GA4 setup
Properly setting up GA4 starts with understanding which user actions you want to see in analytics. The counter itself will show visits, pages, and some standard events, but this data is usually insufficient to evaluate leads, sales, advertising campaigns, and customer behavior.
What are events in GA4?
Setting up Google Analytics for a website involves connecting a resource, installing a tag, verifying data transfer, and configuring events and key actions. For online stores, e-commerce is also configured so that GA4 receives information about products, the shopping cart, checkout, and the actual purchase.
This approach helps you see the user's journey from the first click to a request or order. If analytics is already installed, it's best to start with a Google Analytics audit, as reinstalling without verification can create duplicate events and distorted reports.
An event in GA4 describes a specific user action or technical interaction on a website. The system collects some events automatically, while additional information can be obtained through Enhanced Measurement, GTM, or website code.
Standard examples include page_view, scroll, click, and some other actions. For commercial purposes, the recommended events generate_lead, sign_up, login, add_to_cart, begin_checkout, and purchase are often used.
If a standard event isn't sufficient, create a custom event with a clear name and the required parameters. However, avoid creating dozens of nearly identical events when the same task can be accomplished with a single event with an additional parameter.
Event parameters provide context. For example, along with an action, you can pass a form type, page, product, price, or other metric that can later be used in reports and custom dimensions.
Setting up events and goals in Google Analytics 4
The queries "setting up Google Analytics goals" and "setting up a goal in Google Analytics" continue to be used, although the GA4 model differs from the old Universal Analytics. User actions are recorded as events, and the most important events can be marked as Key Events.
Therefore, setting up goals in Google Analytics 4 begins with an event map. First, determine the actions the business needs, then choose a delivery method, and only after verification do you mark the desired events as key events.
For advertising campaigns, the GA4 connection with Google Ads is also verified. The key event in analytics and the conversion action in the advertising account must correspond to the actual goal, otherwise campaign optimization will rely on the wrong signal.
How to set up goals in GA4 using Key Events?
First, you need to identify the action that drives the business's outcome. For a service website, this could be submitting a form, for a SaaS site, it could be registering, or for an online store, it could be a purchase with a confirmed order.
After this, the event is sent to GA4 and checked in DebugView. If the data arrives correctly, the action can be marked as a Key Event and used when analyzing channels, landing pages, and user scenarios.
Setting up goals in Google Analytics should take into account the signal quality. A click on a form button doesn't necessarily mean a successful submission, so for the primary goal, it's preferable to record a confirmed action after validation.
If the data is used in Google Ads, the import and the selected accounting model are additionally checked. An error at this stage could result in the advertising system optimizing for a secondary action instead of a real lead or sale.
What goals should you track on a commercial website?
The set of goals depends on the business model, so a universal list shouldn't be applied without verification. An online store needs purchases and checkout steps, while a service website typically prioritizes inquiries, phone calls, and messaging.
It's useful to separate macro- and micro-actions. The primary business outcome is noted separately, while intermediate actions help us understand at what stage the user continued or stopped moving.
An event map typically records the event name, trigger condition, parameters, and business rationale. This document helps the developer, marketer, and website owner understand the analytics logic in a unified manner.
Once configured, the event map remains useful during redesigns. It allows you to quickly check which actions should continue to work after changes to pages or forms.
GA4 Website Setup: What's Included?
The scope of work depends on the type of website, the number of forms, advertising channels, domain structure, and business objectives. Setting up analytics on a company's website with a single contact form differs significantly from a project with an online store, multiple language versions, Google Ads, CRM, and a separate payment domain.
A basic Google Analytics setup typically involves creating or verifying a GA4 resource, connecting a data feed, installing Google tags or GTM, setting up the required events, and testing. Afterward, the traffic sources, key events, integrations, and reports that the marketer or business owner will use are verified.
The work list may include the following tasks:
- creating an account, GA4 resource, and web stream with the correct system settings;
- connecting Google Analytics to the site via Google tag, Google Tag Manager or CMS integration;
- setting up events for forms, clicks, registrations, purchases and other user actions;
- setting up e-commerce if the site accepts and processes orders online;
- connecting Google Ads, Search Console, Looker Studio or BigQuery if necessary;
- traffic audit, event testing, and error detection in an existing system.
After implementation, the presence of the code itself is not verified, but rather the actual receipt of the required data. User actions must be recorded once, contain the correct parameters, and appear in the correct GA4 property.
Creating and Basicly Setting Up a Google Analytics 4 Account
The Google Analytics structure uses an account, a property, and a data stream. An account refers to a company or analytics owner, a property stores data for a specific project, and a data stream identifies the source of the data, such as a website or mobile app.
When creating a resource, the time zone, currency, company information, and business goals are specified. A Web Data Stream is created for the site, after which Google Analytics issues a Measurement ID of the form G-XXXXXXXXXX, which is used when connecting the tag.
