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href="/blog/category/marketing/analytics/">Analytics</a></li></ul></div><h1 data-test="heading-text" class="sc-kLwhqv fjCyHV sc-eXlEPa dEBvkJ">Google Analytics for Beginners: Getting Started with GA4</h1><span data-test="text-content" class="sc-kLwhqv gEQrQk sc-fmciRz hfOGEl"><p data-test="author"><a target="_blank" rel="noopener" role="link" href="/blog/user/zack-duncan/">Zack Duncan</a></p><span data-test="date">Aug 11, 2023</span><span data-test="time-to-read">17 min read</span></span></div><div class="sc-gKclnd jomabB sc-fIosxK ReiQc"><img src="https://static.semrush.com/blog/uploads/media/08/96/08963d71ad64626b46b6f4f64fea0666/google-analytics-for-beginners.svg" alt="The Beginner's Guide to Google Analytics" width="340" height="248" data-test="image"/></div></div></div></div><div data-test="container" class="sc-gKclnd dmOGYZ"><div data-test="template-article-base" class="sc-gKclnd iBtQsf"><div class="sc-jtXEFf jrBzsJ"><div class="sc-eldieg eYVFtH"><button class="sc-kiIyQV 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href="https://linkedin.com/sharing/share-offsite?url=https%3A%2F%2Fwww.semrush.com%2Fblog%2Fgoogle-analytics%2F%3Futm_source%3Dlinkedin%26utm_medium%3Dblogshare%26utm_campaign%3Dsocialsharing" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-linkedin-icon" viewBox="0 0 16 16" width="16" height="16" class="sc-bdvvtL dHnzHm"><use xlink:href="#linkedin-icon"></use></svg></a><a data-test="share-block-link-text-twitter" class="sc-gsDKAQ iavqdd SLink sc-ezbkAF dnAKzL" href="https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.semrush.com%2Fblog%2Fgoogle-analytics%2F%3Futm_source%3Dtwitter%26utm_medium%3Dblogshare%26utm_campaign%3Dsocialsharing&text=Check+out+this+article+by+%40semrush%3A+%22Google+Analytics+for+Beginners%3A+Getting+Started+with+GA4%22+%23SemrushInsights" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-twitter-icon" viewBox="0 0 16 16" width="16" height="16" class="sc-bdvvtL dHnzHm"><use 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dHnzHm"><use xlink:href="#mail-icon"></use></svg></a></div></div></div><div data-test="table-of-content" width="203" class="sc-iFMAIt htwcNM"><p data-test="text-content" class="sc-kLwhqv deatxS sc-iqVWFU fGctPO">TABLE OF CONTENTS</p></div></div><div data-parse="true" class="sc-gKclnd eBribL sc-lkgTHX fnqfqY"><article class="sc-jlRLRk brDSho -table-of-content-show" data-test="article-body"><h2 id="what-is-google-analytics">What Is Google Analytics?</h2><p>Google Analytics is a free website analytics tool that helps marketers better understand their site’s overall performance.</p><p>Unlike <a href="https://www.semrush.com/blog/google-search-console/">Google Search Console</a>, which provides detailed data about how users discover websites through Google organic (meaning unpaid) search, Google Analytics deals with all traffic sources. Including organic search, paid search, social media, and more. </p><p>And beyond telling you how your users arriveon your site, it has data that tells you what they do after they arrive. That includes which pages they view and what actions they take.</p><p>Google Analytics can also seem complicated and confusing at first. But it doesn't have to be. </p><p>In this guide, we’ll teach you the basics of Google Analytics and help you install it on your site.</p><p>Let’s start with a brief history.</p><h3 id="universal-analytics">Universal Analytics</h3><p>Universal Analytics (UA) is no longer the current version of Google Analytics. But it is the version that made Google Analytics famous.</p><p>It became widespread across the digital marketing world after the beta version was released in 2012.</p><p>How widespread? The various versions of Google Analytics have a greater than 70% share of the web analytics software market, according to <a href="https://www.statista.com/statistics/1258557/web-analytics-market-share-technology-worldwide/">Statista</a>.</p><p>Here’s what the dashboard looked like:</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/e6/fb/e6fb68c7e61768455a3f47407f71b4fc/NA0PdO0luFjKi4fJXH0nvQyx1MAUzRX5PDevTQUQXc-tlCahDvIbsBkJGOnAM-KyOpaK7wN2ZkPgNiw9247Brh7wc_OYiMJzn58G0OTO_DE-wnwKV9P3D-_IgXfjwdCjvQFIdLoZgTrzAQWzICtv0sA.webp" type="image/webp"/><img alt="what the dashboard in Universal Analytics looked like" data-original="https://static.semrush.com/blog/uploads/media/e6/fb/e6fb68c7e61768455a3f47407f71b4fc/original.jpeg" height="537" loading="lazy" src="https://static.semrush.com/blog/uploads/media/e6/fb/e6fb68c7e61768455a3f47407f71b4fc/NA0PdO0luFjKi4fJXH0nvQyx1MAUzRX5PDevTQUQXc-tlCahDvIbsBkJGOnAM-KyOpaK7wN2ZkPgNiw9247Brh7wc_OYiMJzn58G0OTO_DE-wnwKV9P3D-_IgXfjwdCjvQFIdLoZgTrzAQWzICtv0sA.jpeg" width="1010"/></picture></figure><p>But you won’t see it these days.</p><p>That’s because Universal Analytics was set to stop processing new data in standard accounts on July 1, 2023. So marketers started adjusting to the new Google Analytics 4.</p><div></div><h3 id="google-analytics-4">Google Analytics 4</h3><p>Google Analytics 4 (commonly called GA4) is the new standard for the Google Analytics platform. </p><p>The platform was originally released as a beta version in 2019. And called the “App + Web” property.</p><p>The dashboard in GA4 looks like this:</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/70/41/70414f3d0190430c4fe88a114e1a3f45/7jgezQtrnh5JlILVWmwmF8GI_CkQKJHh25ZMEkvIzz6CsPAObOBx5UKKTXFywseqT2e8OAynGZWRgZkW7Y3fMkgHXgSTn5KBAwsam0otR5B0j7xlS_7CZo0YcFkC4vZnm0jFSnNSOFeJNipKM7w3aO4.webp" type="image/webp"/><img alt="a dashboard in GA4 (Google Analytics 4)" data-original="https://static.semrush.com/blog/uploads/media/70/41/70414f3d0190430c4fe88a114e1a3f45/original.jpeg" height="501" loading="lazy" src="https://static.semrush.com/blog/uploads/media/70/41/70414f3d0190430c4fe88a114e1a3f45/7jgezQtrnh5JlILVWmwmF8GI_CkQKJHh25ZMEkvIzz6CsPAObOBx5UKKTXFywseqT2e8OAynGZWRgZkW7Y3fMkgHXgSTn5KBAwsam0otR5B0j7xlS_7CZo0YcFkC4vZnm0jFSnNSOFeJNipKM7w3aO4.jpeg" width="1010"/></picture></figure><p>It doesn’t look all that different, does it? </p><p>But there are some fundamental differences between GA4 and UA. Especially for those who were accustomed to the prior version.</p><h3 id="differences-between-ga4-and-ua">Differences Between GA4 and UA</h3><p>Knowing these two differences between GA4 and UA will help you understand today’s Google Analytics better.</p><h4 id="difference-1:-event-based-data">Difference 1: Event-Based Data</h4><p>Google Analytics measures user interactions on a website. Each of those user interactions is called a “hit” and it becomes part of the data you can see in your Google Analytics reports. </p><p>GA4 collects all web interaction data as “events.” In other words, all hits in GA4 are collected as events.</p><p>Universal Analytics collected data through multiple hit types. You can see this in the table below, with the various UA hit types on the left and how they translate to GA4’s event-based data on the right.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/5d/90/5d90ea35982e1a6184f5ac6f0235d49f/MPbDx_5aVDqs8odY6_iSwfep3E_qbtPQe_fzQezDNKQWoBM7_LmrpU_s0DoWwBiQpRljF4jDVQXrB_DEAoagLAzZCNVR5Y9MZNTohi4gPgEzfiuk9TEYmx3MpItGAOvAG6UZiMzFNoOVWAa67Tmk2nA.webp" type="image/webp"/><img alt="a table showing how "hit type on Universal Analytics property" column translates to "measurement in Google Analytics 4 property"" data-original="https://static.semrush.com/blog/uploads/media/5d/90/5d90ea35982e1a6184f5ac6f0235d49f/original.jpeg" height="598" loading="lazy" src="https://static.semrush.com/blog/uploads/media/5d/90/5d90ea35982e1a6184f5ac6f0235d49f/MPbDx_5aVDqs8odY6_iSwfep3E_qbtPQe_fzQezDNKQWoBM7_LmrpU_s0DoWwBiQpRljF4jDVQXrB_DEAoagLAzZCNVR5Y9MZNTohi4gPgEzfiuk9TEYmx3MpItGAOvAG6UZiMzFNoOVWAa67Tmk2nA.jpeg" width="1010"/></picture></figure><p>The event-based data model in GA4 means some metrics and reports are now different in Google Analytics. We’ll see this in greater detail when we review Google Analytics basics later in this guide.</p><p><em><strong>Note</strong>: Differences like this have been so disorienting for some marketers that they’re exploring <a href="https://www.semrush.com/blog/google-analytics-alternatives/">Google Analytics alternatives</a>. But Google Analytics is still an incredibly useful and powerful tool for those who learn how to use it.</em></p><h4 id="difference-2:-a-new-account-structure-and-new-data-streams">Difference 2: A New Account Structure and New Data Streams</h4><p>Google Analytics 4 has a different account structure than UA and introduces the concept of a “data stream.”</p><p>Universal Analytics had an account, a property, and a view. </p><p>The account level was typically linked with an organization. The property level was linked with a specific digital property, like a website or an app. And the View level was where data was actually viewed. </p><p>GA4 has an account and a property level. But it doesn’t have any views.</p><p>The account level works the same as it did in UA. The property level is different.</p><p>Remember when we said that GA4 was initially released as something called the “App + Web” property?</p><p>That’s because Google Analytics can now combine data from a website and an app into a single, unified picture. Both the website and the app can have their own unique data streams that flow into a complete picture of user behavior within the GA4 property.</p><p>We’ll see how to set up a data stream when we get to the <a href="#how-to-set-up-google-analytics">installation walkthrough below</a>.</p><p>But first, let’s answer a critical question. What does Google Analytics actually do?</p><div></div><h2 id="what-is-google-analytics-used-for">What Is Google Analytics Used For?</h2><p>Google Analytics helps answer important questions about how your website (or app) is performing. So you can find ways to improve.</p><p><em><strong>Note</strong>: We’re focusing exclusively on GA4 for the rest of this article. Because UA is no longer supported.</em></p><p>Here are some of the questions the platform can answer: </p><ul> <li><strong>Who was on your website?</strong> You can see what users’ interests are, which languages they speak, which cities they’re from, and which countries they’re from. </li></ul><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/6c/29/6c2954e5447cb78a332fd489aa420a5e/Nsgk2aNEAEOBAZFWupanS2p_mGtkJyoTr7ODx5154fQp21Qju1dUKOUVcvnpuI-28uc-FtYlR6yi7dMqsBz_ePMpeIJGHGC3NBoNFz3-HXIGe8hD71CXm9iBQBExp5KLZ5MUHSnTxYoce5h8XS_v9xA.webp" type="image/webp"/><img alt="an example of a map showing users by country ID in GA4" data-original="https://static.semrush.com/blog/uploads/media/6c/29/6c2954e5447cb78a332fd489aa420a5e/original.jpeg" height="637" loading="lazy" src="https://static.semrush.com/blog/uploads/media/6c/29/6c2954e5447cb78a332fd489aa420a5e/Nsgk2aNEAEOBAZFWupanS2p_mGtkJyoTr7ODx5154fQp21Qju1dUKOUVcvnpuI-28uc-FtYlR6yi7dMqsBz_ePMpeIJGHGC3NBoNFz3-HXIGe8hD71CXm9iBQBExp5KLZ5MUHSnTxYoce5h8XS_v9xA.jpeg" width="1010"/></picture></figure><p><strong>What happened on your website?</strong> You can see how many pages were viewed, how many links were clicked, how many videos were played, and much more. Google Analytics will show you how often these interactions occur.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/b8/46/b846c75cd331d7d94dd09072959f1d10/Za01Q1LUKtyBCCdSY7IbjueZF87tWStaTAjKJvOYzkibYK0SyanyhDAipcTimv3-qNxRZQI2t6rWsF7KZyuq3ryoQToHm3mMrHLK8oEDQulMRtxb-0okZv28v8ZPV8FS0Wm9Pc4L3XIMJ7xla5V0VcM.webp" type="image/webp"/><img alt="a table in Google Analytics showing "event count," "total users" and "event count per user" metrics" data-original="https://static.semrush.com/blog/uploads/media/b8/46/b846c75cd331d7d94dd09072959f1d10/original.jpeg" height="579" loading="lazy" src="https://static.semrush.com/blog/uploads/media/b8/46/b846c75cd331d7d94dd09072959f1d10/Za01Q1LUKtyBCCdSY7IbjueZF87tWStaTAjKJvOYzkibYK0SyanyhDAipcTimv3-qNxRZQI2t6rWsF7KZyuq3ryoQToHm3mMrHLK8oEDQulMRtxb-0okZv28v8ZPV8FS0Wm9Pc4L3XIMJ7xla5V0VcM.jpeg" width="1010"/></picture></figure><ul> <li><strong>When did different events happen?</strong> You can shift your date range to analyze relevant time frames. You can also compare performance across time frames to see year-over-year or month-over-month trends.</li></ul><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/e0/ee/e0ee9f2ecb89c96e653c6466b686958e/U206f2-pfosLgodf5aHAxPiu7s0Nxq5Zi_xr5_he4PcyanaXf9Mzb-IFxB5PXm7WHAv-KGg9yMLROYw3abYGe1W3dX8MUaAvhOrnBDHGpTCrKXcEmrlvr7Exc3XCWt3YxEAq7iptZ8Ff7C56ESwrerU.webp" type="image/webp"/><img alt="search for data in Google Analytics for the last 12 months" data-original="https://static.semrush.com/blog/uploads/media/e0/ee/e0ee9f2ecb89c96e653c6466b686958e/original.jpeg" height="1025" loading="lazy" src="https://static.semrush.com/blog/uploads/media/e0/ee/e0ee9f2ecb89c96e653c6466b686958e/U206f2-pfosLgodf5aHAxPiu7s0Nxq5Zi_xr5_he4PcyanaXf9Mzb-IFxB5PXm7WHAv-KGg9yMLROYw3abYGe1W3dX8MUaAvhOrnBDHGpTCrKXcEmrlvr7Exc3XCWt3YxEAq7iptZ8Ff7C56ESwrerU.jpeg" width="1010"/></picture></figure><ul> <li><strong>Where did your visitors come from?</strong> You can see which sources contribute the most (and least) traffic to your site. Let’s look at the “Acquisition overview” report below. Look to the table on the far right and you can see that the vast majority of traffic comes from organic search (unpaid traffic from search engines). Organic social and email contribute a small percentage of traffic.</li></ul><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/8d/ee/8deeb30bcf32536ffa5c64d6f62ed7a3/698cjyhPDMmO9clEhlVTfGlklH3gPujYszvyKBvhvUNZ_0rUfd9RD_ivS9jWMxs6G9G6jMywcavdFxlRaT4DAYQaAeLE2ykbO1CgEbezv8AHSiEQbvwiR2LdhcUfVY9K_kaORKlJKzW3CCrAGPVnyQI.webp" type="image/webp"/><img alt="in “Acquisition overview” report you can see which sources contribute the most traffic to your site" data-original="https://static.semrush.com/blog/uploads/media/8d/ee/8deeb30bcf32536ffa5c64d6f62ed7a3/original.jpeg" height="528" loading="lazy" src="https://static.semrush.com/blog/uploads/media/8d/ee/8deeb30bcf32536ffa5c64d6f62ed7a3/698cjyhPDMmO9clEhlVTfGlklH3gPujYszvyKBvhvUNZ_0rUfd9RD_ivS9jWMxs6G9G6jMywcavdFxlRaT4DAYQaAeLE2ykbO1CgEbezv8AHSiEQbvwiR2LdhcUfVY9K_kaORKlJKzW3CCrAGPVnyQI.jpeg" width="1010"/></picture></figure><p><em><strong>Pro tip</strong>: An organization with a traffic profile like this might choose to prioritize their <a href="https://www.semrush.com/blog/how-to-use-semrush-keyword-research/">keyword research</a> to continue strengthening their organic search performance.</em></p><p>As you answer these questions, you’ll learn what works and what doesn’t. And you can use this to improve your results over time.</p><h2 id="how-does-google-analytics-work">How Does Google Analytics Work?