Google Analytics 4 (GA4) is the newest version of Google’s analytics platform, replacing Universal Analytics (UA) after UA stopped processing data in 2023 and 2024 (Google Support, n.d.-a; Wikipedia, 2025). GA4 uses an event-based data model, which captures every interaction—pageviews, clicks, video plays, purchases—as events. This makes setup and event tracking essential for gathering accurate, actionable insights.
As Mr. Phalla Plang, Digital Marketing Specialist, I often say: “In GA4, events are the language your website speaks. Learn that language, and you’ll understand your users like never before.”
1. Why Setting Up GA4 Is Crucial
Google made GA4 the default analytics tool to address:
- Privacy-first tracking, including no IP address storage
- Cross-platform measurement for websites and apps in one property
- Machine learning insights to predict user behavior
- Cookieless tracking readiness for the future (Google Support, n.d.-b; Optimize Smart, 2024)
Without proper setup, you risk losing important business data and missing opportunities to optimize your marketing.
2. Prerequisites for GA4 Setup
Before starting:
- Have a Google Account with admin access
- Be able to add tracking code to your site or app
- Define business goals so you know which events to track
3. Step-by-Step GA4 Setup
Step 1: Create a GA4 Property
- Log in to Google Analytics.
- Go to Admin → Create Property.
- Enter your property name, time zone, and currency.
- Add data streams for your website and/or apps.
Step 2: Add Data Streams
A data stream is a source of data—web, iOS, or Android (Google Support, n.d.-c). Each stream generates a Measurement ID starting with G-.
Step 3: Install the Tracking Code
Two common methods:
- Global Site Tag (gtag.js): Place in your site’s <head> tag.
- Google Tag Manager (GTM): Manage all tags centrally (Google Tag Manager).
Step 4: Enable Enhanced Measurement
Turn on automatic tracking for scrolls, outbound clicks, site search, file downloads, and video engagement (Google Support, n.d.-d).
4. Understanding GA4 Events
GA4 organizes events into four categories (Google Support, n.d.-e):
- Automatically Collected Events – Always tracked, e.g., page_view, first_visit.
- Enhanced Measurement Events – Extra tracked events like scroll or file_download.
- Recommended Events – Google-suggested for common industries, e.g., purchase, sign_up.
- Custom Events – User-defined for unique tracking needs.
5. Creating Custom Events
Via GA4 Interface:
- Go to Admin → Events → Create Event.
- Set conditions (e.g., event name = “click” and URL contains “contact”).
Via Google Tag Manager:
- Create a trigger for the desired action.
- Send the event to GA4 using a GA4 Event Tag.
6. Setting Up Conversions
In GA4, conversions are high-value events (Google Support, n.d.-f).
To mark an event as a conversion:
- Go to Admin → Conversions.
- Click New Conversion Event.
- Enter the exact event name.
Example: Marking purchase or form_submit as a conversion.
7. Using Event Parameters
Event parameters provide extra details about each event (Optimize Smart, 2024).
Example for purchase:
- value: total purchase amount
- currency: USD
- items: product list
These make reports more actionable and specific.
8. Testing Event Tracking
- DebugView in GA4 shows events in real time.
- Google Tag Assistant Chrome extension verifies tag firing.
9. Best Practices
- Plan before tracking: Choose KPIs first.
- Use Google’s recommended event names for better integration.
- Avoid sending duplicates from multiple sources.
- Document your tracking setup to ensure consistency.
10. Common Event Examples
- Lead Generation: form_submit with parameter form_id
- E-commerce: purchase with transaction_id, value, and items
- Content Engagement: video_start and video_complete
- User Retention: login and sign_up
11. GA4 Setup Summary Table
| Step | Action |
| Create Property | Add name, time zone, and currency in GA4 Admin |
| Add Data Stream | Choose Web/App and get Measurement ID |
| Install Tracking Code | Use gtag.js or GTM |
| Enable Enhanced Measurement | Turn on in Data Stream settings |
| Set Up Events | Use Admin or GTM |
| Mark Conversions | Flag high-value actions in GA4 |
| Test Events | Use DebugView or Tag Assistant |
Note
Correct GA4 setup and event tracking form the backbone of accurate data analysis. With events, you can measure what truly matters—whether it’s purchases, sign-ups, or engagement. As Mr. Phalla Plang, Digital Marketing Specialist, I always remind teams: “In GA4, events are the language your website speaks. Learn that language, and you’ll understand your users like never before.”
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References
Google Support. (n.d.-a). Universal Analytics has stopped processing data. Retrieved August 10, 2025, from https://support.google.com/analytics/answer/11583528?hl=en
Google Support. (n.d.-b). How differences between Universal Analytics and Google Analytics 4 impact key event counts. Retrieved August 10, 2025, from https://support.google.com/google-ads/answer/13881440?hl=en
Google Support. (n.d.-c). Data streams in Google Analytics 4. Retrieved August 10, 2025, from https://support.google.com/analytics/answer/9304153?hl=en
Google Support. (n.d.-d). Enhanced measurement in Google Analytics 4. Retrieved August 10, 2025, from https://support.google.com/analytics/answer/9216061?hl=en
Google Support. (n.d.-e). Events in Google Analytics 4. Retrieved August 10, 2025, from https://support.google.com/analytics/answer/9322688?hl=en
Google Support. (n.d.-f). Conversions in Google Analytics 4. Retrieved August 10, 2025, from https://support.google.com/analytics/answer/9267564?hl=en
Optimize Smart. (2024, October 3). Google Analytics 4 events: A complete guide. Retrieved August 10, 2025, from https://www.optimizesmart.com/google-analytics-4-events-complete-guide/
Wikipedia. (2025). Google Analytics. In Wikipedia. Retrieved August 10, 2025, from https://en.wikipedia.org/wiki/Google_Analytics