Errors at this stage subsequently impact reports. Incorrect currency complicates revenue analysis, incorrect time zones shift statistics by day, and a chaotic resource structure creates problems with access and project comparison.
It's a good idea to consider your Google Analytics settings before installing the code. If the resource has already been created, check current users, integrations, filters, events, and links to advertising accounts before making any changes.
How to add a new or second website to Google Analytics?
You can add a website to Google Analytics by creating a separate property or a new data stream, but the choice depends on your business structure. For standalone projects, it's often more convenient to use separate properties so that statistics, events, and settings from one site aren't mixed with those from another.
If you need to add a second Google Analytics site for a single project, first determine whether users across domains should be considered part of a common path. Sometimes sites are logically related, such as the primary domain and a separate checkout domain. In this case, cross-domain tracking is additionally checked.
When adding a new site to Google Analytics for a specific brand or business area, the structure should remain clear to the team. It's best to define resource names, accesses, and streams so that, months later, it's clear which project each data set belongs to.
Before adding a site to Google Analytics, also check for the presence of the old counter. Running multiple GA4 implementations simultaneously without proper monitoring can cause duplicate page views, inquiries, and purchases.
Connecting Google Analytics 4 to a website
Connecting to Google Analytics begins after creating a web stream and obtaining an ID. The most appropriate installation method is selected based on the CMS, code access, GTM availability, and future event tracking needs.
You can connect Google Analytics to your website directly via Google Tag or through a Google Tag Manager container. For some CMS and SaaS platforms, simply specify the Measurement ID in the system settings, after which the platform will automatically add the necessary code.
After installation, a test is performed using Realtime, Tag Assistant, GTM Preview, or DebugView. If data appears in real time, this confirms the base tag is working, but the event and e-commerce settings are checked separately.
The data transfer scheme looks like this:
Website → Google tag or GTM → GA4 → Events → Key Events → Reports → Advertising and Analytics Systems
Each section of this chain can be checked separately. This order quickly reveals where data is being lost or corrupted.
Installing a Google tag directly on your website
Installing Google Analytics directly on a website is suitable for projects that require basic data collection and don't require a complex tagging system. The Google tag code is placed in the page template according to Google's instructions, after which the counter begins sending standard data to the selected resource.
This option is often used on small websites or projects with a simple structure. Further development may require additional customization of events, ad pixels, and other systems, so it's best to choose the implementation method based on future needs.
Installing Google Analytics on a website isn't enough just once and forgetting about it. After changing the template, migrating to a different CMS, or installing a new cookie banner, it's a good idea to re-check data transfer.
If the developer adds the counter manually, they must ensure that the code isn't installed simultaneously through a theme, a plugin, and a third-party integration. This duplication often causes duplicate events.
Installing Google Analytics via Google Tag Manager
Installing Google Analytics via GTM is convenient when you need to manage multiple tags and events on your website from a single interface. The GTM container is installed on your website, after which a Google tag with the required Measurement ID is created within it.
When someone asks for "gtm install", they're usually referring to installing the Google Tag Manager container. Once installed, you can add triggers, variables, GA4 events, and other marketing tags without constantly editing your website templates.
Before publishing changes, use GTM Preview. In preview mode, you can see which tag was triggered, the event it occurred on, and what parameters were sent.
Working with GTM requires a well-organized container structure. Clearly named tags, triggers, and variables significantly simplify subsequent audits of your Google Web Analytics setup.
Connecting GA4 via CMS or ready-made integration
Many CMSs allow you to add Google Analytics without manually inserting code. WordPress, Shopify, WooCommerce, and other systems may have a dedicated field for Measurement ID or a ready-made GA4 integration module in their settings.
This method is convenient when the platform supports the current implementation and correctly transmits the required events. Before connecting, check the CMS documentation to ensure that the additional plugin won't create a second instance of the Google tag.
For an online store, a ready-made integration is especially useful if it transmits e-commerce events along with product information, price, and transaction ID. However, the actual data still needs to be verified with a test order.
If built-in integration is limited, additional events can be configured through GTM or by modifying the dataLayer. The method chosen is determined after verifying the capabilities of the specific platform.
I don't consider GA4 setup complete immediately after installing the counter. First, I check what data the system actually receives, whether events and Key events are working correctly, and whether requests and purchases are being duplicated. For online stores, I separately check the transaction_id, value, currency, and products in the purchase event. I also test events using GTM Preview, DebugView, and actual actions on the site. Only after this verification can the data be used for traffic analysis, SEO, and advertising campaigns.
Google Analytics Setup Steps 4
It's more convenient to work in stages, first defining the tasks, then implementing the technical components, and only then generating reports. This order reduces the risk of unnecessary events and repeated container rework.
