Yes, you can use Google Analytics 4 (GA4) without Google Tag Manager (GTM), although it involves directly embedding GA4’s JavaScript code snippet onto your website. This method sends data directly from your website to Google’s servers for processing.
As of December 2025, GA4 offers several methods for data collection. Direct code implementation remains a viable option, particularly for simpler websites. However, GA4’s integration with GTM, which is widely used by Australian businesses, provides greater flexibility. GTM acts as an intermediary, allowing marketers to manage all website tracking tags – including GA4, Facebook Pixel, and others – from a single interface, reducing the need for direct code changes. GA4 now includes enhanced measurement features that automatically track events like outbound clicks and file downloads, even without custom tagging. Data privacy is a key consideration; Australian businesses must ensure compliance with the Privacy Act 1988 and any relevant state legislation when collecting and processing user data, regardless of whether GTM is used. Google’s data regions feature, available in Australia, allows businesses to choose where their GA4 data is stored.
Ultimately, GA4 functions by receiving data either directly from website code or via a tag management system like GTM, processing it, and presenting insights within the GA4 interface.
