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Set up Google Analytics 4 correctly

GA4 is confusing on purpose. Here's a straightforward setup for a small business.

11 min read·8 steps
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  1. Create a GA4 property

    analytics.google.com, Admin, Create Property. Enter business name, timezone, currency. Skip industry (it doesn't matter for reporting).

  2. Set up a Web data stream

    Under your new property, Data Streams, Web. Enter your website URL. GA4 generates a 'Measurement ID' (starts with G-XXXXXX). Copy it.

  3. Install via Google Tag Manager (recommended)

    In GTM, New Tag, Google Analytics: GA4 Configuration. Paste your Measurement ID. Trigger: All Pages. Save and publish. Cleaner than editing site code.

  4. Enable Enhanced Measurement

    In your Web stream settings, toggle on Enhanced Measurement. Free bonus: GA4 auto-tracks scrolls, outbound clicks, file downloads, and site search. Zero code required.

  5. Set up 3 to 5 key conversion events

    GA4, Admin, Events, Create Event. Common ones: 'form_submit', 'phone_click', 'purchase'. Mark each as a Key Event (previously 'Conversion'). These become the metrics you actually care about.

  6. Connect Google Ads and Search Console

    Admin, Product Links, connect each. Now GA4 shows which ads and search queries drive real behaviour on your site, one dashboard for the full picture.

  7. Verify tracking with Real-time report

    Open your site in another tab, browse a few pages. Within 30 seconds, they should appear in GA4, Reports, Realtime. If not, GTM tag isn't firing, check the Preview mode.

  8. Wait 48 hours before drawing conclusions

    GA4 data lags 24 to 48 hours for full processing. Yesterday's numbers may look weird until they're finalised. Never make decisions on real-time or same-day data.

That’s the whole thing.

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