GA4 setup
Install tracking without GTM
If you don’t want Google Tag Manager, you can install the Google tag directly in your site code. The exact snippet varies depending on your platform, so the goal here is to keep it simple and verify it works.
What you need
- A GA4 web data stream already created.
- Your Measurement ID (starts with G-).
- Access to your site’s code or template (head tag).
Steps (platform-agnostic)
- In GA4, go to Admin.
- Under Data collection and modification, open Data streams.
- Select Web and click the data stream for your website.
- In the Google tag section, click View tag instructions, then choose Install manually.
- Copy the entire Google tag block shown on that screen.
- Paste that block into your site so it loads on every page. Google’s troubleshooting doc notes it should be placed immediately after the opening <head> tag.
- Publish/deploy your site and then verify tracking right away.
FAQ
When should I install GA4 without Google Tag Manager?
Install without GTM when you prefer making code/template changes directly (for example adding the Google tag in your site header) and you don’t need GTM for other marketing tags.
Where do I place the Google tag snippet?
Place the Google tag as high as possible in the head section so it loads on every page. The important part is consistency: it should be included site-wide.
Can I install both GTM and gtag.js?
Avoid double-installing. If you install GA4 through GTM, don’t also paste a separate gtag.js snippet, or you may create duplicate tracking.
How do I verify the manual install worked?
Open your site in a fresh tab and check GA4 Realtime for activity. If you see nothing, confirm the Measurement ID matches the stream and the snippet is published on every page.
Sources (official Google docs)
[GA4] Set up Analytics for a website and/or app[GA4] Find your Google tag ID[GA4] Troubleshoot tag setup on your websiteFluxion-specific note
Fluxion benefits most from consistency: one property, one stream per site, and one tag that fires on every page. If you later switch to GTM, Fluxion doesn’t change — only the data quality does.