Google Tag Manager lets you configure and deploy tags from Google products and third parties.
A Tag Manager account represents the topmost level of organization. Typically, only one account is needed per company. A Tag Manager account contains one or more containers.
configure GA4 (and minorly other google products) in the Tag Manager (GTM)
Configure Google Analytics 4 in Google Tag Manager
Set up
Set up and install Tag Manager
add new container
Guide
Tag Manager allows you to manage a variety of tags for Google services and third parties. The template gallery features tags from other users. If no existing tag fits your needs, you can always create a custom tag. How to add more tags
Compare with Google Tag (gtag.js)
migrate to GTM
Customize GTM installation
Tags are designed to give you the ability to instrument your web pages and mobile applications to send data when some kind of event occurs. This data can include information about the type of event and parameters that describe information about the event. add events and variables
Triggers
In Google Tag Manager, tags fire based on events, such as when a form is submitted or when a video is played. Triggers are used to listen for these events, and they govern when a tag is fired or blocked. Triggers
Add data layer
A data layer allows you to store and access data that your tags can use. Use a data layer in elaborate tagging scenarios. Data Layer
Server-side Tagging
Server-side tagging is the key to migrate away from third-party cookies. A tagging server lets you create, write, and store cookies on your own server. Bonus: You'll improve your website performance! Server-Side Tagging