</h2><p>Google Analytics works by collecting data from your website (or app) and then creating reports so you can analyze that data.</p><p>A small tracking code needs to be installed on the site to enable data collection.</p><p>Here’s an example of the Google Analytics tracking code.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/49/26/4926e198bdb0ec4441a3a41ab1aa187b/ew7GWcP8IbtcKNtERMtRLeDfCAdSqyS_TuhEIeCgOFti476YacffIFW9maA-y4vXn5TKF1hP4gBdW5CFd1EhXm7Kwjhy_54xhTay-v-W4q1FZu_mIKjPP_82lcPCB6UrTbcefUCttse3_h2ZqRyUwLg.webp" type="image/webp"/><img alt="an example of the Google Analytics tracking code" data-original="https://static.semrush.com/blog/uploads/media/49/26/4926e198bdb0ec4441a3a41ab1aa187b/original.jpeg" height="512" loading="lazy" src="https://static.semrush.com/blog/uploads/media/49/26/4926e198bdb0ec4441a3a41ab1aa187b/ew7GWcP8IbtcKNtERMtRLeDfCAdSqyS_TuhEIeCgOFti476YacffIFW9maA-y4vXn5TKF1hP4gBdW5CFd1EhXm7Kwjhy_54xhTay-v-W4q1FZu_mIKjPP_82lcPCB6UrTbcefUCttse3_h2ZqRyUwLg.jpeg" width="1010"/></picture></figure><p>When a user arrives on a site with this tracking code installed, Google Analytics will place a cookie (a small file that collects information about the user) in that user’s web browser. This visitor activity is what you ultimately see in Google Analytics reports.</p><p>How does this data get there? </p><p>Let’s break it down into four steps moving from left to right. Like in the diagram below.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/14/d5/14d591a5ddc8e192c2e2b52a708bbd18/pH2aFMVpyshPTrV1uOdC4jjuFfWhUeJns4dVPnaNt3boBijF1RxxSpALusDwPo-a2PLifd9F9KztrBofFbrnEbMN3Y78ywS78Voghh9L8uc9KJG7amDVt7BKJKzOcp3IYF1SieyJuin8rbwi42QTpgE.webp" type="image/webp"/><img alt="a digram illustrating how Google Analytics generates data" data-original="https://static.semrush.com/blog/uploads/media/14/d5/14d591a5ddc8e192c2e2b52a708bbd18/original.jpeg" height="980" loading="lazy" src="https://static.semrush.com/blog/uploads/media/14/d5/14d591a5ddc8e192c2e2b52a708bbd18/pH2aFMVpyshPTrV1uOdC4jjuFfWhUeJns4dVPnaNt3boBijF1RxxSpALusDwPo-a2PLifd9F9KztrBofFbrnEbMN3Y78ywS78Voghh9L8uc9KJG7amDVt7BKJKzOcp3IYF1SieyJuin8rbwi42QTpgE.jpeg" width="1010"/></picture></figure><ul> <li><strong>Step 1</strong>: A user lands on a website with Google Analytics installed. The Google Analytics code sends a cookie to their web browser</li></ul><ul> <li><strong>Step 2</strong>: As the user interacts with the site, their actions are now being tracked by Google Analytics</li></ul><ul> <li><strong>Step 3</strong>: The user's interactions then get processed by the Google Analytics servers</li></ul><ul> <li><strong>Step 4</strong>: After processing, the data is available for review and analysis in Google Analytics</li></ul><p>Now, let’s set up Google Analytics on your site.</p><h2 id="how-to-set-up-google-analytics">How to Set up Google Analytics</h2><p>Installing Google Analytics is a two-part process. </p><p>The first part is creating a Google Analytics 4 property. Which generates your unique tracking code. </p><p>The second part is installing that tracking code on your website.</p><p>We’ll start this Google Analytics how-to by walking through setting up your account.</p><h3 id="create-a-google-analytics-account">Create a Google Analytics Account</h3><p>First, <a href="https://analytics.google.com/analytics/web/">sign in to Google Analytics</a> with your Google account.</p><p>If you’ve never used Google Analytics before, you’ll see a screen like this.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/f8/50/f85006270bce9e5ef06f155a75caccf0/Hy7ArGrH08gzhEJrqtW_zchuq_QnBq_Br24Rg2HfziurfWKaNkYF18HgB-38kX8OMrGbXovC2CIF9Ew6vrxfHRrVhNqlM5unmiXuDWjfOj7XJJKXQ-pmbStPkhPM0GZWsWHu0M2sMG7EWRl9ll6v_qQ.webp" type="image/webp"/><img alt=""Welcome to Google Analytics" page" data-original="https://static.semrush.com/blog/uploads/media/f8/50/f85006270bce9e5ef06f155a75caccf0/original.jpeg" height="272" loading="lazy" src="https://static.semrush.com/blog/uploads/media/f8/50/f85006270bce9e5ef06f155a75caccf0/Hy7ArGrH08gzhEJrqtW_zchuq_QnBq_Br24Rg2HfziurfWKaNkYF18HgB-38kX8OMrGbXovC2CIF9Ew6vrxfHRrVhNqlM5unmiXuDWjfOj7XJJKXQ-pmbStPkhPM0GZWsWHu0M2sMG7EWRl9ll6v_qQ.jpeg" width="1010"/></picture></figure><p>Click “<strong>Start</strong> <strong>measuring</strong>” and proceed to Step 1 below.</p><p>If you have used Google Analytics before (with the email address you’ve used to log in), you won’t see this same welcome screen. If that is your situation, click on the gear icon in the bottom left of your screen to access the admin area.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/fa/20/fa20b00970e97b8310c4c5b242c566be/iaf5xtS1oX0CTkl6hXpZi9QlrWnUm-dgVQ2O0YZr5Hxw_ci3nlXXztXNqE4vogUjjhJoL8rniw9wEUCfojG1oYPuNPBxFraSQDY9ZFzUC-pHugSY8L7RJ2EUTJInkThbBRhR66biTBNZRBkAhyZj0_k.webp" type="image/webp"/><img alt="Admin area in Google Analytics" data-original="https://static.semrush.com/blog/uploads/media/fa/20/fa20b00970e97b8310c4c5b242c566be/original.jpeg" height="1093" loading="lazy" src="https://static.semrush.com/blog/uploads/media/fa/20/fa20b00970e97b8310c4c5b242c566be/iaf5xtS1oX0CTkl6hXpZi9QlrWnUm-dgVQ2O0YZr5Hxw_ci3nlXXztXNqE4vogUjjhJoL8rniw9wEUCfojG1oYPuNPBxFraSQDY9ZFzUC-pHugSY8L7RJ2EUTJInkThbBRhR66biTBNZRBkAhyZj0_k.jpeg" width="1010"/></picture></figure><p>Then click “<strong>Create</strong> <strong>Account</strong>” and proceed to Step 1 below.</p><h4 id="1--set-up-your-account">1. Set up Your Account</h4><p>First, give your account a name.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/b2/9a/b29ab3b8995747099c4375c6bec6a941/bSepTgMrsAkruyvCAsrM4inlRi_e7QVtognqPm4NM0l7vEFcoHMYOxlrpYPBNyxt5xYtqhVFiqG8pF1kKD6Uww-T2JsOU3H83D-NCFl9KM1zcHrH6drGxeKf6c02HGFm2jMbefaL9tp___AArKBzbVQ.webp" type="image/webp"/><img alt="add your account in Google Analytics a name" data-original="https://static.semrush.com/blog/uploads/media/b2/9a/b29ab3b8995747099c4375c6bec6a941/original.jpeg" height="495" loading="lazy" src="https://static.semrush.com/blog/uploads/media/b2/9a/b29ab3b8995747099c4375c6bec6a941/bSepTgMrsAkruyvCAsrM4inlRi_e7QVtognqPm4NM0l7vEFcoHMYOxlrpYPBNyxt5xYtqhVFiqG8pF1kKD6Uww-T2JsOU3H83D-NCFl9KM1zcHrH6drGxeKf6c02HGFm2jMbefaL9tp___AArKBzbVQ.jpeg" width="1010"/></picture></figure><p>You can choose whatever name you want. But it’s a good idea to use your business’s name. So it’s easy to recognize.</p><p>You can also choose what information you want to share with Google at this step. Such as “Technical support” (who might be able to help with a technical problem in the future) and “Account specialists” (who might contact you for sales purposes in the future). </p><p>Then, click “<strong>Next</strong>”.</p><h4 id="2--create-your-ga4-property">2. Create Your GA4 Property</h4><p>Now, give your property a name.</p><p><em><strong>Note</strong>: Remember that the property level is where the data lives in Google Analytics. If you have multiple websites, you can have multiple properties that exist in a single account.</em></p><p>Once again, you can choose whatever name you want. It’s not a bad idea to use your website’s domain name.</p><p>You’ll also select your reporting time zone and your currency.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/47/1f/471f779ecb66474efa814562873dca68/mhlon9kSD1mOADLnsi4VRKleGLUP9Q9vvyXXZIuLvJau2J7YyERyv8M-jjwFzGKuZ7viFx8lOHo1ggjPzFS8x7qrECbsfFuCoYnH_S4Sk9h7JL0Z4sFH1sWWOB1EjDSU8wUJue5Nkpt2SccntGQGVN0.webp" type="image/webp"/><img alt=""Create a property" page in Google Analytics" data-original="https://static.semrush.com/blog/uploads/media/47/1f/471f779ecb66474efa814562873dca68/original.jpeg" height="686" loading="lazy" src="https://static.semrush.com/blog/uploads/media/47/1f/471f779ecb66474efa814562873dca68/mhlon9kSD1mOADLnsi4VRKleGLUP9Q9vvyXXZIuLvJau2J7YyERyv8M-jjwFzGKuZ7viFx8lOHo1ggjPzFS8x7qrECbsfFuCoYnH_S4Sk9h7JL0Z4sFH1sWWOB1EjDSU8wUJue5Nkpt2SccntGQGVN0.jpeg" width="1010"/></picture></figure><p>After making your selections, click “<strong>Next</strong>.”</p><h4 id="3--provide-your-business-information">3. Provide Your Business Information</h4><p>Now, choose the industry category that seems like the closest fit using the drop-down. If nothing matches, you can choose “<strong>Other</strong> <strong>Business</strong> <strong>Activity</strong>.”</p><p>And select your business size.</p><p>Then, click “<strong>Next</strong>.”</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/a0/91/a0919a88b86b9fca98b359841192b42f/K5LjRWIegqNr5_mO12et4OurnyI74_ilNmXtYacv9Exc3Yu-oPYZTI-jS0ah6kc25k1BdKTuF3vpJAb_92yt722BSBaLDpc2bpzcCRFtVpS5fock2-FTKaOEv9kBTyRdWmPM0-nHQyoL2hPCKn4thaw.webp" type="image/webp"/><img alt=""Describe your business" page in Google Analytics" data-original="https://static.semrush.com/blog/uploads/media/a0/91/a0919a88b86b9fca98b359841192b42f/original.jpeg" height="780" loading="lazy" src="https://static.semrush.com/blog/uploads/media/a0/91/a0919a88b86b9fca98b359841192b42f/K5LjRWIegqNr5_mO12et4OurnyI74_ilNmXtYacv9Exc3Yu-oPYZTI-jS0ah6kc25k1BdKTuF3vpJAb_92yt722BSBaLDpc2bpzcCRFtVpS5fock2-FTKaOEv9kBTyRdWmPM0-nHQyoL2hPCKn4thaw.jpeg" width="1010"/></picture></figure><h4 id="4--select-your-business-objective-and-accept-terms-of-service">4. Select Your Business Objective and Accept Terms of Service</h4><p>The selection you make here determines what reports will be pre-loaded in your Google Analytics property.</p><p>If you’re not sure, it’s fine to choose “<strong>Get baseline reports</strong>.” You can always add additional reports in the future.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/35/14/351445403edecd7a1afa2e8a74e8233b/9GSXPQXQ60Mh9Lc-E2znC9DYtOriBOPQHdr9ozgGapvua8aadnqlZY1FCyzNjHjxPYTHWbSbB9XLNbjOa2qerqWexDHvqASN6rbNXO5a9IK2vOFFREZkhX_OoQLOhOExSmstEXQd-ecbLHLeZfzF6M8.webp" type="image/webp"/><img alt=""Choose your business objectives" page in Google Analytics" data-original="https://static.semrush.com/blog/uploads/media/35/14/351445403edecd7a1afa2e8a74e8233b/original.jpeg" height="1388" loading="lazy" src="https://static.semrush.com/blog/uploads/media/35/14/351445403edecd7a1afa2e8a74e8233b/9GSXPQXQ60Mh9Lc-E2znC9DYtOriBOPQHdr9ozgGapvua8aadnqlZY1FCyzNjHjxPYTHWbSbB9XLNbjOa2qerqWexDHvqASN6rbNXO5a9IK2vOFFREZkhX_OoQLOhOExSmstEXQd-ecbLHLeZfzF6M8.jpeg" width="1010"/></picture></figure><p>Then, click “<strong>Create</strong>.”</p><p>You’ll now need to accept the Google Analytics terms of service to move forward.</p><p>After reviewing, accept the data processing terms and click “<strong>I Accept</strong>.”</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/a6/1d/a61d653d3b542f2cd05ef407fbc274be/hbdEaT8YCupqvdMRvRA4mrnfnsHHFyt__nhOoIx5934x5YqHD1X58fBNAhnKAZm2-kiUa-y64wqOyG3GNWTWh97hje0e0Mu_v7r8mnbEARdsodeEPMMLSvvpOjtFOOd5EBfubCChd2lu6y9R-cDXxHI.webp" type="image/webp"/><img alt=""Google Analytics Terms of Service Agreement" page" data-original="https://static.semrush.com/blog/uploads/media/a6/1d/a61d653d3b542f2cd05ef407fbc274be/original.jpeg" height="866" loading="lazy" src="https://static.semrush.com/blog/uploads/media/a6/1d/a61d653d3b542f2cd05ef407fbc274be/hbdEaT8YCupqvdMRvRA4mrnfnsHHFyt__nhOoIx5934x5YqHD1X58fBNAhnKAZm2-kiUa-y64wqOyG3GNWTWh97hje0e0Mu_v7r8mnbEARdsodeEPMMLSvvpOjtFOOd5EBfubCChd2lu6y9R-cDXxHI.jpeg" width="1010"/></picture></figure><h4 id="5--set-up-your-data-stream">5. Set up Your Data Stream</h4><p>You’re now ready to start collecting data and you can set up your <strong>data stream</strong>. The data stream is what sends data into your Google Analytics property.</p><p>Choose the type of platform you’re working on.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/d1/00/d100a5b65170a55ceee7eefc46ce6f64/pqq81Pwtg_yAZNncsyVxe6fg2RNa-HbUKdW7dlnrOOC27uww5x6LXKZoYy42YJ5f_GgpY1wuk49S8WRjaJo9hC-BaO3eC8qr56G7Pozj8J50CnJna_jRueAkN7y2mh8CW9jDH0sMftFwFbAqKIDPIRA.webp" type="image/webp"/><img alt="choose the type of platform you are working on at "Start collecting data" page" data-original="https://static.semrush.com/blog/uploads/media/d1/00/d100a5b65170a55ceee7eefc46ce6f64/original.jpeg" height="401" loading="lazy" src="https://static.semrush.com/blog/uploads/media/d1/00/d100a5b65170a55ceee7eefc46ce6f64/pqq81Pwtg_yAZNncsyVxe6fg2RNa-HbUKdW7dlnrOOC27uww5x6LXKZoYy42YJ5f_GgpY1wuk49S8WRjaJo9hC-BaO3eC8qr56G7Pozj8J50CnJna_jRueAkN7y2mh8CW9jDH0sMftFwFbAqKIDPIRA.jpeg" width="1010"/></picture></figure><p>Choose “<strong>Web</strong>” if you’re working on a website. You can now set up your web data stream and you’ll see a section that looks like this:</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/b6/e5/b6e51de28d1309a34c3ee0c9ec4a1e35/Qh99wnDOUtngaG9ZYmAQeKXEvCdnGuEwhjVIUVwuHXbCKtO9oJa0AQFQP2xug88gTgFIwA2DCoBkJKa2Nd5Q9C3eY25gq6gfbCCKwSQ0Vg_G2s4lLyji65AYFJUUEgYe5IRPAIL--b9QSfScO0wWc7Y.webp" type="image/webp"/><img alt=""Set up your web stream" page" data-original="https://static.semrush.com/blog/uploads/media/b6/e5/b6e51de28d1309a34c3ee0c9ec4a1e35/original.jpeg" height="645" loading="lazy" src="https://static.semrush.com/blog/uploads/media/b6/e5/b6e51de28d1309a34c3ee0c9ec4a1e35/Qh99wnDOUtngaG9ZYmAQeKXEvCdnGuEwhjVIUVwuHXbCKtO9oJa0AQFQP2xug88gTgFIwA2DCoBkJKa2Nd5Q9C3eY25gq6gfbCCKwSQ0Vg_G2s4lLyji65AYFJUUEgYe5IRPAIL--b9QSfScO0wWc7Y.jpeg" width="1010"/></picture></figure><p>There are three things to do here:</p><ol> <li>Enter your website URL </li> <li>Give your data stream a name. You can choose any name you’d like. If your domain name is www.widgetcorp.com, you might choose Widget Corp Website as your stream name.</li> <li>Ensure the blue toggle bar is turned on for “Enhanced measurement”—this allows you to track certain interactions like file downloads, external link clicks, and embedded video plays without doing custom work</li></ol><p>Now, it’s time to install your tracking code so your data stream will start flowing data into GA4.</p><h3 id="install-google-analytics">Install Google Analytics</h3><p>You’re now ready to install Google Analytics on your website.</p><p>After your stream is configured in GA4, you’ll see a screen with a “MEASUREMENT ID” field that’s unique to your property. And a “View tag instructions” button.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/92/61/926111305d1c30e4a50aab40c18f2c6a/QETYNht1U24La-yrCDP6I2QlrEfF-7T0F2--0tARvnDjqGIfES1H1hPqTtYuLZKGp1QqBBZ_sKFJzY39OQppQh1LC4a0YCIS5YjV-WU0ytoAJWXU9jnnq-1kt0PXnSsMacF5clR8qHrwSdOu2cS4PT0.webp" type="image/webp"/><img alt="“MEASUREMENT ID” field and “View tag instructions” button highlighted" data-original="https://static.semrush.com/blog/uploads/media/92/61/926111305d1c30e4a50aab40c18f2c6a/original.jpeg" height="317" loading="lazy" src="https://static.semrush.com/blog/uploads/media/92/61/926111305d1c30e4a50aab40c18f2c6a/QETYNht1U24La-yrCDP6I2QlrEfF-7T0F2--0tARvnDjqGIfES1H1hPqTtYuLZKGp1QqBBZ_sKFJzY39OQppQh1LC4a0YCIS5YjV-WU0ytoAJWXU9jnnq-1kt0PXnSsMacF5clR8qHrwSdOu2cS4PT0.jpeg" width="1010"/></picture></figure><p>Once you click the button, you’ll be given three installation options:</p><ol> <li>You can install the code manually on your website</li> <li>You can install the code with a plugin or integration, if applicable</li> <li>You can use Google Tag Manager to install the code</li></ol><p><em><strong>Pro tip</strong>: If you already have Google Tag Manager running on your site, the third option is likely the easiest. You can use the installation instructions in this <a href="https://www.semrush.com/blog/google-tag-manager/">Google Tag Manager</a> guide.