GA4 and Google Tag Manager Naming Conventions

How do GA4 and Google Tag Manager naming conventions help maintain an organized setup? Proper Google Analytics naming conventions ensure clarity, reduce errors, and make your tracking setup scalable.

This guide explores why Google Analytics and Google Tag Manager Naming Conventions are essential for efficient analytics management. It teaches best practices for naming tags, triggers, variables, and events in GTM and GA4 and provides clear, consistent reporting strategies.

Let’s get started!

What is Naming Convention in GA4 and GTM?

A naming convention in Google Tag Manager (GTM)  and Google Analytics 4 (GA4) refers to a consistent and standardized method for naming events, variables, triggers, tags, and other components. This practice ensures that all elements are easily identifiable, organized, and understandable across teams, which is especially important in environments with complex configurations.

For example, in GA4 for Event Names: Use lowercase, underscores, and descriptive names (e.g., form_submit, add_to_cart).

Key Principles:

There are the following principles of Google Analytics Naming Conventions:

• Consistency: Adhere to a consistent naming structure across all tags, triggers, variables, and workspaces.
• Clarity: Use descriptive and meaningful names that accurately reflect the purpose of each element.
• Maintainability: Choose a naming convention that is easy to understand and update over time.

Why Naming Conventions Matter?

Using clear and structured GA4 and GTM naming conventions is key to keeping your setup organized and effective. Following a consistent naming system makes it much easier to manage your analytics, avoid mistakes, and ensure your setup can grow with your business needs. Here’s why naming conventions are important:

1. Efficient Management
   Structured GTM naming conventions make tags, triggers, and variables easy to locate and manage, preventing messy setups. Clear names, such as GA4—Purchase Event or GA4—Form Submit, save time and minimize confusion.
2. Better Collaboration
   Consistent naming ensures team members understand the purpose of elements at a glance. Names like Click-Download PDF promote smooth collaboration between developers, analysts, and marketers.
3. Consistent Reporting
   Uniform naming systems clarify GA4 reports. Events like add_to_cart and purchase_complete ensure consistent and actionable data, avoiding duplicates or misaligned insights.
4. Scalability
   As your business grows, so does the complexity of your analytics needs. A standardized Google Analytics naming convention prepares your setup for future expansion. For example, adding new events for different regions or platforms becomes seamless when existing conventions exist. A tag like GA4 – Purchase Event [Mobile] can be easily replicated for other channels (GA4 – Purchase Event [Desktop]).

Good tagging names in GTM save time and reduce errors. Clear, descriptive names like GA4 – Video Play or Click – Contact Form Submit quickly communicate their purpose, avoiding confusion caused by vague labels like “Tag 1.”

Structured naming speeds up troubleshooting, simplifies implementation, and prevents errors from misconfigurations or duplicate elements. Thus, your analytics setup will be reliable and easy to manage.

Google Tag Manager Naming Conventions

Consistent naming conventions in Google Tag Manager (GTM) help organize your setup. A clear structure for naming accounts, containers, tags, triggers, and variables ensures quick identification, minimizes errors and improves team collaboration. Below are key areas where naming conventions matter.

Accounts and Containers

Guidelines for GTM Accounts:

Use a clear naming format, such as “Brand Name—Container Purpose,” to identify the account’s purpose quickly.

• Example: “Acme Corporation – Main Website,” “Acme Corporation – Mobile App,” “Acme Corporation – Partner Sites”

This provides a clear and concise overview of the account’s scope and purpose.

GTM Container Best Practices:

Setting up your Google Tag Manager containers correctly ensures efficient tracking and easy management. The right approach depends on how similar or different your websites are regarding tracking needs.

• Single Container for Similar Sites: This is ideal for websites with consistent tracking needs across multiple subdomains or domains within the same brand (e.g., www.example.com, [invalid URL removed], [invalid URL removed]).
• Separate Containers for Unique Sites: Recommended for websites with significantly different tracking requirements (e.g., separate e-commerce platforms, distinct mobile apps, partner websites with unique tracking needs).
• Example:
  • “MyBrand – Main Site”
  • “MyBrand – Blog – Staging”
  • “MyBrand – Mobile App – Production”

Ensure your GTM setup is configured correctly from the start. For more guidance, check our detailed article on Setting up Google Tag Manager.

Tags

Clear, tag-specific naming helps with quick identification and allows users to easily locate and understand the purpose of each tag. Inconsistent or vague names (e.g., “Tag 1,” “Google Tag”) can lead to confusion, errors, and wasted time.

• Suggested Format: [Vendor Abbreviation] – [Event Name/Action].
• Examples:
  • “GA4 – Pageview”
  • “Meta Pixel – Purchase”
  • “TikTok Pixel – Video Viewed”
  • “Segment – Track – Product Viewed”

Triggers

Triggers are the rules that determine when a tag should fire. Clear and concise trigger names are crucial for understanding when and why a specific tag is being executed.

• Suggested Format: [Trigger Type] – [Event Name/Condition]

Specifies the trigger type (e.g., Page View, Link Click, Custom Event, Time Event, etc.) and describes the specific event or condition that triggers the tag.

