Google Analytics 4 Setup Guide (Current Steps)

Google Analytics 4 (GA4) is Google's only analytics product; the old Universal Analytics stopped collecting data in July 2023 and its accounts were shut down entirely. This guide covers the setup from scratch, based on the current interface; migration steps from UA are no longer relevant.

GA4 setup steps

1. Create an account. Sign in with your Google account at analytics.google.com and create a new account and property; set the time zone and currency correctly from the start, since changing them later fragments your reports.
2. Define a data stream. For web, enter your site address; you will receive a measurement ID (it starts with G-).
3. Add the code to your site. There are two paths: adding the GA4 tag directly to the site, or managing it through Google Tag Manager. If you plan to run multiple measurement codes, Tag Manager is the right choice for version tracking.
4. Check enhanced measurement. Page view, scroll, outbound click, and site search events are on by default; e-commerce events must be defined manually.
5. Mark your conversions. Flag critical events such as form submissions, phone clicks, and purchases as key events; without conversions, GA4 only counts visitors.
6. Connect Search Console. Set up the link from the admin panel so you can read search data and behavior data in the same place.

First checks after setup

Privacy compliance and consent management

A GA4 setup can no longer be considered separately from consent management: measurement should not start before cookie consent is obtained, and Google's Consent Mode must be configured to pass the consent state to your tags. Analytics measurement must be explicitly listed in your privacy notice.

Common setup mistakes

The most common mistake is treating the setup as nothing more than adding the code; a property without defined conversions cannot inform decisions. The second is double tagging: a GA4 tag added both directly in the code and through Tag Manager inflates sessions. The third is failing to filter test traffic; on smaller sites, the team's own visits distort reports significantly. How to read the reports is covered in detail in our Google Analytics guide.