</em></p><p>We’re going to go with the manual option.</p><h4 id="how-to-install-ga4-manually">How to Install GA4 Manually</h4><p>To start the installation, click the “<strong>View tag instructions</strong>” button from your data stream.</p><p>Now, click the linked header text to “<strong>Install</strong> <strong>manually</strong>.” This is the tracking code that will run GA4. </p><p>Click the “copy” icon to copy it to your clipboard.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/9e/6d/9e6dd3607c3f0d8b371d2f4c543db302/CtQsDFQRY7Hp0BB7FBMuVvwgsOFxk_CbMOsplxZMGvFGFnMcNsmJPpA9MIQcA2eMdIX-jj99zFXMFZJPrmh61pa7tcpyo5nK5b_UGweL8DjmBSP2OKvnmoCGvGIhGLpSSpZ-7D2I7VBo2TK_i2AmSTc.webp" type="image/webp"/><img alt="where to copy tracking code in the “Install manually” section" data-original="https://static.semrush.com/blog/uploads/media/9e/6d/9e6dd3607c3f0d8b371d2f4c543db302/original.jpeg" height="811" loading="lazy" src="https://static.semrush.com/blog/uploads/media/9e/6d/9e6dd3607c3f0d8b371d2f4c543db302/CtQsDFQRY7Hp0BB7FBMuVvwgsOFxk_CbMOsplxZMGvFGFnMcNsmJPpA9MIQcA2eMdIX-jj99zFXMFZJPrmh61pa7tcpyo5nK5b_UGweL8DjmBSP2OKvnmoCGvGIhGLpSSpZ-7D2I7VBo2TK_i2AmSTc.jpeg" width="1010"/></picture></figure><p>Now, go to your website and paste the code high in the <head> section of the page.</p><p>Pasting the code high in the <head> section will help the tag fire properly and ensure you get the most accurate data.</p><p><em><strong>Note</strong>: If you’re not comfortable modifying your website code, ask a developer for help. Also, some WordPress plugins will allow you to modify your header without directly editing website template files.</em></p><p>Congratulations—Google Analytics 4 is now running on your website! </p><div></div><h2 id="google-analytics-basics">Google Analytics Basics</h2><p>Data is flowing into your Google Analytics property. </p><p>But what data, exactly?</p><p>Google Analytics data shows information about visitors and their interactions that take place on your website.</p><p>Here’s an overview of the main data categories:</p><ul> <li>Users</li> <li>Views</li> <li>Sessions</li> <li>Events</li> <li>Conversions</li></ul><p>Let’s see how it all works.</p><h3 id="users">Users</h3><p>A user is an individual who visits your website.</p><p>Google Analytics uses cookies to help track the number of these unique individuals who visit your site. You can see this in the data table below.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/3d/15/3d150093266577766285b0b85cc5b909/xH2Rswbqz44nHKlXg0TiIU67BrVN_3-Hd15iyqsVooxdKRpWYVeGtahuPwrjMCSftVK_JMK6O7ntZ4NR2wapi-DLmLl_1WcEzhlPuAixZu1hfv0nIWIaKtWAvs_N4cQSwYC0tao0N7sdpaB5wUWInsM.webp" type="image/webp"/><img alt="a data table in Google Analytics with "users" column highlighted" data-original="https://static.semrush.com/blog/uploads/media/3d/15/3d150093266577766285b0b85cc5b909/original.jpeg" height="546" loading="lazy" src="https://static.semrush.com/blog/uploads/media/3d/15/3d150093266577766285b0b85cc5b909/xH2Rswbqz44nHKlXg0TiIU67BrVN_3-Hd15iyqsVooxdKRpWYVeGtahuPwrjMCSftVK_JMK6O7ntZ4NR2wapi-DLmLl_1WcEzhlPuAixZu1hfv0nIWIaKtWAvs_N4cQSwYC0tao0N7sdpaB5wUWInsM.jpeg" width="1010"/></picture></figure><p>But when you use Google Analytics, you are doing more than simply counting users. You can analyze the behavior of those users. Such as what specific pages they view.</p><h3 id="views">Views</h3><p>Google Analytics records a view each time a user views a page on your site.</p><p>If a user views a page, leaves, and then comes back to that same page in a few minutes, that counts as two views.</p><p>Here, you can see a data table containing a list of top pages by views.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/01/b8/01b84010370363f77df0c2fc2016d3b1/-X4Fp-wpkxWw9BTvTbqpSZ_jC0el_5D6CWrDQvEw3e9u9MuN6_sDZJIteWS8rnoZx1bsCIro3hoJ6EK7NRGXyscOLo5Kx98nF-UdCyoTKLf4kHhTrSlCT4v0Q2WTE6QN_GdJFPl7iOulvdbUbVjTtDM.webp" type="image/webp"/><img alt="a data table in Google Analytics with "visits" column highlighted" data-original="https://static.semrush.com/blog/uploads/media/01/b8/01b84010370363f77df0c2fc2016d3b1/original.jpeg" height="598" loading="lazy" src="https://static.semrush.com/blog/uploads/media/01/b8/01b84010370363f77df0c2fc2016d3b1/-X4Fp-wpkxWw9BTvTbqpSZ_jC0el_5D6CWrDQvEw3e9u9MuN6_sDZJIteWS8rnoZx1bsCIro3hoJ6EK7NRGXyscOLo5Kx98nF-UdCyoTKLf4kHhTrSlCT4v0Q2WTE6QN_GdJFPl7iOulvdbUbVjTtDM.jpeg" width="1010"/></picture></figure><p><em><strong>Pro tip</strong>: You can easily see this same report in your own GA4 property. Simply click “<strong>Reports</strong>” in the left-hand navigation, and then select “<strong>Pages and screens</strong>” within the “Engagement” reporting area.</em></p><h3 id="sessions">Sessions</h3><p>A session is another name for a user’s visit to (not just a view of) your website. A user can have one or more sessions on your site. </p><p>During a session, a user can perform a number of actions. Like viewing a page, downloading a file, playing a video, clicking a link, or completing a form.</p><p>Google Analytics associates each of these interactions with a unique session identifier. So you can understand which interactions took place during a session.</p><p>Google Analytics ends a session after the visitor leaves the site or after 30 minutes of inactivity.</p><p>The partial data table below shows a Google Analytics property that had 27,053 sessions during the specified time period.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/46/6f/466fe376277cc3881a3acd042ed44a5e/6NpcH27pBQ5ZruISjWRMXGvU_mqkzPsPXjo4rhzrdbJgJ_xoE3w-wvTY7KHGkdlQMqhqylrr8dBRRLvPdmLrSG50Wz287Cg8Q3dF2jFu3xAfXOD0GqPUoKXNVoOn1YDtBned4uFwYavblDg_uYyxBWc.webp" type="image/webp"/><img alt="a data table in Google Analytics with "sessions" column highlighted" data-original="https://static.semrush.com/blog/uploads/media/46/6f/466fe376277cc3881a3acd042ed44a5e/original.jpeg" height="619" loading="lazy" src="https://static.semrush.com/blog/uploads/media/46/6f/466fe376277cc3881a3acd042ed44a5e/6NpcH27pBQ5ZruISjWRMXGvU_mqkzPsPXjo4rhzrdbJgJ_xoE3w-wvTY7KHGkdlQMqhqylrr8dBRRLvPdmLrSG50Wz287Cg8Q3dF2jFu3xAfXOD0GqPUoKXNVoOn1YDtBned4uFwYavblDg_uYyxBWc.jpeg" width="1010"/></picture></figure><p><em><strong>Note</strong>: The number of sessions should never be lower than the number of users. That’s because you can’t have a visit (a “session”) without a visitor (a “user”). </em></p><h3 id="events">Events</h3><p>During a session, a user may interact with your site in a number of ways. They might download a file, play a video, scroll down the page, click a link, or complete a form. These interactions are known as events.</p><p>Google Analytics can record events like scrolls, session starts, clicks, and more. Like in this image:</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/12/04/120411fc5a6b1b2246ce2676bb9b9796/nDQaOxc9IN3OfgpJtSVSSZo81RYbCQN4ioMr50k3Co5LSeRZ0EHz3pQe-gk3OFe_U_XZMzRX1QxEnofZsqoXAKi4lOpYN5sOyqXdIvKzFcAw_pdr_inMuy0l9UfLhFCKIrY337WxAesaT78VnDjVPZ0.webp" type="image/webp"/><img alt="a data table in Google Analytics with "event name" column highlighted" data-original="https://static.semrush.com/blog/uploads/media/12/04/120411fc5a6b1b2246ce2676bb9b9796/original.jpeg" height="579" loading="lazy" src="https://static.semrush.com/blog/uploads/media/12/04/120411fc5a6b1b2246ce2676bb9b9796/nDQaOxc9IN3OfgpJtSVSSZo81RYbCQN4ioMr50k3Co5LSeRZ0EHz3pQe-gk3OFe_U_XZMzRX1QxEnofZsqoXAKi4lOpYN5sOyqXdIvKzFcAw_pdr_inMuy0l9UfLhFCKIrY337WxAesaT78VnDjVPZ0.jpeg" width="1010"/></picture></figure><p>When it comes to events, there are four basics to understand:</p><ol> <li>All website interactions are tracked as events. But there are different kinds of events, and they’re treated differently.</li> <li>Google Analytics will track some events by default. Some of those cannot be turned off. They are called “automatically collected events.” </li> <li>As long as you kept the toggle for “Enhanced measurement” turned on during the setup phase, you are also tracking enhanced measurement events by default. You can turn some of these off at any time if they aren’t a fit for your measurement needs. Here’s a link to <a href="https://support.google.com/analytics/answer/9216061?hl=en">Google’s resource</a> if you want to learn more right now. </li> <li>You can also track some events through your own setup work. Google will provide a recommended name for you to use for some of these events. Google calls these “recommended events.” Any other events you create are called “custom events.” <a href="https://www.semrush.com/blog/recommended-events-google-analytics-4/">Recommended events</a> and <a href="https://www.semrush.com/blog/custom-events-google-analytics-4/">custom events</a> are similar in that you need to do all the work to create them.</li></ol><p><em><strong>Note</strong>: Some custom events can be created within the Google Analytics interface, while other custom events require the help of Google Tag Manager. This is a key benefit of using Google Tag Manager with Google Analytics.</em></p><h3 id="conversions">Conversions</h3><p>Conversions are the most important actions that users take on your website.</p><p>If you run an ecommerce website, your most important conversion is likely a purchase. If you run a lead generation website, your most important conversion might be a contact form submission.</p><p>But you first need to identify which specific events should be counted as conversions you want to track. In GA4, the simplest way to create conversions is from events that already exist.</p><p>That means you’ll want to do this in the future after your GA4 property has recorded specific events. You can even create that event data yourself by performing the desired action on your site.</p><p>Let’s imagine you want to track the file download event (called file_download) as a conversion. This event will be tracked by default through enhanced measurement.</p><p>Here’s what to do.</p><p>Click “<strong>Admin</strong>” in the bottom left of the Google Analytics interface.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/a8/3c/a83c431f16ec7101a041f641af29775d/Mied1xB0zIjtEhdzwDeKVMnxg82xMKt4Lg7kXuAW6MnCTA6aYjKsUQRVrpK_TCXQk3LJ-eT54Unn83byxTmUh4ymLTBFVD3nKCx3wR-LTx_kuNafWpD7vjmRZmg2yHDYW3DuqVvi_ZkiWg8HAQSQKK8.webp" type="image/webp"/><img alt="“Admin” button in the bottom left of the Google Analytics interface" data-original="https://static.semrush.com/blog/uploads/media/a8/3c/a83c431f16ec7101a041f641af29775d/original.jpeg" height="647" loading="lazy" src="https://static.semrush.com/blog/uploads/media/a8/3c/a83c431f16ec7101a041f641af29775d/Mied1xB0zIjtEhdzwDeKVMnxg82xMKt4Lg7kXuAW6MnCTA6aYjKsUQRVrpK_TCXQk3LJ-eT54Unn83byxTmUh4ymLTBFVD3nKCx3wR-LTx_kuNafWpD7vjmRZmg2yHDYW3DuqVvi_ZkiWg8HAQSQKK8.jpeg" width="1010"/></picture></figure><p>Within the property settings in the middle of the screen, click on “<strong>Events</strong>”.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/8a/3e/8a3e3a5e71891f486e37c0265dc38aa1/6PsPhfYYWXoXL8U60JZAqnfZc15JNHF3o73goGjzM3Aba8FqtyP0ytDQlJitznnH9fEwetznp7UO2j93pBqL8H_Hx5YY_hL-kkWsCe4Lb6xfsBYgW3f6w5Njs0tPQlzIyR-i-ByQTMuMBuhS_sXKVXs.webp" type="image/webp"/><img alt=""Events" button highlighted in the property settings" data-original="https://static.semrush.com/blog/uploads/media/8a/3e/8a3e3a5e71891f486e37c0265dc38aa1/original.jpeg" height="1015" loading="lazy" src="https://static.semrush.com/blog/uploads/media/8a/3e/8a3e3a5e71891f486e37c0265dc38aa1/6PsPhfYYWXoXL8U60JZAqnfZc15JNHF3o73goGjzM3Aba8FqtyP0ytDQlJitznnH9fEwetznp7UO2j93pBqL8H_Hx5YY_hL-kkWsCe4Lb6xfsBYgW3f6w5Njs0tPQlzIyR-i-ByQTMuMBuhS_sXKVXs.jpeg" width="660"/></picture></figure><p>Now, you’ll see a list of all events that have been tracked in Google Analytics. </p><p>Find the file_download event. Use the toggle on the right side of the screen to “Mark as conversion.”</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/f2/a4/f2a4b6cbb26400ec9242e598edb52f29/LTKLzWu2OuB6Ol6NLvnVB_duRjbKqrk1ufdYcl2xvpcP8SCb1uV5TNf1i00PoY-Lk-yH_cG_NLUm6OV35jx4JcAViCJJcFW-UdbNDGKyyTAXcm1iilARHfgUbGce34GcaxSlbM8BSBwRRfnhHIfpxNQ.webp" type="image/webp"/><img alt="marking the file_download event as conversion" data-original="https://static.semrush.com/blog/uploads/media/f2/a4/f2a4b6cbb26400ec9242e598edb52f29/original.jpeg" height="307" loading="lazy" src="https://static.semrush.com/blog/uploads/media/f2/a4/f2a4b6cbb26400ec9242e598edb52f29/LTKLzWu2OuB6Ol6NLvnVB_duRjbKqrk1ufdYcl2xvpcP8SCb1uV5TNf1i00PoY-Lk-yH_cG_NLUm6OV35jx4JcAViCJJcFW-UdbNDGKyyTAXcm1iilARHfgUbGce34GcaxSlbM8BSBwRRfnhHIfpxNQ.jpeg" width="1010"/></picture></figure><p>You’ve now created a conversion.</p><p><em><strong>Note</strong>: You can still get value from Google Analytics if you don’t set up conversions. Although it does help when it comes to evaluating your site content and traffic channels.</em></p><div></div><h2 id="how-to-use-google-analytics">How to Use Google Analytics</h2><p>Now that you understand the basics, you’re ready to start using Google Analytics.</p><p>Let’s go over how you can use the platform to analyze metrics for important pages and how to refine your marketing strategy based on the results.</p><h3 id="analyze-important-pages-with-google-analytics">Analyze Important Pages with Google Analytics</h3><p>GA4 makes it easy to see information about your best- and worst-performing content.</p><p>Let’s use the “Pages and screens” report to do this.</p><p>Click on “<strong>Reports</strong>” in the left-hand navigation.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/3e/81/3e81e80727922a1e4c8ecc9d684b91f4/NaldhIItM1LtIn6JDlw8k7U4jfFA470f-5gRa5hd0yHTlyodW8L6cfwEZSv6vBC0dk9UCeCgR8uAU8fZjK5t3WFe2ftMVMaG8CvN3LFSMaHSItM9X8P4B3b8yKzZnJuBZp4DnvthoTfs9a4hTfQcemU.webp" type="image/webp"/><img alt="“Reports” button highlighted in the left-hand navigation" data-original="https://static.semrush.com/blog/uploads/media/3e/81/3e81e80727922a1e4c8ecc9d684b91f4/original.jpeg" height="555" loading="lazy" src="https://static.semrush.com/blog/uploads/media/3e/81/3e81e80727922a1e4c8ecc9d684b91f4/NaldhIItM1LtIn6JDlw8k7U4jfFA470f-5gRa5hd0yHTlyodW8L6cfwEZSv6vBC0dk9UCeCgR8uAU8fZjK5t3WFe2ftMVMaG8CvN3LFSMaHSItM9X8P4B3b8yKzZnJuBZp4DnvthoTfs9a4hTfQcemU.jpeg" width="1010"/></picture></figure><p>Now, expand the “<strong>Engagement</strong>” reporting area and click on “<strong>Pages</strong> <strong>and</strong> <strong>screens</strong>.”