Examples:

• Page View – Homepage: This trigger fires when the user views the website homepage.
• Link Click – Navigation Menu: This trigger fires when the user clicks on a link within the main navigation menu.
• Custom Event – Form Submitted – Contact Form: This trigger fires when the user successfully submits the contact form on the website.

Variables

Use descriptive names that accurately reflect the variable’s type and purpose. Adhere to a consistent GTM naming conventions across all variables:

• Type-Based Naming: Include the variable type in the name (e.g., “Data Layer Variable,” “URL Variable,” “Cookie Variable”).
• Purpose-Based Naming: Include a description of the data captured (e.g., “Data Layer Variable – Product ID,” “URL Variable – Page Path,” “Cookie Variable – User ID”).
• Examples:
  
  • “Data Layer Variable – Product ID”
  • “URL Variable – Page Path”
  • “Cookie Variable – User ID”
  • “Custom JavaScript Variable – Page Title”

These elements are crucial for effectively managing your GTM container, ensuring collaboration, and maintaining a clean and organized environment.

Workspaces, Versions, and Folders

Organizing your Google Tag Manager setup with workspaces, versions, and folders helps maintain an efficient workflow. Name these elements correctly.

Workspaces:

Workspaces allow you to change your GTM container without directly affecting the live version. This provides a safe environment for development, testing, and collaboration. 

• Format: “Project Name – Team Name/Environment”
• Example: “GA4 Ecommerce – Development Team”, “Mobile App Tracking – Staging”

This format distinguishes workspaces based on the Project, Team, and Environment.

Versions:

Versions represent snapshots of your GTM container at specific points in time. They allow you to Track changes made to your container, Roll back to previous versions if necessary (e.g., to revert unintended changes or fix issues), and Compare different versions to identify changes.

• Format: “Descriptive Version Name”
• Example: “Adds Consent Tracking,” “Fixes GA4 Event Parameter”, “Implements Enhanced Ecommerce.”

Descriptive version names provide a clear and concise record of the changes implemented in each version.

Folders:

Folders help you organize your tags, triggers, and variables within your GTM container. A well-defined folder structure improves organization and maintainability. It also allows you to group related elements, making navigating and managing your GTM container easier.

• Example: Organize with clear categories like “Analytics,” “Marketing,” and “Utilities” for scalability and efficiency.

By effectively utilizing workspaces, versions, and folders, you can create a well-structured and maintainable GTM environment that supports efficient collaboration, reduces errors, and improves the overall quality of your data collection.

Google Analytics 4 Naming Conventions

Well-structured GA4 naming conventions help to keep your data organized, making it easier to analyze and interpret. Using clear and consistent names for events, parameters, custom dimensions, and metrics ensures accuracy in reporting and prevents confusion.

Events and Parameters

GA4 emphasizes the importance of clear, concise, and consistent Google Analytics naming conventions for events and parameters. Consistency across all tracked elements ensures data accuracy, simplifies analysis and enhances reporting. Using descriptive names clearly defining the actions or data being tracked allows for more straightforward interpretation and trend identification.

• Snake_case: Use underscores to separate words in event and parameter names (e.g., button_click, product_viewed). This improves readability and consistency.
• Avoid Reserved Names/Prefixes: Do not use names or prefixes reserved by GA4, such as those starting with ga_, firebase_, or google_. This prevents conflicts and ensures accurate data collection.
• Examples of Event Names:
  • scroll_25 (Event triggered when a user scrolls 25% down the page)
  • generate_lead_finance (Event triggered when a user submits a lead form on a finance page). 
• Reusability of Parameters for Scalability: Use the same parameter names across multiple events whenever possible. For example, use the link_url parameter for any event triggered by a link click, regardless of the specific link’s location or purpose.

Custom Dimensions and Metrics

Aligning custom dimensions and metrics with your established GA4 naming conventions ensures consistency and clarity in your analytics setup. Use descriptive, easy-to-understand names that reflect the purpose of the data being tracked.

• Examples:
  • “CTA_Text” is used to track call-to-action button text.
  • “Product_Category” is used to categorize product types in reports.

Clear naming of custom definitions makes managing and analyzing your data easier while maintaining alignment with the rest of your GTM and GA4 setup.

Explorations

When creating exploration names in GA4, it’s important to use clear, descriptive titles that reflect the data you’re analyzing. A good GA4 naming conventions strategy makes it easy for users to identify the purpose of the exploration quickly.

• Contextual Prefix: Begin the exploration name with a prefix that clearly indicates its purpose or focus. This provides immediate context and helps with the organization. For Example:
  • “Funnel – Add to Cart”
  • “Path – Mobile Checkout”
  • “Cohort – Returning Users”

• Descriptive Core: Follow the prefix with a concise, descriptive core that summarizes the exploration’s main objective. For example:
  • “Funnel – Add to Cart to Purchase”
  • “Path – Product Page to Blog”
  • “Cohort – 30-Day Active Users”
• Date/Version (Optional): If necessary for version control or tracking, include a date or version number at the end. For Example:
  •  “Funnel – Add to Cart to Purchase – V1”

For a complete step-by-step guide on setting up Google Analytics 4, check out this guide.