Each stage ends with a verifiable result. After analysis, an event map is created; after implementation, working tags are generated; after testing, confirmed data is generated in GA4.
Consistency is especially useful for projects where analytics are used by multiple specialists. The developer understands the technical requirements, the marketer receives the necessary events, and the owner sees a consistent set of metrics.
Documentation is retained after launch. This simplifies future audits during redesigns or contractor changes.
Analysis of the site and business objectives
First, we examine the website structure, forms, contacts, user journey, and actual conversion points. For an online store, the shopping cart, checkout, payments, and order confirmation pages are analyzed separately.
At this stage, events are not created for the sake of collecting data. Each action is linked to a specific task: an inquiry, a purchase, a registration, or the analysis of a specific stage of the funnel.
Additionally, the current Google Analytics installation is checked if one already exists. This helps avoid creating a second counter and preserve useful settings.
After analysis, the actual scope of work becomes clear. This stage provides the basis for estimating the timeframe and cost of setup.
Mapping the events
The event map specifies what exactly should be sent to GA4. Each action is specified with its event name, trigger condition, parameters, and its role in analytics.
This document is especially useful for large numbers of forms or e-commerce. It helps avoid chaotic names and situations where identical actions are sent by different events.
You can include generate_lead, sign_up, login, purchase, and other actions in the map. If necessary, add parameters like form_name, item_id, or similar values.
Before implementation, the map is aligned with business objectives. Unnecessary events are removed before technical setup.
Setting up GA4 and GTM
After events are approved, tags, triggers, and GTM variables are created or adjusted. If a direct Google tag is used, its placement and interaction with other systems are checked.
Each tag is given a clear name. This saves time during future container maintenance and reduces the risk of accidentally changing the wrong element.
GTM Preview and Tag Assistant are used during setup. The specialist can see the sequence of events and verify the trigger conditions before publishing the changes.
After testing, the container is published, and the data is further verified in GA4. This eliminates errors that could have surfaced after the actual launch.
Setting up e-commerce and integrations
For an online store, the developer or a ready-made CMS transfers e-commerce data. GTM reads the dataLayer and sends events to GA4 with the required parameters.
Google Ads, Search Console, Looker Studio, and other services are also linked if necessary. Each integration is tested after connection.
If multiple domains are used, the user path between them is configured separately. For payment services, unwanted referrals are checked.
After implementation, a test scenario is run, from site login to purchase. All stages are verified against the expected event map.
Testing
Testing is conducted using real user actions. Page views, clicks, forms, registrations, shopping cart, checkout, and purchases are all analyzed, depending on the project.
GTM Preview shows tag firings, and DebugView displays the events and parameters received by GA4. Realtime is used as an additional check for incoming data.
Tests are performed on the main device types and scenarios. Repeat clicks, form errors, and page refreshes after placing an order are checked separately.
If a discrepancy is detected, the cause is corrected before the project is handed over. Reports are not based on unverified events.
Transfer and documentation
Once setup is complete, the client receives a clear structure of what was done. It is advisable to document events, key events, integrations, and implementation details.
Documentation is useful when working with a new marketer or developer. It helps them understand why a certain tag exists and what action it tracks.
Additionally, recommendations for using reports and further checks are provided. If the project still requires developer-side tasks, they are described separately.
This approach reduces dependence on a single specialist. Configuration can be tested and continued without having to recreate logic based on random tag names.
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How much does it cost to set up Google Analytics 4?
The setup cost depends on the scope of work. Connecting a counter for a small website and setting up Google Analytics for an online store with dataLayer, e-commerce, advertising integrations, and dozens of events require varying amounts of time.
The queries "Google Analytics price" and "Google Analytics cost" can also refer to the system itself. Here, it's important to distinguish between the free standard version of GA4 and the enterprise product Google Analytics 360.
The cost of the setup service is calculated after reviewing the website and the task list. If analytics are already running, a preliminary audit helps determine which areas can be retained and which require improvement.
A fixed price without proper project review often doesn't reflect the actual scope. Two seemingly similar websites may have completely different forms, checkouts, and integrations.
Free Google Analytics and Google Analytics 360
The standard Google Analytics 4 is available for free and is suitable for most websites. It includes event collection, reports, explorations, key events, e-commerce, and basic integrations with Google services.
Google Analytics 360 is an enterprise edition with extended limits and terms of service. Pricing depends on the contract and data volume, so it's inappropriate to set a single, fixed price for all companies.
The cost of Google Analytics 360 is best considered separately from the implementation cost. Even with the free version of GA4, businesses may still pay for auditing, event setup, dataLayer development, integrations, and reporting.
The name Google Analytics Premium appears in older materials and search queries. The current enterprise product is called Analytics 360, so queries for "Google Analytics Premium price" should be accompanied by this explanation.
