Key Takeaways:

• GA4 completely replaces Universal Analytics – switching is inevitable
• Event-based tracking enables more flexible analyses than ever before
• Proper setup saves significant time later when analyzing data

Google Analytics 4 isn't a simple update – it's a completely new system. The interface looks different, the data structure works differently, the reports show different metrics. Those switching from Universal Analytics face a learning curve at first.

But this effort is worth it. GA4 offers more precise tracking, better privacy protection, and future-proof analytics. In this guide, we'll walk you through the complete setup – from creating your first property to generating meaningful reports.

Why Google Analytics 4 Matters

Universal Analytics worked reliably for years. So why the switch? The answer lies in changed circumstances: privacy laws are getting stricter, cookies are being blocked, users move between devices.

The old session-based model is hitting its limits. GA4 instead uses event-based tracking. Every interaction – a click, a scroll, a video view – is an event. This enables more detailed analyses and works better even without cookies.

Machine learning integration is another advantage. GA4 fills data gaps with statistical models and can predict future user behavior.

Creating Your First GA4 Property

Setting Up Account and Property

Open analytics.google.com and sign in with your Google account. Click "Admin" and then "Create Property."

Choose a meaningful name – ideally your website's name. Set the timezone and currency to your region. This affects how reports aggregate data later.

For business details, select your industry and company size. Google uses this information to suggest relevant reports.

Configuring the Data Stream

The data stream is the connection between your website and GA4. Select "Web" as the platform and enter your website's URL.

Enable "Enhanced Measurement." This feature automatically captures important events like scrolls, outbound clicks, site searches, and video engagement. What used to require manual configuration now works immediately.

You'll receive a Measurement ID in the format G-XXXXXXXXXX. This ID connects your website to GA4.

Embedding the Tracking Code

Direct Integration

The simplest approach: Copy the gtag.js code and paste it into the head section of every page. For static websites, this is straightforward. For CMS systems like WordPress, there are plugins for this.

<script async src="https://www.googletagmanager.com/gtag/js?id=G-XXXXXXXXXX"></script>
<script>
  window.dataLayer = window.dataLayer || [];
  function gtag(){dataLayer.push(arguments);}
  gtag('js', new Date());
  gtag('config', 'G-XXXXXXXXXX');
</script>

Using Google Tag Manager

Google Tag Manager offers more flexibility. Here you manage all tags in one place without needing to change code. For larger websites and more complex tracking requirements, this is the better choice.

Create a new "GA4 Configuration Tag" in Tag Manager. Enter your Measurement ID and set the trigger to "All Pages." Basic tracking is complete.

Important Basic Settings

Adjusting Data Retention

By default, GA4 stores user data for only two months. For meaningful year-over-year comparisons, increase this value to 14 months under Admin > Data Settings > Data Retention.

Filtering Internal Traffic

Employee visits skew your data. Create a filter for internal IP addresses under Admin > Data Streams > Configure Tag Settings > Define Internal Traffic.

Don't forget to activate the filter. The definition alone isn't enough – you must switch the filter on under Data Settings > Data Filters.

Enabling Google Signals

Google Signals enables cross-device tracking for logged-in Google users. The same user on phone and desktop is recognized as one person. This significantly improves data quality.

Activate this feature under Admin > Data Settings > Data Collection. Consider the privacy implications and update your privacy policy accordingly.

Defining Custom Events

Automatic vs. Custom Events

GA4 distinguishes between automatically collected and user-defined events. Automatic ones – like page_view, session_start, and first_visit – require no configuration.

For e-commerce and lead generation, you need custom events. A contact form submission, a PDF download, a newsletter signup – you must track these important actions yourself.

Creating Events via the Interface

Simple events can be created directly in GA4 under Configure > Events > Create Event. You define conditions under which a new event is generated from existing events.

Example: You want to track when someone reaches your contact page. Create an event with the condition: event_name equals page_view AND page_location contains /contact.

Events via Tag Manager

For more complex scenarios, use Google Tag Manager. Forms, clicks on specific buttons, scroll depth on specific pages – all can be precisely configured.

Pay attention to consistent naming. Use snake_case (lowercase_with_underscores) and meaningful names. contact_form_submitted is better than form1_submit.

Setting Up Conversions

What Is a Conversion in GA4?

