How to integrate Google Analytics in Webflow through GTM

fani sanchez, elisa garrido

Data study is nowadays essential to any digital product strategy. The power of data allows us to formulate hypothesis and propose strategies for improving digital businesses.

There are different tools we can use to know everything about our website, one of the most popular data analytics tool is Google Analytics. Google Analytics let us follow up and easily read the interactions of users in our website.

To collect this data in a more precise way, we recommend to use Google Tag Manager. Google Tag Manager is a no code easy-to-use tool that makes easier to implement Google Analytics code in your website. Its effortless design lets the tool be managed by all different roles in your company.  

Thorough this guide, you will learn step by step how to easily integrate Google Analytics with Google Tag Manager in your Webflow site.


Before we begin, it is necessary to have an account in the following services. They all have a free tier which we can work with.

  • Google Analytics
  • Google Tag Manager
  • Webflow

Step 01 - Copy Google Analytics' ID

When inside Google Analytics, if your account and container has been created, you would need to look for your Analytics ID.

Follow these steps to find your Analytics ID

  • Once in Google Analytics dashboard, click in the admin button to enter to your admin section.
  • When inside your admin section, select your account and property.
  • Under Property column, click on Tracking info and then on Tracking Code.
  • Under the name of Tracking ID, you will be able to see your ID. This ID consists on numbers and letters.

Step 02 - In Google Tag Manager, create a Google Analytics Settings variable

When you enter in Google Tag Manager, in the left menu you will find different options for creating and manage tags, triggers and variables.

Follow these steps to create your Google Analytics variable

  • When in your Google Tag Manager dashboard, click on variables. You will find this option in the left menu.
  • Once in variables, click on the New button. You will find the New button on the right corner in the User-Defined Variables box.
  • Now click on Variable Configuration.
  • In the displayed menu, choose the "Google Analytics Settings" option. You will find the "Google Analytics Settings" option under "Utilities" section.
  • Now you will be able to paste your Google Analytics ID in the Tracking ID box.
  • Click on Save to store your Google Analytics variable

Step 03 - Create a tag called Google Universal Analytics

Back in Google Tag Manager dashboard, you will need to create a tag for the variable you just created.

Follow these steps to create your Google Analytics Tag

  • Click on Tags option in the Google Tag Manager menu.
  • Click on New button you will find on the right.
  • Once inside, you want to click in Tag Configuration and select the Google Analytics: Universal Analytics option.
  • Under Track Type select Page View option.
  • Under Google Analytics Settings, select the variable you created in the previous step.
  • Now you want to click on Advanced Settings. Under Tag Firing Options select "Once per page".
  • If you already created your Google Optimize tag for your experiments: check the "Fire a tag before Google Universal Analytics fires" box. From the options below, select your Google Optimize tag. If you haven't set up your Google Optimize tag you will find how to do it in the following article.
  • Under Tag Configuration box you will see the Triggering box. Click on it and select as Firing Triggers the option "All Pages".

Thank you!

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