</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/64/00/64008db84e0663a54822551b42275dcf/RkuIeAGWc-kVXKw3jIJ6e_z3y9KFlVk_jy0xtw8LzB5MrodAfyyZCLIZ3B6PqeblXTxgZEYXK8D3KFhExsOlaD89U6xUL2HDkDtVn7B7xbAHTv2u_e5A3iBh0ojIHUhOb5xsEhQCbJxe2mo9LDwNAfQ.webp" type="image/webp"/><img alt="where to find “Pages and screens" button shown in the menu" data-original="https://static.semrush.com/blog/uploads/media/64/00/64008db84e0663a54822551b42275dcf/original.jpeg" height="686" loading="lazy" src="https://static.semrush.com/blog/uploads/media/64/00/64008db84e0663a54822551b42275dcf/RkuIeAGWc-kVXKw3jIJ6e_z3y9KFlVk_jy0xtw8LzB5MrodAfyyZCLIZ3B6PqeblXTxgZEYXK8D3KFhExsOlaD89U6xUL2HDkDtVn7B7xbAHTv2u_e5A3iBh0ojIHUhOb5xsEhQCbJxe2mo9LDwNAfQ.jpeg" width="1010"/></picture></figure><p>You’ll see a list of your most-viewed pages with the data sorted in descending order based on total views in the “Views” column.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/7f/18/7f189450b5cc512e28b41a56815a3a27/RJk_f3-T3T38UPfp1TGbAsdPAkDk0CA7bWLpAK2FxSRYXk1Gef40YC9BtId23J1l4cv7eQlV0Jo7nB8_wqeDIq-fBENX-fmcUKVjq0e9OOcsPw60Ff3x02dQaUudAGpPvs0YHpTB1XN0W5C2ii3_w0w.webp" type="image/webp"/><img alt="a data table with the most-viewed pages and their metrics in Google Analytics" data-original="https://static.semrush.com/blog/uploads/media/7f/18/7f189450b5cc512e28b41a56815a3a27/original.jpeg" height="344" loading="lazy" src="https://static.semrush.com/blog/uploads/media/7f/18/7f189450b5cc512e28b41a56815a3a27/RJk_f3-T3T38UPfp1TGbAsdPAkDk0CA7bWLpAK2FxSRYXk1Gef40YC9BtId23J1l4cv7eQlV0Jo7nB8_wqeDIq-fBENX-fmcUKVjq0e9OOcsPw60Ff3x02dQaUudAGpPvs0YHpTB1XN0W5C2ii3_w0w.jpeg" width="1010"/></picture></figure><p>You can also analyze these engagement metrics to understand performance:</p><ul> <li><strong>Views per user</strong>: The average number of times each user views the page</li> <li><strong>Average engagement time</strong>: The average length of time the page was in focus in the web browser</li> <li><strong>Conversions</strong>: The number of conversions coming from each page</li></ul><p><em><strong>Pro tip</strong>: Clicking on the arrow immediately to the left of a column headers in a report will sort the data based on that specific <a href="https://www.semrush.com/blog/metrics-in-google-analytics/">Google Analytics metric</a>.</em></p><p>Now let’s see how you can use Google Analytics to analyze your traffic and improve overall performance.</p><h3 id="refine-your-marketing-strategy-based-on-performance">Refine Your Marketing Strategy Based on Performance</h3><p>GA4 will show you which marketing channels are driving the best performance so you can focus on what is most important and work to fix what is not working.</p><p>For this, let’s use the “Traffic acquisition.”</p><p>We’ll stay within the “<strong>Reports</strong>” area.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/3e/81/3e81e80727922a1e4c8ecc9d684b91f4/NaldhIItM1LtIn6JDlw8k7U4jfFA470f-5gRa5hd0yHTlyodW8L6cfwEZSv6vBC0dk9UCeCgR8uAU8fZjK5t3WFe2ftMVMaG8CvN3LFSMaHSItM9X8P4B3b8yKzZnJuBZp4DnvthoTfs9a4hTfQcemU.webp" type="image/webp"/><img alt="“Reports” button highlighted on the left side menu" data-original="https://static.semrush.com/blog/uploads/media/3e/81/3e81e80727922a1e4c8ecc9d684b91f4/original.jpeg" height="555" loading="lazy" src="https://static.semrush.com/blog/uploads/media/3e/81/3e81e80727922a1e4c8ecc9d684b91f4/NaldhIItM1LtIn6JDlw8k7U4jfFA470f-5gRa5hd0yHTlyodW8L6cfwEZSv6vBC0dk9UCeCgR8uAU8fZjK5t3WFe2ftMVMaG8CvN3LFSMaHSItM9X8P4B3b8yKzZnJuBZp4DnvthoTfs9a4hTfQcemU.jpeg" width="1010"/></picture></figure><p>Expand the “<strong>Acquisition</strong>” reporting area and click on “<strong>Traffic</strong> <strong>acquisition</strong>.”</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/58/a0/58a0cc09f44be8e1d394222cb1ab13f7/SNiSiHJglaKqogr-soiDG0Ri0WbNP0oDyVBHrM-5lclifStJ8KQfsTH8mQahQu17Nc9MJMsq2BvYvOf1U2czQrvhcoU2EqiRFIlbSsFsI2JKoao09-6yDJrSPqaOJGNk8AZTKOYb-6i1c10Yshxe10k.webp" type="image/webp"/><img alt="where to find “Traffic acquisition” button shown in the menu" data-original="https://static.semrush.com/blog/uploads/media/58/a0/58a0cc09f44be8e1d394222cb1ab13f7/original.jpeg" height="744" loading="lazy" src="https://static.semrush.com/blog/uploads/media/58/a0/58a0cc09f44be8e1d394222cb1ab13f7/SNiSiHJglaKqogr-soiDG0Ri0WbNP0oDyVBHrM-5lclifStJ8KQfsTH8mQahQu17Nc9MJMsq2BvYvOf1U2czQrvhcoU2EqiRFIlbSsFsI2JKoao09-6yDJrSPqaOJGNk8AZTKOYb-6i1c10Yshxe10k.jpeg" width="1010"/></picture></figure><p>You’ll see a breakdown of how your website acquires traffic. Based on channels like organic search, direct (users who came directly to your site), referral (users who came to your site from another site), etc.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/98/6b/986b2c694a1b704ca767dc731a9334e1/nWxEiLwBHuED17I4q4LBxn4b2zkszRnaP5qaaI602r3QtRkLhmPSkE3jvQ-CFuToVk2VGqeLDCfN2tpHUV4LmLJcRXQl2N7H9wkUnE-fq43wAITJfs_KwA3w5aqBMcr5Ftda7ZHCGZn2lzxS_WagWyw.webp" type="image/webp"/><img alt="a data table in Google Analytics showing a breakdown of how your website acquires traffic" data-original="https://static.semrush.com/blog/uploads/media/98/6b/986b2c694a1b704ca767dc731a9334e1/original.jpeg" height="669" loading="lazy" src="https://static.semrush.com/blog/uploads/media/98/6b/986b2c694a1b704ca767dc731a9334e1/nWxEiLwBHuED17I4q4LBxn4b2zkszRnaP5qaaI602r3QtRkLhmPSkE3jvQ-CFuToVk2VGqeLDCfN2tpHUV4LmLJcRXQl2N7H9wkUnE-fq43wAITJfs_KwA3w5aqBMcr5Ftda7ZHCGZn2lzxS_WagWyw.jpeg" width="1010"/></picture></figure><p>You can analyze these acquisition metrics to understand channel performance and learn how you might refine your marketing strategy.</p><p>Here’s one way that could work.</p><p>You can see that organic search is your most important traffic channel. It drives the majority of traffic and is responsible for the most conversions. Organic social, on the other hand, drives very little traffic and hasn’t had a single conversion. </p><p>Let’s say you decide that organic social could be an opportunity for growth. A great place to start would be to look at which organic search landing pages are driving the most traffic and conversions. Perhaps you could create a social campaign focused on the content on these top pages and create a series of engaging posts that would help drive traffic to those pages.</p><p>Here’s another idea:</p><p>You can see that paid search has a relatively high number of conversions but a lower engagement rate than organic search. You might hypothesize that the CTAs in your paid search ad copy are working well. </p><p>How could you leverage them in new ways?</p><p>You could use them as inspiration for in-page banners in your organic content to drive more conversions from pages that your readers are already engaging with.</p><h2 id="google-analytics-tutorials">Google Analytics Tutorials</h2><p>You’ve already learned a lot about Google Analytics. And there are additional tutorials that will further accelerate your learning.</p><p>You can start with these <a href="https://developers.google.com/analytics/learn">Google tutorials</a>.</p><p>You’ll be able to choose your own path based on your specific needs. The “Analytics for beginners and small businesses” path has helpful resources for those who are just beginning.</p><p>Click “<strong>Get</strong> <strong>started</strong>” under that section.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/db/3c/db3ca0c3602452e2ee6d1fcfef888844/f5_Rc62cvlWFugmFFnhtBOve-aH1LqZdouKezjs4JZej9s7WiB-Ps4aKvR7YE9uK6bVNjdBe4REIKle19ydSvavZomYp13LjSCfsc-TNl7fUCGEh0AIiZgVsq0HgVNQdXyDkuOdzV89WCtQ9W7Q2OTs.webp" type="image/webp"/><img alt="Google tutorials page with “Analytics for beginners and small businesses” tutorial highlighted" data-original="https://static.semrush.com/blog/uploads/media/db/3c/db3ca0c3602452e2ee6d1fcfef888844/original.jpeg" height="438" loading="lazy" src="https://static.semrush.com/blog/uploads/media/db/3c/db3ca0c3602452e2ee6d1fcfef888844/f5_Rc62cvlWFugmFFnhtBOve-aH1LqZdouKezjs4JZej9s7WiB-Ps4aKvR7YE9uK6bVNjdBe4REIKle19ydSvavZomYp13LjSCfsc-TNl7fUCGEh0AIiZgVsq0HgVNQdXyDkuOdzV89WCtQ9W7Q2OTs.jpeg" width="1010"/></picture></figure><p>From here, you’ll be able to choose a specific training. </p><p>If you’ve been following along, you’ve already set up a property. </p><p>Reviewing part two, “Find your way around Analytics,” is a good bet.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/fa/84/fa84632f5cf29e9dbc1e56f69bf12039/dBHAbUWawDZKWgKc7tMqOIvhbVcz1TFL6qccxlUE2nMICL6ZcITIW83KqC45d74U7qyK6NNAtb5FF0mA8yUGTkOKz8TwtVhiWrIrvR_0U1934kB-B1WuWmmEl9ub4yjHh0iZhIqzOM3xNXdEt8YfdN8.webp" type="image/webp"/><img alt="“Find your way around Analytics” tutorial highlighted" data-original="https://static.semrush.com/blog/uploads/media/fa/84/fa84632f5cf29e9dbc1e56f69bf12039/original.jpeg" height="451" loading="lazy" src="https://static.semrush.com/blog/uploads/media/fa/84/fa84632f5cf29e9dbc1e56f69bf12039/dBHAbUWawDZKWgKc7tMqOIvhbVcz1TFL6qccxlUE2nMICL6ZcITIW83KqC45d74U7qyK6NNAtb5FF0mA8yUGTkOKz8TwtVhiWrIrvR_0U1934kB-B1WuWmmEl9ub4yjHh0iZhIqzOM3xNXdEt8YfdN8.jpeg" width="1010"/></picture></figure><p>Here, you’ll learn how to customize your reports. Which is a helpful next step.</p><p>You can even test your knowledge with the certification track in Google’s <a href="https://skillshop.exceedlms.com/student/catalog/list?category_ids=6431-google-analytics-4">Skillshop</a>. Just search for “Google Analytics certification” within Skillshop to find it.</p><p>But the certification is optional. And many Google Analytics beginners get more long-term value from the platform by using it regularly to analyze user behavior and traffic performance.</p><p>You can amplify your analytical insights by comparing your performance with your competitors.</p><h2 id="analyze-competitor-performance-with-traffic-analytics">Analyze Competitor Performance with Traffic Analytics</h2><p>As you begin to understand your website performance, you’ll likely want to know how your top competitors are performing. </p><p>But your competitors aren’t offering to share their Google Analytics data with you, are they?</p><p><strong><a href="https://www.semrush.com/analytics/traffic/">Traffic Analytics</a></strong> solves that challenge by modeling competitor data based on the actual user behavior of over 200 million real but anonymized internet users. You get a clear picture of your top competitors’ web traffic so you can see how your own site performance compares.</p><p>Here’s how to use it.</p><p>Go to the Traffic Analytics tool and enter the domain name. The tool will suggest additional relevant competitors after you type the first two.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/a4/95/a495b2d83f0feb9ef5a63105a7eaacef/tBw-JSd2-AiV9zVNYEZ6vJY1xL77cfMat4JTgAllooYEiZ32l_et-x12AbylnDovXPBZXOSylJxXEMmNAkr3njt2hmK5B3l2Gz1D8GjHs_79ntBBfBWR5A4uIeXNqnWUFbP4ycusKd__sPi9IYQekY8.webp" type="image/webp"/><img alt="search for your competitors in Traffic Analytics tool" data-original="https://static.semrush.com/blog/uploads/media/a4/95/a495b2d83f0feb9ef5a63105a7eaacef/original.jpeg" height="352" loading="lazy" src="https://static.semrush.com/blog/uploads/media/a4/95/a495b2d83f0feb9ef5a63105a7eaacef/tBw-JSd2-AiV9zVNYEZ6vJY1xL77cfMat4JTgAllooYEiZ32l_et-x12AbylnDovXPBZXOSylJxXEMmNAkr3njt2hmK5B3l2Gz1D8GjHs_79ntBBfBWR5A4uIeXNqnWUFbP4ycusKd__sPi9IYQekY8.jpeg" width="1010"/></picture></figure><p>Click “<strong>Analyze</strong>.”</p><p>You’ll see data on visits (equivalent to sessions in Google Analytics), unique visitors (users), and pages / visit. You can also see who is trending up and who is trending down.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/2d/6d/2d6d1f7e4e9f98fdb39b0d0e2147f001/FGOvYQslMt6So11HrQTt5inTFkgYll-YjHjO1MSV-e1iLhGM2IPwDc-LWAgtb-UXdAO4CBuUXBNLfi0_QA00bd_cLAFws2YIxz0bBwHikWYLgzQ9ioQhSGl3LLPQpMAtw-LcWK4GHg0TauNw1Q3-v9I.webp" type="image/webp"/><img alt="Traffic Analytics provides information on your competitors’ visits, unique visitors (users), and pages / visit" data-original="https://static.semrush.com/blog/uploads/media/2d/6d/2d6d1f7e4e9f98fdb39b0d0e2147f001/original.jpeg" height="306" loading="lazy" src="https://static.semrush.com/blog/uploads/media/2d/6d/2d6d1f7e4e9f98fdb39b0d0e2147f001/FGOvYQslMt6So11HrQTt5inTFkgYll-YjHjO1MSV-e1iLhGM2IPwDc-LWAgtb-UXdAO4CBuUXBNLfi0_QA00bd_cLAFws2YIxz0bBwHikWYLgzQ9ioQhSGl3LLPQpMAtw-LcWK4GHg0TauNw1Q3-v9I.jpeg" width="1010"/></picture></figure><p>And that’s just the Overview section of the report. </p><p>You can dive deeper into audience statistics and top pages to see what’s working for them. With it, you can learn from their top performers and refine your own strategy.</p><p>Ready to try out Semrush supercharge your analytics insights? <a href="https://www.semrush.com/signup/get-free-trial/">Start your free trial</a> today.