Free GTM Tag & Event Matrix (GA4 Spec Template) + Donation & Premium Versions
Hello fellow analyst! We hope this saves you the two weeks it usually takes to write a measurement plan from scratch.
Every GTM build needs the same document. Which events fire, which parameters ride along, which tag is listening, what happens to a value before it leaves the browser, and who signed off. Most teams rebuild that document per project, in a slightly different shape each time, and then argue about which version is current.
So we built it once. This is the sheet we use on real migrations, with the client data swapped out for a demo brand. It ships pre-filled, so you can see a worked example rather than guess at what belongs in an empty cell. Type your client name in one place and it flows through every tab.
For more information read below.
* this product is a documentation template and does not contain, collect or transmit any data *If you have purchased an order under $0.01 USD you will be opted into the ZAMARTZ.com mailing list. You will be able to unsubscribe at any time. Just click the Unsubscribe Link after your order has placed. The same unsubscribe link is also sent via an automated email responder.
Price range: $0.00 through $49.99
Written on real migrations, not from the docs
We build and audit tag containers for ecommerce and luxury retail. This template is the working document from that practice, generalised. The event set comes straight from Google’s Recommended events reference, so it matches what GA4 actually reports on rather than what a blog post says it does. The Games section is left out, because you are not shipping a game.
The sanitisation rules and the 27 implementation standards come from the standards we hold our own builds to. Each one exists because it has cost somebody a quarter of clean data at some point.
One sheet, one source of truth
The matrix is the contract with your dev team. 39 events across the top, 135 parameters down the side, and a required / optional / not-sent marker in every cell. Around it sit the tabs that keep the matrix honest: the tag inventory that feeds it, the consent map that governs it, the rules that normalise it, the fixtures you test with, and the QA log that proves it.
Nothing is decorative. If a tab is coloured, the colour means something. If a cell is yellow you type in it, if it is blue you pick from a list, and if it is grey a formula owns it and you leave it alone.
Every value shown twice
Each parameter carries the raw value as the site emits it, the sanitisation rule that applies, and the value the vendor actually receives. jane.doe@gmail.com approach shoe becomes [redacted] approach shoe. $248.00 becomes 248.00. PDP - Product Detail becomes pdp. The rule is visible in the row, not buried in a note.
Fixtures, so a test case is reproducible
The Test Data tab holds 11 pages, 14 products and 7 promotions, each with a stable ID. Every QA row points at them, and the test URL builds itself from the environment in Setup — switch to production and all 40 cases move at once.
The fixture set is chosen to break things on purpose: an out-of-stock line that must not fire add_to_cart, a service line that should sit outside merchandise total, a personalised line whose text must never reach item_variant, a gift card whose revenue is deferred, and an order carrying both an order-level and an item-level coupon, which is the case that breaks reconciliation.
The parts people always forget
- Consent. Every tag mapped against all seven Consent Mode v2 signals, with the enforcement method and what happens when a visitor says no. Any non-essential tag still firing under denial turns its row red.
- Cookies. What the site really writes to the browser, with customer-facing purpose wording ready for the banner and the privacy policy. Anything non-essential written before consent turns red too.
- Quota. GA4 stops registering custom definitions at 50 event-scoped, 25 user-scoped and 10 item-scoped, and tells you nothing when it does. Premium separates sending a value from registering it, so you can keep a parameter that Criteo or the Merchant Center needs without spending a GA4 slot on it.
It works in Google Sheets and in Excel
The lookup tools are built on INDEX and MATCH, not FILTER and INDIRECT, so they survive an export to Excel instead of collapsing into #NAME?.
Freemium
Everything you need to document & test
$0.00
- 11 tabs, print-ready and brand-styled
- 39 GA4 events: Google’s All properties, Online sales and Lead generation sets, plus enhanced measurement
- 135 parameters, each marked required / optional / not sent per event
- Worked example throughout: raw value, rule applied, value sent
- All 20 data sanitisation and normalisation rules
- 6 implementation standards — the ones that stop you losing data silently
- Tag inventory with server-side and Tealium equivalent columns
- Consent map against all seven Consent Mode v2 signals
- Cookie and storage inventory with customer-facing purpose wording
- Triggers and variables, with the Tealium load rule / UDO equivalent beside each
- Test Data: 11 pages, 14 products, 7 promotions, all with stable IDs
- QA log: 40 seeded cases, one row per event per variation per consent state
- 48 dropdowns, all reading from a single Lists tab
- Setup block: client name, production and test URLs typed once, flowing to every tab
Freemium Donate
Buy us a coffee
$4.99
- Identical to the Freemium version
- If this saved you an afternoon and you would like to send a few dollars our way, we would appreciate it
Premium
Scope it, price it, and generate the code
$49.99
- All of the Freemium features PLUS
- Event View Tool — pick one event, see only that event, and get a ready-to-paste
dataLayer.push()built live from the matrix. Toggle between required-only and required-plus-optional, and between the single-push_clearform and the two-pushecommerce: nullform. - GA4 Governance — a registry that separates sending a value from registering it, live quota counters against the 50 / 25 / 10 caps, and an “Also used by” column recording which non-GA4 destination needs a value GA4 will never show you
- Server-Side Cost — sizes a Cloud Run tagging server from traffic and prices it on Google’s published figures, including the preview server, the load balancer and egress, none of which are in Google’s headline $45
- Timeline — hours become build days, business days, weeks and real calendar dates, with buffer, legal review and final regression sequenced, and fees at your blended rate
- All 27 implementation standards, not six
This template is licensed for personal or internal use by the person or single organisation that bought it. The same terms are printed on the Overview tab of every workbook, in section 7.
What you may do
Use this workbook for your own work, or for the work of the single organisation that bought it. Copy it per project, edit it, rename it, and put it in front of your own stakeholders.
What you may not do
Resell it, redistribute it, republish it, or include it in a paid or free product of your own. Not on a marketplace, not in a course, not in a template pack, not as a bonus.
Agencies, consultancies and service providers
This licence does not cover delivering client work with it. If you are an agency, a consultancy or any kind of service provider using this on behalf of somebody else, you need a multi-client licence. Pricing is per agency and depends on headcount and how many clients it covers, so contact us and we will quote it.
Attribution
Leave the Zamartz mark on the cover and the tab titles as they are. That is the price of the free version.
Updates and downloads
Buy once and the file stays in your account. When we publish a new version we replace the file, and your account serves the current one. Nothing expires and there is no download limit.
No warranty
This is a documentation template. It does not contain, collect or transmit any data, and it does not connect to your analytics property or your tag container. It is provided as is. You are responsible for what you implement from it and for checking it against Google’s current documentation, which changes.
© 2026 ZAMARTZ Consulting LLC. All rights reserved. Licensed for personal or internal use. Not for resale. Agency and multi-client use requires a separate licence — contact us.
Want us to check your work?
Filling this in is the hard part. Knowing whether you filled it in correctly is the expensive part. Send us the completed workbook and we will review it against the same standards we hold our own builds to — completeness gaps, GA4 custom definition breaches and which ones to stop registering, consent and cookie findings, and the five things to fix first ranked by what they cost you.
A review from a blank start takes roughly three times as long, which is the whole reason this template is free.
Send us your comments & ideas:
Please let me know if there are any feature requests or changes that can be add to this product by sending a contact message or commenting in the thread below.