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Guide 109 · Container · GA4 + Tag Manager

Use the All Pages trigger: one trigger that fires on every page load

Checked 11 November 2026 · Verification: container fragment validated structurally (11 checks, all passed) · Steps traced to Tag Manager Help, opened 11 November 2026 · 5-minute read

Most tags belong on every page: the Google tag, a remarketing tag, a site-wide conversion tag. The All Pages trigger is the built-in that does exactly that — it fires on every page load, with no filter to write and no condition to get wrong. Google's trigger page lists it under Page View triggers alongside Consent Initialization, Initialization, Page View, DOM Ready and Window Loaded, and the Day-1 guide already proved its sibling: the Google tag fires on the built-in Initialization trigger, ID 2147479573. All Pages is ID 2147479553, and it is the trigger this guide attaches.

Expected signal

After step 3, Preview mode shows the tag under Tags Fired on the first page event of every page visited — not just the homepage. A tag on All Pages fires once per page load, on every page, with no exceptions.

Download the container fragment: the All Pages trigger fragment (JSON) (export format version 2, 893 bytes, MD5 9a4ebd9f1f4f3721166f7fa35cf34488). It holds the Google tag firing on the built-in All Pages trigger, ID 2147479553. The file is a hand-built import template, validated structurally — it was not exported from a live container.

What you need

  • A tag that belongs on every page. The worked example is the Google tag from the snippet guide, which must load on every page to measure the site.
  • Nothing else to configure. All Pages is a built-in trigger. There is no filter, no condition and no variable to enable before you can use it.
  • An exception in mind, if any. If the tag must skip one page, the exception is a separate trigger — that is the exceptions guide.

The trace

  1. Open Tags and open the tag. Find the tag in the Tags list and click its name. The triggering section sits at the bottom of the tag configuration.
  2. Click Triggering and choose All Pages. The trigger picker lists the built-in page view triggers first. Select All Pages — built-in trigger ID 2147479553. No filter is needed: the trigger has no conditions of its own, so it matches on every page load.
  3. Save and check the firing count. A tag on All Pages fires once per page load. A visitor who loads 5 pages fires the tag 5 times — 5 page loads, 5 firings, a one-to-one count. Preview mode confirms it: visit two different pages and the tag appears under Tags Fired on both.

Dead ends

DEAD END — ALL PAGES WHEN YOU MEANT ONE PAGE. A tag that should only fire on the checkout page, attached to All Pages, fires on every page instead. The tag is not broken; the trigger is too broad. A Page View trigger with a filter on the page path is the right trigger for one page.

DEAD END — TWO TRIGGERS WHERE ONE WOULD DO. A tag fires when any one of its triggers is met. Adding All Pages next to a Page View trigger for the homepage does not make the tag fire twice on the homepage — but it does make it fire on every other page too, which is rarely the intent.

DEAD END — ALL PAGES AND THE INITIALIZATION ORDER. All Pages fires at the page view event, which comes after Initialization. A tag that must run before anything else — a consent tag, a data layer setup tag — belongs on Initialization, not All Pages.

End state

One tag on All Pages, firing once per page load on every page. It is the default trigger for anything site-wide, and the trigger to remove first when a tag turns out to be page-specific after all.

Sources

Checked 11 November 2026. The click paths above are the ones in Google's help pages, opened 11 November 2026. No step in this guide was run inside a live Analytics property or a live Tag Manager container, because both need a Google sign-in and this site does not sign in as anyone. The container file was validated structurally instead: export format version 2, every tag's firing trigger resolves, every variable the tags reference exists in the file, and the tag types are the documented ones. Google moves menu items without warning; if a path on this page no longer matches, the linked help page is the current map. The container fragment for this guide is 893 bytes (0.87 KB, 0.44% of the reported 200 KB container size limit), MD5 9a4ebd9f1f4f3721166f7fa35cf34488, and passed 11 structural checks.