</p><div></div></article><div class="sc-gKclnd gIVKXH sc-edERGn fvqybF"><span data-test="share-block-description" class="sc-kLwhqv bAMHOQ">Share</span><div data-test="share-block" class="sc-gKclnd jVrJcj"><div class="sc-giYglK fSiAZB"><a data-test="share-block-link-text-linkedin" class="sc-gsDKAQ iavqdd SLink sc-ezbkAF dnAKzL" href="https://linkedin.com/sharing/share-offsite?url=https%3A%2F%2Fwww.semrush.com%2Fblog%2Fgoogle-analytics%2F%3Futm_source%3Dlinkedin%26utm_medium%3Dblogshare%26utm_campaign%3Dsocialsharing" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-linkedin-icon" viewBox="0 0 24 24" width="24" height="24" class="sc-bdvvtL dHnzHm"><use xlink:href="#linkedin-icon"></use></svg></a><a data-test="share-block-link-text-twitter" class="sc-gsDKAQ iavqdd SLink sc-ezbkAF dnAKzL" href="https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.semrush.com%2Fblog%2Fgoogle-analytics%2F%3Futm_source%3Dtwitter%26utm_medium%3Dblogshare%26utm_campaign%3Dsocialsharing&text=Check+out+this+article+by+%40semrush%3A+%22Google+Analytics+for+Beginners%3A+Getting+Started+with+GA4%22+%23SemrushInsights" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-twitter-icon" viewBox="0 0 24 24" width="24" height="24" class="sc-bdvvtL dHnzHm"><use xlink:href="#twitter-icon"></use></svg></a><a data-test="share-block-link-text-facebook" class="sc-gsDKAQ iavqdd SLink sc-ezbkAF dnAKzL" href="https://facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.semrush.com%2Fblog%2Fgoogle-analytics%2F%3Futm_medium%3Dblogsharefacebook%26utm_campaign%3Dsocialsharing" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-facebook-icon" viewBox="0 0 24 24" width="24" height="24" class="sc-bdvvtL dHnzHm"><use xlink:href="#facebook-icon"></use></svg></a><a data-test="share-block-link-text-mail" class="sc-gsDKAQ iavqdd SLink sc-ezbkAF dnAKzL" href="mailto:?body=Google Analytics for Beginners: Getting Started with GA4%0D%0Ahttps://www.semrush.com/blog/google-analytics/?utm_source=socialsharing_email&utm_medium=blogshare&utm_campaign=socialsharing" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-mail-icon" viewBox="0 0 24 24" width="24" height="24" class="sc-bdvvtL dHnzHm"><use xlink:href="#mail-icon"></use></svg></a></div></div></div></div><div class="sc-gKclnd kcZgbH right-article-section"><section class="sc-hkgtus cZJvJx"></section></div></div></div><div data-test="container" class="sc-gKclnd fYleTp"><div class="sc-gKclnd eYTkOv"><div data-test="wrapper-for-author-bio" class="sc-gKclnd hrZfTH"></div><div data-test="wrapper-for-subscription" class="sc-gKclnd hrZfTH"></div></div></div><div data-test="wrapper-for-more-on-this" class="sc-gKclnd hrZfTH"></div><div data-test="wrapper-for-trial" class="sc-gKclnd hrZfTH"></div></main><div data-test="wrapper-for-footer" class="sc-gKclnd hrZfTH"></div></div></div><script id="__NEXT_DATA__" type="application/json">{"props":{"pageProps":{"canonicalSubdomain":"www","locale":"en","breakpoint":{"isPhone":false,"isTablet":false,"isDesktop":true},"page":{"id":8409,"status":"published","url":"google-analytics","template":"article-base","title":"Google Analytics for Beginners: Getting Started with GA4","preview":"Google Analytics is a free website analytics tool for measuring, analyzing, and improving site performance.","previewImage":"https://static.semrush.com/blog/uploads/media/08/96/08963d71ad64626b46b6f4f64fea0666/google-analytics-for-beginners.svg","socialImage":"https://static.semrush.com/blog/uploads/media/c0/51/c0514eef7ce64e0c866af9c48893c889/google-analytics-for-beginners-sm.png","extraImage":"https://static.semrush.com/blog/uploads/media/08/96/08963d71ad64626b46b6f4f64fea0666/extra.png","altPreviewImage":"The Beginner's Guide to Google Analytics","altSocialImage":"Google Analytics for Beginners","hidePreviewImage":0,"publishedAt":1691766960000,"editedAt":null,"metaTitle":"Google Analytics for Beginners: Getting Started with GA4","metaDescription":"Google Analytics is a free website analytics tool for measuring, analyzing, and improving site performance.","schemaOrg":"{}","author":{"id":149794625,"alias":"zack-duncan","name":"Zack Duncan","photo":"https://static.semrush.com/blog/uploads/user/c4/a9/c4a9b7e41caff003666a87648aa6ea45/zack_duncan_small.jpeg","photoMask":"star","company":"Root and Branch","position":"President","bio":"Zack is interested in using measurement and analytics to help guide decision making. He has over 15 years of marketing experience spanning client side, agency side, and education. Today, he is president of Root and Branch and gets to write about digital analytics for Semrush.","socials":{"webSite":"https://www.rootandbranchgroup.com/","twitter":"","facebook":"","instagram":"","linkedin":"https://www.linkedin.com/in/zackduncan"},"isPublic":true,"expertise":["digital analytics","content strategy","on-page seo","search engine marketing","marketing planning"],"education":[{"establishment":"The Pennsylvania State University","degree":"BS in Marketing","link":"https://www.psu.edu/"}]},"blocks":{"articleContent":{"code":"article-content","itemId":33249,"enabled":false,"value":[]}},"critical":{"article-content":{"id":33249,"content":"\u003ch2\u003eWhat Is Google Analytics?\u003c/h2\u003e\u003cp\u003eGoogle Analytics is a free website analytics tool that helps marketers better understand their site’s overall performance.\u003c/p\u003e\u003cp\u003eUnlike \u003ca href=\"https://www.semrush.com/blog/google-search-console/\"\u003eGoogle Search Console\u003c/a\u003e, which provides detailed data about how users discover websites through Google organic (meaning unpaid) search, Google Analytics deals with all traffic sources. Including organic search, paid search, social media, and more.\u0026nbsp;\u003c/p\u003e\u003cp\u003eAnd beyond telling you how your users arriveon your site, it has data that tells you what they do after they arrive. That includes which pages they view and what actions they take.\u003c/p\u003e\u003cp\u003eGoogle Analytics can also seem complicated and confusing at first. But it doesn't have to be.\u0026nbsp;\u003c/p\u003e\u003cp\u003eIn this guide, we’ll teach you the basics of Google Analytics and help you install it on your site.\u003c/p\u003e\u003cp\u003eLet’s start with a brief history.\u003c/p\u003e\u003ch3\u003eUniversal Analytics\u003c/h3\u003e\u003cp\u003eUniversal Analytics (UA) is no longer the current version of Google Analytics. But it is the version that made Google Analytics famous.\u003c/p\u003e\u003cp\u003eIt became widespread across the digital marketing world after the beta version was released in 2012.\u003c/p\u003e\u003cp\u003eHow widespread? The various versions of Google Analytics have a greater than 70% share of the web analytics software market, according to \u003ca href=\"https://www.statista.com/statistics/1258557/web-analytics-market-share-technology-worldwide/\"\u003eStatista\u003c/a\u003e.\u003c/p\u003e\u003cp\u003eHere’s what the dashboard looked like:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/e6/fb/e6fb68c7e61768455a3f47407f71b4fc/NA0PdO0luFjKi4fJXH0nvQyx1MAUzRX5PDevTQUQXc-tlCahDvIbsBkJGOnAM-KyOpaK7wN2ZkPgNiw9247Brh7wc_OYiMJzn58G0OTO_DE-wnwKV9P3D-_IgXfjwdCjvQFIdLoZgTrzAQWzICtv0sA.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"what the dashboard in Universal Analytics looked like\" data-original=\"https://static.semrush.com/blog/uploads/media/e6/fb/e6fb68c7e61768455a3f47407f71b4fc/original.jpeg\" height=\"537\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/e6/fb/e6fb68c7e61768455a3f47407f71b4fc/NA0PdO0luFjKi4fJXH0nvQyx1MAUzRX5PDevTQUQXc-tlCahDvIbsBkJGOnAM-KyOpaK7wN2ZkPgNiw9247Brh7wc_OYiMJzn58G0OTO_DE-wnwKV9P3D-_IgXfjwdCjvQFIdLoZgTrzAQWzICtv0sA.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eBut you won’t see it these days.\u003c/p\u003e\u003cp\u003eThat’s because Universal Analytics was set to stop processing new data in standard accounts on July 1, 2023. So marketers started adjusting to the new Google Analytics 4.\u003c/p\u003e\u003cp\u003e[create-campaign destination_url=\"https://www.semrush.com/corporate/account/?\"utm_source=blog\u0026amp;utm_medium=cpc\u0026amp;utm_campaign=awareness23\" header=\"Get a team account\" text=\"To save on Semrush subscription\" button_text=\"Learn more\" image=\"https://static.semrush.com/blog/uploads/files/32/35/323521dc29e48b1867ddbe97947bb6b7/collaboration.svg\" background=\"purpleIllust\"]\u003c/p\u003e\u003ch3\u003eGoogle Analytics 4\u003c/h3\u003e\u003cp\u003eGoogle Analytics 4 (commonly called GA4) is the new standard for the Google Analytics platform.\u0026nbsp;\u003c/p\u003e\u003cp\u003eThe platform was originally released as a beta version in 2019. And called the “App + Web” property.\u003c/p\u003e\u003cp\u003eThe dashboard in GA4 looks like this:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/70/41/70414f3d0190430c4fe88a114e1a3f45/7jgezQtrnh5JlILVWmwmF8GI_CkQKJHh25ZMEkvIzz6CsPAObOBx5UKKTXFywseqT2e8OAynGZWRgZkW7Y3fMkgHXgSTn5KBAwsam0otR5B0j7xlS_7CZo0YcFkC4vZnm0jFSnNSOFeJNipKM7w3aO4.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"a dashboard in GA4 (Google Analytics 4)\" data-original=\"https://static.semrush.com/blog/uploads/media/70/41/70414f3d0190430c4fe88a114e1a3f45/original.jpeg\" height=\"501\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/70/41/70414f3d0190430c4fe88a114e1a3f45/7jgezQtrnh5JlILVWmwmF8GI_CkQKJHh25ZMEkvIzz6CsPAObOBx5UKKTXFywseqT2e8OAynGZWRgZkW7Y3fMkgHXgSTn5KBAwsam0otR5B0j7xlS_7CZo0YcFkC4vZnm0jFSnNSOFeJNipKM7w3aO4.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eIt doesn’t look all that different, does it?\u0026nbsp;\u003c/p\u003e\u003cp\u003eBut there are some fundamental differences between GA4 and UA. Especially for those who were accustomed to the prior version.\u003c/p\u003e\u003ch3\u003eDifferences Between GA4 and UA\u003c/h3\u003e\u003cp\u003eKnowing these two differences between GA4 and UA will help you understand today’s Google Analytics better.\u003c/p\u003e\u003ch4\u003eDifference 1: Event-Based Data\u003c/h4\u003e\u003cp\u003eGoogle Analytics measures user interactions on a website. Each of those user interactions is called a “hit” and it becomes part of the data you can see in your Google Analytics reports.\u0026nbsp;\u003c/p\u003e\u003cp\u003eGA4 collects all web interaction data as “events.” In other words, all hits in GA4 are collected as events.\u003c/p\u003e\u003cp\u003eUniversal Analytics collected data through multiple hit types. You can see this in the table below, with the various UA hit types on the left and how they translate to GA4’s event-based data on the right.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/5d/90/5d90ea35982e1a6184f5ac6f0235d49f/MPbDx_5aVDqs8odY6_iSwfep3E_qbtPQe_fzQezDNKQWoBM7_LmrpU_s0DoWwBiQpRljF4jDVQXrB_DEAoagLAzZCNVR5Y9MZNTohi4gPgEzfiuk9TEYmx3MpItGAOvAG6UZiMzFNoOVWAa67Tmk2nA.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='a table showing how \"hit type on Universal Analytics property\" column translates to \"measurement in Google Analytics 4 property\"' data-original=\"https://static.semrush.com/blog/uploads/media/5d/90/5d90ea35982e1a6184f5ac6f0235d49f/original.jpeg\" height=\"598\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/5d/90/5d90ea35982e1a6184f5ac6f0235d49f/MPbDx_5aVDqs8odY6_iSwfep3E_qbtPQe_fzQezDNKQWoBM7_LmrpU_s0DoWwBiQpRljF4jDVQXrB_DEAoagLAzZCNVR5Y9MZNTohi4gPgEzfiuk9TEYmx3MpItGAOvAG6UZiMzFNoOVWAa67Tmk2nA.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eThe event-based data model in GA4 means some metrics and reports are now different in Google Analytics. We’ll see this in greater detail when we review Google Analytics basics later in this guide.\u003c/p\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eNote\u003c/strong\u003e: Differences like this have been so disorienting for some marketers that they’re exploring \u003ca href=\"https://www.semrush.com/blog/google-analytics-alternatives/\"\u003eGoogle Analytics alternatives\u003c/a\u003e. But Google Analytics is still an incredibly useful and powerful tool for those who learn how to use it.\u003c/em\u003e\u003c/p\u003e\u003ch4\u003eDifference 2: A New Account Structure and New Data Streams\u003c/h4\u003e\u003cp\u003eGoogle Analytics 4 has a different account structure than UA and introduces the concept of a “data stream.”\u003c/p\u003e\u003cp\u003eUniversal Analytics had an account, a property, and a view.\u0026nbsp;\u003c/p\u003e\u003cp\u003eThe account level was typically linked with an organization. The property level was linked with a specific digital property, like a website or an app. And the View level was where data was actually viewed.\u0026nbsp;\u003c/p\u003e\u003cp\u003eGA4 has an account and a property level. But it doesn’t have any views.\u003c/p\u003e\u003cp\u003eThe account level works the same as it did in UA. The property level is different.\u003c/p\u003e\u003cp\u003eRemember when we said that GA4 was initially released as something called the “App + Web” property?\u003c/p\u003e\u003cp\u003eThat’s because Google Analytics can now combine data from a website and an app into a single, unified picture. Both the website and the app can have their own unique data streams that flow into a complete picture of user behavior within the GA4 property.\u003c/p\u003e\u003cp\u003eWe’ll see how to set up a data stream when we get to the \u003ca href=\"#how-to-set-up-google-analytics\"\u003einstallation walkthrough below\u003c/a\u003e.\u003c/p\u003e\u003cp\u003eBut first, let’s answer a critical question. What does Google Analytics actually do?\u003c/p\u003e\u003cp\u003e[create-campaign destination_url=\"https://www.semrush.com/apps/ai-narratives-for-ga4/?utm_source=editorial\u0026amp;utm_medium=cta1\u0026amp;utm_campaign=product\u0026amp;utm_content=technical%20seo%20audit\" header=\"Gain AI-Generated insights from your GA4 account\" text=\"with AI Narratives for GA4\" button_text=\"Try it Out\"image=\"https://static.semrush.com/blog/uploads/files/32/35/323521dc29e48b1867ddbe97947bb6b7/collaboration.svg\" background=\"purpleIllust\"]\u003c/p\u003e\u003ch2\u003eWhat Is Google Analytics Used For?\u003c/h2\u003e\u003cp\u003eGoogle Analytics helps answer important questions about how your website (or app) is performing. So you can find ways to improve.\u003c/p\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eNote\u003c/strong\u003e: We’re focusing exclusively on GA4 for the rest of this article. Because UA is no longer supported.\u003c/em\u003e\u003c/p\u003e\u003cp\u003eHere are some of the questions the platform can answer:\u0026nbsp;\u003c/p\u003e\u003cul\u003e \u003cli\u003e\u003cstrong\u003eWho was on your website?\u003c/strong\u003e You can see what users’ interests are, which languages they speak, which cities they’re from, and which countries they’re from.\u0026nbsp;\u003c/li\u003e\u003c/ul\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/6c/29/6c2954e5447cb78a332fd489aa420a5e/Nsgk2aNEAEOBAZFWupanS2p_mGtkJyoTr7ODx5154fQp21Qju1dUKOUVcvnpuI-28uc-FtYlR6yi7dMqsBz_ePMpeIJGHGC3NBoNFz3-HXIGe8hD71CXm9iBQBExp5KLZ5MUHSnTxYoce5h8XS_v9xA.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"an example of a map showing users by country ID in GA4\" data-original=\"https://static.semrush.com/blog/uploads/media/6c/29/6c2954e5447cb78a332fd489aa420a5e/original.jpeg\" height=\"637\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/6c/29/6c2954e5447cb78a332fd489aa420a5e/Nsgk2aNEAEOBAZFWupanS2p_mGtkJyoTr7ODx5154fQp21Qju1dUKOUVcvnpuI-28uc-FtYlR6yi7dMqsBz_ePMpeIJGHGC3NBoNFz3-HXIGe8hD71CXm9iBQBExp5KLZ5MUHSnTxYoce5h8XS_v9xA.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003e\u003cstrong\u003eWhat happened on your website?\u003c/strong\u003e You can see how many pages were viewed, how many links were clicked, how many videos were played, and much more. Google Analytics will show you how often these interactions occur.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/b8/46/b846c75cd331d7d94dd09072959f1d10/Za01Q1LUKtyBCCdSY7IbjueZF87tWStaTAjKJvOYzkibYK0SyanyhDAipcTimv3-qNxRZQI2t6rWsF7KZyuq3ryoQToHm3mMrHLK8oEDQulMRtxb-0okZv28v8ZPV8FS0Wm9Pc4L3XIMJ7xla5V0VcM.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='a table in Google Analytics showing \"event count,\" \"total users\" and \"event count per user\" metrics' data-original=\"https://static.semrush.com/blog/uploads/media/b8/46/b846c75cd331d7d94dd09072959f1d10/original.jpeg\" height=\"579\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/b8/46/b846c75cd331d7d94dd09072959f1d10/Za01Q1LUKtyBCCdSY7IbjueZF87tWStaTAjKJvOYzkibYK0SyanyhDAipcTimv3-qNxRZQI2t6rWsF7KZyuq3ryoQToHm3mMrHLK8oEDQulMRtxb-0okZv28v8ZPV8FS0Wm9Pc4L3XIMJ7xla5V0VcM.