Best Practices for GTM and GA4 Naming Conventions

Using consistent and clear naming conventions in Google Tag Manager (GTM) and Google Analytics 4 (GA4) ensures better organization and easier collaboration. Below are some best practices and sample conventions for naming variables, tags, triggers, and data streams.

1. Use Descriptive and Consistent Prefixes

Always use prefixes that describe the purpose of the item (e.g., tags, triggers, variables) and its associated tool or platform. This makes it easy to organize and quickly identify components.

• Example for GTM Tags: Use GA4- for Google Analytics tags (e.g., GA4-Pageview) and FB- for Facebook Pixel tags (e.g., FB-Add To Cart).
• Example for Triggers: Prefix by action type, such as Click-CTA-Button or Form-Contact Submission.

2. Use Lowercase for Consistency

Stick to lowercase for all Google Analytics naming conventions. It creates uniformity, avoids confusion, and makes searching more efficient.

• Example: Instead of GA4-PageView, use ga4-pageview.

Lowercase names are easier to handle across systems that may be case-sensitive.

3. Include Action and Context

Provide enough detail about the item’s purpose and where or when it is used. This ensures that even someone unfamiliar with the project can understand the purpose.

• Example for Tags: GA4-Event-ButtonClick clearly states it tracks a button click event.
• Example for Variables: Form-URL specifies it holds the form’s URL data.

4. Incorporate Date/Versioning (Optional)

For significant updates, append a date or version number to differentiate older configurations from new ones. This is helpful for large projects with ongoing changes. It ensures previous setups remain traceable.

• For example, GA4-Event-Purchase-v2 is used for the updated purchase tracking event, and GA4-TagUpdate-2024 is used for a new implementation.

5. Avoid Special Characters

Use hyphens (-) or underscores (_) instead of special characters or spaces to avoid conflicts in systems that might not support them. This also improves readability.

• Good Example: ga4_event_form_submit or click-cta-button.
• Bad Example: GA4 Event Form Submit or click@cta#button.

6. Use Abbreviations Wisely

Abbreviations help shorten names but must be easy to understand. Use standard terms such as CTA for call-to-action or PV for pageview. Avoid overly cryptic abbreviations and obscure labels like Tag1 or Ev-123.

• Example for Tags: GA4-CTA-Click for tracking a CTA click or FB-PV-Event for a Facebook pageview tag.

7. Maintain a Naming Framework

Use a consistent structure for all items in GTM and GA4. This framework ensures clarity and scalability.

• For Tags: [Platform]-[Type]-[Action]-[Context]
  • Example: GA4-Event-Click-SubmitButton for tracking button clicks.
• For Triggers: [Type]-[Context/Action]
  • Example: Click-AddToCart for tracking “add to cart” clicks.
• For Variables: [Type]-[Detail]
  • Example: URL-Path for a variable holding the page path.

8. Document Your Conventions

Maintain a clear document that outlines your naming conventions and share it with your team. This ensures consistency, reduces errors, and makes onboarding easier. Regularly review and update the document as needed.

9. Test and Refine Naming Regularly

Regularly review Google Analytics naming conventions to ensure they remain logical as your setup evolves. Address any inconsistencies in older setups to maintain uniformity. This is especially useful for large teams or complex implementations.

How Analytify Can Streamline Google Analytics Reporting

Analytify is the best WordPress plugin for simplifying Google Analytics tracking and reporting. It provides real-time insights directly within your WordPress dashboard, eliminating the need to navigate GA4 manually and ensuring your analytics setup remains easy to manage.

• Google Analytics Integration: Analytify seamlessly integrates with Google Analytics, making it easy to access and understand your website data directly from your WordPress dashboard.

• Real-Time Statistics: With Analytify’s Real-Time Dashboard, you can quickly assess website engagement, detect sudden traffic spikes, and View real-time data on your website traffic, including the number of visitors, and active users. —all from within your WordPress dashboard.

• Key Metrics displayed directly on the dashboard: Analytify’s intuitive dashboard consolidates essential metrics like sessions, page views, and bounce rates, making reviewing your site’s overall performance easier. 

• Campaign Tracking Addon: Ensures consistent UTM naming structures for tracking marketing campaigns accurately.

• E-Commerce Tracking Addon: Automatically labels product views, add-to-cart actions, and transactions with clear, predefined event names.

• Forms Tracking Addon: Assigns structured event names to form submissions, making lead tracking effortless.

GA4 Naming Conventions FAQs

Final Thoughts

In conclusion, consistent naming conventions in Google Tag Manager and GA4 ensure an organized, scalable, and error-free analytics setup. Clear, standardized names for tags, triggers, variables, and events improve collaboration and long-term maintenance. Regularly documenting and refining your Google Analytics naming conventions helps keep your tracking efficient as your setup evolves.

Analytify simplifies this process by removing the complexity of managing GTM and GA4 setups. With the Analytify add-ons, you can easily track all your analytics data without complicated configurations in GTM or GA4.

Check out this guide to explore Google Tag Manager Event Tracking.

How do you organize your GTM and GA4? Feel free to share your thoughts in the comments below!