How to Use Google Analytics 4 for Beginners [2021 Guide]

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Building a profitable web site with out knowledge is difficult. Really laborious. Like doing a tightrope stroll blindfolded, it is doable—but it surely’s approach simpler with the lights on.

Enter Google Analytics.

Google Analytics turns in your web site’s metaphorical lights to disclose who’s visiting it, how they’re discovering it, and what they’re doing there. You can then use this knowledge to confidently put one foot in entrance of the opposite to enhance your web site.

In this information, you’ll study:

What is Google Analytics 4?

Google Analytics 4 (GA4) is an online analytics instrument from Google that permits you to observe and measure person site visitors and habits in your web site free of charge. It’s utilized by an estimated 28.8 million web sites, giving it an estimated 85.9% share of the online analytics market.

Here’s what it appears to be like like:

Why use Google Analytics?

You began your web site to tell potential prospects of your services or products and convert them into loyal prospects. To do that successfully, that you must know the place guests come from, what they’re most focused on, and which touchpoints assist flip them into prospects.

Recording and analyzing your knowledge with GA4 will assist you to construct digital advertising and marketing methods to draw extra guests and make extra cash.

Is Google Analytics free?

Google Analytics is totally free however does have assortment and configuration limits. Most SMEs won’t ever exceed these limits. If you’re nervous, search for the inexperienced checkmark subsequent to every report title; this confirms that you simply’re not sampled knowledge within the report.


 Google Analytics 360 is the paid model of Google Analytics, which prices on common $150,000 per 12 months. This service helps enterprise-level hit volumes of as much as 500 million hits monthly, plus implementation and technical assist. 

How to arrange Google Analytics

Just as you’ll be able to’t catch any fish with out first casting your web, Google Analytics can’t acquire knowledge with out being put in. So the earlier you get issues arrange, the higher.

Follow these three steps to put in and check Google Analytics:

1. Create and arrange your Google Analytics account

Follow these directions to create your account appropriately:

  1. Go to
  2. Click Start measuring.
  3. Enter an account title (This is for inner functions. We advocate utilizing your organization title.)
  4. Edit knowledge sharing settings (optionally available).
  5. Click Next.
  6. Enter a property title(This is for inner use solely and your web site area works effectively, particularly if working with a number of web sites below one firm.)
  7. Check the reporting time zone and foreign money (This must be correct for the enterprise’s location).
  8. Click Show superior choices.
  9. Toggle the choice to ‘Create a University Analytics property’ on (This is taken into account greatest observe to maintain GA4 enhanced measures enabled.)
  10. Enter Website URL.
  11. Click Next.
  12. Enter business and enterprise dimension data (optionally available).
  13. Click Create.
  14. Accept the Google Analytics Terms of Service Agreement (Be certain to familiarize your self with this earlier than agreeing, as there could also be particular privateness guidelines and rules on your location.)
  15. Check internet stream particulars (Ensure every thing is right, together with issues like HTTP vs. HTTPS and www vs. non-www. These might skew knowledge accuracy.)

2. Add the GA tag to your web site

You want to put in the GA tag in your web site earlier than Google Analytics can acquire any knowledge. The easiest method to do that is dependent upon your web site setup.

If you’re utilizing WordPress…

  1. Install the GA Google Analytics plugin.
  2. Go to the plugin settings.
  3. Copy your Measurement ID from Google Analytics.
  4. Paste the Measurement ID into the GA monitoring ID field within the plugin settings.
  5. Select Global Side Tag from the Tracking Method choices.
  6. Click Save Changes.

If you’re utilizing Wix…

  1. Go to Marketing Integrations.
  2. Under Google Analytics, click on Connect.
  3. Click Connect Google Analytics.
  4. Paste your Measurement ID from Google Analytics within the pop-up.
  5. Tick the IP Anonymization checkbox in case you want to disguise guests’ IP addresses from Google.
  6. Click Save.

If you’re utilizing one other CMS/platform…

Google has hyperlinks to directions for many CMShere. However, you’ll discover that not all platforms present native assist for the brand new “G-” ID in GA4. So in some instances, you’ll want to put in manually by copying the complete gtag.js code into the <head> part of your web site.

Alternatively, you should use Google Tag Manager (GTM). GTM is a considerably superior choice for a newbie. Still, it’s my most well-liked methodology for including on-page tags as a result of I normally want so as to add a number of advertising and marketing efficiency tags (Facebook, HubSpot, and many others.)

