How to Set Up Google Analytics 4

If you’ve been handling your own small business marketing, chances are you’ve heard of Google Analytics—and now, you’re hearing about Google Analytics 4 (GA4). But what exactly is it, and how can you set up Google Analytics 4 to start tracking your website’s performance?

Today, we’re going to walk you through:

What Google Analytics 4 is
Steps to set up Google Analytics 4
How to use Google Analytics 4 to track key metrics
The benefits of using Google Analytics 4

Let’s get started!

What is Google Analytics 4?

Google Analytics 4 (GA4) is Google’s newest version of its popular web analytics tool. It’s designed to provide more advanced tracking and insights into user behavior on your website—making it a powerful tool for small businesses looking to understand how visitors interact with their site.

Unlike the older “Universal Analytics,” GA4 is more event-based, meaning it tracks specific user actions like clicks, pageviews, and form submissions. This gives you a clearer picture of how people are engaging with your website (in a way that matters). It’s all about tracking the customer journey and giving you the insights you need to make smarter marketing decisions.

Now, let’s walk through how to set up Google Analytics 4 for your small business.

Steps to Set Up Google Analytics 4

Step 1: Create a Google Analytics Account

Before diving into how to set up Google Analytics 4, you’ll need to create a Google Analytics account (if you don’t already have one). Go to the Google Analytics website, sign in with your Google account, and follow the prompts to set up your account. It’s as simple as entering your business name and website details—Google will guide you through the rest.

Step 2: Create a Google Analytics 4 Property

Once your account is set up, you’ll need to create a new property for GA4. In Google Analytics, a “property” is where all the tracking happens—it’s the container for your website’s data.

In the Admin section of Google Analytics, click Create Property.
Select Google Analytics 4 as the property type (it’s the default now).
Enter your website name, time zone, and currency.
Click Next, and your GA4 property will be created!

Step 3: Set Up a Data Stream

Now that your GA4 property is set up, you’ll need to connect your website to Google Analytics using a data stream. A data stream is essentially the pipeline that sends data from your website to GA4.

In your GA4 property, go to the Data Streams section.
Select Web and enter your website’s URL.
Name the data stream—something easy to recognize, like your business name.
Click Create Stream. Google will generate a tracking ID for you, which brings us to the next step.

Step 4: Install the GA4 Tracking Code on Your Website

This step is crucial for actually collecting data from your website. To start tracking visitor activity, you’ll need to add the GA4 tracking code to your site.

Copy the tracking code from the data stream you just created.
Add the code to the <head> section of every page on your website. Most website platforms like WordPress, Shopify, Showit, or Squarespace have easy ways to add tracking scripts—just look for an area in your settings to paste the code.

Once the code is installed, Google Analytics 4 will begin collecting data from your website.

Step 5: Set Up Custom Events and Goals

You’re not done yet though! One of the biggest benefits of GA4 is the ability to track specific user actions with custom events. Want to see how many people click on your newsletter signup button or complete a purchase? You can create events to track all of that!

In your GA4 dashboard, go to the Events section.
Click Create Event and define the specific action you want to track—like “button clicks” or “form submissions.”
You can also set up conversion goals to track key actions (like sales or signups) by marking certain events as conversions. This is a powerful way to measure the success of your marketing efforts.

Step 6: Link Google Analytics 4 with Google Ads (Optional)

If you’re running Google Ads, linking them with GA4 is a game-changer. It allows you to track how your ads are performing and which ones are driving conversions.

In the Admin section, go to Google Ads Linking.
Select your Google Ads account and follow the steps to link it with GA4.
Once linked, you’ll be able to track ad performance directly in your GA4 dashboard—giving you a full picture of how your paid efforts are working alongside your organic traffic.

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‍Quick Tip from Ally Anderson: Our Go-To Expert for all things Google Analytics

Hey there! 👋 I'm Ally, a data-backed marketing strategist, and I know diving into Google Analytics can be a lot. But I'm about to make this way less overwhelming for you.

When you’re first starting out, I only want you to worry about these three reports:

(Pro tip: Use the search bar at the top to find these reports quickly!)

Pages and Screens Report

What it shows you: Which pages people actually view on your site
Why it matters: You'll see if people make it to your money-making pages (like services or offers) or if they're dropping off at your homepage. This tells you exactly where your website might be losing potential customers!

Landing Pages Report

What it shows you: Where people first enter your site
Why it matters: Plot twist - it's not always your homepage! If you're investing in SEO or running specific campaigns, this report shows you if they're working. Plus, you'll know which pages need to be super optimized since they're making first impressions.

Traffic Acquisition Report

What it shows you: How people found their way to your site
Why it matters: Is Instagram really driving as much traffic as you think? Is SEO quietly bringing in more visitors than your social efforts? This report helps you focus your time and energy where it actually matters, not where you assume it does.

Start by checking just these three reports monthly. Small, consistent steps with your data will help you make better marketing decisions over time!

Want more bite-sized data tips like these? Follow me on Instagram or join The Data Drop, my free newsletter that makes marketing data actually make sense. Each week I'll help you take small, strategic steps toward becoming a data-backed business owner.

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How to Use GA4 to Track Key Metrics

Now that you know how to set up Google Analytics 4, let’s talk about how to actually use it to track the metrics that matter for your business.

GA4 makes it easier than ever to track key data like:

Website traffic: See how many visitors are coming to your site and from which sources (social media, Google search, direct visits).
User behavior: Understand what pages visitors are viewing, how long they’re staying, and what actions they’re taking (like clicks or downloads).
Conversions: Track important actions, such as form submissions, product purchases, or newsletter signups. These are the metrics that tie directly to your business goals.
User demographics: GA4 gives you insights into who your audience is, including their location, age, and interests—valuable info when refining your marketing strategy.

At Enji, we love using GA4 to understand how visitors are interacting with our site and to make data-driven decisions. By keeping an eye on these key metrics, you’ll be able to fine-tune your marketing efforts and focus on what’s working best. Plus, Google Analytics is Google’s most flexible model yet. So you really can track what’s most important to your unique business.

Pro-tip: Enji’s KPI Dashboard has a direct integration with Google Analytics 4, so your website metrics auto-populate in your account!

Benefits of Using GA4 for Small Business Marketing

Why should small business owners care about how to set up Google Analytics 4? The benefits go beyond just seeing numbers on a screen. Here’s why GA4 is a must-have for your marketing:

Better Tracking of Customer Journeys: GA4’s event-based tracking lets you follow your customers’ interactions across different platforms and devices, giving you a complete picture of their journey!
Smarter Insights for Better Decisions: With deeper insights into user behavior, you’ll be able to refine your marketing strategy and focus on what’s driving results. Where are people falling off right now?
Improved Data Privacy and Future-Proofing: GA4 is built with privacy in mind and is designed to work in a world with less third-party data. It’s Google’s way of future-proofing analytics for small businesses like yours.
Integration with Google Ads: If you’re running Google Ads, GA4’s integration allows you to seamlessly track ad performance and adjust your ad campaigns based on real-time data.

At Enji, we know how valuable this kind of data can be for small businesses. When you combine GA4’s tracking power with a solid marketing strategy, you’ll have the insights you need to make smarter, faster marketing decisions!

Set Up Google Analytics 4

Now that you know how to set up Google Analytics 4, it’s time to put it into action. GA4 offers incredible insights into your website’s performance, helping you understand your customers better and improve your marketing strategy.

And remember, you don’t have to navigate this alone—Enji’s Marketing Strategy Generator can help you create a solid plan to maximize the data GA4 provides. Ready to take your small business marketing to the next level? Start your FREE trial with Enji today!