What does the price of GA4 setup depend on?
The main factor is the amount of logic that needs to be tested and implemented. A small corporate website might have just a few forms and clicks, while an online store might have products, a shopping cart, checkout, payment, returns, and product parameters.
The cost is also affected by the current state of GTM, developer availability, multiple domains, CRM, call tracking, Google Ads, BigQuery, and custom reports.
The approximate composition of the work can be divided as follows:
| Type of work | What's included |
|---|---|
| Basic setup | resource, stream, Google tag, initial verification |
| Setting up events | forms, clicks, registrations, Key events |
| E-commerce | dataLayer, store events, purchases, and revenue |
| GA4 audit | checking implementation, events, sources and errors |
| Advanced Analytics | Ads, BigQuery, Looker Studio, CRM, and reports |
The price for fine-tuning Google Analytics is determined after a brief technical analysis. This approach helps avoid situations where complex forms or non-standard order forms are overlooked in the initial estimate.
For a small project, some tasks can be completed without website customization. If a full-fledged data layer is required, a developer is additionally involved.
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Answers to your questions
How much does it cost to set up Google Analytics 4?
The cost depends on the website structure, number of events, forms, domains, and required integrations. Basic setup and full e-commerce setup require different amounts of work.
If Google Analytics is already installed, it's a good idea to run an audit first. This will show you which elements are working correctly and which settings need to be adjusted.
For an accurate estimate, you need a website URL and a short list of tasks. After that, the work can be divided into mandatory and optional steps.
Is Google Analytics 4 free or paid?
The standard Google Analytics 4 is available for free and is suitable for most websites. The free version allows you to collect events, configure Key Events, use e-commerce, and use standard reports.
For larger companies, there's a corporate version of Google Analytics 360. It has different limits, terms of service, and pricing model.
The cost of a setup specialist's services is not directly related to the service itself. The fee covers implementation, audit, and data verification.
How to connect Google Analytics to a website?
First, a GA4 resource and web stream are created, after which the system generates a Measurement ID. Next, Google Analytics is connected via Google Tag, Google Tag Manager, or a ready-made CMS integration.
After installation, you should test data inflow via Realtime and additional testing tools. Only then should you configure events and Key Events.
A site with complex forms or a store usually requires additional work. The basic tag doesn't automatically handle all the business logic.
Is it possible to install Google Analytics via GTM?
Yes, Google Tag Manager is often used to install Google tags and configure additional events. This method is convenient when a website uses multiple marketing and analytics systems.
After installing the container, the required tag is created, the Measurement ID is specified, and the trigger conditions are configured. Before publishing, the tag is tested using GTM Preview.
The container also needs to be maintained. Duplicate tags and outdated triggers can corrupt data just like errors in the site's code.
How to set up goals in Google Analytics 4?
GA4 uses an event-based model, so a user's action is initially reported as an event. The most business-relevant events can then be identified as key events.
For a form, this could be generate_lead, for registration – sign_up, for a store – purchase. The primary goal should be chosen based on the actual result, not just any user click.
After configuration, a test is performed. The event should be triggered once and only when the required action is actually completed.
How to add a second website to Google Analytics?
For a second, independent website, a separate resource is typically created to prevent data from different projects from mixing. If the websites are part of the same user journey, the structure may differ.
Before creating a new stream or resource, you need to determine whether cross-domain analysis is required. Cross-domain tracking is sometimes configured for related sites.
It's best to clearly define resource names and access permissions from the start. This simplifies analytics management as projects grow.
Does an online store need a separate e-commerce section in GA4?
Yes, for a complete store analysis, standard e-commerce events are required. These include product views, adding to cart, checkout initiation, and confirmed purchases.
The purchase method passes transaction_id, value, currency, and product data. Without these parameters, some revenue and product range reports will be incomplete.
After implementation, you need to complete a test order. Its amount, products, and ID must match the information in the CMS.
How to check if GA4 is configured correctly?
The test is conducted using real actions on the site, GTM Preview, DebugView, and Realtime. The specialist monitors which events are triggered and which parameters the system receives.
Additionally, duplicates, forms, purchases, traffic sources, and internal visits are checked. For online stores, test order data is compared with the actual transaction.
If events are used in Google Ads, the advertising integration is also checked. Errors in the source data can impact campaign optimization.
GA4 setup should begin with business objectives and end with validation of real data. For one project, a basic tag and a few events may be sufficient, while another will require e-commerce, dataLayer, cross-domain tracking, and integration with advertising systems.
If Google Analytics is already installed, it's a good idea to start with an audit and review the current implementation. If you don't have Analytics yet, first create an event map, then install GA4 and configure the necessary actions.