If you need to study extra about Google Tag Manager, learn this.

3. Test your setup

Google Analytics monitoring errors are widespread, so it’s essential to check your setup earlier than calling it a day.

There are just a few methods to do that, however probably the most simple approach by far is utilizing Google’s Tag Assistant Chrome extension. It’s a legacy product, but it surely nonetheless works and continues to be out there for obtain.

Here’s learn how to check your setup with the extension:

  1. Install the extension.
  2. Open your web site.
  3. Click on the extension’s icon in your browser bar.
  4. Click Enable and refresh your webpage.

An incorrectly put in tag shall be unhappy and crimson:

A appropriately put in tag shall be glad and inexperienced:

How to arrange purpose monitoring

Google Analytics routinely begins measuring site visitors to your web site and person interactions equivalent to web page scrolls, outbound clicks, web site searches, video engagement, and file downloads.

All of those auto-tracked occasions have the choice to be marked as objectives. Any extra objectives, like type completions or cellphone calls, will must be arrange as an occasion utilizing GTM

In your GA4 property, click on “configure” within the left-hand navigation (it appears to be like like a desk icon).

You merely slide the toggle named “mark as conversion” for the occasions you’d prefer to set off conversions from this display.

How to make use of Google Analytics

With every thing appropriately arrange, you’re in all probability questioning learn how to use this factor. This query is a troublesome one to reply as a result of there’s no single approach to make use of Google Analytics. It can let you know lots of of issues about your web site, so the best way you employ it’ll rely on the info that you must know.

For that cause, as an alternative of making an attempt to clarify each single report right here, I’m simply going to cowl the fundamentals of how you should use GA4 to grasp how customers get to your web site, what they do there, and the multichannel journey prospects take to conversion.


Acquisition reviews let you know how customers get to your web site. In GA4, that is separated into two classes: User Acquisition and Traffic Acquisition.

User acquisition reviews are primarily based on person engagement, whereas site visitors acquisition relies on session engagement. This distinction is necessary as a result of one person can have a number of classes. For this cause, we shall be explaining the User acquisition report.

To get to the User acquisition report:

  1. Log in to Google Analytics.
  2. Click to increase Life Cycle reviews.
  3. Click to increase Acquisition reviews.
  4. Click User acquisition.

You can phase your report by including a comparability for User demographics, Device, or Custom Event like a particular coupon code.

For now, let’s stick with a high-level view and hold this as “All Users”:

The bar graph and scatter chart will routinely populate utilizing the metrics you set within the desk under.

In the instance above, we selected “First user medium” for the dimension within the first column of the desk. This exhibits us the supply by which customers had been first acquired. For instance, “organic” combines site visitors from all natural sources: Google, Bing, Yahoo, and many others.


Engagement reviews let you know what customers do in your web site. Engagement is measured by the common size of time your web site was the main target within the browser, the variety of distinctive customers who scrolled a minimum of 90% of the webpage, occasion depend, and conversion depend.

Let’s check out simply one of many Engagement reviews: Pages and screens.

To get to this report:

  1. Log in to Google Analytics.
  2. Click to increase Life Cycle reviews.
  3. Click to increase Engagement reviews.
  4. Click Pages and screens.

Segment your report by including a comparability for the advertising and marketing channel you’re trying to analyze. For instance, embody dimension “First user medium” with a price of “organic.”

The bar graph and scatter chart will routinely populate utilizing the metrics you set within the desk under.

You can edit the dimension that can change the descriptive attribute or attribute of knowledge in column 1. For instance, selecting “Page title and screen class” will present the web page title, whereas “Page path + query string and screen class” will present the URL.

Remaining columns within the desk present “metrics.” A metric is a particular aspect of the dimension. For instance, the dimension for “Page title” will be related to a metric like new customers, distinctive person scrolls, occasion counts, and different engagement metrics.


The conversions report tells you which ones person actions are contributing to the success of what you are promoting. For an ecommerce retailer, this could be making a purchase order. For a lead era web site, it could be submitting a contact type.

In GA4, “goals” are measured as conversion occasions. The occasions knowledge you see in your GA4 reviews are triggered as customers work together along with your web site.

To get to the Conversions report:

  1. Log in to Google Analytics.
  2. Click to increase Life Cycle reviews.
  3. Click to increase Engagement reviews.
  4. Click Conversions.


