If you're not tracking your website visitors, you're flying blind. Google Analytics 4 (GA4) is the current version of Google's free analytics platform, and it's essential for understanding how people interact with your website.
This step-by-step guide will walk you through setting up GA4 from scratch—no technical experience required.
What is Google Analytics 4?
Google Analytics 4 is Google's latest analytics platform, replacing Universal Analytics. It uses an event-based model to track user interactions, providing deeper insights into user behavior across websites and apps.
Key benefits of GA4:
- Cross-platform tracking – Track users across websites and apps
- Privacy-focused – Built for a cookieless future
- AI-powered insights – Machine learning predicts user behavior
- Free to use – Powerful analytics at no cost
Step 1: Create a Google Analytics Account
- Go to analytics.google.com
- Sign in with your Google account
- Click "Start measuring"
- Enter an account name (usually your business name)
- Choose your data sharing preferences
- Click "Next"
Step 2: Create a Property
A property represents your website or app. For each website you want to track, you'll need a separate property.
- Enter a property name (e.g., "My Website")
- Select your time zone and currency
- Click "Next"
- Enter your business details (industry, size)
- Select your business objectives
- Click "Create"
Step 3: Set Up a Data Stream
A data stream is the source of your data. For a website, you'll create a web stream.
- Select "Web" as your platform
- Enter your website URL
- Enter a stream name (e.g., "Main Website")
- Click "Create stream"
You'll now see your Measurement ID (it starts with "G-"). Keep this page open—you'll need this ID for the next step.
Step 4: Install the Tracking Code
Now you need to add the GA4 tracking code to your website. There are several ways to do this:
Option A: Using Google Tag Manager (Recommended)
- Create a Google Tag Manager account if you don't have one
- Add a new tag: GA4 Configuration
- Enter your Measurement ID
- Set the trigger to "All Pages"
- Save and publish
Option B: Manual Installation
Copy the tracking code from GA4 and paste it in the <head> section of every page
on your website, right after the opening <head> tag.
Option C: Using a WordPress Plugin
- Install a plugin like "Site Kit by Google" or "GA Google Analytics"
- Connect your Google account
- Select your GA4 property
- The plugin handles the rest
Step 5: Verify Your Installation
After installing the tracking code, verify it's working:
- In GA4, go to Reports ? Realtime
- Open your website in another browser tab
- You should see yourself as an active user within 30 seconds
"If you don't see data immediately, wait 24-48 hours. GA4 can take time to start showing in standard reports."
Key Metrics to Monitor
Once GA4 is set up, here are the most important metrics to track:
- Users – Total and new visitors to your site
- Sessions – Number of visits (one user can have multiple sessions)
- Engagement rate – Percentage of engaged sessions
- Average engagement time – How long visitors stay
- Conversions – Key actions you want visitors to take
- Traffic sources – Where your visitors come from
Next Steps
Once you've set up basic tracking, consider these additional configurations:
- Set up conversion tracking for important actions (form submissions, purchases)
- Create custom events to track specific interactions
- Link GA4 to Google Search Console for SEO insights
- Set up audiences for remarketing campaigns
Need help setting up analytics or understanding your data? Contact our team for a free consultation.
