Google Analytics 4 is the most popular web tracking tool on the market. With our step-by-step guide, you too can better understand your customers and make data-driven decisions.
In this article, we explain all the essential steps for your success. As a digital agency in Munich, we are happy to assist you with any questions you may have.
What can Google Analytics 4 do?
By default, Google Analytics 4 allows you to collect a lot of data. Google collects this data via JavaScript code embedded in your website and stores it on their server. This process places cookies on the user’s device, which are used to recognize users and customers. Generally, the data collection process works as follows:
- A new visitor lands on your site.
- A JavaScript code is executed.
- The code collects user data.
- The collected data is sent to Google.
- Cookies are stored in the browser for recognition.
- On a return visit, new information is combined with existing data.
- You gain important insights via Google Analytics 4.
But what statistics can you access with Google Analytics 4? This is a common question, and the answer is multifaceted. There are no limits to what Google Analytics can do; companies use the service not only to collect website data, but also to combine this data with app statistics and even store visits. All this data can be compared with sales data and marketing campaigns, making Google Analytics one of the most important decision-making tools of the 21st century.
Unfortunately, Google Analytics 4 isn’t a complete, all-in-one solution that can capture everything and provide insightful information based on your business goals. Comprehensive data collection tailored to your specific business requires expertise. We’ll show you the initial setup steps in the next few minutes. After that, you can easily collect the following metrics, but many more require further integrations:
At the end of this tutorial, we’ll guide you through the next steps to optimally utilize Google Analytics 4 and capture all the conversions and KPIs mentioned here.
Initial setup for Google Analytics 4
Open a Google Analytics 4 account
The first step is always to create a Google Analytics 4 account. This is free and requires only an active Google account.
We’ve simplified the process for you with screenshots:
Step 1: First, choose whether you want to sign up with an existing Google account or create a new one.
Step 2: You will be redirected to the page shown here. Click “Start measuring” to begin registration.
Step 3: Google will first ask for an account name. This is for internal use only. We recommend our clients use their company name here.
Step 4: Further details will be requested. You can also change these later in the settings. For the property name, we recommend your company name followed by “Website.” For example, our property here at Digital Loop is called “Digital Loop Website.”
Step 5: Now fill in your company information for your account. The questions about your company are optional. After that, you will be asked to accept the terms of service.
Step 6: Now fill in your company information.
Step 7: Google Analytics 4 is compatible with both websites and apps. In our case, we’ll connect a website.
Step 8: Now you need to enter the website URL, i.e., your website’s internet address. All modern websites should use the https:// protocol, as it supports encrypted transmission. For the stream name, we recommend your company name followed by (web stream) to easily distinguish between web data and app data added in the future. The Optimized Analytics option is also recommended.
Step 9: Google Analytics 4 is now set up and just needs to be integrated into your website. The Measurement ID is important for this; please copy it. You can also view it later under Admin → Properties → Data Streams.
Integrating Google Analytics 4 into a website
There are many ways to integrate Google Analytics 4. We recommend that all our customers install it using Google Tag Manager, as this has the least impact on page load times and provides a clear overview of tags, which will help you implement consent management effectively.
However, this method is not straightforward, so we have described and simplified it in detail. In many cases, though, a simpler approach is also available: automatic setup via plugins or integrated systems.
1. Beginner’s trick: Automatic setup
Are you using a complete solution for your website? Most website builders offer automatic setup. All you need to do is copy the tracking ID from the previous step into the tool’s settings.
With Wix, for example, this is possible via the native marketing integration. After selecting Google Analytics 4, you simply need to paste the tracking ID you’ve already created into Wix. The system will take care of everything else.
Generally, automatic setup works as follows:
1. Find tracking ID
The tracking ID is used to connect your Google Analytics 4 property to an external service. You can find it in the settings.
2. Insert into website settings
Refer to your platform’s support documentation to find out which menu to use to connect Google Analytics 4. Enter the tracking ID there.
