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How to set up Google Analytics
Introduction
Quick answer: To set up Google Analytics, create a Google Analytics 4 (GA4) property at analytics.google.com, add a web data stream for your site, install the Google tag (directly, with a plugin such as Site Kit, or with Google Tag Manager), mark your important events as key events, link Google Ads and Search Console, and check the Realtime report to confirm data is flowing.
By Mizanur Rahman, digital marketer. Updated 31 October 2026.
What is GA4?
Google Analytics 4 is Google’s current analytics platform. It measures websites and apps with an event-based model: page views, clicks, form submissions and purchases are all events. Older Universal Analytics no longer collects data, so GA4 is the standard.
Step 1: Create the account and property
- Sign in at analytics.google.com with the Google account you want as owner.
- Create an account, then a GA4 property. Set your time zone and currency correctly, since they affect reports.
- Choose your industry and business size, then your goals.
Step 2: Add a web data stream
Under Admin, open Data streams, choose Web, and enter your website URL. Google gives you a Measurement ID that starts with G- and the tag installation instructions.
Step 3: Install the tag
| Method | How |
|---|---|
| Site Kit by Google (WordPress) | Connect your Google account in the plugin and enable Analytics |
| Google Tag Manager | Create a Google tag with your G- ID, trigger on all pages |
| Manual | Paste the Google tag in the head section of every page |
Use only one method. Two installs can double-count page views.
Step 4: Configure the essentials
- Enhanced measurement: keep it on to track scrolls, outbound clicks, file downloads and more automatically.
- Internal traffic: filter your own team’s IP addresses.
- Data retention: set event data retention to the longest option available for your property.
- Cross-domain tracking: add all domains involved in one customer journey.
- Google signals and consent: follow your privacy and consent requirements, and consider Consent Mode.
Step 5: Set up key events
GA4 calls its conversions key events. Mark the events that matter, such as generate_lead, purchase or a custom form_submit event, as key events in Admin. For forms and buttons, create events in GA4 or send them with Google Tag Manager.
Step 6: Link other Google tools
- Link Google Ads to share audiences and import key events.
- Link Search Console to see organic search queries.
- Link BigQuery if you need raw data exports.
Step 7: Test the setup
- Open the Realtime report and visit your site in another tab.
- Use DebugView, or Tag Assistant, to inspect events as they fire.
- Submit a test form or purchase and confirm the key event appears.
Frequently asked questions
Is Google Analytics free?
Standard Google Analytics 4 is free to use. Google also offers a paid enterprise version for very large needs.
How long does GA4 take to show data?
Realtime data appears within moments, while standard reports can take up to a day to fully process.
Why do GA4 and Google Ads show different conversion numbers?
They use different attribution models, conversion windows and counting rules, so small differences are normal. Large gaps suggest a tracking problem.
About the author: Mizanur Rahman is a digital marketer based in Dhaka, Bangladesh, who runs Facebook, Google and TikTok ad campaigns and conversion tracking for SaaS and tech businesses. Get in touch if you want help with your own campaigns.
Key points
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Conclusion
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© 2026 Mizanur Rahman. All rights reserved.