How to Set Up Google Analytics 4 on Your Website

The short answer: setup order

1. Create a GA4 account and property.
2. Add a web data stream and get an ID like G-XXXXXXXXXX.
3. Install the tag on your site with gtag.js or Google Tag Manager.
4. Review enhanced measurement.
5. Set data retention to 14 months.
6. Set up an internal traffic filter.
7. Link GA4 to Google Ads.

Step 1. Property and data stream

In Admin, click "Create" and follow the wizard:

• Account — usually one per company.
• Property — one per product (a business's website and app can share one property). This is where you set the reporting time zone and currency — get them right from the start so days and revenue are counted correctly.
• Data stream — choose "Web", enter the site URL and a name.

Once the stream is created you will see the Measurement ID G-..., which you need for installation.

Step 2. Installation: gtag.js or GTM

Option 1: gtag.js. Paste the snippet into the <head> of every page:

<script async src="https://www.googletagmanager.com/gtag/js?id=G-XXXXXXXXXX"></script>
<script>
  window.dataLayer = window.dataLayer || [];
  function gtag(){dataLayer.push(arguments);}
  gtag('js', new Date());
  gtag('config', 'G-XXXXXXXXXX');
</script>

Option 2: Google Tag Manager. Create a Google Tag, enter the G-... ID and use a trigger that fires on all pages (Initialization — All Pages). Publish the container.

If you plan to add the Meta Pixel, Yandex Metrica and conversion events, GTM is more convenient in the long run.

Verify the installation: open your site and check the Realtime report — your visit should appear almost immediately.

Step 3. Enhanced measurement

Enhanced measurement is enabled in the web stream settings. It automatically collects:

• page views, including page changes in SPAs via browser history;
• scrolls to the bottom of the page;
• outbound clicks;
• site search;
• engagement with embedded YouTube videos;
• file downloads;
• form interactions.

Turn off whatever creates noise. Form tracking, for instance, may fire on any form, including search — in that case a custom event for successful submission is more accurate.

Step 4. Data retention

By default GA4 keeps detailed event-level data for 2 months. In Admin → Data collection and modification → Data retention, switch it to 14 months. This affects Explorations: without it you cannot compare year over year. Standard reports are not affected by this setting.

Step 5. Internal traffic filter

Visits from your team and developers skew the numbers.

1. In the web stream settings, open "Configure tag settings → Define internal traffic" and add a rule for your office IP address.
2. In Admin → Data filters, find the Internal Traffic filter. It is created in the Testing state.
3. Confirm the filter flags the right traffic, then switch it to Active. Filtered-out data cannot be recovered.

Step 6. Linking Google Ads

In Admin → Product links → Google Ads links, choose your ad account. Then:

• enable auto-tagging in Google Ads so clicks are attributed correctly;
• import GA4 key events into Google Ads as conversions;
• use GA4 audiences for remarketing.

If your site serves users in regions with cookie consent requirements, set up Consent Mode together with your consent banner.