite-webserver-20241114-r00-rc02.464922260396498922" data-label="Send Feedback Button" track-type="feedback" track-name="sendFeedbackLink" track-metadata-position="header" class="nocontent" project-icon="https://www.gstatic.com/devrel-devsite/prod/v870e399c64f7c43c99a3043db4b3a74327bb93d0914e84a0c3dba90bbfd67625/developers/images/touchicon-180-new.png" project-support-url="https://developers.google.com/tag-platform/support" > <button> Send feedback </button> </devsite-feedback> <h1 class="devsite-page-title" tabindex="-1"> Set up the Google tag with gtag.js </h1> <devsite-feature-tooltip ack-key="AckCollectionsBookmarkTooltipDismiss" analytics-category="Site-Wide Custom Events" analytics-action-show="Callout Profile displayed" analytics-action-close="Callout Profile dismissed" analytics-label="Create Collection Callout" class="devsite-page-bookmark-tooltip nocontent" dismiss-button="true" id="devsite-collections-dropdown" dismiss-button-text="Dismiss" close-button-text="Got it"> <devsite-bookmark></devsite-bookmark> <span slot="popout-heading"> Stay organized with collections </span> <span slot="popout-contents"> Save and categorize content based on your preferences. </span> </devsite-feature-tooltip> <div class="devsite-page-title-meta"><devsite-view-release-notes></devsite-view-release-notes></div> <devsite-toc class="devsite-nav" depth="2" devsite-toc-embedded > </devsite-toc> <div class="devsite-article-body clearfix "> <div class="video-wrapper"> <devsite-video video-id="H5dyrs84bIQ"></devsite-video> </div> <p>The Google tag is a single tag you can add to your website to use Google measurement and advertising products like Google Ads, Google Analytics, Campaign Manager, Display & Video 360, and Search Ads 360. Instead of managing multiple tags for different Google products, you can use the Google tag across your entire site and connect the tag to multiple destinations.</p> <p><a href="https://support.google.com/tagmanager/answer/11994839">Learn more about the Google tag</a></p> <p>This page explains how to set up and deploy a Google tag on your site using the gtag.js framework. If you're unfamiliar with javascript, we recommend using <a href="/tag-platform/tag-manager">Google Tag Manager</a> instead of gtag.js.</p> <h2 id="benefits" data-text="Benefits" tabindex="-1">Benefits</h2> <p>The best way to measure conversions and optimize the value of your Google marketing investment is to place tags on every page of your site. By implementing the Google tag across your site, you gain access to the following benefits:</p> <ul> <li><strong>Future-proof conversion measurement.</strong> Benefit from the latest features and integrations as they become available so that you are better equipped to continue measuring conversions accurately if changes occur.</li> <li><strong>Codeless tag management.</strong> Turn on measurement features within Google products without having to manually change the tags on your page.</li> <li><strong>Faster and easier integration.</strong> Streamlined, simpler implementation and integration with other Google products, such as Analytics and Google Ads.</li> <li><strong>More accurate conversion measurement.</strong> The Google tag helps you achieve more accurate conversion measurement when cookies are not available and recover conversions not observed today due to industry factors.</li> </ul> <h2 id="add_the_google_tag_to_your_website" data-text="Add the Google tag to your website" tabindex="-1">Add the Google tag to your website</h2> <p>To collect data with the Google tag:</p> <ol> <li><p>Open a Google product you use and access the Google tag screen. How to find your tag ID in: <ul> <li><a href="https://ads.google.com/aw/tagsettings">Google Ads</a></li> <li><a href="https://support.google.com/analytics/answer/9539598">Google Analytics</a></li> <li><a href="https://support.google.com/searchads/answer/2466080">Google Floodlight</a></li> </ul></p></li> <li><p>Copy your Google tag ID.</p></li> <li><p>Paste your Google tag ID in the following code sample. Place the Google tag snippet immediately after the opening <code translate="no" dir="ltr"><head></code> HTML tag on every page you want to measure.</p> <pre class="prettyprint lang-html" translate="no" dir="ltr"><code translate="no" dir="ltr"> <strong> <script async src="https://www.googletagmanager.com/gtag/js?id=<var translate="no">TAG_ID</var>"></script> <script> window.dataLayer = window.dataLayer || []; function gtag(){dataLayer.push(arguments);} gtag('js', new Date()); gtag('config', '<var translate="no">TAG_ID</var>'); </script></strong> </code></pre> <p>The <code translate="no" dir="ltr">config</code> command is needed to send data to Google advertisement products. Many features require the <code translate="no" dir="ltr">config</code> command to be set on your website, such as automatically collected events and conversion linking. <a href="https://developers.google.com/tag-platform/gtagjs/reference#config">Learn more about the config command</a></p></li> </ol> <h2 id="verify_the_google_tag" data-text="Verify the Google tag" tabindex="-1">Verify the Google tag</h2> <p>To verify that your tag is sending data:</p> <ol> <li>Go to <a href="https://tagassistant.google.com/" target="_blank">tagassistant.google.com/</a>.</li> <li>Click <strong>Add domain</strong>.</li> <li>Enter the URL of the website you want to debug, starting with "https://" or "http://".</li> <li>Click <strong>Connect</strong>.</li> </ol> <p>When you connect Tag Assistant to your website, check if your Google tag ID appears in the header <strong>Google tags found</strong>. If Tag Assistant doesn't recognize your tag, find debug tips in the <a href="https://support.google.com/tagassistant/answer/10039345">Tag Manager help center</a></p> <p>You can also access the <a href="https://support.google.com/tagmanager/answer/12270036">tag coverage summary</a> for an overview of your site's tagging status.</p> <h2 id="next_steps" data-text="Next steps" tabindex="-1">Next steps</h2> <p>Now that you've set up your Google tag, <a href="/tag-platform/gtagjs/configure">configure Google products and send event data</a>.</p> </div> <devsite-recommendations display="in-page" hidden yield> </devsite-recommendations> <devsite-thumb-rating position="footer"> </devsite-thumb-rating> <devsite-feedback position="footer" project-name="gtag.js" product-id="102259" bucket="tag-platform" context="" version="t-devsite-webserver-20241114-r00-rc02.464922260396498922" data-label="Send Feedback Button" track-type="feedback" track-name="sendFeedbackLink" track-metadata-position="footer" class="nocontent" project-icon="https://www.gstatic.com/devrel-devsite/prod/v870e399c64f7c43c99a3043db4b3a74327bb93d0914e84a0c3dba90bbfd67625/developers/images/touchicon-180-new.png" project-support-url="https://developers.google.com/tag-platform/support" > <button> Send feedback </button> </devsite-feedback> <devsite-recommendations id="recommendations-link" yield></devsite-recommendations> <div class="devsite-floating-action-buttons"> </div> </article> <devsite-content-footer class="nocontent"> <p>Except as otherwise noted, the content of this page is licensed under the <a href="https://creativecommons.org/licenses/by/4.0/">Creative Commons Attribution 4.0 License</a>, and code samples are licensed under the <a href="https://www.apache.org/licenses/LICENSE-2.0">Apache 2.0 License</a>. 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