---
title: GA 4 and DataLayer
slug: ga-4-and-datalayer
description: Learn how Serviceform integrates with Google Analytics, Google Tag Manager, and DataLayer. Discover the disparities between Google Analytics 4 and Universal Analytics, emphasizing its improved privacy features and user engagement focus. Find out how to ef
docTags: 
createdAt: 2023-01-11T10:55:36.000Z
---

In this post you can find documentation on how Serviceform works with Google Analytics, Google Tag Manager and Datalayer.

**What is Google Analytics 4**

Google Analytics has been the go-to website analytics tool for years, and the latest version **Universal Analytics **came out in 2012 - but in 2023 Google Analytics 4 is going to replace Universal Analytics globally. Universal analytics will be removed on **July 1, 2023.**
****
**What is the difference:**
****
\- More privacy focused
\- Hard to setup
\- Bounce rate is dead, user engagement is the new thing
\- Cookieless management
\- Event tracking changes

Our partners have a lot of work to replace the scripts.

****

**Google Tag Manager**

Googles product for managing scripts / tags and third party tools on your website.

**Tags**

**Triggers**

**DataLayer**

A way to store events. Can be foun



How to send default Serviceform events into GA4 from DataLayer. 
---------------------------------------------------------------------

By default serviceform chatbots and forms send the following events to datalayer.

- Interaction - 'chat start'

  Interaction with any chatbot.

- Lead - 'chat complete'

  Lead / submission. Practically chat is completed.

- Live chat - 'live chat'

  A live chat between agent and end-user.

- Redirect - 'redirect'

  Redirect from a chatbot or form to any outside or in page url.

Practically they are sent as DataLayer events.

For example:

```Text
window.dataLayer = window.dataLayer || [];
window.dataLayer.push({
  'event': 'serviceform',
  'chatProgress': 'live chat'
});
```

To use these in Google Tag Manager, all you need to do is add a **trigger** and **tag**. 


### 1. Add a trigger


This should have the event name from the datalayer push before: **serviceform**

You should set it to trigger on All Custom Events.

Now all default serviceform events are triggering this trigger.

![](https://api.archbee.com/api/optimize/SRR7Dw6jlnoj-xk5jLa7o/K9x8EeJy85_iDEtBG62vy_screenshot-2023-01-11-at-145205.png)

### 2. Add a tag

Tag type: Google Analytics: GA4 Event

Add your configuration tag, or your configuration measurement ID (You can find this in your GA 4 admin data streams website settings).

And event parameters. You can modify these to your needs.

In the example we use the event name \{\{DLV - chatProgress}} which will be any of the values mentioned before based on the users trigger. For example: live chat, chat started, chat complete, redirect.



![](https://api.archbee.com/api/optimize/SRR7Dw6jlnoj-xk5jLa7o/ow7QmbfT-pUDUnI6n_jIt_screenshot-2023-01-11-at-145712.png)

### 3. Check your data

Double check that your data comes through to Google Analytics as wanted.

![](https://api.archbee.com/api/optimize/SRR7Dw6jlnoj-xk5jLa7o/ObUxCEeL__ZDrkuHbJKQb_screenshot-2023-01-11-at-150316.png)

### Customise

Due to the power of Google Tag Manager you can also customise these much further by adding logic to the tag configuration. You could for example change

**Event name:** Serviceform \{\{DLV - chatProgress}}

To make separation from your other events.