As we move into 2025, Google Analytics 4 (GA4) has become the gold standard for businesses looking to track user behaviour across websites and apps. Whether you're new to GA4 or transitioning from Universal Analytics (UA), this guide will provide a comprehensive, step-by-step process for setting up GA4 from scratch. With detailed instructions and helpful tips, you'll be ready to take full advantage of GA4's powerful features.

Introduction

What is GA4?

Google Analytics 4 (GA4) is the next-generation analytics platform Google introduced. It represents a fundamental shift in how data is tracked and reported, moving from a Universal Analytics (UA) session-based model to an event-based one. GA4 offers a unified approach to data collection across websites and mobile apps, providing more flexibility and accuracy in tracking user behaviour.

Unlike Universal Analytics, which focuses on sessions and pageviews, GA4 tracks user interactions using events (such as clicks, form submissions, and user engagement). This shift allows for more granular insights into how users engage with your content and how these interactions drive conversions.

Why GA4 is Important in 2025

In 2025, GA4 will no longer be a "nice-to-have" but a necessity. Google's announcement that Universal Analytics properties will stop processing data on July 1, 2023 (for standard properties) means businesses that haven't transitioned to GA4 will lose valuable insights. GA4 is made to handle the modern complexities of digital marketing, like tracking users across multiple devices, integrating machine learning for predictive analytics, and adapting to stricter privacy regulations.

As privacy laws become more stringent (such as GDPR and CCPA), GA4 has been designed with privacy and compliance in mind. It gives businesses more control over their data collection practices while gathering rich insights.

Why You Need GA4

Future-Proof Analytics

GA4 is designed to handle the future of data tracking. Unlike Universal Analytics, which focuses on tracking sessions, GA4 uses an event-based model that works across websites, apps, and IoT devices. This approach ensures businesses can future-proof their analytics setup to track user behaviour across multiple platforms, making GA4 the best tool for today's multi-channel world.

• Unified Data Model: GA4 offers a single platform to collect data from web—and app-based properties, making tracking user journeys across different devices and platforms easier.
• Cross-Platform Insights: With GA4, you can track users across both websites and apps, making it easier to understand the complete customer journey, primarily if your business operates on multiple digital channels.

Enhanced Reporting Features

GA4 introduces more flexibility in reporting. It moves away from rigid, pre-configured reports and gives you more control over how data is displayed.

• Customizable Dashboards: Create
  • Customizable Dashboards: Create
    

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    custom reports focusing on the metrics that matter most to your business. For example, you can track how users move through your website or app, their interactions with content, and whether they convert.
  • Predictive Insights: With machine learning baked in, GA4 can provide predictive metrics such as purchase probability and potential churn, giving you a competitive edge in targeting and marketing strategies.

  Event-Based Tracking

  Moving from session-based tracking (like in UA) to an event-based model in GA4 brings many benefits.

  • Granular Tracking: Every user interaction is considered an event. Whether clicking a button, scrolling through content, watching a video, or making a purchase, each action is tracked as an individual event.
  • Custom Events: Beyond the standard events like pageviews and clicks, GA4 allows businesses to create custom events that track the exact interactions they care about (e.g., downloads, interactions with specific buttons, form submissions).

  Privacy and Compliance

  As data privacy concerns continue to grow, GA4 is designed to comply with the latest privacy regulations, including GDPR, CCPA, and more. GA4 makes it easier for businesses to manage and control how data is collected, stored, and shared while also offering features like data retention controls and user-deletion requests.

  Pre-Setup Checklist Before Installing GA4

  Before diving into the setup process, it's essential to have a few things in place.

  Ensure You Have a Google Analytics Account

  If you don't already have

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  a Google Analytics account, go to Google Analytics and create one. If you already have an account, ensure you're logged in and have the necessary permissions to modify properties.

  Create a Google Tag Manager Account (Optional but Recommended)

  Google Tag Manager (GTM) simplifies deploying tags (such as GA4's tracking code) on your website without modifying the source code. It also provides more control and flexibility over how and when data is tracked.

  • Create an Account: If you don't have a GTM account, visit Google Tag Manager to set one up.

  Access to Website or App Code

  To implement GA4 tracking, you'll need access to your website or mobile app's source code. However, if you're using a website builder like WordPress, Squarespace, or Shopify, the process may be simpler via plugins or integrations.

  Step 1: Create a GA4 Property

  1. Log in to Google Analytics
     • Go to the Admin section of your Google Analytics account.
     • In the Account column, select the account you want to use (or create a new one).
     • In the Property column, click Create Property.
  2. Choose GA4 as the Property Type
     • When creating a property, ensure you choose GA4 (Google Analytics 4) rather than Universal Analytics.
  3. Set Up Property Details
     • Fill in the basic details: Property Name, Time Zone, Currency, and Industry Category.
  4. Select Data Streams
     • Web Data Stream: Add a data stream for your website by entering the URL.
     • App Data Stream: If you're tracking an app, enter your app's details here. GA4 allows you to integrate data from both web and app in the same Property.