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cul\u003e \u003cli\u003e\u003cstrong\u003eWhen did different events happen?\u003c/strong\u003e You can shift your date range to analyze relevant time frames. You can also compare performance across time frames to see year-over-year or month-over-month trends.\u003c/li\u003e\u003c/ul\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/e0/ee/e0ee9f2ecb89c96e653c6466b686958e/U206f2-pfosLgodf5aHAxPiu7s0Nxq5Zi_xr5_he4PcyanaXf9Mzb-IFxB5PXm7WHAv-KGg9yMLROYw3abYGe1W3dX8MUaAvhOrnBDHGpTCrKXcEmrlvr7Exc3XCWt3YxEAq7iptZ8Ff7C56ESwrerU.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"search for data in Google Analytics for the last 12 months\" data-original=\"https://static.semrush.com/blog/uploads/media/e0/ee/e0ee9f2ecb89c96e653c6466b686958e/original.jpeg\" height=\"1025\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/e0/ee/e0ee9f2ecb89c96e653c6466b686958e/U206f2-pfosLgodf5aHAxPiu7s0Nxq5Zi_xr5_he4PcyanaXf9Mzb-IFxB5PXm7WHAv-KGg9yMLROYw3abYGe1W3dX8MUaAvhOrnBDHGpTCrKXcEmrlvr7Exc3XCWt3YxEAq7iptZ8Ff7C56ESwrerU.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cul\u003e \u003cli\u003e\u003cstrong\u003eWhere did your visitors come from?\u003c/strong\u003e You can see which sources contribute the most (and least) traffic to your site. Let’s look at the “Acquisition overview” report below. Look to the table on the far right and you can see that the vast majority of traffic comes from organic search (unpaid traffic from search engines). Organic social and email contribute a small percentage of traffic.\u003c/li\u003e\u003c/ul\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/8d/ee/8deeb30bcf32536ffa5c64d6f62ed7a3/698cjyhPDMmO9clEhlVTfGlklH3gPujYszvyKBvhvUNZ_0rUfd9RD_ivS9jWMxs6G9G6jMywcavdFxlRaT4DAYQaAeLE2ykbO1CgEbezv8AHSiEQbvwiR2LdhcUfVY9K_kaORKlJKzW3CCrAGPVnyQI.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"in “Acquisition overview” report you can see which sources contribute the most traffic to your site\" data-original=\"https://static.semrush.com/blog/uploads/media/8d/ee/8deeb30bcf32536ffa5c64d6f62ed7a3/original.jpeg\" height=\"528\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/8d/ee/8deeb30bcf32536ffa5c64d6f62ed7a3/698cjyhPDMmO9clEhlVTfGlklH3gPujYszvyKBvhvUNZ_0rUfd9RD_ivS9jWMxs6G9G6jMywcavdFxlRaT4DAYQaAeLE2ykbO1CgEbezv8AHSiEQbvwiR2LdhcUfVY9K_kaORKlJKzW3CCrAGPVnyQI.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003ePro tip\u003c/strong\u003e: An organization with a traffic profile like this might choose to prioritize their \u003ca href=\"https://www.semrush.com/blog/how-to-use-semrush-keyword-research/\"\u003ekeyword research\u003c/a\u003e to continue strengthening their organic search performance.\u003c/em\u003e\u003c/p\u003e\u003cp\u003eAs you answer these questions, you’ll learn what works and what doesn’t. And you can use this to improve your results over time.\u003c/p\u003e\u003ch2\u003eHow Does Google Analytics Work?\u003c/h2\u003e\u003cp\u003eGoogle Analytics works by collecting data from your website (or app) and then creating reports so you can analyze that data.\u003c/p\u003e\u003cp\u003eA small tracking code needs to be installed on the site to enable data collection.\u003c/p\u003e\u003cp\u003eHere’s an example of the Google Analytics tracking code.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/49/26/4926e198bdb0ec4441a3a41ab1aa187b/ew7GWcP8IbtcKNtERMtRLeDfCAdSqyS_TuhEIeCgOFti476YacffIFW9maA-y4vXn5TKF1hP4gBdW5CFd1EhXm7Kwjhy_54xhTay-v-W4q1FZu_mIKjPP_82lcPCB6UrTbcefUCttse3_h2ZqRyUwLg.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"an example of the Google Analytics tracking code\" data-original=\"https://static.semrush.com/blog/uploads/media/49/26/4926e198bdb0ec4441a3a41ab1aa187b/original.jpeg\" height=\"512\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/49/26/4926e198bdb0ec4441a3a41ab1aa187b/ew7GWcP8IbtcKNtERMtRLeDfCAdSqyS_TuhEIeCgOFti476YacffIFW9maA-y4vXn5TKF1hP4gBdW5CFd1EhXm7Kwjhy_54xhTay-v-W4q1FZu_mIKjPP_82lcPCB6UrTbcefUCttse3_h2ZqRyUwLg.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eWhen a user arrives on a site with this tracking code installed, Google Analytics will place a cookie (a small file that collects information about the user) in that user’s web browser. This visitor activity is what you ultimately see in Google Analytics reports.\u003c/p\u003e\u003cp\u003eHow does this data get there?\u0026nbsp;\u003c/p\u003e\u003cp\u003eLet’s break it down into four steps moving from left to right. Like in the diagram below.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/14/d5/14d591a5ddc8e192c2e2b52a708bbd18/pH2aFMVpyshPTrV1uOdC4jjuFfWhUeJns4dVPnaNt3boBijF1RxxSpALusDwPo-a2PLifd9F9KztrBofFbrnEbMN3Y78ywS78Voghh9L8uc9KJG7amDVt7BKJKzOcp3IYF1SieyJuin8rbwi42QTpgE.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"a digram illustrating how Google Analytics generates data\" data-original=\"https://static.semrush.com/blog/uploads/media/14/d5/14d591a5ddc8e192c2e2b52a708bbd18/original.jpeg\" height=\"980\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/14/d5/14d591a5ddc8e192c2e2b52a708bbd18/pH2aFMVpyshPTrV1uOdC4jjuFfWhUeJns4dVPnaNt3boBijF1RxxSpALusDwPo-a2PLifd9F9KztrBofFbrnEbMN3Y78ywS78Voghh9L8uc9KJG7amDVt7BKJKzOcp3IYF1SieyJuin8rbwi42QTpgE.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cul\u003e \u003cli\u003e\u003cstrong\u003eStep 1\u003c/strong\u003e: A user lands on a website with Google Analytics installed. The Google Analytics code sends a cookie to their web browser\u003c/li\u003e\u003c/ul\u003e\u003cul\u003e \u003cli\u003e\u003cstrong\u003eStep 2\u003c/strong\u003e: As the user interacts with the site, their actions are now being tracked by Google Analytics\u003c/li\u003e\u003c/ul\u003e\u003cul\u003e \u003cli\u003e\u003cstrong\u003eStep 3\u003c/strong\u003e: The user's interactions then get processed by the Google Analytics servers\u003c/li\u003e\u003c/ul\u003e\u003cul\u003e \u003cli\u003e\u003cstrong\u003eStep 4\u003c/strong\u003e: After processing, the data is available for review and analysis in Google Analytics\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eNow, let’s set up Google Analytics on your site.\u003c/p\u003e\u003ch2\u003eHow to Set up Google Analytics\u003c/h2\u003e\u003cp\u003eInstalling Google Analytics is a two-part process.\u0026nbsp;\u003c/p\u003e\u003cp\u003eThe first part is creating a Google Analytics 4 property. Which generates your unique tracking code.\u0026nbsp;\u003c/p\u003e\u003cp\u003eThe second part is installing that tracking code on your website.\u003c/p\u003e\u003cp\u003eWe’ll start this Google Analytics how-to by walking through setting up your account.\u003c/p\u003e\u003ch3\u003eCreate a Google Analytics Account\u003c/h3\u003e\u003cp\u003eFirst, \u003ca href=\"https://analytics.google.com/analytics/web/\"\u003esign in to Google Analytics\u003c/a\u003e with your Google account.\u003c/p\u003e\u003cp\u003eIf you’ve never used Google Analytics before, you’ll see a screen like this.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/f8/50/f85006270bce9e5ef06f155a75caccf0/Hy7ArGrH08gzhEJrqtW_zchuq_QnBq_Br24Rg2HfziurfWKaNkYF18HgB-38kX8OMrGbXovC2CIF9Ew6vrxfHRrVhNqlM5unmiXuDWjfOj7XJJKXQ-pmbStPkhPM0GZWsWHu0M2sMG7EWRl9ll6v_qQ.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='\"Welcome to Google Analytics\" page' data-original=\"https://static.semrush.com/blog/uploads/media/f8/50/f85006270bce9e5ef06f155a75caccf0/original.jpeg\" height=\"272\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/f8/50/f85006270bce9e5ef06f155a75caccf0/Hy7ArGrH08gzhEJrqtW_zchuq_QnBq_Br24Rg2HfziurfWKaNkYF18HgB-38kX8OMrGbXovC2CIF9Ew6vrxfHRrVhNqlM5unmiXuDWjfOj7XJJKXQ-pmbStPkhPM0GZWsWHu0M2sMG7EWRl9ll6v_qQ.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eClick “\u003cstrong\u003eStart\u003c/strong\u003e \u003cstrong\u003emeasuring\u003c/strong\u003e” and proceed to Step 1 below.\u003c/p\u003e\u003cp\u003eIf you have used Google Analytics before (with the email address you’ve used to log in), you won’t see this same welcome screen. If that is your situation, click on the gear icon in the bottom left of your screen to access the admin area.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/fa/20/fa20b00970e97b8310c4c5b242c566be/iaf5xtS1oX0CTkl6hXpZi9QlrWnUm-dgVQ2O0YZr5Hxw_ci3nlXXztXNqE4vogUjjhJoL8rniw9wEUCfojG1oYPuNPBxFraSQDY9ZFzUC-pHugSY8L7RJ2EUTJInkThbBRhR66biTBNZRBkAhyZj0_k.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"Admin area in Google Analytics\" data-original=\"https://static.semrush.com/blog/uploads/media/fa/20/fa20b00970e97b8310c4c5b242c566be/original.jpeg\" height=\"1093\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/fa/20/fa20b00970e97b8310c4c5b242c566be/iaf5xtS1oX0CTkl6hXpZi9QlrWnUm-dgVQ2O0YZr5Hxw_ci3nlXXztXNqE4vogUjjhJoL8rniw9wEUCfojG1oYPuNPBxFraSQDY9ZFzUC-pHugSY8L7RJ2EUTJInkThbBRhR66biTBNZRBkAhyZj0_k.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eThen click “\u003cstrong\u003eCreate\u003c/strong\u003e \u003cstrong\u003eAccount\u003c/strong\u003e” and proceed to Step 1 below.\u003c/p\u003e\u003ch4\u003e1. Set up Your Account\u003c/h4\u003e\u003cp\u003eFirst, give your account a name.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/b2/9a/b29ab3b8995747099c4375c6bec6a941/bSepTgMrsAkruyvCAsrM4inlRi_e7QVtognqPm4NM0l7vEFcoHMYOxlrpYPBNyxt5xYtqhVFiqG8pF1kKD6Uww-T2JsOU3H83D-NCFl9KM1zcHrH6drGxeKf6c02HGFm2jMbefaL9tp___AArKBzbVQ.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"add your account in Google Analytics a name\" data-original=\"https://static.semrush.com/blog/uploads/media/b2/9a/b29ab3b8995747099c4375c6bec6a941/original.jpeg\" height=\"495\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/b2/9a/b29ab3b8995747099c4375c6bec6a941/bSepTgMrsAkruyvCAsrM4inlRi_e7QVtognqPm4NM0l7vEFcoHMYOxlrpYPBNyxt5xYtqhVFiqG8pF1kKD6Uww-T2JsOU3H83D-NCFl9KM1zcHrH6drGxeKf6c02HGFm2jMbefaL9tp___AArKBzbVQ.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eYou can choose whatever name you want. But it’s a good idea to use your business’s name. So it’s easy to recognize.\u003c/p\u003e\u003cp\u003eYou can also choose what information you want to share with Google at this step. Such as “Technical support” (who might be able to help with a technical problem in the future) and “Account specialists” (who might contact you for sales purposes in the future).\u0026nbsp;\u003c/p\u003e\u003cp\u003eThen, click “\u003cstrong\u003eNext\u003c/strong\u003e”.\u003c/p\u003e\u003ch4\u003e2. Create Your GA4 Property\u003c/h4\u003e\u003cp\u003eNow, give your property a name.\u003c/p\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eNote\u003c/strong\u003e: Remember that the property level is where the data lives in Google Analytics. If you have multiple websites, you can have multiple properties that exist in a single account.\u003c/em\u003e\u003c/p\u003e\u003cp\u003eOnce again, you can choose whatever name you want. It’s not a bad idea to use your website’s domain name.\u003c/p\u003e\u003cp\u003eYou’ll also select your reporting time zone and your currency.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/47/1f/471f779ecb66474efa814562873dca68/mhlon9kSD1mOADLnsi4VRKleGLUP9Q9vvyXXZIuLvJau2J7YyERyv8M-jjwFzGKuZ7viFx8lOHo1ggjPzFS8x7qrECbsfFuCoYnH_S4Sk9h7JL0Z4sFH1sWWOB1EjDSU8wUJue5Nkpt2SccntGQGVN0.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='\"Create a property\" page in Google Analytics' data-original=\"https://static.semrush.com/blog/uploads/media/47/1f/471f779ecb66474efa814562873dca68/original.jpeg\" height=\"686\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/47/1f/471f779ecb66474efa814562873dca68/mhlon9kSD1mOADLnsi4VRKleGLUP9Q9vvyXXZIuLvJau2J7YyERyv8M-jjwFzGKuZ7viFx8lOHo1ggjPzFS8x7qrECbsfFuCoYnH_S4Sk9h7JL0Z4sFH1sWWOB1EjDSU8wUJue5Nkpt2SccntGQGVN0.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eAfter making your selections, click “\u003cstrong\u003eNext\u003c/strong\u003e.”\u003c/p\u003e\u003ch4\u003e3. Provide Your Business Information\u003c/h4\u003e\u003cp\u003eNow, choose the industry category that seems like the closest fit using the drop-down. If nothing matches, you can choose “\u003cstrong\u003eOther\u003c/strong\u003e \u003cstrong\u003eBusiness\u003c/strong\u003e \u003cstrong\u003eActivity\u003c/strong\u003e.”\u003c/p\u003e\u003cp\u003eAnd select your business size.\u003c/p\u003e\u003cp\u003eThen, click “\u003cstrong\u003eNext\u003c/strong\u003e.”\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/a0/91/a0919a88b86b9fca98b359841192b42f/K5LjRWIegqNr5_mO12et4OurnyI74_ilNmXtYacv9Exc3Yu-oPYZTI-jS0ah6kc25k1BdKTuF3vpJAb_92yt722BSBaLDpc2bpzcCRFtVpS5fock2-FTKaOEv9kBTyRdWmPM0-nHQyoL2hPCKn4thaw.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='\"Describe your business\" page in Google Analytics' data-original=\"https://static.semrush.com/blog/uploads/media/a0/91/a0919a88b86b9fca98b359841192b42f/original.jpeg\" height=\"780\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/a0/91/a0919a88b86b9fca98b359841192b42f/K5LjRWIegqNr5_mO12et4OurnyI74_ilNmXtYacv9Exc3Yu-oPYZTI-jS0ah6kc25k1BdKTuF3vpJAb_92yt722BSBaLDpc2bpzcCRFtVpS5fock2-FTKaOEv9kBTyRdWmPM0-nHQyoL2hPCKn4thaw.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003ch4\u003e4. Select Your Business Objective and Accept Terms of Service\u003c/h4\u003e\u003cp\u003eThe selection you make here determines what reports will be pre-loaded in your Google Analytics property.\u003c/p\u003e\u003cp\u003eIf you’re not sure, it’s fine to choose “\u003cstrong\u003eGet baseline reports\u003c/strong\u003e.” You can always add additional reports in the future.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/35/14/351445403edecd7a1afa2e8a74e8233b/9GSXPQXQ60Mh9Lc-E2znC9DYtOriBOPQHdr9ozgGapvua8aadnqlZY1FCyzNjHjxPYTHWbSbB9XLNbjOa2qerqWexDHvqASN6rbNXO5a9IK2vOFFREZkhX_OoQLOhOExSmstEXQd-ecbLHLeZfzF6M8.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='\"Choose your business objectives\" page in Google Analytics' data-original=\"https://static.semrush.com/blog/uploads/media/35/14/351445403edecd7a1afa2e8a74e8233b/original.jpeg\" height=\"1388\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/35/14/351445403edecd7a1afa2e8a74e8233b/9GSXPQXQ60Mh9Lc-E2znC9DYtOriBOPQHdr9ozgGapvua8aadnqlZY1FCyzNjHjxPYTHWbSbB9XLNbjOa2qerqWexDHvqASN6rbNXO5a9IK2vOFFREZkhX_OoQLOhOExSmstEXQd-ecbLHLeZfzF6M8.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eThen, click “\u003cstrong\u003eCreate\u003c/strong\u003e.”\u003c/p\u003e\u003cp\u003eYou’ll now need to accept the Google Analytics terms of service to move forward.\u003c/p\u003e\u003cp\u003eAfter reviewing, accept the data processing terms and click “\u003cstrong\u003eI Accept\u003c/strong\u003e.”\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/a6/1d/a61d653d3b542f2cd05ef407fbc274be/hbdEaT8YCupqvdMRvRA4mrnfnsHHFyt__nhOoIx5934x5YqHD1X58fBNAhnKAZm2-kiUa-y64wqOyG3GNWTWh97hje0e0Mu_v7r8mnbEARdsodeEPMMLSvvpOjtFOOd5EBfubCChd2lu6y9R-cDXxHI.