Tags and Custom Events in Google Tag Manager & Google Analytics 4

Third-Party Provider

Please note that the instructions in this article pertain to a third-party provider and as such may not reflect all current settings. Should you have any questions or issues, please contact the third-party provider directly.

While using Fountain, you may want to track the applicants that come in through your paid sources and see them flow through your workflow stages from the start of the application to approved or rejected.  Fountain’s Google Tag Manager integration gives you a full picture of the end-to-end applicant experience, while also helping you optimize your channel spending for sourcing, improving adwords efficiency, etc. 

To learn more about Google Tag Manager, review the video below:

 What’s covered:

In order to set up Tags and Custom events in Google Tag Manager you must set up the following:

  1. Create a Google Analytics 4 account
  2. Create a Google Tag Manager account
  3. Set up Conversion Tracking in Fountain
  4. Create Variables, the Trigger, and Tags in Google Tag Manager
  5. Set Up Events in Google Analytics 4

Creating a Google Analytics 4 Account

Follow the steps below to create a Google Analytics 4 (GA4) account:

  1. Create a free Google Analytics 4 account.
  2. Enter an account name (company name) and check boxes for desired Account Data Sharing Settings. Click Next.

  1. Type a property name. Change the time zone and currency if applicable. Click Next

  1. Select industry category and business size. Click Next.

  1. Choose business objectives. Click Next

  1. Accept the Google Analytics Terms of Service Agreement.
  2. On the Start collecting data screen, choose the Web option

  1. Enter the Website URL and Stream name. Click Create stream.

Creating a Google Tag Manager Account

Follow the steps below to create a Google Tag Manager account:

  1. Create a free Google Tag Manager account.
  2. Once logged in, click Create Account in the top right corner.
  3. Enter an Account Name (company name) and change the country if applicable.
  4. Enter the company web address you want to connect to Google Tag Manager.
  5. Choose Web in the Target Platform options. 
  6. Click Create

  1. In the Google Tag Manager Terms of Service Agreement pop-out, click Yes in the top right corner. 
  2. In the Install Google Tag Manager pop-up click Ok in the bottom right corner. We will be using Fountain to integrate so you do not need to use the install instructions.

Creating Custom Parameters in Fountain

  1. Once logged into Fountain, click your initials icon in the top right corner.
  2. Click Company Settings in the dropdown.
  3. Under App Settings, click Conversion Tracking.
  4. Click +Add Conversion Tracker.
  5. In the Network dropdown, select Google Tag Manager
  6. Type a description in the Description box. Fountain recommends that you provide a specific description for your conversion tracker for future reference.
  7. Enter the Tracker ID or API Key. The tracker ID (Google Tag Manager Container ID) is found in the top right corner of your Google Tag Manager workspace and starts with GTM - .
  8.  

    Click +Add New.
  9. Click +Add New.
  10. Enter a name in the Key Name field. Enter the exact Data Key in the Optional box. Click Next Step.
  11. Select which Openings, Stages, forms, or pages you want the tracker to trigger on. Click Next Step.
  12. Specify when to trigger the tracker. You can choose if you want the tracker to trigger the first time the applicant lands on the specified page or if you want the tracker to trigger every time the applicant lands on the specified page. 
  13. Click Complete.

Setting Up Variables in Google Tag Manager 

  1. Once logged in to Google Tag Manager, click Variables on the left.
  2. Scroll down to the User-Defined Variables section. Click New in the top corner of this section.
  3. Name the Untitled Variable the same as the Parameter you want to track in Fountain. Example: STAGE_TITLE.
  4. Click the block icon in the middle of the screen. Then click Data Layer Variable.
  5. In the Data Layer Variable Name field, copy and paste the data key without the brackets from Fountain into this field. Example: STAGE_TITLE.
  6. Click Save.
  7. Repeat for all created Parameters in Fountain. Each Parameter must have a corresponding variable in Google Tag Manager. 

Setting Up the Trigger in Google Tag Manager

  1. Once logged in to Google Tag Manager, click Triggers on the left. 
  2. Click New in the top right corner. 
  3. Name the Untitled Trigger clearly. Example: Window Loaded Trigger.
  4. Click the circles icon in the middle of the screen.
  5. Click Window Loaded or DOM Ready in the menu on the right. 
  6. Click Save. This trigger will apply to all the Parameters/variables. 

Creating the GA4 Configuration Tag

  1. Once logged in to Google Tag Manager, click Tags on the left. 
  2. Click New in the top right corner. 
  3. Name the Untitled Tag Google Analytics GA4 Configuration
  4. Click the tag icon in the middle of the screen. 
  5. Select the Google Analytics: GA 4 Configuration under the Featured options. 
  6. Enter your account’s Measurement ID from GA4. Hint: if you need to locate this, simply search in the top search bar of GAa4 “measurement ID”.
  7. Under the Triggering section, click the circles icon.  
  8. Choose Initialization - All Pages
  9. Click Save

Creating Custom Tags in Google Tag Manager

  1. Once logged in to Google Tag Manager, click Tags on the left. 
  2. Click New in the top right corner. 
  3. Name the Untitled Tag. We recommend being as specific as possible. Example: GA4 Event - Stage Title. 
  4. Click the tag icon in the middle of the screen. 
  5. Click Google Analytics: GA4 Event.
  6. Under Configuration Tag, select the Google Analytics GA4: Configuration option
  7. To the right of the Event Name field, click the block icon. Then select the variable. Note: you will need to create a Tag for each Parameter/variable you have set up in Google Tag Manager. 
  8. Click Event Parameters to expand the section.
  9. Click Add Row
  10. To the right of the Parameter Name field, click the block icon. Then select the same variable you selected in step 7. 
  11. To the right of the Value field, click the block icon. Then click the same variable you selected in steps 7 and 9. 
  12. Under the Triggering section, click the circles icon.  
  13. Choose the trigger you just created in the previous step.
  14. Click Save

Publishing Changes to Google Tag Manager

  1. Once all variables, the trigger, and tags are created, click Preview in the top right corner of the Google Tag Manager screen.
  2. Enter your Foutain applicant URL, then click Connect. This will show you which tags are or are not firing. Ensure things are working the way you want them to. If the tag is not firing it may be because that action is not currently happening in that Fountain Opening. It could also not fire because of the chosen URL. Try to test another URL if this is the case. 
  3. Click Submit in the top right corner of the Google Tag Manager screen. 
  4. Type a version name. Add a description of the version if desired. Note: the history of all changes will be listed below. 
  5. Click Publish in the top right corner. 

Setting up Events and Conversion Events in GA4

  1. Once logged in to GA4, click the settings icon in the bottom left corner to access the Admin settings. 
  2. Under property, click Events
  3. Click the toggle on for any tags created in Google Tag Manager you want to see in GA4. Note: any custom events created in Google Tag Manager will automatically show up in GA4 within a few minutes. They will appear on the regular dashboard within a few hours or up to 24 hours.
  4. Click Conversions on the left under Property. 
  5. Find the tag and click the three dots button to the right of the tag name. 
  6. Change the Counting Method from Once per event to Once per session
  7. Click Save
  8. Events and Conversions Events can be viewed in the Reports section of GA4 under Realtime.  Conversion Events can be used for more insights in Google Ads. 

Additional Support

For additional support, visit the Google Tag Manager Help Community or the Google Analytics Help websites. 

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