What happens if your GTM account suddenly goes missing? Or what if you lose access to an account that was handled by a previous developer? Among a plethora of difficulties, it can be a frustrating situation indeed. Luckily, there are several solutions at hand, so not all hope is lost. Without further ado, let’s jump right ahead into the best ways you can quickly recover a missing account in Google Tag Manager.

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The new Google Analytics 4 is event-driven, so the data you see in reports comes from events that are triggered by interactions a user has with your web/app. GA4 has built-in events that you should take advantage of before going to custom events, mainly because you don't have to code anything to use most of these events and they will have better integration and support for reporting and data analysis. However, if you can't use any of the automatic, enhanced, and/or recommended events you can implement your own custom event. I will show an example of how to use GTM custom events to send data to GA4.