Webflow Integrations: Connecting Google Analytics and GTM

When you launch a website on Webflow, design and performance are only half of the equation. To grow, optimize, and scale, you need clear and reliable data. That’s where Webflow integrations with Google Analytics 4 (GA4) and Google Tag Manager (GTM) come into play.

Below, I’ll explain everything in 8 clear subtopics, using simple language, practical examples, and best practices - exactly how I’d explain it to a colleague working on the same project.

Without proper analytics tracking, it’s impossible to understand how users interact with your site. Integrating Webflow Google Analytics allows you to move from assumptions to data-driven decisions.

With analytics, you can:

• See where users come from
• Understand which pages perform best
• Track conversions and key actions
• Improve marketing ROI

This is the foundation of any serious tracking setup.

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Webflow Analytics offers basic insights such as page views and traffic sources. It’s useful for quick checks, but it lacks flexibility and depth.

Limitations include:

• No advanced event tracking
• No custom funnels
• Limited integration with ad platforms

That’s why most teams rely on external Google Site Tools for Webflow instead.

Google Analytics 4 (GA4) is Google’s modern analytics platform designed for event-based tracking. Unlike older versions, GA4 focuses on user behavior rather than sessions.

Key advantages:

• Event-based analytics tracking
• Built-in privacy features
• Cross-platform measurement
• Deeper insights into user journeys

For any Webflow integrations today, GA4 is the standard.

To connect Webflow Google Analytics, you need a GA4 measurement ID.

Step-by-step setup:

1. Create a GA4 property in Google Analytics
2. Copy the GA4 measurement ID
3. Open Webflow → Project Settings → Integrations
4. Paste the ID into the Google Analytics field
5. Publish the site

This creates a clean and basic tracking setup suitable for page views and engagement metrics.

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Google Tag Manager (GTM) is a powerful tag management system. It allows you to control all tracking scripts without editing site code every time.

With Google Tag Manager (GTM), you can:

• Track clicks and form submissions
• Add marketing pixels
• Manage multiple tools from one interface
• Improve site performance

This makes tag management scalable and efficient.

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Webflow GTM (Google Tag Manager) integration is straightforward.

Steps:

1. Create a GTM container
2. Copy your GTM ID
3. Go to Webflow → Project Settings → Integrations
4. Paste the ID into the GTM field
5. Publish the site

Once live, your Google Tag Manager (GTM) container controls all tracking logic.

Instead of installing GA4 directly, many teams use this structure:

Webflow → GTM → GA4

Benefits:

• Flexible tracking setup
• Easier event customization
• Cleaner analytics architecture
• Centralized tag management

This approach is ideal for advanced analytics tracking and long-term scalability.