A Quick Guide to Implement Google Analytics 4 (GA4) on Your Website

Google Analytics 4 (GA4) has been available for more than two years, yet for many people, it’s still quite an unfamiliar platform, especially for those switching from Universal Analytics. That’s how the digital world works, new systems take over, and companies need to evolve to remain competitive. There’s a growing need to track and interpret user data, and Google Analytics 4 is now the primary tool for that. As of July 1, 2023, Universal Analytics no longer processes hits, making GA4 the sole solution for measuring website and app activity. GA4 delivers powerful machine-learning capabilities and a privacy-first tracking approach, providing businesses with deeper insights while ensuring alignment with current data protection standards. Credits: sagepath-reply There are different methods to migrate from Universal Analytics to GA4, and we will cover all of that along with the following sections.

Why Implement GA4 Now?

As of now, businesses relying on Universal Analytics (UA) will face limitations in tracking and reporting, so it is best to start progressing toward Google Analytics 4 implementation. Moving entirely from Universal Analytics to GA4 won’t be smooth sailing, as many have been accustomed to UA’s tracking methods.  Since GA4 is the future, it is best practice to start learning and implementing it. GA4 offers enhanced insights, better user tracking, and improved adaptability to privacy changes. We have highlighted below the main benefits of the new GA4 and why you should start using it now. Future-proofing analytics as UA is no longer supported Universal Analytics is no longer receiving updates or support. With GA4 as the new standard, businesses that fail to transition risk losing essential tracking capabilities. By switching now, you can start collecting and analyzing data in the background while adapting to the new Google Analytics 4 implementation. Better cross-device tracking (Web + App) Google Analytics 4 improves tracking across websites and apps, overcoming previous fragmentation issues. Businesses gain better insight into the full user journey across devices, refining marketing strategies and optimizing conversions. More user-centric data collection GA4 vs Universal Analytics, what is the actual difference? Well, GA4 uses an event-based model instead of Universal Analytics’ session-based tracking. Google is enhancing predictive metrics, providing deeper audience insights and conversion probability analysis. Improved privacy features (cookie-less tracking and event-based model) Previously, you would have needed to rely heavily on cookies with Universal Analytics. Now with the GA4, this is replaced with an event-based model designed to comply with evolving data protection laws. This means that businesses now can maintain valuable insights while ensuring compliance with GDPR and CCPA. Note: It is highly recommended that you begin using GA4 now to start benefiting from its advanced tracking, deeper user journey insights, and more robust privacy features before falling behind.

Step 1: Creating a GA4 Property

Now that you understand why Google Analytics 4 implementation is valuable for your company website and how it can help you expand in this challenging market, it is time to discover how you can complete its installation for your site. Here is the detailed guide on how to set up GA4 for both existing and new users:

For existing Universal Analytics users

Since Google Analytics 4 is entirely separate from Universal Analytics, you can’t convert or upgrade a UA property to GA4. However, if you are wondering how to switch to GA4, you can create a new GA4 property and link it to an existing UA property. Here’s how:

1. 1. First, access your UA account and navigate to Admin → GA4 Setup Assistant. From there, open the GA4 Setup Assistant.
2. 2. Click “Get Started” and create a new GA4 property.
   • See the prompt to create your new GA4 property inside the GA4 Setup Assistant.
   • Click “Get Started” to proceed
   • Review the brief overview of what your new GA4 property will look like.
3. 3. Enable Data Collection Using Existing Tags (If Applicable)

If you are using Google Tag Manager (GTM) or gtag.js, you are allowed to import your existing tracking setup to GA4. This will simplify the process, allowing you to continue tracking data without additional installation. And if you used an older analytics.js implementation, then you’ll need to manually configure the new setup! Instead, you’ll need to:

• Manually install GA4 tracking on your website.
• Reconfigure your event tracking for GA4.

And that’s it! The Setup Assistant will handle the rest, and you can click See your GA4 property to access it immediately.

For new GA4 users

If you want to create a new GA4 property, that’s quite simple as well.

