Google Analytics 4 Setup Guide

Published: July 2025 · 9 min read

Google Analytics 4 (GA4) replaced Universal Analytics in July 2023, and the transition has been challenging for many businesses. GA4 is fundamentally different — it uses an event-based data model, machine learning insights, and privacy-first tracking.

At Adssava, we’ve set up GA4 for dozens of clients. Here’s the complete step-by-step guide to get it right from day one.

Step 1: Create Your GA4 Property

Go to analytics.google.com and sign in with your Google account. Follow these steps:

1. Click “Admin” (gear icon in the bottom left)
2. Select your account or create a new one
3. Click “Create Property”
4. Enter property name and select reporting time zone
5. Choose your currency
6. Select your industry category and business size
7. Accept the terms of service
8. Click “Create”

Step 2: Install the Tracking Code

GA4 uses a measurement ID (format: G-XXXXXXXXXX) instead of the old UA-XXXXXXXXX format. Install this code on every page of your website:

Installation Methods:

• WordPress Plugin: Use Site Kit by Google or MonsterInsights for easy setup
• Manual Installation: Add the gtag.js code snippet to your website’s header
• Google Tag Manager: Recommended for advanced setups and multiple tracking needs
• Website Builder: Most platforms (Shopify, Wix, Squarespace) have built-in GA4 integration

Step 3: Configure Essential Events

GA4 tracks page views automatically, but you need to configure custom events for your specific business goals:

Must-Track Events:

• Page Views: Automatic, but verify implementation is working
• Clicks: External links, email clicks, phone calls
• Form Submissions: Contact forms, newsletter signups, quote requests
• File Downloads: PDFs, whitepapers, brochures, product catalogs
• Video Engagement: YouTube views, video completion rates
• Purchases: E-commerce transactions with revenue tracking
• Scroll Depth: 25%, 50%, 75%, 100% scroll tracking

Step 4: Set Up Conversions

Not all events are equal. Mark your most important events as conversions to track them separately:

1. Go to “Configure” > “Conversions” in GA4
2. Click “New Conversion Event”
3. Enter the event name (must match exactly as tracked)
4. Save and wait 24-48 hours for data to appear in reports

Step 5: Create Custom Reports

GA4’s interface is less intuitive than Universal Analytics, but the Exploration feature is incredibly powerful:

Essential Custom Reports:

• Traffic Overview: Sessions, users, page views by channel
• Conversion Funnel: Step-by-step user journey analysis
• Content Performance: Top pages by engagement and conversions
• Audience Demographics: Age, gender, location, interests
• Device Breakdown: Desktop vs mobile vs tablet performance

Step 6: Connect to Google Search Console

Linking GA4 with Search Console provides valuable search data:

1. Go to “Admin” > “Product Links” > “Search Console Links”
2. Click “Link” and select your Search Console property
3. Choose which web property views to link
4. Wait 24-48 hours for data to appear in GA4

Step 7: Set Up Data Retention

By default, GA4 retains data for only 2 months. Extend this to 14 months:

1. Go to “Admin” > “Data Settings” > “Data Retention”
2. Change “User data retention” from 2 months to 14 months
3. Save changes

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