GOOGLE ANALYTICS 4 SETUP.
Google Analytics 4 tells you where visitors come from and whether they call, fill in a form or book. For a local business the setup is short: one property, one web data stream, a handful of key events, and links to Search Console and Google Ads. Google's help pages are linked throughout.
PROPERTY AND DATA STREAM
| Step | Detail |
|---|---|
| 1. Create a property | Name it, and choose the reporting time zone and currency [1] |
| 2. Add a web data stream | Enter your website URL and a stream name [1] |
| 3. Choose enhanced measurement | You can turn it on while creating the stream; it collects page views and other events automatically [1] |
| 4. Install the Google tag | Find the Measurement ID under Admin > Data streams > your stream; it starts with “G-” [1] |
Create the account with a Google login the business owns, and add your agency as a user. Don't let anyone else own your data.
KEY EVENTS THAT MATTER
Google describes key events as actions that are important to your business. You mark an event as key under Admin > Events by clicking its star, or create a new event and mark it as key.2
- Form submissions. Enhanced measurement can track form starts and submissions.3 Test it: submit your own form and check the event appears. If it misses submissions, send a dedicated event from your thank-you page or form tool instead.
- Click-to-call. Track taps on your phone number as an event. Google Ads can separately track calls from ads and calls to a number on your website.6
- Bookings. If your booking tool sends people to a confirmation page on your site, use that page view as the event. If booking happens on another domain, check what tracking that tool supports.
Keep the list short. A page view is not a lead; a submitted form, a call or a booking is.
LINK SEARCH CONSOLE AND GOOGLE ADS
| Link | You need | Why |
|---|---|---|
| Search Console | Editor role on the Analytics property and verified owner of the Search Console property [4] | See the searches that bring people to your site. One web data stream links to one Search Console property [4] |
| Google Ads | Editor or administrator on the Analytics property and administrative access to the Ads account [5] | Create Google Ads conversions from your key events and view ad performance in Analytics [5] |
| Import key events into Google Ads | Linked accounts and auto-tagging turned on in Google Ads [7] | Lets Google Ads report and bid on the same leads Analytics counts [7] |
Menu names change. If a step doesn't match, check Google's current help page.
CONSENT BASICS
Google says consent mode lets you send your visitors' cookie consent choices to Google so tags adjust their behaviour.8 It does not provide a consent banner; it works with the banner or consent tool you use.8
- Basic consent mode blocks Google tags until the visitor gives consent.8
- Advanced consent mode loads tags before the banner and sends cookieless pings when consent is denied, which Google uses for modelling.8
Whether you need a banner depends on where your visitors are and the laws that apply. Mention analytics and ad tracking in your privacy policy, and ask a lawyer if you're unsure.
FAQ
How long before I see data?
Open the Realtime report and visit your own site to confirm the tag works. For ads data, Google says Google Ads link data can take up to 48 hours to flow.5
How many key events can I mark?
Google's help page lists a limit per property; check the current number there.2 Most local businesses need three or four.
Can you set this up for us?
Yes. We set it up in your name, test each event, and show you the one report worth checking each month.
SOURCES
- Analytics Help, Set up Analytics for a website and/or app.
- Analytics Help, Mark events as key events.
- Analytics Help, Enhanced measurement events.
- Analytics Help, Search Console integration.
- Analytics Help, Connect Google Ads to Google Analytics.
- Google Ads Help, Phone call conversion tracking.
- Google Ads Help, Import Google Analytics key events as conversions.
- Analytics Help, About consent mode.
KEEP READING
BOOK A STRATEGY CALL
Not sure which calls and forms come from your website? Tell us what you track today and we will map out the rest.