diff --git a/src/lib/analytics.js b/src/lib/analytics.js
index c498c26f3..d4892d75f 100644
--- a/src/lib/analytics.js
+++ b/src/lib/analytics.js
@@ -1,23 +1,62 @@
-import GoogleAnalytics from 'react-ga';
+// This was originally a thin wrapper around `react-ga`, which only supports UA.
+// We now use GTM, so we could use `react-gtm-module`, but it doesn't support GTM environments (GTM_ENV_AUTH).
+// So we use the GTM snippets directly.
 
-import log from './log';
+const GTM_ID = (process.env.GTM_ID || window.GTM_ID);
+const GTM_ENV_AUTH = (process.env.GTM_ENV_AUTH || window.GTM_ENV_AUTH || '');
 
-const GA_ID = (process.env.GA_ID || window.GA_ID);
-if (GA_ID) {
-    GoogleAnalytics.initialize(GA_ID, {
-        debug: (process.env.NODE_ENV !== 'production'),
-        titleCase: true,
-        sampleRate: (process.env.NODE_ENV === 'production') ? 100 : 0,
-        forceSSL: true
-    });
-} else {
-    log.info('Disabling GA because GA_ID is not set.');
-    window.ga = () => {
-        // The `react-ga` module calls this function to implement all Google Analytics calls. Providing an empty
-        // function effectively disables `react-ga`. This is similar to the `testModeAPI` feature of `react-ga` except
-        // that `testModeAPI` logs the arguments of every call into an array. That's nice for testing purposes but
-        // would look like a memory leak in a live program.
-    };
+/**
+ * Build the HTML snippets to load GTM.
+ * Call this ONLY if GTM_ID is a valid Tag Manager ID. GTM_ENV_AUTH should be valid or an empty string.
+ * The content of the snippets is taken from the GTM web interface. We should check there periodically for changes.
+ * @returns {object} an object the GTM snippets.
+ * @property {string} script The snippet to load GTM when JavaScript is enabled. Add this to the <head> element.
+ * @property {string} noscript The snippet to load GTM when JavaScript is disabled. Add this to the <body> element.
+ */
+const makeGtmSnippets = () => ({
+    script:
+        `<!-- Google Tag Manager -->
+        <script>(function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':
+            new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],
+            j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src=
+            'https://www.googletagmanager.com/gtm.js?id='+i+dl+'${GTM_ENV_AUTH}';
+            f.parentNode.insertBefore(j,f);})(window,document,'script','dataLayer','${GTM_ID}');
+        </script>
+        <!-- End Google Tag Manager -->`,
+    noscript:
+        `<!-- Google Tag Manager (noscript) -->
+        <noscript><iframe src="https://www.googletagmanager.com/ns.html?id=${GTM_ID}${GTM_ENV_AUTH}" height="0" width="0" style="display:none;visibility:hidden"></iframe></noscript>
+        <!-- End Google Tag Manager (noscript) -->`
+});
+
+if (GTM_ID) {
+    // load GTM
+    const snippets = makeGtmSnippets();
+
+    const noscript = document.createElement('noscript');
+    noscript.innerHTML = snippets.noscript;
+
+    const script = document.createElement('script');
+    script.innerHTML = snippets.script;
+
+    document.head.insertBefore(script, document.head.firstChild);
+    document.body.insertBefore(noscript, document.body.firstChild);
 }
 
-export default GoogleAnalytics;
+/**
+ * Report analytics to GA4 using an interface similar to the 'react-ga' module we were using for UA.
+ */
+const GA4 = {
+    event: ({category, action, label}) => {
+        window.dataLayer = window.dataLayer || [];
+        // There is no perfect mapping from UA to GA4
+        // See https://support.google.com/analytics/answer/11091025
+        window.dataLayer.push({
+            event: category,
+            action,
+            label
+        });
+    }
+};
+
+export default GA4;
diff --git a/src/playground/index.jsx b/src/playground/index.jsx
index dcf6fa181..6ff33f7e8 100644
--- a/src/playground/index.jsx
+++ b/src/playground/index.jsx
@@ -7,16 +7,12 @@ import 'intl'; // For Safari 9
 import React from 'react';
 import ReactDOM from 'react-dom';
 
-import analytics from '../lib/analytics';
 import AppStateHOC from '../lib/app-state-hoc.jsx';
 import BrowserModalComponent from '../components/browser-modal/browser-modal.jsx';
 import supportedBrowser from '../lib/supported-browser';
 
 import styles from './index.css';
 
-// Register "base" page view
-analytics.pageview('/');
-
 const appTarget = document.createElement('div');
 appTarget.className = styles.app;
 document.body.appendChild(appTarget);