  Step 2: Add the GA4 Tracking Code

  Option 1: Using Google Tag Manager

  Google Tag Manager is an easy way to deploy your GA4 tags:

  • Create a New Tag: In GTM, go to Tags > New > Tag Configuration > Google Analytics: GA4 Configuration.
  • Enter the Measurement ID. You can find this in your GA4 property under Admin > Property > Data Streams > [Your Stream] > Measurement ID.
  • Set a Trigger: Choose the trigger as All Pages to fire the GA4 tag on all website pages.
  • Publish the Tag: Once configuring the tag, click Publish in GTM to deploy the changes.

  Option 2: Directly on Your Website (Global Site Tag – gtag.js)

  • To get the gtag.js Code, navigate to Admin > Property > Data Streams > [Your Stream] > Global Site Tag in your GA4 property.
  • Add Code to Your Website: Copy the script and paste it into the <head> section of every page on your website just before the closing </head> tag.

  Option 3: For WordPress Users

  If you're using WordPress, you can install the Site Kit by Google plugin to easily connect your GA4 account:

  • Install and activate the Site Kit using the Google plugin.
  • After activating, go to the Site Kit dashboard and follow the prompts to link your GA4 property.

  Step 3: Set Up Events and Conversions

  What Are Events in GA4?

  In GA4, everything is tracked as an event. For example:

  • Page views
  • Button clicks
  • Form submissions
  • Downloads

  These are all "events" in GA4.

  Create Custom Events

  To track more specific actions, you can create custom events in GA4 via Google Tag Manager or through the GA4 interface.

  1. In GA4: Go to Events > Create Event.
  2. Define the conditions for the custom event, such as specific URLs, button clicks, or other user interactions.

  Set Up Conversions

  Conversions are key actions that indicate a successful user interaction (e.g., form submissions, purchases). To mark an event as a conversion:

  • Go to Events in GA4.
  • Click on the Event you want to mark as a conversion.
  • Toggle the Mark as a conversion option.

  Step 4: Configure GA4 to Track User Properties

  Custom Dimensions and Metrics

  Custom dimensions are attributes you can track alongside user interactions (e.g., age, location, membership level). To set them up:

  • Go to Admin > Property > Custom Definitions.
  • Click on Create Custom Dimension and define the parameters.

  User-ID Tracking

  User ID allows you to track users across multiple devices. You must implement the User-ID feature by passing a unique user identifier to GA4 through your website or app.

  Step 5: Link GA4 with Google Ads and Other Tools

  Link Google Ads with GA4

  • Go to Admin > Property > Google Ads Linking.
  • Select the Google Ads account you want to link and follow the prompts to enable cross-platform reporting.

  Link Google Search Console

  Integrating GA4 with Search Console provides deeper insights into your website's organic search performance. To link the two:

  • Go to Admin > Property > Product Linking > Search Console.

  Step 6: Set Up Audiences and User Segments

  Creating Audiences

  Audiences in GA4 allow you to define specific user segments based on their behaviour. For example, you can create an audience for users who've added products to their cart but haven't completed a purchase.

  1. Go to Audiences in GA4.
  2. Click New Audience to define the criteria (e.g., users visiting a specific page or completing certain events).

  Step 7: Explore GA4 Reports

  GA4's reporting is more customizable than ever:

  • Standard Reports: These are pre-built reports that show high-level data (e.g., user demographics, acquisition).
  • Explorations: Customizable reports where you can dive deeper into specific data points, segment users, and visualize trends.
  • Real-Time Reports: Monitor live data on user interactions as they happen.

  Step 8: Set Up Goals and Alerts

  Goals (Conversions)

  In GA4, you set up goals by marking specific events as conversions. This can be done under the Events section in the GA4 property settings.

  Alerts

  Set up alerts to notify you when key metrics exceed or fall below certain thresholds. For example, you can define alerts for sudden traffic spikes or drops in user engagement.

  Bonus Tips for GA4 Success

  • Use Google Data Studio: Create beautiful, customized dashboards and reports using your GA4 data.
  • Leverage AI Insights: GA4 uses machine learning to provide predictive insights, such as churn probability and purchase likelihood.
  • Stay Updated: Google continually updates GA4 with new features and improvements. To stay informed, regularly check the GA4 release notes.

  Conclusion

  Setting up GA4 is crucial for businesses looking to stay ahead in the evolving digital analytics landscape. Following these detailed steps, you can set up a robust, future-proof analytics solution for your website or app. GA4's event-based tracking, machine learning insights, and privacy-first design will help you make more informed decisions in 2025 and beyond.