Google Analytics 4 (GA4) is the latest version of Google Analytics and it has a different implementation process compared to Universal Analytics. To install GA4, you will need to create a new GA4 property in your Google Analytics account, and then implement the tracking code on your website.

Here's a complete step-by-step guide to get GA4 running on your site.

Table of Contents

  1. Step 1: Create a New GA4 Property
  2. Step 2: Implement the Tracking Code
  3. Step 3: Verify the Tracking Code
  4. Step 4: Set Up Conversion Tracking
  5. Key Features and Benefits of GA4

Step 1: Create a New GA4 Property

  1. Sign in to your Google Analytics account and navigate to the Admin section.
  2. In the Account column, select the account in which you want to create the property.
  3. In the Property column, click on "+ Create Property".
  4. Select Web as the platform and then click on "Continue".
  5. Fill out the form with your website details, agree to the terms of service, and click on "Create".

Step 2: Implement the GA4 Tracking Code

After you create the property, you will be taken to the GA4 tracking code page.

  1. The tracking code is a single JavaScript snippet that you need to place on your website's header.
  2. You should add the tracking code to every page of your website.
  3. Alternatively, you can use Google Tag Manager to install it—this is often the preferred method for easier management.

The tracking code looks something like this:

<!-- Google tag (gtag.js) -->
<script async src="https://www.googletagmanager.com/gtag/js?id=G-XXXXXXXXXX"></script>
<script>
  window.dataLayer = window.dataLayer || [];
  function gtag(){dataLayer.push(arguments);}
  gtag('js', new Date());
  gtag('config', 'G-XXXXXXXXXX');
</script>

Replace G-XXXXXXXXXX with your actual Measurement ID.

Step 3: Verify the Tracking Code is Working

Once you've added the tracking code to your website:

  1. Go to your GA4 property in Google Analytics.
  2. Navigate to Reports → Realtime.
  3. Open your website in another browser tab and browse around.
  4. You should see data coming in for "Active Users".

If you see activity in the Realtime report, congratulations—your GA4 installation is working!

Step 4: Set Up Conversion Tracking (Optional)

GA4 uses an event-based model for conversion tracking. To track specific actions on your website:

  1. Navigate to Admin → Events in your GA4 property.
  2. You can either create custom events or mark existing events as conversions.
  3. To mark an event as a conversion, go to Admin → Conversions and click "New conversion event".
  4. Enter the event name that you want to track as a conversion.

Common conversion events include:

  • Form submissions
  • Purchase completions
  • Newsletter signups
  • Contact button clicks
  • File downloads

Key Features and Benefits of GA4

Understanding what GA4 offers will help you make the most of your installation:

Cross-Device Tracking

GA4 is designed to work seamlessly across all devices, including web, mobile, and smart devices, allowing you to track user behavior and engagement across multiple touchpoints.

Event-Based Tracking

GA4 uses an event-based tracking model, which allows you to track specific actions and interactions that users take on your website or app, such as clicking a button or making a purchase.

Machine Learning-Powered Insights

GA4 uses machine learning to automatically identify patterns and trends in your data, and provides insights and recommendations to help you improve your digital experience.

Integration with Other Google Tools

GA4 can be integrated with other Google tools, such as Google Ads and Google BigQuery, to provide a more holistic view of your marketing efforts and business performance.

Advanced Data Privacy and Security

GA4 includes advanced data privacy and security features, such as IP masking and cookie expiration, to help protect the privacy of your users and comply with data protection regulations such as GDPR.

Getting Started Checklist

Here's a quick checklist to ensure you've completed all the essential steps:

  • ☐ Created a GA4 property in your Google Analytics account
  • ☐ Added the tracking code to your website header (all pages)
  • ☐ Verified data is appearing in the Realtime report
  • ☐ Defined key events you want to track
  • ☐ Set up conversion events for important actions
  • ☐ Connected GA4 to Google Ads (if applicable)

Need help setting up Google Analytics 4?

→ Contact us to discuss GA4 implementation and configuration for your business.

Troubleshooting Tips

If you run into issues, here are some common solutions:

  • No data appearing: Wait 24-48 hours for data to populate in standard reports (Realtime should work immediately)
  • Tracking code not firing: Check that the code is in the <head> section and not blocked by ad blockers
  • Duplicate data: Make sure you haven't installed the tracking code twice
  • Missing pages: Verify the tracking code is on all pages, not just the homepage

If you continue to experience issues, the Google Analytics Help Center is a great resource for troubleshooting.