 The Conversions report is technically a kind of Engagement report, however I wished to level it out as a result of it’s one of the crucial necessary reviews in GA4

The bar graph and scatter chart will routinely populate utilizing the metrics you set within the desk under.

Within the desk, you’ll discover occasions listed by title, variety of related conversions, complete customers, and occasion income. Click on the title of an occasion to open a report about that particular occasion.

For an eCommerce retailer, you could need to see extra details about customers that begin the checkout course of. To try this, click on on the occasion title ‘begin_checkout.’

This will open a brand new report displaying the site visitors supply, variety of conversions, and worth for the chosen occasion solely.

Click the dropdown menus within the higher left nook of the road chart to regulate metrics and dimensions within the report.

For instance, you’ll be able to select to view the variety of conversions or occasion worth. You may select to see the origin of the occasions by Event supply, Event medium, Event marketing campaign, additional time, or by Google Ads metrics.

Add a secondary dimension, like metropolis, to the explorer desk by clicking the blue plus icon subsequent to Column 1.

How to enhance your web site with Google Analytics

Setting up Google Analytics and understanding learn how to configure reviews is only the start. The benefit of studying learn how to use GA4 is that you could reply advertising and marketing questions with actual knowledge.

If you simply put in Google Analytics, that you must wait a minimum of 24–48 hours to permit knowledge to populate in reviews—though I like to recommend ready a minimum of 3–4 weeks earlier than making a choice primarily based on reviews.

Below are three easy methods you should use the info in Google Analytics to enhance your web site.

Improve site visitors: Which channels usher in probably the most site visitors?

At a really fundamental stage, search engine advertising and marketing is about getting extra engaged customers to a web site. To do that, that you must know which channels are bringing in probably the most site visitors within the first place.

Here’s learn how to discover your greatest performing advertising and marketing channels:

  1. Go to the User Acquisition report below Acquisition.
  2. Set Column 1 to First person medium.
  3. Click the New Users header to type the desk in descending order by site visitors quantity.

These advertising and marketing channels are bringing in probably the most new customers (first-time guests) to your web site.

Explore different metrics within the desk to additional perceive every advertising and marketing channel’s contribution to your web site’s efficiency. 

For instance, clicking on engagement charge or common engagement time tells you which ones advertising and marketing efforts are successful guests’ confidence.

Engagement charge is the share of classes that interacted along with your web site divided by all classes. In distinction, engagement time is the common size of time your web site was within the forefront of the person’s browser window.

To measure enchancment add a comparability on your benchmark date vary within the high proper nook.

Improve content material effectiveness: Which pages usher in probably the most site visitors?

Understanding which content material brings in probably the most natural site visitors will assist you to fine-tune your content material advertising and marketing technique.

Here’s learn how to do it:

  1. Go to the Pages and Screens report below Engagement.
  2. Click All customers on the high of the display.
  3. Change the dimension to First person medium.
  4. Select natural because the dimension worth.
  5. Click Apply.
  6. Click the New Users header to type the desk in descending order by site visitors quantity.

These natural touchdown pages are bringing in probably the most new customers (first-time guests) to your web site. You will need to create extra articles like these.

On the flip aspect, click on the header a second time to type the desk by ascending worth. If there are natural touchdown pages with zero person site visitors, it would be best to reevaluate their relevance to what you are promoting objectives and regulate your technique accordingly. This might embody republishing the content material or eradicating it out of your web site.

Improve geographical focusing on: Where do my greatest prospects come from?

If you’re investing in advertisements or multi-location search engine marketing, you want location-specific insights to grasp the place to extend or lower advertising and marketing efforts. You can use the Demographic particulars report for this.

Here’s learn how to do it:

  1. Go to the Demographic particulars report below Demographics.
  2. Sort the desk by engagement charge, particular occasion, or complete income.

This report may be very helpful for fine-tuning Ads location focusing on.

If you need to get extra particular along with your segmentation, click on the Country dropdown within the first column of the desk and alter it to Town/City or Region.

Final ideas

Setting up Google Analytics might really feel like studying Klingon, however a fundamental report setup is all that you must get began. Investing twenty minutes of your day to learn to arrange GA4 and learn how to pull a handful of reviews can pay for itself time and time once more.

Success is within the knowledge.

Got questions? Ping me on Twitter.

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