Thankfully, Google Tag Manager (GTM) can ease the process of setting up GA4 on your site and reduce the dependency on needing to customize code. Note: If you already have a Universal Analytics tag (analytics.js) firing on your site, you can keep it active alongside GA4. Select Google Analytics: GA4 Configuration. Step 1To start, create a new tag with a Tag Type of "Google Analytics: GA4 Event." You can use the same basic model presented above to fire additional events into Google Analytics.