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More on: GA4 setup
Google Analytics Setup Audit
A Google Analytics audit is necessary when a counter has already been installed, but the quality of the collected data raises questions. A typical situation is simple: there is traffic in the reports, but the number of requests is significantly lower than in the CRM, purchases are duplicated, or Google Ads shows different results.
A Google Web Analytics setup audit helps identify discrepancies. It checks the tag itself, resource structure, events, parameters, traffic sources, e-commerce, integrations, and technical settings that affect report quality.
A Google Analytics audit is also performed after a CMS change, a redesign, connecting a new domain, or changing forms. Such updates often break old triggers because URLs, element classes, and data submission logic change.
The audit result should be a clear list of errors and specific actions. A simple remark, "The analytics aren't working correctly", isn't enough for a developer or marketer.
What do we check during a GA4 audit?
The test begins with the basic implementation. We need to ensure that the Google tag is loaded on the intended pages, the correct Measurement ID is used, and that a single user request doesn't send the same events multiple times.
Next, forms, phone numbers, buttons, registrations, account logins, and other actions identified as significant are analyzed. For each event, the name, parameters, trigger, and actual occurrence in DebugView are checked.
The audit may include the following checks:
- the correctness of the Google tag, GTM container and the absence of double counter installation;
- events form_submit, generate_lead, click, sign_up, login and user actions;
- Key events and their compliance with the actual business goals of the site;
- internal traffic, unwanted referrals and transitions between related domains;
- purchase, transaction_id, value, currency, items and other e-commerce parameters;
- GA4 connection with Google Ads, Search Console and additional analytics systems.
After the technical part, the data is compared with the actual site behavior. The test order should appear as a single, expected event, and the purchase should be submitted with the correct amount and transaction ID.
This type of traffic audit helps distinguish genuine changes in user behavior from measurement errors. If data collection is disrupted, advertising and conversion insights become unreliable.
What are the most common errors in GA4?
One common issue is duplicate tags. Google Analytics can be installed simultaneously in a website template, GTM, and a CMS plugin, so a single pageview is sent multiple times, increasing the number of events.
A similar situation occurs with forms. The trigger sometimes fires when a button is clicked, even if the form contains an error and isn't actually submitted. As a result, the generate_lead count is higher than the number of requests in the CRM.
Online stores often check for duplicate purchases, missing transaction_id, invalid currency, and incomplete item arrays. Even if the total revenue is reported, without product data, some Monetization reports lose their practical value.
A separate group of errors is related to traffic sources. A payment service can register as a referral, switching between own domains can interrupt a session, and internal company employees can increase direct traffic and page views.
Setting up Google Analytics for an online store
Setting up Google Analytics for an online store requires more in-depth implementation than just connecting a basic counter. To analyze sales, GA4 must receive data on products, carts, checkouts, transactions, prices, and currencies.
If e-commerce is set up correctly, reports show more than just the number of orders. You can analyze products, categories, revenue sources, checkout steps, and user actions before purchasing.
Setting up Google Analytics for eCommerce often requires developer input. GA4 requires structured data from a CMS or dataLayer, so the capabilities of GTM's visual interface alone are often insufficient.
Before launch, a list of events and parameters is agreed upon. After implementation, a test order is placed, the data from which is verified against the actual amount and basket contents.
What e-commerce events need to be transmitted?
For standard GA4 e-commerce logic, Google's recommended events are used. The set of events depends on the store's functionality, but the basic sequence typically begins with a product view and ends with a confirmed purchase.
The most useful events include:
- view_item to view a specific product and its main parameters;
- add_to_cart and remove_from_cart for user interaction with the cart;
- begin_checkout to record the start of the checkout process;
- add_payment_info for the stage of selecting or adding a payment method;
- purchase for a confirmed transaction with product data;
- refund for returns if the business transmits such information to analytics.
Each event should be dispatched at a time that corresponds to its meaning. For example, begin_checkout shouldn't be triggered simply when the cart is opened if the user hasn't yet started checking out.
The event structure must remain the same across all language versions of the site. Otherwise, products and actions will be split between different names in reports.
What purchase details need to be provided?
A purchase event typically contains a transaction_id, value, currency, and an items array. The transaction_id identifies the order, value indicates its cost, currency specifies the currency, and items contains information about the purchased items.
The product array can contain item_id, item_name, price, quantity, and additional characteristics. The set of parameters is selected based on the reports the business plans to use.
The transaction_id is checked especially carefully. If the identifier is missing or incorrectly generated, protection against double-counting of the transaction becomes less reliable.
The order cost should also be verified against the store's logic. Discounts, shipping, taxes, and promo codes should be accounted for consistently so that revenue in GA4 can be compared with CMS data.
Setting up e-commerce via GTM and dataLayer
The DataLayer transfers structured data from the page to Google Tag Manager. The developer creates the required object at the time of the user's action, and GTM reads the values and sends the corresponding event to GA4.
