Sending data from a website using Google 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 Google Tag (previously named GA4 Configuration tag), check the following statements:

  • You have created a new Google Analytics 4 property (setup instructions) and you've sent all website events to Google Analytics 4 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. Open Google Analytics 4 and choose your Property. Then go to the Admin page and open the "Data streams" subpage.


1.2. Click the "Add stream" button and select "Web".


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 Google tag in Google Tag Manager

2.1. Open the Google Tag Manager and go to the Tags section. Create a new Google tag by clicking on the 'New' button.


2.2. Click on the 'Tag Configuration' section.


2.3. Choose the 'Google Analytics' tag type.


2.4. Choose the 'Google Tag'.


2.5. Name the tag OWOX GA4 Configuration.


2.6. Specify the same trigger that is specified for the existing Google tag. See the screenshot below just as an example (choose your firing triggers):


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


2.8. Open the “Configuration settings” line. And add a new parameter 'server_container_url':


2.9. 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.

2.10. Paste this link in the “Value” field:


NoteIn the Configuration settings, you can use 'Configuration Settings Variable' instead of adding manually new parameter. Learn more about this type of variable.

2.11. Click the 'Save' button.

IMPORTANTUse your new 'OWOX GA4 Configuration' tag only for OWOX BI Streaming.


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

The Google Tag (previously named 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:


NoteGoogle implements Event settings variables in Google Tag Manager, so you can easily manage all your custom events. Learn more about how to define event-level settings.


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 the “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.


Was this article helpful?
0 out of 0 found this helpful
Have more questions? Submit a request


Please sign in to leave a comment.