The Off Label

GA4 - Evidence Kit

A live demo of analytics setup and reporting. This page shows how I implemented Google Tag Manager, Google Analytics 4, and Looker Studio for The Off Label website

Evidence Kit: GA4 + GTM + Looker Demo

Project: The Off Label – analytics & tracking proof-of-work

This demo walks through a full setup of GA4, GTM, and Looker Studio — including event tracking, campaign testing, and dashboard visualization. It’s a simple, end-to-end proof of how data is collected, tracked, and reported in action.

What I set up

  • Google Tag Manager (web)
    • Container: GTM-P862LZV3
    • Tags:
      • Google Tag (GA4 config) – loads on all pages
      • Events: scroll_depth, outbound_click (room to add more)
  • Google Analytics 4
    • Property: The Off Label Website
    • Measurement ID: G-H0896G8WER
  • UTM test link used to attribute campaign traffic:https://www.the-off-label.com/?utm_source=google&utm_medium=search&utm_campaign=ga4_test

How I tested it

  • Ran a small Search campaign + manual visits to validate:
    • 4 unique devices (desktop + phones on cellular + tablet on cellular)
    • Clicked ad / UTM link, landed on site, scrolled, and clicked external links to trigger events
  • Verified in GTM Preview/Tag Assistant and GA4 DebugView:
    • page_view, session_start, scroll, user_engagement
    • UTM params captured in GA4 for session source/medium/campaign

✅ Result: tags firing as designed; events visible in DebugView and standard GA4 reports.

Screenshots (implementation & proof)

GTM container (tags & triggers)

GA4 DebugView (event stream)

GA4 Report: Events

GA4 report: Overview (Active Users)

Looker Studio dashboard (summary view)

Open the live dashboard

What the dashboard shows

  • Sessions by channel/source/medium (UTM-attributed)
  • Ad campaign clicks (from the Search test)
  • Event counts (scrolls, outbound clicks, etc.)
  • Active users trend

Notes & next steps (how I’d evolve this for a client)

  • Add more intent events (e.g., cta_click, form_start/submit, file_download).
  • Wire GA4 events to ad-platform conversions (Google Ads, Meta) via GTM/GA4.
  • Add consent mode + region logic if required.
  • Build weekly Looker Studio KPI view (channels, creative, CPA/CPL).
  • If we scale paid, layer negative keywords, exact match sets, and sitelinks.