This approach is convenient for stores where standard CMS integration doesn't cover the required analytics. The dataLayer can be used to pass product information, price, currency, order ID, and other parameters without reading the text directly from the page.
The GTM container should remain clear. For e-commerce, it's best to think through the names of variables, triggers, and tags in advance to prevent future changes from devolving into searching for dozens of similar elements.
After implementation, each event is tested using GTM Preview and DebugView. Testing is conducted using a real-world scenario, from product details to order confirmation.
Purchase verification and duplicate protection
Purchase is an event where an error particularly significantly distorts reports. If the event is resent after updating the thank you page, a single order can increase the number of purchases and revenue several times.
A unique transaction ID and correct sending logic are used for protection. The specific method depends on the CMS, checkout architecture, and the location where the order confirmation is generated.
Testing isn't limited to the first successful order. Also check page refreshes, browser button returns, URL reopenings, and other scenarios that could trigger a repeat event.
After verification, the data is compared with the actual order. The amount, currency, products, quantity, and ID must match the store data.
Setting up Google Analytics 4 reports
Setting up Google Analytics reports makes sense only after verifying the quality of the source data. A beautiful dashboard won't fix incorrect events, duplicate purchases, or lost traffic sources.
GA4 offers standard sections such as Acquisition, Engagement, Monetization, and User, while Explorations are used for more detailed analysis. The specific set of reports is selected based on the objectives of marketing, SEO, advertising, and management.
For businesses, a few clear metrics are usually more important than dozens of graphs with no connection to the solution. The report should answer a specific question: where are the leads coming from, which pages contribute to sales, and where are users leaving the funnel.
If necessary, GA4 data is supplemented with Search Console, Google Ads, CRM, and other sources. Looker Studio is often used for aggregated visualization.
What reports does a business need?
For a service website, reports on lead sources, landing pages, and key events are useful. An online store also needs information on revenue, purchases, products, cart, checkout, and category performance.
One of the basic report options can be built around the chain:
| Block | What are we analyzing? | A practical question |
|---|---|---|
| Acquisition | channels and sources | where do users come from? |
| Landing pages | landing pages | Which pages drive targeted traffic? |
| Key events | inquiries and actions | What sources provide appeals? |
| Monetization | purchases and income | Which channels generate revenue? |
| Funnel | script stages | where users stop moving |
This set helps quickly move from overall traffic to results. Additional metrics are added only when needed for a specific analysis.
The report logic diagram can be represented as follows:
Traffic source → landing page → target action → key event → sale or lead
When data is linked correctly between these stages, reports provide a clear picture of the user journey.
Customized reports and funnels
Explorations lets you compile your own research based on selected dimensions and metrics. Free Form lets you compare segments, pages, devices, and sources, while Funnel Exploration helps you analyze the sequence of stages.
The funnel is especially useful for registration, inquiry, and online stores. It shows the number of users at each step and helps identify areas with significant traffic loss.
Segments allow you to separately compare organic search, paid advertising, new users, or buyers. This analysis is more useful than an overall average when audience behavior varies.
Before creating a complex funnel, ensure that each stage is actually recorded. Otherwise, a beautiful report will reflect technical gaps rather than user behavior.
GA4 integration with other tools
GA4 is often used in conjunction with Google's advertising, search, and reporting systems. The connection between them simplifies channel analysis, but each integration must be customized for a specific task.
There's no need to connect all available services unless absolutely necessary. First, determine what data the marketer, SEO specialist, or manager will need, and then set up the appropriate connections.
Google Ads is most often used for advertising projects, Search Console for SEO, and Looker Studio for dashboards. BigQuery is needed when standard GA4 reports are no longer sufficient.
After connecting, access rights and the actual appearance of data are verified. Having a connection in the interface does not guarantee that the required report will be filled out immediately and correctly.
Google Analytics 4 and Google Ads
Connecting GA4 to Google Ads helps analyze ad traffic and leverage audiences or conversion actions within your ad account. Configuration is completed after verifying key site events.
Before importing, you should decide which actions truly reflect business results. If you send all micro-events to Google Ads as primary conversions, the algorithm may focus on actions that aren't related to sales or leads.
After connection, advertising data transfer and selected Key Events are verified. Attribution is also analyzed for individual projects, as a single user may interact with multiple channels before making a request.
Proper linking is especially important for regular advertising optimization. Analytics errors quickly impact campaign evaluation and budget allocation.
Google Search Console Integration
Google Search Console contains data on impressions, clicks, queries, and website rankings in organic search. Linking with GA4 complements SEO analysis, as search data can be viewed alongside user behavior on the site.
This integration helps evaluate pages that receive organic traffic and compare search traffic with site data. However, Search Console and GA4 reports use different collection principles, so the figures don't necessarily match exactly.
