How to correctly set up Google Analytics 4 (GA4)
The old Universal Analytics (UA) is officially dead, and all companies had to transition to Google Analytics 4 (GA4). Many website owners still struggle with the new interface. In this article, we'll show you how to set up GA4 correctly to get valuable insights.
Step 1: Creation and Integration
If you haven't already, create a new GA4 Property. The best way to integrate GA4 is not by pasting the code directly into your website's header, but by using Google Tag Manager (GTM). GTM allows you to manage all tracking codes from one place.
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Step 2: Excluding Internal Traffic
A major mistake we see during audits is clients measuring their own visits.
- In GA4, go to Admin > Data Streams > Configure tag settings.
- Click Show all and choose Define internal traffic.
- Add your IP address.
- Go to Data Settings > Data Filters and activate the filter.
Step 3: Events and Conversions
GA4 is entirely event-based. Important events you should track via GTM:
- Form submission (generate_lead)
- Phone number click (click_phone)
- Email click (click_email)
Mark these events as Conversions in the GA4 dashboard.
Step 4: Data Retention
By default, GA4 retains detailed user data for only 2 months. Change this to 14 months under Admin > Data Settings > Data Retention.
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