How to configure Google Analytics 4 correctly?

Creating the property and data stream

Configuring Google Analytics 4 starts with creating a property in the admin interface. Unlike Universal Analytics, GA4 relies on an event-based model rather than sessions. During creation, choose the time zone and currency corresponding to your primary market.

Next, configure a web data stream by entering your site’s URL. GA4 then generates a measurement ID (G-XXXXXXX format) and a gtag.js code snippet. For a clean implementation, prefer deployment via Google Tag Manager rather than hardcoding in the source. This allows you to manage tags, triggers, and Consent Mode v2 without technical intervention for each change.

Configuring events and conversions

GA4 automatically collects certain events (page_view, scroll, outbound click, site search, video engagement) via enhanced measurement. Enable it in the data stream settings to benefit from this data without additional code.

For actions specific to your business (form submission, add to cart, download), create custom events via GTM or the GA4 interface. Then mark the most important events as conversions in the dedicated administration section.

Connecting essential services

Link your GA4 property to Google Ads to import conversions and optimize your bids. Also connect Google Search Console to view organic search data directly in GA4. Finally, if you work with data at scale, enable the free BigQuery export to access raw data.

A rigorous configuration from the start guarantees the reliability of your analyses. If you need technical support, see our GA4 and GTM setup service.