SEO analysis isn't just about visits. It's also helpful to check which organic landing pages lead users to key events and subsequent actions.
Search Console permissions and properties must be configured correctly. Otherwise, the desired resource may not be listed as available for connection.
BigQuery and Google Analytics
BigQuery is used to download GA4 event data and process large datasets more flexibly. This option is suitable for projects where standard reports and Explorations are no longer sufficient.
Raw data can be integrated with CRM, advertising platforms, orders, and internal reference systems. This is convenient for complex analytics where the user journey cannot be reconstructed within the GA4 interface alone.
Working with BigQuery requires an understanding of the event structure and storage or query costs. Therefore, integration should be planned for specific tasks rather than simply a formal setup.
For a typical small website, this level is often excessive. For larger stores, SaaS, and projects with large data volumes, it may be justified.
Looker Studio
Looker Studio is used for visual reports and consolidated dashboards. In a single interface, you can display traffic, key events, advertising metrics, and other data needed by a manager or marketer.
It's better to structure your dashboard around solutions. For example, show the overall result first, then channels, landing pages, and problem areas, rather than displaying all available metrics on a single screen.
Before connecting, data sources and metric compliance are verified. If GA4 detects errors, Looker Studio simply visualizes the same incorrect values.
For regular reports, it's convenient to use a single template. However, the set of blocks may vary for SEO, PPC, e-commerce, and project managers.
Additional data quality settings
After the basic installation, there are settings that significantly impact the accuracy of reports. These include internal traffic filtering, unwanted referrals, cross-domain tracking, Consent Mode, and data retention period.
Some of these tasks may not be necessary for a small website. The decision is made after reviewing the project's architecture, traffic sources, and how users navigate between pages, domains, and third-party services.
Analytics system setup should take into account real-world site scenarios. A general checklist is useful as a basis, but it shouldn't be used without testing the specific implementation.
Testing is performed after each change. This is especially true for filters and settings that can exclude certain data from reports.
Filtering internal traffic
Company employees, contractors, and developers can significantly increase traffic to a small website. They frequently visit the same pages, submit test forms, and check product cards.
Separate rules and filtering can be configured for internal traffic. The method used depends on the company's structure, IP addresses, and the source from which employees access the site.
Before applying a filter permanently, it's a good idea to test it. An overly broad rule can exclude real users and create a gap in your statistics.
If the team works remotely with dynamic addresses, simple filtering by a single IP may not be sufficient. In this case, another option for monitoring test activity is chosen.
Unwanted referral sources
Some third-party services may appear in GA4 as a referral source, even though the user originally arrived from advertising or organic search. A common example involves payment systems and external checkout steps.
If such a referral is recorded before the purchase, the original marketing source may be lost or distorted. For linked services, check the settings for unwanted referrals and the overall conversion path.
You shouldn't add domains to exclusions without proper analysis. First, you need to ensure that the transition is truly technical and falls within the current user journey.
After the changes, a test purchase or request is made. The source in the report should match the user's actual login to the site.
Cross-domain tracking
Cross-domain tracking is required when a single user navigates between multiple business domains as part of a common scenario. For example, the main website might redirect a user to a separate domain for checkout or user account management.
Without proper configuration, a new domain can start a separate session. This results in a broken user journey and incorrectly identifying the conversion source.
Cross-domain tracking is configured only for related domains that actually belong to the same user chain. There's no need to add third-party sites or advertising resources to this list.
After configuration, the transition between domains and the resulting event are verified. The session and source must be preserved in accordance with the chosen architecture.
Consent Mode and Privacy
Consent Mode v2 is used to communicate user consent to Google services. The specific implementation depends on the cookie banner, the region where the website operates, and the consent management platform used.
The technical setup should be aligned with the banner's actual logic. If the user changes their selection, the corresponding status should be conveyed correctly and at the right time.
Google Analytics should not receive personal data via URLs, event parameters, or custom fields. Email addresses, phone numbers, and other identifying data should be excluded from analytics transmission.
Legal requirements vary by country and business model. Technical analytics setup does not replace consultation on personal data processing rules.
Data retention period
GA4 has separate settings for storing user and event data, which affect some analytics capabilities. It's worth checking these immediately after creating a resource, especially if your team uses Explorations.
A short retention period can limit the analysis of long periods in studies. Therefore, the setting is selected based on the comparative reports the team plans to produce.
However, changing the deadline does not retroactively adjust previous periods. It's best to agree on these settings at the launch stage rather than after the need for an annual comparison arises.
BigQuery can be used for long-term storage and native processing of large datasets. This architecture is planned separately.
What does the client get after setting up GA4?
Upon completion, the client receives a working data collection system, in which the site's key actions have been tested using real-world scenarios. The scope of the deliverables varies depending on the project, but the underlying logic must be clear and documented.
