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SOP: Validating GTM and GA4 With Google Tag Assistant & Search Console

Purpose​

Guide Symphony Core internal team members through validating Google Tag Manager (GTM) and Google Analytics 4 (GA4) setup using the Google Tag Assistant Chrome Extension and Google Search Console. All steps must be performed using the setup@symphonycore.com Google account and its assigned Chrome profile.

Metadata​

  • Category: SOP
  • Tags: GTM, GA4, Validation, Google, Analytics, Internal
  • Author: Symphony Core Systems
  • Reviewed By: Platform Integration Lead
  • Status: Final
  • Location: Internal Operations/SOPs

Scope​

This SOP applies to all internal Symphony Core team members responsible for validating Google Tag Manager and Google Analytics 4 implementations for client websites. The procedure ensures consistent validation methodology and proper account usage across all implementations.

Definitions​

GTM (Google Tag Manager)
: Google's tag management system that allows you to update measurement codes and related code fragments collectively known as tags

GA4 (Google Analytics 4)
: The latest version of Google Analytics that measures both website and app data to better understand the customer journey

Google Tag Assistant
: Chrome extension that helps troubleshoot installation of various Google tags including Google Analytics, Google Tag Manager, and more

Google Search Console
: Free service offered by Google that helps you monitor, maintain, and troubleshoot your site's presence in Google Search results

Prerequisites​

  • Access to the Symphony Core setup Google account (setup@symphonycore.com)
  • Chrome browser installed on your workstation
  • Google Tag Assistant Chrome extension added to the setup browser profile
  • Site access and permissions to view GTM, GA4, and Google Search Console for the property

Step-by-Step Procedure​

1. Switch to Required Google Account & Chrome Profile​

  • Open Chrome browser
  • Click your profile icon (top-right corner)
  • Select the profile linked to setup@symphonycore.com
  • Confirm you are signed into Chrome and Google with the correct account
  • Verify account authentication by checking the profile name in the top-right corner

2. Launch Google Tag Assistant Extension​

  • Locate the Google Tag Assistant (by Google) Chrome extension in your Chrome toolbar
  • If extension is not visible, click the puzzle piece icon to access all extensions
  • If not installed:
    • Navigate to Chrome Web Store
    • Search for "Google Tag Assistant Chrome extension"
    • Add the official Google extension to Chrome
    • Pin the extension to your toolbar for easy access

3. Validate Tag Manager (GTM) Installation​

  • Navigate to the target website you wish to validate
  • Click the Tag Assistant icon in Chrome toolbar
  • Click "Enable" when prompted for Tag Assistant to run on the current page
  • Refresh the website with Tag Assistant enabled
  • In the Tag Assistant panel, verify the following:
    • Google Tag Manager appears as a firing container
    • Status displays "No errors detected" or "Fired successfully"
    • Container ID matches the expected GTM container for the site
  • Click the GTM entry in Tag Assistant to view detailed information
  • Document the container ID for verification against client records

4. Validate Google Analytics 4 (GA4) Tags​

  • Within the same Tag Assistant session, locate entries labeled:
    • "Google Analytics: GA4 Configuration"
    • "GA4 Event"
  • Confirm the following requirements:
    • GA4 tags are firing without errors
    • Correct Measurement ID(s) are present and match client GA4 property
    • All expected events are triggering properly
  • Click each GA4 tag entry to review:
    • Event parameters and values
    • Any errors or warnings
    • Trigger conditions and timing

5. Validate Property in Google Search Console​

  • Open a new tab and navigate to Google Search Console
  • Ensure you remain logged in with setup@symphonycore.com
  • In the property dropdown, select the target domain
  • If domain is not listed:
    • Click "Add Property"
    • Enter the domain URL
    • Follow the verification process using the recommended method
  • Confirm the following:
    • Property shows "Ownership verified" status
    • Recent data is being received (check Overview section)
    • No critical errors are displayed in the dashboard

6. Troubleshooting Common Issues​

Tag Assistant Shows Errors or Missing Tags:

  • Verify correct container ID in GTM admin interface
  • Check tag triggers and firing conditions
  • Ensure GTM container is published (not in preview mode)
  • Validate script placement in website source code

Search Console Property Not Verified:

  • Use HTML file upload method if available
  • For GTM verification:
    • Select "Google Tag Manager" verification method
    • Add the provided meta tag to GTM
    • Publish the GTM container
    • Return to Search Console and click "Verify"

Multiple Containers or Properties Detected:

  • Cross-reference each container/property ID with client documentation
  • Verify only authorized tags are firing
  • Document any unexpected tags for client notification

Required Inputs​

InputDescriptionSource
Google Accountsetup@symphonycore.comSymphony Core standard account
Target Website URLClient domain for validationClient project documentation
GTM Container IDExpected container identifierGTM admin panel
GA4 Measurement IDExpected analytics property IDGA4 admin panel

Expected Outputs​

  • Google Tag Assistant confirms valid and error-free GTM and GA4 tag firing
  • All tags display "No errors detected" or equivalent success status
  • Google Search Console shows verified ownership and active data collection
  • Documentation of all validated container and measurement IDs

Exceptions and Variations​

Multi-Container Implementations:

  • Some client sites may have multiple GTM containers for different purposes
  • Validate each container against its intended function
  • Document the purpose and firing conditions for each container

Subdomain Properties:

  • Subdomains may require separate Search Console verification
  • Ensure tracking spans all relevant subdomains as specified in client requirements

Development vs. Production:

  • Always validate on production/live environments
  • If validation required on staging, document environment clearly

Quality Control Checklist​

Before marking validation complete, verify:

  • Correct Google account used throughout process
  • GTM container firing without errors
  • GA4 tags firing with correct measurement ID
  • Search Console ownership verified
  • All container and measurement IDs documented
  • Any issues or anomalies noted for client record
  • GTM Implementation SOP
  • GA4 Setup and Configuration Guide
  • Google Search Console Management Procedures
  • Client Analytics Requirements Template

Review and Revision​

  • Last Reviewed: 2025-07-25
  • Next Review Due: 2025-10-25
  • Review Frequency: Quarterly

Revision History​

DateChange DescriptionAuthor
2025-07-25Initial SOP creation with Symphony Core standards complianceSymphony Core Systems