Quick answer: GA4 setup takes four main steps: create a Google Analytics 4 property (or use the GA4 Setup Assistant from an existing Universal Analytics property), add a web data stream to get your Measurement ID, install the tag with gtag.js or Google Tag Manager, and adjust a few settings such as data retention, enhanced measurement and conversions. Run GA4 alongside your existing Universal Analytics property for now. That way you start collecting history in the new system while keeping the reports your team already relies on.
Why set up GA4 now
Google launched Google Analytics 4 on October 14, 2020, building on the App + Web property type it had been testing for a year. New properties created in Google Analytics now default to GA4. Universal Analytics still works and is still the more complete product for many reporting needs, but Google has been clear that new features will focus on GA4.
The practical reason to set it up now is history. GA4 does not import historical data from Universal Analytics. Every month you wait is a month of data you will not have when you eventually rely on GA4. Running both in parallel costs little and gives you time to learn. Our comparison of GA4 vs Universal Analytics covers the differences in the data model.
Before you start
Make sure you have:
- Edit permission on the Google Analytics account
- Access to your website’s code, CMS or Google Tag Manager container
- A list of the key actions you track today, such as form submissions, purchases or calls
- Your cookie consent setup in mind, since GA4 sets cookies just like Universal Analytics
Option 1: Use the GA4 Setup Assistant
If you already have a Universal Analytics property, this is usually the quickest route.
- In Google Analytics, open Admin.
- In the Property column, select your Universal Analytics property.
- Click GA4 Setup Assistant.
- Choose Get started under “I want to create a new Google Analytics 4 property.”
- If your site uses gtag.js, the assistant may offer to enable data collection using your existing tags. If you use Tag Manager or a plugin, you will need to add the GA4 tag yourself.
- Click Create property.
The assistant creates a new GA4 property connected to your Universal Analytics property, copies basic settings like the property name, time zone and currency, and turns on enhanced measurement. Your Universal Analytics property is not changed.
Option 2: Create a GA4 property from scratch
For a new site, or if you prefer a clean start:
- Go to Admin and click Create Property in the Property column.
- Enter a property name, reporting time zone and currency.
- Click Next, add optional business details, then Create.
Note that the default is now a GA4 property. If you also want a Universal Analytics property, use Show advanced options during creation to create both at once.
Add a web data stream
GA4 collects data through data streams. A property can have web, iOS and Android streams, which is how GA4 combines app and website data in one place.
- In the new property, go to Admin then Data Streams.
- Choose Web.
- Enter your website URL and a stream name.
- Leave Enhanced measurement switched on unless you have a reason not to.
- Click Create stream.
You will see a Measurement ID that starts with “G-“. This is what you use in your tag. It replaces the “UA-” tracking ID format for GA4.
What enhanced measurement collects
Enhanced measurement automatically tracks several interactions without extra code:
- Page views
- Scrolls (when a visitor reaches about 90 percent of the page)
- Outbound link clicks
- Site search, based on query parameters in the URL
- Video engagement for embedded YouTube videos
- File downloads
Click the gear icon in the enhanced measurement section to switch individual events off, or to tell GA4 which URL parameter your site search uses.
Install the GA4 tag
With Google Tag Manager
Tag Manager is the most flexible option and is what we recommend for most business sites. Our guide to Google Tag Manager best practices covers container organization.
- In Tag Manager, create a new tag.
- Choose Google Analytics: GA4 Configuration.
- Paste your Measurement ID.
- Set the trigger to All Pages.
- Save, then use Preview to test before publishing.
Keep your existing Universal Analytics tag running. The two tags work independently.
With gtag.js
If you add the tag directly to your site, copy the global site tag snippet shown in the web stream details under Tagging instructions, and paste it into the head of every page. If you already have a gtag.js snippet for Universal Analytics, you can add a second config line with your G- ID to the existing snippet rather than loading the library twice.
On WordPress
Many WordPress analytics plugins were built around Universal Analytics and are still catching up with GA4. The most reliable approach today is to install Tag Manager on the site and add GA4 there. Our article on Google Tag Manager for WordPress explains how.
Check that data is arriving
- Open your website in a browser.
- In GA4, open the Realtime report. You should see yourself as an active user within a minute or so.
- For more detail, use DebugView under Configure. It shows events from devices in debug mode, such as when you use Tag Manager’s preview mode.
Standard reports can take up to a day or two to populate, so do not worry if they look empty at first.
Settings to change right away
Data retention
Go to Admin, Data Settings, Data Retention. The default is 2 months. Change it to 14 months. This setting controls how long user-level and event-level data is kept for analysis in the Analysis Hub. Aggregated standard reports are not affected, but short retention will limit what you can explore later.
Google signals
Under Data Settings you can enable Google signals, which adds data from signed-in Google users who have ad personalization turned on. It supports cross-device reporting and demographics. Check your privacy policy and consent setup before enabling it. Our article on cookie consent covers the basics.
Conversions
GA4 does not use goals. Instead, any event can be marked as a conversion. Go to Events, find the event, and toggle Mark as conversion. Some events, such as purchase, are counted as conversions by default.
If the action you need does not exist as an event yet, you will need to create it.
Set up key events
Enhanced measurement covers the basics, but most businesses need a few custom events:
- Form submissions, ideally fired on successful submission, not just a button click
- Clicks on phone numbers and email links
- Quote or booking requests
- Purchases, using the GA4 ecommerce event format
In Tag Manager, create a Google Analytics: GA4 Event tag for each, with a clear event name in lowercase with underscores, such as generate_lead. Google publishes a list of recommended event names. Using them where they fit makes future reporting easier. Our guide to event tracking covers how to plan events so they stay useful.
Link other Google products
Under Product Links in Admin, you can link Google Ads so conversions and audiences can be shared. GA4 also offers a BigQuery export, which is useful if you want raw event data for deeper analysis.
What to expect from GA4 reports
GA4’s reports look different from Universal Analytics. There are fewer standard reports, there are no views, and bounce rate is not shown. Much of the deeper analysis happens in the Analysis Hub, where you build explorations, funnels and path analyses.
That is a big reason to run both properties for now. Keep using Universal Analytics for day-to-day reporting while you learn GA4 and build the events and conversions you need. Our Google Analytics setup guide still applies to your Universal Analytics property.
FAQ
Do I need to remove Universal Analytics?
No. Run both. Universal Analytics continues to work, and GA4 starts building history in parallel.
Will GA4 import my old data?
No. GA4 starts collecting from the day you install the tag.
Can I use the same tag for both?
With gtag.js you can add both IDs to one snippet. With Tag Manager, you add separate tags for each.
Why are my GA4 numbers different from Universal Analytics?
The two systems count sessions and users differently. Small differences are normal. Large differences usually point to a tagging problem.
Next step
Create the property, add the stream, install the tag and change data retention today. Then plan your key events.
If you would like help setting up GA4 alongside your current analytics so the numbers are trustworthy, see our Know what’s working services.
