Gathering Digital Marketing Data Using Google Analytics 4 & Tag Manager | CCIDM at Cal Poly Pomona

The first session in CCIDM’s Spring 2026 workshop series, led by Jarrod Griffin, shows you how to measure digital marketing performance with the Google measurement stack: Google Tag Manager, Google Analytics 4, and Google Search Console. You will see how the tools work together, then follow a live setup on a real client website: creating a Tag Manager container, installing it on a site, creating a GA4 property and data stream, and connecting the two with a Google tag. The workshop also covers validating your setup with Preview mode and DebugView, verifying a site in Search Console and linking it to GA4, building consistent UTM parameters for campaign tracking, and defining key events that capture the outcomes that matter to your business. By the end, you will be able to move from planning campaigns to measuring and optimizing them. #GoogleAnalytics4 #GA4 #GoogleTagManager #GTM #GoogleSearchConsole #UTMParameters #CampaignURLBuilder #KeyEvents #GA4Tutorial #GA4Setup #TagManagerTutorial #DebugView #TagAssistant #MeasurementID #DigitalMarketingAnalytics #MarketingMeasurement #WebAnalytics #SEO #CampaignTracking #QuartoWebsite #CalPolyPomona #CCIDM #MSDM #Spring2026 #VirtualWorkshop #MarketingAnalytics Learning Outcomes: 1. Explain how Google Tag Manager, Google Analytics 4, and Google Search Console work together to collect and report digital marketing data 2. Configure a Google Tag Manager container and a Google Analytics 4 property and connect them on a website 3. Validate and debug data collection using Google Tag Manager Preview mode and GA4 DebugView 4. Verify a website in Google Search Console and link it to Google Analytics 4 for organic search insights. 5. Build standardized UTM parameters to track campaign traffic accurately 6. Set up key events in Google Tag Manager and Google Analytics 4 to measure business outcomes Timestamps: 00:00:00 Intro 00:01:58 Workshop Roadmap & Learning Outcomes 00:03:29 Who Needs This Workshop 00:05:25 The Google Data Trinity: Tag Manager, GA4 & Search Console 00:09:37 Website Types (CMS vs. Code-Based) 00:13:04 Tag Manager & GA4 Setup Flow 00:15:18 Creating a Tag Manager Account & Container 00:17:08 Installing Tag Manager on Your Website 00:22:01 Creating a GA4 Property & Data Stream 00:27:09 Tour of GA4 Reports 00:31:21 Connecting GA4 to Tag Manager 00:34:31 Validating with Preview Mode & DebugView 00:38:34 Introduction to Google Search Console 00:41:48 Verifying Site Ownership 00:43:59 Linking Google Search Console to GA4 00:46:05 Campaign Tracking with UTM Parameters 00:49:47 Demo: Google Campaign URL Builder 00:51:29 Measuring Performance with Key Events 00:52:45 Setting Up & Testing a Key Event 01:00:44 Recap & Upcoming Workshops Resources: Workshop slides: https://ccidm.github.io/measurement-s... Workshop GitHub Repo: https://github.com/CCIDM/measurement-... Google Analytics 4: https://analytics.google.com Google Tag Manager: https://tagmanager.google.com Google Search Console: https://search.google.com/search-console Google Campaign URL Builder: https://ga-dev-tools.google/ga4/campa... GA4 demo account: https://support.google.com/analytics/... About the Center for Customer Insights and Digital Marketing (CCIDM): The Center for Customer Insights and Digital Marketing (CCIDM) operates within the College of Business Administration at California State Polytechnic University, Pomona. We offer workshops, research, and student programs focused on data-driven marketing and analytics. Connect with us: • LinkedIn –   / cpp-ccidm   • Twitter –   / cpp_ccidm   • Website – https://www.cpp.edu/cba/customer-insi... This video was prepared by the Center for Customer Insights and Digital Marketing at the College of Business Administration at California State Polytechnic University, Pomona. Intro and outro animation by Patrick Ogaz. Music courtesy of Bensound.com.