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='\"Google Analytics Terms of Service Agreement\" page' data-original=\"https://static.semrush.com/blog/uploads/media/a6/1d/a61d653d3b542f2cd05ef407fbc274be/original.jpeg\" height=\"866\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/a6/1d/a61d653d3b542f2cd05ef407fbc274be/hbdEaT8YCupqvdMRvRA4mrnfnsHHFyt__nhOoIx5934x5YqHD1X58fBNAhnKAZm2-kiUa-y64wqOyG3GNWTWh97hje0e0Mu_v7r8mnbEARdsodeEPMMLSvvpOjtFOOd5EBfubCChd2lu6y9R-cDXxHI.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003ch4\u003e5. Set up Your Data Stream\u003c/h4\u003e\u003cp\u003eYou’re now ready to start collecting data and you can set up your \u003cstrong\u003edata stream\u003c/strong\u003e. The data stream is what sends data into your Google Analytics property.\u003c/p\u003e\u003cp\u003eChoose the type of platform you’re working on.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/d1/00/d100a5b65170a55ceee7eefc46ce6f64/pqq81Pwtg_yAZNncsyVxe6fg2RNa-HbUKdW7dlnrOOC27uww5x6LXKZoYy42YJ5f_GgpY1wuk49S8WRjaJo9hC-BaO3eC8qr56G7Pozj8J50CnJna_jRueAkN7y2mh8CW9jDH0sMftFwFbAqKIDPIRA.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='choose the type of platform you are working on at \"Start collecting data\" page' data-original=\"https://static.semrush.com/blog/uploads/media/d1/00/d100a5b65170a55ceee7eefc46ce6f64/original.jpeg\" height=\"401\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/d1/00/d100a5b65170a55ceee7eefc46ce6f64/pqq81Pwtg_yAZNncsyVxe6fg2RNa-HbUKdW7dlnrOOC27uww5x6LXKZoYy42YJ5f_GgpY1wuk49S8WRjaJo9hC-BaO3eC8qr56G7Pozj8J50CnJna_jRueAkN7y2mh8CW9jDH0sMftFwFbAqKIDPIRA.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eChoose “\u003cstrong\u003eWeb\u003c/strong\u003e” if you’re working on a website. You can now set up your web data stream and you’ll see a section that looks like this:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/b6/e5/b6e51de28d1309a34c3ee0c9ec4a1e35/Qh99wnDOUtngaG9ZYmAQeKXEvCdnGuEwhjVIUVwuHXbCKtO9oJa0AQFQP2xug88gTgFIwA2DCoBkJKa2Nd5Q9C3eY25gq6gfbCCKwSQ0Vg_G2s4lLyji65AYFJUUEgYe5IRPAIL--b9QSfScO0wWc7Y.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='\"Set up your web stream\" page' data-original=\"https://static.semrush.com/blog/uploads/media/b6/e5/b6e51de28d1309a34c3ee0c9ec4a1e35/original.jpeg\" height=\"645\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/b6/e5/b6e51de28d1309a34c3ee0c9ec4a1e35/Qh99wnDOUtngaG9ZYmAQeKXEvCdnGuEwhjVIUVwuHXbCKtO9oJa0AQFQP2xug88gTgFIwA2DCoBkJKa2Nd5Q9C3eY25gq6gfbCCKwSQ0Vg_G2s4lLyji65AYFJUUEgYe5IRPAIL--b9QSfScO0wWc7Y.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eThere are three things to do here:\u003c/p\u003e\u003col\u003e \u003cli\u003eEnter your website URL\u0026nbsp;\u003c/li\u003e \u003cli\u003eGive your data stream a name. You can choose any name you’d like. If your domain name is www.widgetcorp.com, you might choose Widget Corp Website as your stream name.\u003c/li\u003e \u003cli\u003eEnsure the blue toggle bar is turned on for “Enhanced measurement”—this allows you to track certain interactions like file downloads, external link clicks, and embedded video plays without doing custom work\u003c/li\u003e\u003c/ol\u003e\u003cp\u003eNow, it’s time to install your tracking code so your data stream will start flowing data into GA4.\u003c/p\u003e\u003ch3\u003eInstall Google Analytics\u003c/h3\u003e\u003cp\u003eYou’re now ready to install Google Analytics on your website.\u003c/p\u003e\u003cp\u003eAfter your stream is configured in GA4, you’ll see a screen with a “MEASUREMENT ID” field that’s unique to your property. And a “View tag instructions” button.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/92/61/926111305d1c30e4a50aab40c18f2c6a/QETYNht1U24La-yrCDP6I2QlrEfF-7T0F2--0tARvnDjqGIfES1H1hPqTtYuLZKGp1QqBBZ_sKFJzY39OQppQh1LC4a0YCIS5YjV-WU0ytoAJWXU9jnnq-1kt0PXnSsMacF5clR8qHrwSdOu2cS4PT0.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"“MEASUREMENT ID” field and “View tag instructions” button highlighted\" data-original=\"https://static.semrush.com/blog/uploads/media/92/61/926111305d1c30e4a50aab40c18f2c6a/original.jpeg\" height=\"317\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/92/61/926111305d1c30e4a50aab40c18f2c6a/QETYNht1U24La-yrCDP6I2QlrEfF-7T0F2--0tARvnDjqGIfES1H1hPqTtYuLZKGp1QqBBZ_sKFJzY39OQppQh1LC4a0YCIS5YjV-WU0ytoAJWXU9jnnq-1kt0PXnSsMacF5clR8qHrwSdOu2cS4PT0.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eOnce you click the button, you’ll be given three installation options:\u003c/p\u003e\u003col\u003e \u003cli\u003eYou can install the code manually on your website\u003c/li\u003e \u003cli\u003eYou can install the code with a plugin or integration, if applicable\u003c/li\u003e \u003cli\u003eYou can use Google Tag Manager to install the code\u003c/li\u003e\u003c/ol\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003ePro tip\u003c/strong\u003e: If you already have Google Tag Manager running on your site, the third option is likely the easiest. You can use the installation instructions in this \u003ca href=\"https://www.semrush.com/blog/google-tag-manager/\"\u003eGoogle Tag Manager\u003c/a\u003e guide.\u003c/em\u003e\u003c/p\u003e\u003cp\u003eWe’re going to go with the manual option.\u003c/p\u003e\u003ch4\u003eHow to Install GA4 Manually\u003c/h4\u003e\u003cp\u003eTo start the installation, click the “\u003cstrong\u003eView tag instructions\u003c/strong\u003e” button from your data stream.\u003c/p\u003e\u003cp\u003eNow, click the linked header text to “\u003cstrong\u003eInstall\u003c/strong\u003e \u003cstrong\u003emanually\u003c/strong\u003e.” This is the tracking code that will run GA4.\u0026nbsp;\u003c/p\u003e\u003cp\u003eClick the “copy” icon to copy it to your clipboard.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/9e/6d/9e6dd3607c3f0d8b371d2f4c543db302/CtQsDFQRY7Hp0BB7FBMuVvwgsOFxk_CbMOsplxZMGvFGFnMcNsmJPpA9MIQcA2eMdIX-jj99zFXMFZJPrmh61pa7tcpyo5nK5b_UGweL8DjmBSP2OKvnmoCGvGIhGLpSSpZ-7D2I7VBo2TK_i2AmSTc.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"where to copy tracking code in the “Install manually” section\" data-original=\"https://static.semrush.com/blog/uploads/media/9e/6d/9e6dd3607c3f0d8b371d2f4c543db302/original.jpeg\" height=\"811\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/9e/6d/9e6dd3607c3f0d8b371d2f4c543db302/CtQsDFQRY7Hp0BB7FBMuVvwgsOFxk_CbMOsplxZMGvFGFnMcNsmJPpA9MIQcA2eMdIX-jj99zFXMFZJPrmh61pa7tcpyo5nK5b_UGweL8DjmBSP2OKvnmoCGvGIhGLpSSpZ-7D2I7VBo2TK_i2AmSTc.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eNow, go to your website and paste the code high in the \u0026lt;head\u0026gt; section of the page.\u003c/p\u003e\u003cp\u003ePasting the code high in the \u0026lt;head\u0026gt; section will help the tag fire properly and ensure you get the most accurate data.\u003c/p\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eNote\u003c/strong\u003e: If you’re not comfortable modifying your website code, ask a developer for help. Also, some WordPress plugins will allow you to modify your header without directly editing website template files.\u003c/em\u003e\u003c/p\u003e\u003cp\u003eCongratulations—Google Analytics 4 is now running on your website!\u0026nbsp;\u003c/p\u003e\u003cp\u003e[create-campaign destination_url=\"https://www.semrush.com/corporate/account/?\"utm_source=blog\u0026amp;utm_medium=cpc\u0026amp;utm_campaign=awareness23\" header=\"Get a team account\" text=\"To save on Semrush subscription\" button_text=\"Learn more\" image=\"https://static.semrush.com/blog/uploads/files/32/35/323521dc29e48b1867ddbe97947bb6b7/collaboration.svg\" background=\"purpleIllust\"]\u003c/p\u003e\u003ch2\u003eGoogle Analytics Basics\u003c/h2\u003e\u003cp\u003eData is flowing into your Google Analytics property.\u0026nbsp;\u003c/p\u003e\u003cp\u003eBut what data, exactly?\u003c/p\u003e\u003cp\u003eGoogle Analytics data shows information about visitors and their interactions that take place on your website.\u003c/p\u003e\u003cp\u003eHere’s an overview of the main data categories:\u003c/p\u003e\u003cul\u003e \u003cli\u003eUsers\u003c/li\u003e \u003cli\u003eViews\u003c/li\u003e \u003cli\u003eSessions\u003c/li\u003e \u003cli\u003eEvents\u003c/li\u003e \u003cli\u003eConversions\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eLet’s see how it all works.\u003c/p\u003e\u003ch3\u003eUsers\u003c/h3\u003e\u003cp\u003eA user is an individual who visits your website.\u003c/p\u003e\u003cp\u003eGoogle Analytics uses cookies to help track the number of these unique individuals who visit your site. You can see this in the data table below.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/3d/15/3d150093266577766285b0b85cc5b909/xH2Rswbqz44nHKlXg0TiIU67BrVN_3-Hd15iyqsVooxdKRpWYVeGtahuPwrjMCSftVK_JMK6O7ntZ4NR2wapi-DLmLl_1WcEzhlPuAixZu1hfv0nIWIaKtWAvs_N4cQSwYC0tao0N7sdpaB5wUWInsM.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='a data table in Google Analytics with \"users\" column highlighted' data-original=\"https://static.semrush.com/blog/uploads/media/3d/15/3d150093266577766285b0b85cc5b909/original.jpeg\" height=\"546\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/3d/15/3d150093266577766285b0b85cc5b909/xH2Rswbqz44nHKlXg0TiIU67BrVN_3-Hd15iyqsVooxdKRpWYVeGtahuPwrjMCSftVK_JMK6O7ntZ4NR2wapi-DLmLl_1WcEzhlPuAixZu1hfv0nIWIaKtWAvs_N4cQSwYC0tao0N7sdpaB5wUWInsM.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eBut when you use Google Analytics, you are doing more than simply counting users. You can analyze the behavior of those users. Such as what specific pages they view.\u003c/p\u003e\u003ch3\u003eViews\u003c/h3\u003e\u003cp\u003eGoogle Analytics records a view each time a user views a page on your site.\u003c/p\u003e\u003cp\u003eIf a user views a page, leaves, and then comes back to that same page in a few minutes, that counts as two views.\u003c/p\u003e\u003cp\u003eHere, you can see a data table containing a list of top pages by views.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/01/b8/01b84010370363f77df0c2fc2016d3b1/-X4Fp-wpkxWw9BTvTbqpSZ_jC0el_5D6CWrDQvEw3e9u9MuN6_sDZJIteWS8rnoZx1bsCIro3hoJ6EK7NRGXyscOLo5Kx98nF-UdCyoTKLf4kHhTrSlCT4v0Q2WTE6QN_GdJFPl7iOulvdbUbVjTtDM.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='a data table in Google Analytics with \"visits\" column highlighted' data-original=\"https://static.semrush.com/blog/uploads/media/01/b8/01b84010370363f77df0c2fc2016d3b1/original.jpeg\" height=\"598\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/01/b8/01b84010370363f77df0c2fc2016d3b1/-X4Fp-wpkxWw9BTvTbqpSZ_jC0el_5D6CWrDQvEw3e9u9MuN6_sDZJIteWS8rnoZx1bsCIro3hoJ6EK7NRGXyscOLo5Kx98nF-UdCyoTKLf4kHhTrSlCT4v0Q2WTE6QN_GdJFPl7iOulvdbUbVjTtDM.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003ePro tip\u003c/strong\u003e: You can easily see this same report in your own GA4 property. Simply click “\u003cstrong\u003eReports\u003c/strong\u003e” in the left-hand navigation, and then select “\u003cstrong\u003ePages and screens\u003c/strong\u003e” within the “Engagement” reporting area.\u003c/em\u003e\u003c/p\u003e\u003ch3\u003eSessions\u003c/h3\u003e\u003cp\u003eA session is another name for a user’s visit to (not just a view of) your website. A user can have one or more sessions on your site.\u0026nbsp;\u003c/p\u003e\u003cp\u003eDuring a session, a user can perform a number of actions. Like viewing a page, downloading a file, playing a video, clicking a link, or completing a form.\u003c/p\u003e\u003cp\u003eGoogle Analytics associates each of these interactions with a unique session identifier. So you can understand which interactions took place during a session.\u003c/p\u003e\u003cp\u003eGoogle Analytics ends a session after the visitor leaves the site or after 30 minutes of inactivity.\u003c/p\u003e\u003cp\u003eThe partial data table below shows a Google Analytics property that had 27,053 sessions during the specified time period.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/46/6f/466fe376277cc3881a3acd042ed44a5e/6NpcH27pBQ5ZruISjWRMXGvU_mqkzPsPXjo4rhzrdbJgJ_xoE3w-wvTY7KHGkdlQMqhqylrr8dBRRLvPdmLrSG50Wz287Cg8Q3dF2jFu3xAfXOD0GqPUoKXNVoOn1YDtBned4uFwYavblDg_uYyxBWc.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='a data table in Google Analytics with \"sessions\" column highlighted' data-original=\"https://static.semrush.com/blog/uploads/media/46/6f/466fe376277cc3881a3acd042ed44a5e/original.jpeg\" height=\"619\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/46/6f/466fe376277cc3881a3acd042ed44a5e/6NpcH27pBQ5ZruISjWRMXGvU_mqkzPsPXjo4rhzrdbJgJ_xoE3w-wvTY7KHGkdlQMqhqylrr8dBRRLvPdmLrSG50Wz287Cg8Q3dF2jFu3xAfXOD0GqPUoKXNVoOn1YDtBned4uFwYavblDg_uYyxBWc.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eNote\u003c/strong\u003e: The number of sessions should never be lower than the number of users. That’s because you can’t have a visit (a “session”) without a visitor (a “user”).\u0026nbsp;\u003c/em\u003e\u003c/p\u003e\u003ch3\u003eEvents\u003c/h3\u003e\u003cp\u003eDuring a session, a user may interact with your site in a number of ways. They might download a file, play a video, scroll down the page, click a link, or complete a form. These interactions are known as events.\u003c/p\u003e\u003cp\u003eGoogle Analytics can record events like scrolls, session starts, clicks, and more. Like in this image:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/12/04/120411fc5a6b1b2246ce2676bb9b9796/nDQaOxc9IN3OfgpJtSVSSZo81RYbCQN4ioMr50k3Co5LSeRZ0EHz3pQe-gk3OFe_U_XZMzRX1QxEnofZsqoXAKi4lOpYN5sOyqXdIvKzFcAw_pdr_inMuy0l9UfLhFCKIrY337WxAesaT78VnDjVPZ0.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='a data table in Google Analytics with \"event name\" column highlighted' data-original=\"https://static.semrush.com/blog/uploads/media/12/04/120411fc5a6b1b2246ce2676bb9b9796/original.jpeg\" height=\"579\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/12/04/120411fc5a6b1b2246ce2676bb9b9796/nDQaOxc9IN3OfgpJtSVSSZo81RYbCQN4ioMr50k3Co5LSeRZ0EHz3pQe-gk3OFe_U_XZMzRX1QxEnofZsqoXAKi4lOpYN5sOyqXdIvKzFcAw_pdr_inMuy0l9UfLhFCKIrY337WxAesaT78VnDjVPZ0.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eWhen it comes to events, there are four basics to understand:\u003c/p\u003e\u003col\u003e \u003cli\u003eAll website interactions are tracked as events. But there are different kinds of events, and they’re treated differently.\u003c/li\u003e \u003cli\u003eGoogle Analytics will track some events by default. Some of those cannot be turned off. They are called “automatically collected events.”\u0026nbsp;\u003c/li\u003e \u003cli\u003eAs long as you kept the toggle for “Enhanced measurement” turned on during the setup phase, you are also tracking enhanced measurement events by default. You can turn some of these off at any time if they aren’t a fit for your measurement needs. Here’s a link to \u003ca href=\"https://support.google.com/analytics/answer/9216061?hl=en\"\u003eGoogle’s resource\u003c/a\u003e if you want to learn more right now.