How to add Google Analytics & Ads tags to your site

Once your site is live, one of the first things most people want to do is connect it to Google. Whether that's Google Analytics (so you can see who's visiting), Google Ads (so your ad campaigns can track conversions), or both — all of it runs through a small snippet of code called a Google tag.

The good news: you don't need to touch any code yourself. You just paste your tag snippet into the Ullbek chat, and the agent adds it to every page of your site automatically.

What is a Google tag?

A Google tag is a short piece of JavaScript that you place on every page of your website. It acts as a bridge between your site and Google's tools. Once installed, it silently sends data — page views, button clicks, form submissions, purchases — to whichever Google product you've connected it to.

Every tag has a unique Measurement ID (or Tag ID) that ties the data to your specific Google account. It looks like this:

The tag snippet itself is just a few lines. Google provides it to you — all you need to do is get it onto every page of your site, which is exactly where Ullbek comes in.

Step 1 — Get your tag from Google

Before you can add anything, you need to set up the relevant Google product and get your tag snippet. Here's where to find it for each tool:

Google Analytics 4

1. Go to analytics.google.com and sign in.
2. If you haven't already, create a new Property for your website.
3. In the left sidebar go to Admin → Data Streams → your stream → View tag instructions.
4. You'll see a snippet starting with <!-- Google tag (gtag.js) -->. Copy the whole thing.

Google Ads (conversion tracking)

1. Go to ads.google.com and sign in.
2. Click Goals → Conversions → Summary → New conversion action.
3. Choose Website, set up your conversion, then on the final screen choose "Use Google tag".
4. Copy the snippet — it'll start with the same <!-- Google tag --> comment and contain your AW- ID.
5. If Google also shows an event snippet, copy that too. It's what counts a phone call or an enquiry as a conversion — see Count calls and enquiries as conversions.

Step 2 — Paste your tag into the Ullbek chat

This is the easy part. Open your Ullbek project and paste your tag snippet directly into the chat. You can either paste the full snippet Google gives you, or just share the ID — either works.

Ullbek will add the tag to the <head> of every HTML page on your site. If you already have a Google tag installed, it'll add your new ID to the existing script rather than loading a duplicate — which is the correct, efficient way to handle multiple Google products.

Step 3 — Verify the tag is firing

Once Ullbek confirms it's done, it's worth double-checking that the tag is actually working. There are two ways to do this — one you can ask Ullbek to do, and one you do yourself in Google.

Ask Ullbek to check

The simplest option — just ask:

Ullbek will inspect the browser's data layer in real time and tell you whether the tag loaded, which IDs fired, and confirm the order everything ran in. It's the fastest way to get a definitive answer.

Check with Google Tag Assistant

Google's own tool, Tag Assistant, shows every Google tag on a page. It's free and runs in your browser:

1. Open Tag Assistant

   Go to tagassistant.google.com and sign in with the Google account that owns your tag.

2. Connect your site

   Click Add domain, enter your published site's address, and click Connect. Your site opens in a new tab.

3. Click around

   Visit a page or two. If you set up a conversion, do the thing it counts — tap the phone number or send the form.

4. Read the result

   Back in the Tag Assistant tab you'll see each tag it found, by ID, and what it sent. If your AW- or G- ID isn't there, paste what you see into the Ullbek chat and it'll fix it.

Check with Google Analytics Realtime

If you added a GA4 tag, the simplest end-to-end check is to open Google Analytics → Reports → Realtime. Then open your site in another tab and navigate around. You should see yourself appear in the Realtime report within about 30 seconds.

Adding multiple tags

If you need both Google Analytics and Google Ads on the same site, you only need one gtag.js script — it can carry multiple configurations. The cleanest approach is to tell Ullbek both IDs in one message:

Ullbek will load the script once using the GA4 ID as the primary, then add a second gtag('config', ...) call for the Ads ID. This is exactly how Google recommends it — no redundant script loads, no conflicts.

Count calls and enquiries as conversions

The Google tag on its own tells Google Ads that someone visited. To see which ads bring you customers, you also tell it what counts as a lead: someone tapping your phone number, sending your quote form, or clicking a booking button. Google calls each of these a conversion.

When you create a conversion action in Google Ads and choose "Use Google tag", Google usually gives you two pieces: the Google tag (the same on every site) and an event snippet for that one conversion. The event snippet looks like this:

You don't need to know where it goes. Paste both pieces into the Ullbek chat and say, in your own words, when it should count:

Ullbek adds the tag to every page and makes the event fire at the moment you described — every phone link on the site, or the form once it has actually sent. Have several kinds of lead? Make one conversion action for each in Google Ads and send all the snippets in one message, saying which is which. Then ask it to publish, so the change goes live.

Once it's live, the conversion's status in Google Ads moves on from Unverified, usually within a day. Conversions only show up for visitors who came from one of your ads, so don't worry if your own test tap isn't counted.

Common questions

Will this slow down my site?

The tag script loads with async, which means it doesn't block the rest of your page from rendering. The performance impact is negligible on modern connections.

Do I need to re-add it if I create a new page?

No. Whenever Ullbek creates a new page on your site, it follows the same template as your existing pages — including the Google tag in the <head>. New pages are covered automatically.

I don't see data in Google Analytics yet — is something wrong?

Standard reports in Google Analytics have a 24–48 hour processing delay. Use Realtime for an immediate check. Also make sure you're looking at your published site, not the Ullbek builder preview.

What about a Meta pixel, a chat bubble or a booking calendar?

Same idea, different tool: paste what it gives you into the chat. See Add a Meta pixel, chat, booking or map.

Can I add Google Tag Manager instead?

Yes — just paste your GTM snippet into the Ullbek chat exactly as you would a GA4 or Ads tag. GTM uses a slightly different format (both a <script> and a <noscript> snippet), and Ullbek will add both in the right places.

That's everything you need to get Google's measurement tools running on your site. If you run into anything unexpected, just describe it in the chat — Ullbek can inspect the tag in real time and fix any issues on the spot.