Updated On:
September 27, 2024

In today’s digital landscape, understanding customer behavior and market trends is crucial for businesses aiming to thrive. Google Analytics 4 (GA4) is the latest version of Google’s powerful analytics platform, designed to provide advanced insights into user interactions across various platforms, including websites and mobile apps. With new features such as custom reporting and predictive analytics, GA4 enhances your ability to analyze user data effectively. This guide will walk you through the steps to set up Google Analytics 4 on your website, ensuring you make the most of this essential tool.

What is Google Analytics 4?

Google Analytics 4 is the latest version of Google’s analytics tool, replacing Universal Analytics (UA). It offers innovative features that enable businesses to track and analyze how visitors engage with their online presence more effectively. Unlike UA, GA4 utilizes an event-based model, focusing on individual interactions rather than sessions, allowing for a deeper understanding of user behavior.

Key Features of Google Analytics 4

1. Event-Based Tracking: In GA4, interactions are captured as events, which provides a more granular view of user engagement. This allows businesses to track specific actions, such as button clicks, video views, and form submissions, giving a comprehensive picture of user behavior.
2. AI-Powered Insights: GA4 uses artificial intelligence to analyze data and predict future user actions based on past behavior. This feature helps businesses anticipate customer needs and tailor their marketing strategies accordingly.
3. Cross-Platform Tracking: One of the standout features of GA4 is its ability to combine data from both websites and mobile applications. This cross-platform tracking provides a holistic view of user engagement across different channels.
4. Enhanced Measurement: GA4 automatically measures key interactions, such as scrolls, outbound clicks, site searches, and video engagement, making it easier to gather valuable data without manual configuration.
5. User-Centric Metrics: GA4 offers new metrics centered around users, allowing businesses to analyze user journeys and identify key touchpoints that influence conversions.
6. Data Streams: GA4 introduces the concept of data streams, enabling users to integrate data from various sources into one property, streamlining the reporting process.
7. Continuous Improvements: Google is committed to regularly updating GA4 with new features, ensuring users have access to the latest tools and functionalities.

Why Upgrade to Google Analytics 4?

Universal Analytics was officially retired on June 30, 2023. Transitioning to GA4 is essential for businesses that want to continue utilizing Google’s analytics capabilities. With its advanced features and user-centric design, GA4 provides deeper insights that can significantly enhance your marketing efforts.

For Magento 2 store owners, setting up GA4 may seem complex, but using our Magento 2 Google Analytics 4 with Google Tag Manager (GTM) extension can simplify the process.

Setting Up Google Analytics 4 from Scratch

If you’re starting fresh, follow these steps to create a Google Analytics 4 property:

Step 1: Log Into Google Analytics

Begin by logging into your Google Analytics account. If you don’t have an account, you can create one for free.

Step 2: Navigate to Admin

On the left sidebar, click on “Admin.” This section allows you to manage your properties and accounts.

Step 3: Create a New Account

In the Admin panel, click on “Create Account.” You will be prompted to enter your account information.

Step 4: Enter Account Information

Fill in your “Account Name.” This could be your business name or any name that represents your analytics needs.

Step 5: Set Up Property

In the next section, enter a “Property Name.” Choose a name that reflects your website or app, and select your “Reporting Time Zone” and “Currency.” This information is crucial for accurate reporting.

Step 6: Enable Universal Analytics

To create both a GA4 and a Universal Analytics property, click on “Show Advanced Options.” Switch the toggle from off to on. Enter your website URL, and choose to create both properties.

Step 7: Provide Business Details

Next, enter details about your business, including the industry category, business size, and how you plan to use Google Analytics. This information helps Google tailor recommendations for you.

Step 8: Accept Terms

Tick the checkbox to accept the Data Processing Terms and Conditions required by GDPR. Click “Create” to finalize your setup.

Migrating from Universal Analytics to Google Analytics 4

If you have an existing Universal Analytics property, you can migrate to GA4 using the following steps:

Step 1: Access Universal Analytics

Log into your Universal Analytics account and click on “Admin.”

Step 2: Use the GA4 Setup Assistant

In the Property column, find and click on “GA4 Setup Assistant.” This tool will guide you through the migration process.

Step 3: Start the Migration

Select “Get Started” and click on “Create Property” in the popup window. This will initiate the creation of a new GA4 property linked to your existing UA property.

Connecting GA4 and Universal Analytics

After setting up GA4, you may want to connect it with your existing Universal Analytics property. Here’s how to do that:

1. Log into your Universal Analytics and go to “Admin.”
2. In the Property column, select “Tracking Info” > “Tracking Code.”
3. Look for the “Connected Site Tags” option and click on it.
4. Enter your GA4 Measurement ID, which you’ll retrieve in the next steps.

Retrieve Your GA4 Measurement ID

To find your GA4 Measurement ID, navigate to your GA4 property, click on Admin, then select “Data Streams.” Choose your data stream to see the Measurement ID displayed at the top right.

Complete the Connection

Paste the GA4 Measurement ID into the connected site tags and click connect. You’ve now successfully linked your GA4 and Universal Analytics properties.

To integrate GA4 with your website, follow these steps:

1. Access your Google Analytics 4 property and navigate to Admin. Click on “Data Streams.”
2. Select your data stream. Under “Tagging Instructions,” you’ll find two options:
• Global Site Tag (gtag.js)
• Using Google Tag Manager

For Global Site Tag Method

1. Copy the code provided in the “Global Site Tag” section.
2. Paste it into the <head> section of your website’s HTML code.

For Google Tag Manager Method

1. Log into your Google Tag Manager account and click on “Tags” > “New.”
2. Select “Tag Configuration” and choose “Google Analytics: GA4 Configuration.” Enter your GA4 Measurement ID.
3. Click on the “Triggering” option, select “All Pages,” and then click “Save.”

By following these steps, you have successfully set up Google Analytics 4 on your website!

Conclusion

Setting up Google Analytics 4 is a crucial step for any business looking to gain deeper insights into user behavior and enhance marketing strategies. With its advanced features and AI-driven insights, GA4 empowers businesses to track customer interactions effectively and make data-informed decisions.

If you have further questions or need assistance with your setup, don’t hesitate to leave a comment below. Thank you for reading, and best of luck with your analytics journey.