For a service website, this typically includes the correct Google tag, form and contact events, Key Events, traffic sources, and links to advertising systems. For an online store, additional configuration includes products, shopping cart, checkout, purchase, and revenue.
As a result, the following may be transmitted:
- a configured or verified Google Analytics 4 resource with a valid web feed;
- working GTM container or verified direct Google tag installation;
- an event map explaining the logic of the main user actions;
- Key events for inquiries, registrations, purchases and other business purposes;
- e-commerce events and parameters for the store, if they are included in the project;
- list of errors found, corrections made and recommendations.
Once the data is transferred, the marketer can use it in SEO, Google Ads, and reporting. When making subsequent changes to the site, the event map helps quickly verify that the analytics are still working.
If part of the implementation depends on CRM or server logic, this is recorded separately. The client can see what data is already being collected and what tasks remain in the next stages.
Why isn't it enough to just install a Google Analytics counter?
Installing a Google Analytics tracker confirms that the site has started sending basic data. However, businesses typically look for specific actions: an inquiry, a phone call, a registration, adding an item to a cart, or a confirmed purchase.
If a counter is installed without event verification, the marketer sees traffic but has no idea which channels are driving customers. Even worse, an event technically exists but fires twice or records a failed form.
Google Analytics counter setup should be completed with testing. Check Realtime, DebugView, event parameters, sources, and ensure that metrics correspond to actual website activity.
For e-commerce, a basic counter is especially insufficient. Without purchase and product parameters, it's impossible to fully analyze revenue and customer behavior within standard GA4 reports.
Therefore, it's best to install Google Analytics on your website along with a pre-agreed measurement logic. This way, the analytics will immediately collect the data needed for decision-making.
Who needs professional GA4 setup?
Professional setup is useful for projects where analytics impacts advertising, SEO, sales, or user behavior. The more traffic sources and target actions, the higher the cost of measurement error.
Online stores need accurate e-commerce, B2B sites need inquiries and calls, and SaaS projects need registrations and in-product actions. For sites with Google Ads, it's especially important to report verified conversions.
Customization is also required after a redesign, a CMS change, or a move to a new domain. Old triggers often depend on the HTML structure, URLs, and specific form elements, so after changes, some events may stop working.
A special situation is a site where Google Analytics is already connected by several contractors. Before a new setup, it's better to conduct an audit and remove duplicates rather than add another layer of tags.
If the team regularly makes decisions based on data, the analytics should be understandable and verifiable. Such a project is easier to maintain and share among specialists.
Forms and inquiries
It's advisable to record successful form submissions after the fields have been validated. Responding to a single button click can record form errors as real requests and distort conversion rates.
A single generate_lead event with the form_name or form_id parameter can be used for different forms. This keeps reports compact, but allows marketers to see which form generated the lead.
If the form submits data via AJAX, the event is checked separately. In this case, there may be no URL change, so the standard pageview trigger is not suitable.
After implementation, several test requests are executed. The number of events in GA4 should match the number of successful submissions received by the website or CRM.
Clicks on phone, email, and messengers
Clicks on phone numbers, emails, Telegram, Viber, and other communication channels help assess user interest. These events are especially useful for local businesses and mobile traffic, where phone calls often replace traditional forms of communication.
However, the click itself does not confirm a completed conversation or sent message. It's reasonable to analyze such actions as intermediate signals unless additional call tracking or CRM data is available.
For each channel, you can pass the contact type as a separate parameter. Then, a single contact_click event will show the distribution between phone, email, and messengers without dozens of similar names.
When setting up, it's important to exclude technical clicks and elements that don't lead to real contact. Testing is performed on both the mobile and desktop versions of the site.
Registration and authorization
The sign_up and login events are useful for services, SaaS projects, user accounts, and private sections of a website. They help you see which channels are bringing in users who create an account and return to the system.
If registration consists of multiple stages, you can additionally track the process's start and successful completion. However, each additional event must answer a specific question, otherwise the reports quickly become overloaded.
It's recommended not to transmit user personal data to GA4 for authorization. Email, phone number, name, and other identifying information should not be sent as parameters for analytics events.
The technical implementation is being tested across various scenarios. Re-entry, registration through a third-party service, and the regular form may all work differently.
Online store purchases and actions
The online store's goals are built around a sequence of actions with a product. A user can open a product card, add it to their cart, initiate checkout, select a payment method, and complete the purchase.
These events help you see where potential orders are being lost. If add_to_cart increases but begin_checkout remains low, the problem may lie between the cart and checkout.
The primary business event is typically the purchase. It should only be transmitted after a confirmed purchase and contain the data required for revenue reporting.
Micro-actions complete the picture and help analyze the funnel. They shouldn't be confused with the main purchase when assessing actual sales.