Connect Google Analytics 4 and Tag Manager

With a connection to Google Analytics 4 (GA4), sessions, key events, revenue and events arrive for every link. Google Tag Manager supplies the tags of your website for the tracking inventory. The platform only reads: nothing changes in GA4 or Tag Manager, and it fetches no data about individual visitors.

Company admins can connect. Agencies see the numbers of their own campaigns but do not connect themselves.

Step by step

1. Open Settings › Connections. Below the Matomo section you find the section Google.
2. Click Connect with Google. The platform creates an access of its own at Google for your workspace and shows its address under Address of the Google access. Use Copy to take it over.
3. Add the address in Google Analytics: Admin, Property access management, add user, Google role Viewer.
4. Add it in Tag Manager: Admin, User management, add user, permission Read.
5. Then click Check access. If everything is right, it says Connected, and the platform shows the visible GA4 properties and the visible Tag Manager containers.
6. Under Websites, in the Google column, map each website to a GA4 property and a Tag Manager web container. The platform suggests a property whose web stream matches the website's domain.

The state of the connection is Connected, Pending (the access exists, but Google shows nothing yet), No access (Google shows nothing for the address) or Error (a temporary error at Google; the lists read last stay usable). Check again to ask Google once more.

Matomo or GA4 per website

Each website gets its numbers from exactly one source. If a website is mapped to both a Matomo site and a GA4 property, choose under Results from whether the numbers come from Matomo or from Google Analytics 4.

GA4 reads only utm_ parameters. If your naming convention uses Matomo's mtm_ parameters, the platform points this out for a GA4 website: switch the parameters to utm_ in the naming convention so that GA4 assigns the links.

What comes from GA4

• Results: visits (sessions in GA4), key events, revenue and events per link, campaign and for the whole workspace, in the weekly e-mail, in reports and in the export. Refresh to fetch the numbers at once.
• KPIs: visits, a key event as the goal, or the count of an event per campaign.
• Tracking inventory: under Tracking, take over key events from GA4 or choose events from GA4 for the inventory, each with an arrival check.
• Tag Manager: Take over from Google Tag Manager brings the published version of the container into the inventory. GA4 tags, the Google tag, Google Ads, Meta and other pixels are recognised.

Google may still add to the numbers of the last two days. The explanation on every results page names the source.

Not yet with GA4: the convention score, which reads Matomo's campaign report, and separate columns per goal in the results; key events show there as KPI lines.

End the access

Removing the connection deletes the platform's access at Google. You can also end the access in Google at any time by removing the address from GA4 and Tag Manager.