How to Set Up Google Analytics 4 (GA4) on Your Website

Google Analytics 4
January 31, 2025

Google Analytics 4 (GA4) is a tool that helps you track how people use your website. If you’re setting it up for the first time or switching from an older version, this guide will walk you through the steps.

Video Tutorial

If you prefer learning by watching, here is a video with this same overview. If you have not yet, consider subscribing to stay up-to-date on all things analytics.

Create a New Google Analytics Account and Property

To start, visit analytics.google.com. If you already have a GA4 account, you’ll see the last property you worked on. Click the gear icon in the bottom left to access the admin panel. From there, click the “Create” button and select a new account. If you’re adding a new site to an existing company account, use the property option.

For those without an existing account, you’ll see a landing page with a button that says “Start Measuring.” Click it to begin.

Set Up Your New Account or Property

Google has designed this process to be as straightforward as possible. First, name your account—using your business name is recommended for organization purposes.

Next, follow the prompts and select the Account Data Sharing Settings that align with your preferences. These settings determine how Google can use your analytics data, such as for industry benchmarking, identifying software bugs, or providing technical support.

Now, create your property. Again, using your business name is advisable, but for companies with multiple brands, use the brand name or company name. This allows for multiple properties under one account.

After naming your property, specify your location, timezone, and currency. This ensures accurate tracking for orders and leads within your business hours.

Next, you’ll choose your industry and company size. Google may use this information to tailor your GA4 experience in the future.

Lastly, tell Google what kind of reports you want to see. Businesses commonly select “Leads” or “Ecommerce” to align with their goals.

Create a Data Stream

Once your account and property are set up, the next step is to create a data stream. Google supports data streams for Web, iOS, and Android, enabling you to combine website and app data within a single property.

Remember the hierarchy: Account > Property > Data Stream.

For this guide, we’ll focus on setting up a website data stream, as that’s the most common request from my clients.

Name your data stream to match your company or website domain. Provide your website’s primary domain (e.g., widgetfactory.com). By default, Enhanced Measurement is enabled, which automatically collects data on page views, scrolls, and clicks to external websites.

Add the Tracking Code to Your Website

Method 1: App/Plug-in Integration (Shopify, WordPress)

For Shopify and WordPress users, the easiest way to add GA4 is through built-in integrations. Shopify users can install the Google & YouTube app from the Shopify App Store, while WordPress users can use the Site Kit by Google plugin. Wix and Squarespace users should check their platform’s settings for native GA4 integration.

Don’t have Google Tag Manager installed? Click here to learn how to add it to your website.

Method 2: Google Tag Manager (Recommended for Most Users)

For those seeking more control over tracking, Google Tag Manager (GTM) is the best option:

Visit tagmanager.google.com and open your GTM container.
Navigate to “Tags” and create a new tag named GA4 Config.
Select Google Analytics: GA4 Configuration as the tag type.
Retrieve your Measurement ID from GA4 and paste it into GTM.
Set the trigger to All Pages (Initialization) to ensure it runs before everything else.
Click Save, then Submit and Publish your changes.

Method 3: Add Directly to the Head Element (Not Recommended)

If no other options are available, you can manually add the GA4 tracking code:

Copy the tracking script from GA4.
Paste it into the <head> section of your website’s HTML.
Save and publish your changes.

This method is less flexible and harder to maintain, so it is not recommended unless necessary.

Verify Your GA4 Setup

To ensure everything is working properly, check your setup:

Open GA4 and navigate to Realtime Reports.
Visit your website and refresh the page.
If GA4 is tracking correctly, your visit should appear in the report.
Since GA4 data processing can take time, check back after 24–48 hours for more comprehensive data.

Final Tips & Recommendations

For Shopify and WordPress users, the Google & YouTube app and Site Kit by Google plugin offer the easiest way to integrate GA4. These solutions require minimal setup and streamline the tracking process. For those using other platforms, Google Tag Manager is the best choice for advanced tracking customization and flexibility.

If you need assistance with GA4 setup, tracking custom events, or advanced configurations, I’m here to help! My team specializes in analytics implementation and optimization to ensure you collect the most accurate and insightful data. Contact me today for expert assistance.

By following these steps, you’ll have GA4 set up and running effectively. If you have any questions, feel free to leave a comment. Happy tracking!