3. Retrieve basic statistics
Google Analytics 4 now displays page views and basic statistics. For deeper insights, professional setup is required.
Find the step-by-step instructions for the specific system you are using:
One exception is the WordPress content management system (CMS). Native setup is not possible. Here, you have a choice: either install a plugin that handles this function, or set up Google Analytics 4 professionally using Method 2.
A recommended plugin for WordPress is MonsterInsight, which is available in a free version.
2. Professional setup by Digital Loop
For commercial projects, a professional setup is the right choice. Specialized agencies like Digital Loop are best suited for this, as they are familiar with the latest trends and can guide you through the entire process.
Web Analytics Setup
- Professional setup by experts
- Tracking all aspects of your customer behavior
Data protection & consent
- In accordance with the latest GDPR and ePrivacy guidelines
- User consent management
Reporting & Visualization
- Identify trends and correlations faster.
- Understand data better.
3. A robust all-round setup with Google Tag Manager
To use Google Analytics 4, a small piece of code from the program needs to be installed on every website. Since this often becomes complex in larger projects, requiring the installation of code snippets from multiple programs, Google has designed an elegant solution. With Google Tag Manager, you only need to install a single snippet and can configure everything else directly through an intuitive user interface.
Because Tag Manager is part of the Google Marketing Platform, installation takes only a few steps.
- Make sure you are logged in with your Google account.
- Visit https://tagmanager.google.com/
- Follow these steps to create a Tag Manager account:
4. At the end of the setup, you will be presented with two code snippets. You need to add these to the specified location on your website. Since this varies depending on the CMS, it’s advisable to consult with your IT department.
Now that Google Analytics 4 and Google Tag Manager are set up, only one final step remains: connecting the two accounts.
5. To do this, click on “Add new tag” in the Google Tag Manager workspace:
6. Name the tag and select “Google Analytics: GA4 Configuration” as the tag type:
7. Change the tag name to something more understandable, such as “Google Analytics GA4: Configuration”. Under Tag Configuration, the measurement ID from the first section must be added as a variable.
8. The tag is now set up. However, we still need to define a trigger. A trigger is used to make a tag run only in specific situations. This is particularly important for data privacy concerns. In this tutorial, we will include all website visits in our statistics and use “All Pages” as the trigger. Before publishing, please ensure that you have a functioning consent management system in place. We are happy to assist you with any questions regarding data privacy.
9. Finally, the tag must be saved and published.
As a verification step, you can now visit the website and compare your page views using Google Analytics 4 Realtime Analytics.
Next
First steps in a new Google Analytics 4 account
Open the first report
Welcome to your newly created Google Analytics 4 account! Here you can easily access and analyze the data collected by Google. Google generates reports that illustrate user behavior based on target audience, starting point, and other factors.
First, take a look at the real-time report, as it captures page views immediately. You can simply open the website you’re tracking in your browser and see your user behavior reflected directly in the Google Analytics 4 window.
Want to learn as much as possible from your new data treasure trove but aren’t yet familiar enough with Google Analytics 4?
Collect and analyze more data
You’ve set up Google Analytics 4, but you also want to track more details, such as sales, contact requests, and many other KPIs? Google Analytics 4 doesn’t have these features enabled by default. With an analytics expert by your side, data collection and analysis become a breeze. Contact us today to fully utilize Google Analytics 4 and make better decisions.
Similar questions:
What is Business Intelligence?
BI combines business analytics, data mining, data visualization, data tools and infrastructure, and best practices to help companies make data-driven decisions.
What are the tasks of a business intelligence analyst?
A BI analyst can collect, clean, and analyze data such as a company’s revenue, sales, and market information. They can also program tools and data models to visualize or monitor data.
What are the four pillars of business intelligence?
The four pillars of BI are data collection, subsequent analysis and visualization, and finally, decision-making.
