Additional Resources

Google Analytics

Google Analytics is a free online tracking service that allows you to gather helpful information on how your website is performing.

Types of things that you can learn from this data include:

  • Which marketing initiatives are most effective
  • Website traffic patterns/trends
  • Where visitors come from and what they do on the site
  • Which online ad or creative is the most effective
  • Where people leave the site
  • Which pages retain visitors the longest

UCM and IT are unable to create an account for you as it typically needs to be tied to a Gmail address. You can create one by visiting .

How do I add a Google Analytics 4 (GA4) ID to my CMS site?

To find your Tag ID, please follow these instructions:

  • Sign in to your Google Analytics account.
  • Click 鈥淎dmin鈥�.
  • At the top of the 鈥淧roperty鈥� column, select your GA4 property.
  • In the 鈥淧roperty鈥� column, click 鈥淒ata streams鈥�.
  • Click the appropriate data stream.
  • Copy the 鈥淢easurement ID鈥� (it starts with G-) and submit to cmssupport@usf.edu.

If your account hasn鈥檛 already been converted to GA4, please ; then provide us with your measurement ID (You do not need to provide us any code, just the measurement ID. For example, G-1234ABCD.)

Note: Google may alert you that your data stream isn鈥檛 collecting any data. That is ok! That won鈥檛 happen until we add it to your site.

Google Tag Manager

When you initially send us your GA4 ID, UCM will create a Google Tag Manager (GTM) container and place that on your CMS site. Your GTM container is what will house your GA4 ID. GTM allows marketing and communications professionals the ability to add tracking tags (such as for Google Ads, Facebook pixels, etc.) without having to edit code and, therefore, removes the need to contact us to add these things for you.

GTM access requires a Gmail account or an email address that is associated with a Google account. That email address should be accessible by multiple people in your department to allow others to access it if someone should leave the university. Personal email addresses should not be used.

Your usage of GTM is completely optional. It does not affect how you and your department log into or work in your Google Analytics account.

Training/Support Resources

UCM and IT do not offer instructional or technical support for Google Analytics or Google Tag Manager. It is the responsibility of the department to obtain training on how to use these third-party products. Google provides in-depth training resources that you can access for free.