Any event can become a conversion. Simply mark the relevant events as conversions under Configure > Events. You'll find a "Mark as conversion" toggle there.

Typical conversions for B2B websites are contact requests, demo requests, and newsletter signups. For e-commerce, it's purchases, add-to-cart actions, and wishlist entries.

Assigning Conversion Values

Not all conversions are equally valuable. A $500 purchase is worth more than a newsletter signup. Assign monetary values to conversions to measure the actual business value of your website.

For e-commerce transactions, your system automatically passes the order value. For leads, estimate: If 10% of your contact requests lead to an average order of $5,000, a request is worth $500.

Understanding the Key Reports

Real-Time Report

Here you see what's happening on your website right now. How many users are active? Which pages are they visiting? Where are they coming from? Ideal for testing new tracking configurations and observing campaign launches.

Acquisition Reports

Where do your visitors come from? The acquisition report shows channels like Organic Search, Direct, Social, and Referral. You see which sources bring traffic and – more importantly – which lead to conversions.

The distinction between "User acquisition" and "Traffic acquisition" is important. User acquisition shows how new users first came to your site. Traffic acquisition shows all visits, including from returning users.

Engagement Reports

How do users interact with your content? Average engagement time per session, pages per session, and events show the quality of your traffic. Many visitors mean little if they leave after seconds.

The "Pages and screens" report lists your most popular content. Essential for content websites to understand which topics and formats work.

Monetization Reports

Essential for e-commerce websites. Here you see revenue, transactions, average order value, and product performance. Integration with Google Ads enables direct ROAS calculation.

Using Explorations

The standard reports show only a fraction of the possibilities. Under "Explore," you create custom analyses with any dimensions and metrics.

The free-form report is the most versatile. Drag dimensions into rows, metrics into values, and you get custom tables. Perfect for questions that standard reports don't answer.

Path explorations show how users navigate through your website. Which paths lead to conversion? Where do users drop off? This visualization reveals problems in the user flow.

Funnel analysis shows drop-off rates in multi-step processes. Checkout analysis, signup processes, content funnels – where are you losing users?

GA4 and Privacy

GDPR places requirements on web analytics. Although Google has made adjustments, using GA4 in Europe remains controversial. Some data protection authorities have classified GA4 as not GDPR-compliant.

What you can do: Use a consent banner that obtains consent before loading GA4. Enable IP anonymization. Disable Google Signals if you don't need cross-device analysis.

Document your measures and seek legal advice. The situation is changing and depends on your specific use case.

Integration with Other Tools

Google Search Console

Link GA4 with Google Search Console. This shows which search queries your pages appear for and how often users click. The combination of search performance and behavioral data is valuable.

Under Admin > Product Links, you'll find the option. You need access to both properties.

Google Ads

Linking with Google Ads enables conversion import and remarketing audiences. You see directly in GA4 which campaigns generate conversions. And you can use audiences based on website behavior for ads.

BigQuery

For advanced analytics, export GA4 data to BigQuery. This enables SQL queries over all raw data. Overkill for most websites, gold for data-driven businesses.

Avoiding Common Mistakes

Many GA4 implementations have problems that ruin data quality. Regularly check your technical foundation with our SEO Analyzer and watch for these pitfalls:

Double tracking is frequent. If the gtag.js code and Google Tag Manager fire simultaneously, all events are counted twice. Check with the Tag Assistant Chrome Extension that only one instance is running.

Missing filters for internal traffic skew numbers. Especially for small websites with little external traffic, internal visits make up a large portion.

Ignored referral exclusions lead to incorrect source attributions. Payment providers like PayPal or Stripe should be excluded as referrals so they don't start new sessions.

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Frequently Asked Questions

Can I use Universal Analytics and GA4 in parallel?

Universal Analytics was discontinued in July 2023 and no longer processes new data. You can still view historical reports, but for current analyses, only GA4 is available. Parallel operation is no longer possible.

How long does it take for data to appear in GA4?

Real-time data appears immediately. Standard reports update within 24-48 hours. For new properties, the first reports may look sparse for a few days until enough data is collected.

Do I need technical skills for GA4?

Not necessarily for basic setup – many CMS offer plugins that simplify integration. For custom events and advanced configuration, however, basic knowledge of HTML and Google Tag Manager is helpful.