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Simply adding Google Analytics 4 to your website is only the beginning. To collect data that is genuinely useful for analyzing traffic and user behavior, you need to configure the property, measurement setup, events, key events, and consent mechanism correctly. How do you implement GA4, and what should you pay attention to during the configuration process? Below, we go through the entire process step by step.

What should you prepare before implementing GA4?

Before you start configuring Google Analytics 4, determine what data you will need to evaluate the performance of your website and marketing activities. Before you begin:

How to configure Google Analytics 4 step by step?

Configuring Google Analytics 4 involves several stages - from creating an account and property to implementing measurement and configuring events and integrations with other tools. Each stage affects the scope and quality of the data collected, so it is best to complete them in the right order.

Create a Google Analytics 4 account and property

If you are not using Google Analytics yet, start by creating an account and then a GA4 property for your website or app. During the setup process, provide basic information about your business and select settings that reflect how you plan to use the data.

At this stage, you should also manage user access to the account and property. Assigned roles should reflect each person's actual responsibilities - not every user needs permissions that allow them to make configuration changes.

Configure a data stream

The next step is to create a data stream, which determines the source of the information sent to GA4. Depending on the scope of your measurement, this can be a website or an Android or iOS app. For a web data stream, you need to enter the website URL and stream name.

Once the stream has been created, you will receive a measurement ID needed to connect the website to your GA4 property. You should also review the enhanced measurement settings, which allow GA4 to automatically track selected interactions, including page scrolls, outbound clicks, and file downloads. If the user journey spans multiple domains, the configuration should also include cross-domain measurement.

Implement the Google tag on your website

For GA4 to start collecting data, you need to connect the property to your website using the Google tag. There are several ways to do this - directly in the website code, through Google Tag Manager, or using an integration available in your CMS, such as a dedicated plugin.

Google Tag Manager provides greater flexibility for configuring events and managing tags later on, which is why it is often used for more complex implementations. Regardless of the method you choose, make sure that the tag uses the correct ID and works on all pages included in the measurement scope. Once implemented, check that data is being sent to the correct GA4 property.

Configure the consent mechanism and Consent Mode

The way tags operate should reflect users' consent choices regarding data processing. Consent Mode allows consent status information to be passed to Google services and adjusts tag behavior based on the choices made by the user.

Consent Mode should be configured to work with your cookie banner or Consent Management Platform (CMP). Once implemented, test whether consent statuses are passed correctly and updated when users change their choices. However, using Consent Mode alone does not determine whether the entire data collection mechanism complies with the GDPR - this also depends on how it is implemented, how other tools are configured, and the data processing practices in place.

Configure events and their parameters

The GA4 data model is based on events, so the next step is to determine which user interactions should be recorded. GA4 collects some events automatically, while others can be tracked through enhanced measurement. If you need information about actions that are not covered by these mechanisms, you can use events recommended by Google or configure custom events.

When configuring events, make sure you also use consistent naming and appropriate event parameters. Parameters provide additional information about recorded interactions and allow you to analyze user behavior in greater detail later on.

Configure key events and conversion measurement

Among the events you track, identify those that represent the most important user actions from the perspective of your business goals, such as submitting a form, registering, contacting your company, or making a purchase. In GA4, these actions can be marked as key events. The term conversion is still used in contexts such as Google Ads, where events can be used to measure and optimize campaign performance.

For an e-commerce website, the configuration should also include e-commerce events corresponding to different stages of the purchase journey, including view_item, add_to_cart, begin_checkout, and purchase. Make sure that all required parameters and transaction data are passed correctly, as errors in this area can affect reporting, including the number of purchases and revenue.

Filter traffic and configure unwanted referrals

Data quality in GA4 can also be affected by traffic that does not come from your website’s actual audience. This includes visits from employees, developers, or agencies working on the website. In GA4, you can define internal traffic and then use data filters to include or exclude it appropriately from processed data.

Unwanted referrals may require separate configuration. This can apply, for example, to payment gateways or other external domains that users visit while completing a specific action. Correct settings help prevent returning from such a domain from distorting information about the user’s actual acquisition source.

Connect GA4 with other tools

Google Analytics 4 can be connected with other tools used to manage and analyze marketing activities. Integration with Google Ads allows you to use GA4 data for campaign measurement and optimization, while linking Google Search Console makes it possible to combine analytics data with information about traffic from Google’s organic search results.

Depending on your needs, you can also configure a connection with BigQuery or other systems you use. The scope of integrations should reflect your company’s analytics needs - there is no need to enable every available connection if the data will not be used later.

How can you check whether GA4 has been implemented correctly?

Once the configuration is complete, you should verify whether GA4 is actually collecting data as intended. After implementation:

You should repeat these tests after changes to the website, Google Tag Manager, or your analytics configuration. If you want to assess the quality of the entire setup in more detail, check how to conduct a GA4 audit step by step.

What mistakes should you avoid when configuring GA4?

Even if GA4 starts collecting data after implementation, this does not necessarily mean that the configuration is working correctly. Some errors can go unnoticed while still affecting data completeness, the number of recorded events, or how reports are interpreted later.

The most common mistakes when configuring GA4 include:

How often should you review your GA4 configuration?

There is no fixed schedule for reviewing your GA4 configuration that will be suitable for every website. However, you should review it regularly and after any changes that may affect how data is collected. This includes website or online store redesigns, changes in Google Tag Manager, e-commerce measurement, event configuration, or the consent mechanism.

An implementation that works correctly today may no longer work as intended after subsequent changes to your website. Regular Google Analytics 4 audits help you review the configuration, identify issues, and determine which elements need to be improved.

GA4 implementation and configuration FAQ

A proper Google Analytics 4 implementation involves both the technical setup of measurement and the configuration of the elements needed to collect useful data. Below, you will find answers to the most frequently asked questions about the process.

How do you implement GA4 on a website?

To implement GA4, you need to create a Google Analytics 4 account and property, configure a data stream, and then connect the property to your website using the Google tag. You can do this directly in the website code, through Google Tag Manager, or using an integration available in your CMS. After implementation, check whether data is being sent correctly to the appropriate GA4 property.

What are the basic elements of GA4 configuration?

The basic GA4 configuration includes creating a property and data stream, implementing the Google tag, configuring the consent mechanism, events and their parameters, and marking key events. You should also configure traffic filtering, unwanted referrals, and any necessary integrations with other tools.

Do you need Google Tag Manager to implement GA4?

No, Google Tag Manager is not required to implement GA4. You can add the Google tag directly to the website code or use an appropriate integration available in your CMS. However, GTM provides greater flexibility when managing tags and configuring more advanced measurement setups.

How can you check whether Google Analytics 4 is working correctly?

You can initially check your implementation using the Realtime report and DebugView in GA4. Tag Assistant and Google Tag Manager Preview mode are also useful. During testing, check whether data is being sent to the correct property, events are triggered as intended, and the same interactions are not being recorded multiple times.

What events should you configure in GA4?

The events you configure should reflect your business goals and the user actions you want to analyze. In addition to automatically collected events and enhanced measurement events, you can use events recommended by Google and custom events. Depending on the type of website, these may include form submissions, registrations, contact actions, or individual stages of the purchase journey.

Does GA4 configuration require Consent Mode?

Consent Mode is used to communicate users’ consent statuses to Google services and adjust tag behavior based on their choices. It should work together with your consent mechanism, such as a CMP. The way it is configured depends on your consent setup and the tools you use, and implementing Consent Mode alone does not determine whether the entire data processing process complies with the GDPR.