Sending data from a website using GA4 configuration tag in Google Tag Manager


Use this instruction if you need to simultaneously collect event-based user behavior data from a website in both Google Analytics 4 and Google BigQuery.

These settings will not be displayed in the OWOX BI interface. For any questions about data collection in the GA4 event format, you can contact the OWOX manager (



Before configuring data collection through the GA4 Configuration Tag, check the following statements:

  • Google Analytics 4 should be already implemented on your website via Google Tag Manager (setup instructions).
  • In the OWOX BI interface, you've created a new GA4 event-based web streaming (step-by-step guide).


Step-by-step setup

Step 1. Creating a new web stream in Google Analytics 4 settings

1.1. Go to Google Analytics 4 Property Settings.


1.2. Open the 'Data Streams' section. Click the "Add stream" button and select "Web".


If you have already created a web stream earlier, you will see a message:


Click “Yes”.

1.3. Specify the name of the web stream OWOX GA4


Fill in other settings and hit the button "Create stream".

After that, you will be redirected to the new stream page, where you will see the following message. This message is expected, just ignore it.


1.4. (Optional) If Custom events are specified in the settings of the current web stream, then they must be duplicated in the newly created OWOX GA4 web stream.



Step 2. Creating a new Configuration tag in Google Tag Manager

2.1. Open the Google Tag Manager and go to the Tags section. Create a new Google Analytics 4 configuration tag.

2.2. Name the tag OWOX GA4 Configuration.

2.3. Specify the same trigger that is specified for the existing Google Analytics 4 configuration tag.

2.4. Specify the MEASUREMENT ID from the previously created OWOX GA4 web stream.

2.5. Check the box “Send to server container”.

2.6. Go to your Steaming page, open the Settings tab, and copy the URL (''') from the 'Website data stream' section:


NoteTo create a new GA4 event-based web streaming, follow this step-by-step guide.

2.7. Paste this link in the “Server Container URL” field:


2.8. Click the 'Save' button.


Step 3 (optional). Setting up custom events for OWOX BI Streaming

The GA4 Configuration tag only includes automatically collected events and GA4 Enhanced Measurement events that are active in your Web stream in GA4. For any additional custom events, such as e-commerce events, you'll need to create separate duplicate tags with the same triggers and specify the OWOX GA4 Configuration tag. Here's an example of a list of tags:



Step 4. Publish a Google Tag Manager container

To start sending data to the OWOX BI access point, publish a container with a new tag.

Website user behavior data will appear in Google BigQuery in the “events_intraday_” tables. The data schema of “events_intraday_” table is fully compatible with native export from Google Analytics 4 to Google BigQuery.

Note:1. The session_id values may differ for events that are sent in different streams.
2. If a configuration tag created to send events to an OWOX BI access point is deleted, then the entire set of tags for custom events that contain this configuration tag must also be deleted. Otherwise, in Google Analytics 4 the event data will be duplicated.


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