1. 1. Begin by signing into your Google account at analytics.google.com/analytics/web/. Then, select the Start measuring button. Enter a name for your account and choose the data-sharing options you prefer, then hit Next.
2. 2. Assign a name to your property, then select the appropriate time zone and currency. Typically, you should choose these based on your server location and clients.
3. 3. Here you need to Select the platform you want to track, such as Web, iOS, or Android. Then, Indicate your website URL and/or app details. Finally, you should create a data stream. To create a data stream, first go to Admin → Data Streams and press the Add stream button.
4. 4. Next, copy and insert your GA4 measurement ID setup (located in the data stream details of your GA4 property). Set the firing trigger to All Pages and press Save.

And that’s all! Your GA4 property should be completely set up and ready to begin gathering data.

Step 2: Integrating GA4 with Your Website

There are two main ways to insert GA4 for a website:

• Using Google Tag Manager (GTM):

• Manual installation / Using the Global Site Tag (gtag.js)

Several steps are involved in integrating GA4 code for a website, but worry not, I’ll guide you through the process comprehensively. 

Using Google Tag Manager

We’ll be using Google Tag Manager GA4 integration for this setup, as it offers a simple and effective way to handle your GA4 tracking codes. Here are the step-by-step instructions:

1. 1. Now head over to Google Tag Manager and log in with your Google account.

Click Create Account, then type in your account name and container name (typically your website name). Choose Web as the target platform and click Create. Accept the terms of service and click Yes to proceed.

1. 2. Once the container is created, you’ll be directed to the GTM dashboard.

Create a New Tag:

• Click on Tags in the left-hand menu.
• Click the New button to add a new tag.
• Click Tag Configuration and choose Google Analytics: GA4 Configuration.

Configure the Tag:

• Enter your GA4 Measurement ID you saved earlier.
• Adjust any extra settings if needed, such as enabling enhanced measurement.

1. 3. Set Up a Trigger:

• Click Triggering and choose All Pages to apply the tag across your entire website.
• Click Add to save the trigger.

1. 4. Publish the changes

Click Save to store your new tag setup. Click the Submit button at the top right of the GTM dashboard. Add a version name and description for your changes. Click Publish to make the changes live.

Adding GA4 Manually (Without Google Tag Manager)

Similar to the manual approach, you need to log into Google Analytics, navigate to the Admin panel, and choose your GA4 property.

1. 1. Get the Tracking Code:

Click Data Streams in the Property section and pick your website data stream. Copy the Global Site Tag (gtag.js) code provided.

1. 2. Insert the GA4 Code Into Your Website

Place the gtag.js script inside the <head> section of each page you want to monitor, just like in the manual setup. Once added, Save and publish the changes so that GA4 begins tracking your site. You might ask but, which method is the correct one? Well, the Google Tag Manager choice is recommended for most users because of its flexibility and convenience in handling multiple tags and tracking codes without altering the website code. On the other hand, the Global Site Tag (gtag.js) is helpful for users who prefer a simple script and do not require the advanced functions of GTM.

Final Thoughts

GA4 is packed full of premium features with a $0 price tag. The two main benefits are:

• A future-proof data model
• The ability to start leveraging GA4’s advanced event tracking, custom dimensions, and reporting capabilities with the click of a button

Businesses should consider upgrading to GA4 this year, as new software kinks have been worked out by beta testers simultaneously with the tightening of new cookie privacy laws around the globe. Considering that your historical UA data does not get migrated over to GA4, the sooner you implement Google Analytics 4 implementation, the more historical data you will have when the new privacy laws go into effect. We understand that transitioning to GA4 takes time, and the learning curve is challenging, especially for those accustomed to Universal Analytics. However, making the switch now is necessary to avoid data gaps and ensure a smooth shift to the new system. As an example, think about custom dimensions, event tracking, and reporting, the sooner GA4 is properly configured, the sooner you can start collecting and analyzing data for better decision-making. In our next guide, we will dive deeper into custom dimensions, event tracking, and advanced reports, helping you unlock GA4’s full potential for your business.