How to setup Google Analytics 4 (GA4) – (with free audit template)

Google announced they will replace Universal Analytics (UA) on 1st July 2023. The link also include information about how to set it up. If you have UA you must migrate.

  1. Tag implementation
    • Hard code, CMS integration, GTM, Plugin
  2. Setup property settings
    • Check time zones
  3. Activate Google signals
    • This allows cross-device data for signed-in users and remarketing cross-device.
      • This will ensure accurate tracking as well as demographic data shown in your reports.
      • To be able to configure this, go to Data Settings → Data Collection, and click Get Started
    • Check data protection policy ad privacy regulations for your country before activating
  4. Change data retention period to 14 months
  5. Change attribution to ‘cross-channel data-driven model’
    • Rather than last-clicked, this feature enables other ads to be taken into consideration in a users path to conversion
  6. Enable enhanced measurement
    • Turning this on allows multiple events to be tracked automatically bringing in more data into your reports
    • Set up on-site search – make sure it is capturing the right data
  7. Organise GA4 data flow
    • Go to Data SettingsData Filters
    • Only 2 filter types are available in GA4: internal traffic and developer traffic
    • Setup these filters to exclude internal traffic
  8. Identify unwanted referrals
    • Common culprits are third-party payment methods for your e-commerce store.
    • Go to Data streams → More Tagging Settings. Here you should select List unwanted referrals and add conditions for the traffic.
  9. Set up custom dimensions and metrics
  10. Choose your Default Reporting Identity
    • 2 options, By User ID and device and By device only. 
    • To set it up go to Admin →  Reporting Identity.
  11. Verify conversion tracking
    • Are all conversion events tracking properly? begin checkout, first visit, purchase etc
    • See Google guide to how to set up conversion tracking
  12. Setup e-commerce tracking
    • When running an online store, eCommerce tracking implementation is essential. Check this in Monetisation overview
  13. Are you exporting data to BigQuery?
    • Setting this up allows you to track data beyond the default 14-month retention period. Admin → Product Links → BigQuery Links
  14. Link GA4 to Google Ads
    • Admin → Product Links → Google Ads Links
  15. Integrate Google Search Console (GSC)


These are the basic steps to set up GA4. Google also have sound information about how to set this up on their website.

Link to the free template here

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