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Yes, you can use the same Google Tag Manager (GTM) container for both Universal Analytics (UA) and Google Analytics 4 (GA4) properties. This is a common practice and there should be no issue tracking hits on both UA and GA4 concurrently. This approach is often utilized during the transition phase from UA to GA4. Using the same container will save you from the extra work of relaying a new GTM script for GA4 to the customer. But it’s best to involve an expert in GTM/GA/Data, particularly if Enhanced Ecommerce (EEC) or user consent is involved, as these can complicate the process.
