This article is about Google Analytics 4 properties. Refer to the Universal Analytics section if you're still using a Universal Analytics property, which will stop processing data on July 1, 2023 (July 1, 2024 for Analytics 360 properties).

[GA4] Common mistakes with tag setup

If you've installed the global site tag or Google Tag Manager and don't see data in your reports after 24 hours, you may have one or more of the following issues.

If you haven't installed a tag yet, read Set up Analytics for a website and/or app.

My web platform requires a "UA-" ID, but I only have a "G-" ID.

Read Set up Analytics for a CMS-hosted website.

Global Site Tag (gtag.js) issues

Did you paste your global site tag in the right place?

Paste the tag right after the opening <head> HTML tag. To find your tag:

  1. Click Admin.
  2. In the Property column, check that you have your new Google Analytics 4 property selected, then click Data Streams, then Web. Click the data stream.
  3. Under Tagging Instructions, click Add new on-page tag and look for "Global Site Tag (gtag.js)". A screenshot of the Install manually tab in the Installation instructions dialog.
    Your Analytics page tag is the entire section of code that appears, beginning with:
    <!-- Global site tag (gtag.js) - Google Analytics -->
    and ending with

Are you using the right tag?

Follow the above instructions to find your global site tag. Compare the tag that you find with the tag that's on your website pages. Specifically, compare the following line from the tag you find with the tag on your website:

gtag('config', 'G-ABCDABCD');

Make sure that the "G-" ID matches what is on your website.

Also, make sure you are looking at the reports in the property that belongs to the website. Use the property selector or the Admin to select the account and property you want to view.

Extra whitespace or characters

Be sure to copy the tag and paste it directly onto your website using either a text editor or an editor that preserves code formatting. Don't use a word processor to copy the tag from your account. Doing so can add an extra space or change the quotation marks in the tag. The tag requires precise formatting in order to work.

Customization Errors

If you make customizations to the tag, make note of the following:

  • function names are case sensitive and should have correct casing
  • boolean values (e.g., true or false) should not be enclosed in quotes

Google Analytics 4 and connected site tags

If you lose admin access to the source Google Analytics property that uses connected site tags, or if the source property is deleted, you will have to retag the page with the Google Analytics 4 property's tag to make any further changes.

Google Tag Manager related issues

If you tagged your site using Google Tag Manager, the following issues may prevent you from seeing data.

Unpublished container

Check that you published your container after adding the Analytics tag. Changes made to a container do not take effect on a site until you publish the container. So, once you've added or edited tags, you'll need to publish the container in order to make your additions and changes live on the site.

Tag not firing

Read "Troubleshoot issues" in the Google Tag Manager help center.

Verify that the tag is working

To verify that the tag is working, visit your website and check to see that your visit is being registered in the Real-Time reports.

You can also use Google Tag Assistant and the browser extension, Tag Assistant Companion, to determine whether your tag is implemented correctly. Tag Assistant is the main debugging tool and the optional, but recommended, extension provides additional debugging information when you are using Tag Assistant.

Open Tag Assistant | Install Tag Assistant Companion | Learn more about using Tag Assistant

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