\u0026nbsp;\u003c/li\u003e \u003cli\u003eYou can also track some events through your own setup work. Google will provide a recommended name for you to use for some of these events. Google calls these “recommended events.” Any other events you create are called “custom events.” \u003ca href=\"https://www.semrush.com/blog/recommended-events-google-analytics-4/\"\u003eRecommended events\u003c/a\u003e and \u003ca href=\"https://www.semrush.com/blog/custom-events-google-analytics-4/\"\u003ecustom events\u003c/a\u003e are similar in that you need to do all the work to create them.\u003c/li\u003e\u003c/ol\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eNote\u003c/strong\u003e: Some custom events can be created within the Google Analytics interface, while other custom events require the help of Google Tag Manager. This is a key benefit of using Google Tag Manager with Google Analytics.\u003c/em\u003e\u003c/p\u003e\u003ch3\u003eConversions\u003c/h3\u003e\u003cp\u003eConversions are the most important actions that users take on your website.\u003c/p\u003e\u003cp\u003eIf you run an ecommerce website, your most important conversion is likely a purchase. If you run a lead generation website, your most important conversion might be a contact form submission.\u003c/p\u003e\u003cp\u003eBut you first need to identify which specific events should be counted as conversions you want to track. In GA4, the simplest way to create conversions is from events that already exist.\u003c/p\u003e\u003cp\u003eThat means you’ll want to do this in the future after your GA4 property has recorded specific events. You can even create that event data yourself by performing the desired action on your site.\u003c/p\u003e\u003cp\u003eLet’s imagine you want to track the file download event (called file_download) as a conversion. This event will be tracked by default through enhanced measurement.\u003c/p\u003e\u003cp\u003eHere’s what to do.\u003c/p\u003e\u003cp\u003eClick “\u003cstrong\u003eAdmin\u003c/strong\u003e” in the bottom left of the Google Analytics interface.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/a8/3c/a83c431f16ec7101a041f641af29775d/Mied1xB0zIjtEhdzwDeKVMnxg82xMKt4Lg7kXuAW6MnCTA6aYjKsUQRVrpK_TCXQk3LJ-eT54Unn83byxTmUh4ymLTBFVD3nKCx3wR-LTx_kuNafWpD7vjmRZmg2yHDYW3DuqVvi_ZkiWg8HAQSQKK8.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"“Admin” button in the bottom left of the Google Analytics interface\" data-original=\"https://static.semrush.com/blog/uploads/media/a8/3c/a83c431f16ec7101a041f641af29775d/original.jpeg\" height=\"647\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/a8/3c/a83c431f16ec7101a041f641af29775d/Mied1xB0zIjtEhdzwDeKVMnxg82xMKt4Lg7kXuAW6MnCTA6aYjKsUQRVrpK_TCXQk3LJ-eT54Unn83byxTmUh4ymLTBFVD3nKCx3wR-LTx_kuNafWpD7vjmRZmg2yHDYW3DuqVvi_ZkiWg8HAQSQKK8.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eWithin the property settings in the middle of the screen, click on “\u003cstrong\u003eEvents\u003c/strong\u003e”.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/8a/3e/8a3e3a5e71891f486e37c0265dc38aa1/6PsPhfYYWXoXL8U60JZAqnfZc15JNHF3o73goGjzM3Aba8FqtyP0ytDQlJitznnH9fEwetznp7UO2j93pBqL8H_Hx5YY_hL-kkWsCe4Lb6xfsBYgW3f6w5Njs0tPQlzIyR-i-ByQTMuMBuhS_sXKVXs.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='\"Events\" button highlighted in the property settings' data-original=\"https://static.semrush.com/blog/uploads/media/8a/3e/8a3e3a5e71891f486e37c0265dc38aa1/original.jpeg\" height=\"1015\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/8a/3e/8a3e3a5e71891f486e37c0265dc38aa1/6PsPhfYYWXoXL8U60JZAqnfZc15JNHF3o73goGjzM3Aba8FqtyP0ytDQlJitznnH9fEwetznp7UO2j93pBqL8H_Hx5YY_hL-kkWsCe4Lb6xfsBYgW3f6w5Njs0tPQlzIyR-i-ByQTMuMBuhS_sXKVXs.jpeg\" width=\"660\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eNow, you’ll see a list of all events that have been tracked in Google Analytics.\u0026nbsp;\u003c/p\u003e\u003cp\u003eFind the file_download event. Use the toggle on the right side of the screen to “Mark as conversion.”\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/f2/a4/f2a4b6cbb26400ec9242e598edb52f29/LTKLzWu2OuB6Ol6NLvnVB_duRjbKqrk1ufdYcl2xvpcP8SCb1uV5TNf1i00PoY-Lk-yH_cG_NLUm6OV35jx4JcAViCJJcFW-UdbNDGKyyTAXcm1iilARHfgUbGce34GcaxSlbM8BSBwRRfnhHIfpxNQ.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"marking the file_download event as conversion\" data-original=\"https://static.semrush.com/blog/uploads/media/f2/a4/f2a4b6cbb26400ec9242e598edb52f29/original.jpeg\" height=\"307\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/f2/a4/f2a4b6cbb26400ec9242e598edb52f29/LTKLzWu2OuB6Ol6NLvnVB_duRjbKqrk1ufdYcl2xvpcP8SCb1uV5TNf1i00PoY-Lk-yH_cG_NLUm6OV35jx4JcAViCJJcFW-UdbNDGKyyTAXcm1iilARHfgUbGce34GcaxSlbM8BSBwRRfnhHIfpxNQ.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eYou’ve now created a conversion.\u003c/p\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eNote\u003c/strong\u003e: You can still get value from Google Analytics if you don’t set up conversions. Although it does help when it comes to evaluating your site content and traffic channels.\u003c/em\u003e\u003c/p\u003e\u003cp\u003e[create-campaign destination_url=\"https://www.semrush.com/apps/ai-narratives-for-ga4/?utm_source=editorial\u0026amp;utm_medium=cta1\u0026amp;utm_campaign=product\u0026amp;utm_content=technical%20seo%20audit\" header=\"Gain AI-Generated insights from your GA4 account\" text=\"with AI Narratives for GA4\" button_text=\"Try it Out\"image=\"https://static.semrush.com/blog/uploads/files/32/35/323521dc29e48b1867ddbe97947bb6b7/collaboration.svg\" background=\"purpleIllust\"]\u003c/p\u003e\u003ch2\u003eHow to Use Google Analytics\u003c/h2\u003e\u003cp\u003eNow that you understand the basics, you’re ready to start using Google Analytics.\u003c/p\u003e\u003cp\u003eLet’s go over how you can use the platform to analyze metrics for important pages and how to refine your marketing strategy based on the results.\u003c/p\u003e\u003ch3\u003eAnalyze Important Pages with Google Analytics\u003c/h3\u003e\u003cp\u003eGA4 makes it easy to see information about your best- and worst-performing content.\u003c/p\u003e\u003cp\u003eLet’s use the “Pages and screens” report to do this.\u003c/p\u003e\u003cp\u003eClick on “\u003cstrong\u003eReports\u003c/strong\u003e” in the left-hand navigation.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/3e/81/3e81e80727922a1e4c8ecc9d684b91f4/NaldhIItM1LtIn6JDlw8k7U4jfFA470f-5gRa5hd0yHTlyodW8L6cfwEZSv6vBC0dk9UCeCgR8uAU8fZjK5t3WFe2ftMVMaG8CvN3LFSMaHSItM9X8P4B3b8yKzZnJuBZp4DnvthoTfs9a4hTfQcemU.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"“Reports” button highlighted in the left-hand navigation\" data-original=\"https://static.semrush.com/blog/uploads/media/3e/81/3e81e80727922a1e4c8ecc9d684b91f4/original.jpeg\" height=\"555\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/3e/81/3e81e80727922a1e4c8ecc9d684b91f4/NaldhIItM1LtIn6JDlw8k7U4jfFA470f-5gRa5hd0yHTlyodW8L6cfwEZSv6vBC0dk9UCeCgR8uAU8fZjK5t3WFe2ftMVMaG8CvN3LFSMaHSItM9X8P4B3b8yKzZnJuBZp4DnvthoTfs9a4hTfQcemU.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eNow, expand the “\u003cstrong\u003eEngagement\u003c/strong\u003e” reporting area and click on “\u003cstrong\u003ePages\u003c/strong\u003e \u003cstrong\u003eand\u003c/strong\u003e \u003cstrong\u003escreens\u003c/strong\u003e.”\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/64/00/64008db84e0663a54822551b42275dcf/RkuIeAGWc-kVXKw3jIJ6e_z3y9KFlVk_jy0xtw8LzB5MrodAfyyZCLIZ3B6PqeblXTxgZEYXK8D3KFhExsOlaD89U6xUL2HDkDtVn7B7xbAHTv2u_e5A3iBh0ojIHUhOb5xsEhQCbJxe2mo9LDwNAfQ.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='where to find “Pages and screens\" button shown in the menu' data-original=\"https://static.semrush.com/blog/uploads/media/64/00/64008db84e0663a54822551b42275dcf/original.jpeg\" height=\"686\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/64/00/64008db84e0663a54822551b42275dcf/RkuIeAGWc-kVXKw3jIJ6e_z3y9KFlVk_jy0xtw8LzB5MrodAfyyZCLIZ3B6PqeblXTxgZEYXK8D3KFhExsOlaD89U6xUL2HDkDtVn7B7xbAHTv2u_e5A3iBh0ojIHUhOb5xsEhQCbJxe2mo9LDwNAfQ.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eYou’ll see a list of your most-viewed pages with the data sorted in descending order based on total views in the “Views” column.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/7f/18/7f189450b5cc512e28b41a56815a3a27/RJk_f3-T3T38UPfp1TGbAsdPAkDk0CA7bWLpAK2FxSRYXk1Gef40YC9BtId23J1l4cv7eQlV0Jo7nB8_wqeDIq-fBENX-fmcUKVjq0e9OOcsPw60Ff3x02dQaUudAGpPvs0YHpTB1XN0W5C2ii3_w0w.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"a data table with the most-viewed pages and their metrics in Google Analytics\" data-original=\"https://static.semrush.com/blog/uploads/media/7f/18/7f189450b5cc512e28b41a56815a3a27/original.jpeg\" height=\"344\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/7f/18/7f189450b5cc512e28b41a56815a3a27/RJk_f3-T3T38UPfp1TGbAsdPAkDk0CA7bWLpAK2FxSRYXk1Gef40YC9BtId23J1l4cv7eQlV0Jo7nB8_wqeDIq-fBENX-fmcUKVjq0e9OOcsPw60Ff3x02dQaUudAGpPvs0YHpTB1XN0W5C2ii3_w0w.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eYou can also analyze these engagement metrics to understand performance:\u003c/p\u003e\u003cul\u003e \u003cli\u003e\u003cstrong\u003eViews per user\u003c/strong\u003e: The average number of times each user views the page\u003c/li\u003e \u003cli\u003e\u003cstrong\u003eAverage engagement time\u003c/strong\u003e: The average length of time the page was in focus in the web browser\u003c/li\u003e \u003cli\u003e\u003cstrong\u003eConversions\u003c/strong\u003e: The number of conversions coming from each page\u003c/li\u003e\u003c/ul\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003ePro tip\u003c/strong\u003e: Clicking on the arrow immediately to the left of a column headers in a report will sort the data based on that specific \u003ca href=\"https://www.semrush.com/blog/metrics-in-google-analytics/\"\u003eGoogle Analytics metric\u003c/a\u003e.\u003c/em\u003e\u003c/p\u003e\u003cp\u003eNow let’s see how you can use Google Analytics to analyze your traffic and improve overall performance.\u003c/p\u003e\u003ch3\u003eRefine Your Marketing Strategy Based on Performance\u003c/h3\u003e\u003cp\u003eGA4 will show you which marketing channels are driving the best performance so you can focus on what is most important and work to fix what is not working.\u003c/p\u003e\u003cp\u003eFor this, let’s use the “Traffic acquisition.”\u003c/p\u003e\u003cp\u003eWe’ll stay within the “\u003cstrong\u003eReports\u003c/strong\u003e” area.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/3e/81/3e81e80727922a1e4c8ecc9d684b91f4/NaldhIItM1LtIn6JDlw8k7U4jfFA470f-5gRa5hd0yHTlyodW8L6cfwEZSv6vBC0dk9UCeCgR8uAU8fZjK5t3WFe2ftMVMaG8CvN3LFSMaHSItM9X8P4B3b8yKzZnJuBZp4DnvthoTfs9a4hTfQcemU.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"“Reports” button highlighted on the left side menu\" data-original=\"https://static.semrush.com/blog/uploads/media/3e/81/3e81e80727922a1e4c8ecc9d684b91f4/original.jpeg\" height=\"555\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/3e/81/3e81e80727922a1e4c8ecc9d684b91f4/NaldhIItM1LtIn6JDlw8k7U4jfFA470f-5gRa5hd0yHTlyodW8L6cfwEZSv6vBC0dk9UCeCgR8uAU8fZjK5t3WFe2ftMVMaG8CvN3LFSMaHSItM9X8P4B3b8yKzZnJuBZp4DnvthoTfs9a4hTfQcemU.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eExpand the “\u003cstrong\u003eAcquisition\u003c/strong\u003e” reporting area and click on “\u003cstrong\u003eTraffic\u003c/strong\u003e \u003cstrong\u003eacquisition\u003c/strong\u003e.”\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/58/a0/58a0cc09f44be8e1d394222cb1ab13f7/SNiSiHJglaKqogr-soiDG0Ri0WbNP0oDyVBHrM-5lclifStJ8KQfsTH8mQahQu17Nc9MJMsq2BvYvOf1U2czQrvhcoU2EqiRFIlbSsFsI2JKoao09-6yDJrSPqaOJGNk8AZTKOYb-6i1c10Yshxe10k.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"where to find “Traffic acquisition” button shown in the menu\" data-original=\"https://static.semrush.com/blog/uploads/media/58/a0/58a0cc09f44be8e1d394222cb1ab13f7/original.jpeg\" height=\"744\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/58/a0/58a0cc09f44be8e1d394222cb1ab13f7/SNiSiHJglaKqogr-soiDG0Ri0WbNP0oDyVBHrM-5lclifStJ8KQfsTH8mQahQu17Nc9MJMsq2BvYvOf1U2czQrvhcoU2EqiRFIlbSsFsI2JKoao09-6yDJrSPqaOJGNk8AZTKOYb-6i1c10Yshxe10k.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eYou’ll see a breakdown of how your website acquires traffic. Based on channels like organic search, direct (users who came directly to your site), referral (users who came to your site from another site), etc.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/98/6b/986b2c694a1b704ca767dc731a9334e1/nWxEiLwBHuED17I4q4LBxn4b2zkszRnaP5qaaI602r3QtRkLhmPSkE3jvQ-CFuToVk2VGqeLDCfN2tpHUV4LmLJcRXQl2N7H9wkUnE-fq43wAITJfs_KwA3w5aqBMcr5Ftda7ZHCGZn2lzxS_WagWyw.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"a data table in Google Analytics showing a breakdown of how your website acquires traffic\" data-original=\"https://static.semrush.com/blog/uploads/media/98/6b/986b2c694a1b704ca767dc731a9334e1/original.jpeg\" height=\"669\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/98/6b/986b2c694a1b704ca767dc731a9334e1/nWxEiLwBHuED17I4q4LBxn4b2zkszRnaP5qaaI602r3QtRkLhmPSkE3jvQ-CFuToVk2VGqeLDCfN2tpHUV4LmLJcRXQl2N7H9wkUnE-fq43wAITJfs_KwA3w5aqBMcr5Ftda7ZHCGZn2lzxS_WagWyw.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eYou can analyze these acquisition metrics to understand channel performance and learn how you might refine your marketing strategy.\u003c/p\u003e\u003cp\u003eHere’s one way that could work.\u003c/p\u003e\u003cp\u003eYou can see that organic search is your most important traffic channel. It drives the majority of traffic and is responsible for the most conversions. Organic social, on the other hand, drives very little traffic and hasn’t had a single conversion.\u0026nbsp;\u003c/p\u003e\u003cp\u003eLet’s say you decide that organic social could be an opportunity for growth. A great place to start would be to look at which organic search landing pages are driving the most traffic and conversions. Perhaps you could create a social campaign focused on the content on these top pages and create a series of engaging posts that would help drive traffic to those pages.\u003c/p\u003e\u003cp\u003eHere’s another idea:\u003c/p\u003e\u003cp\u003eYou can see that paid search has a relatively high number of conversions but a lower engagement rate than organic search. You might hypothesize that the CTAs in your paid search ad copy are working well.\u0026nbsp;\u003c/p\u003e\u003cp\u003eHow could you leverage them in new ways?\u003c/p\u003e\u003cp\u003eYou could use them as inspiration for in-page banners in your organic content to drive more conversions from pages that your readers are already engaging with.\u003c/p\u003e\u003ch2\u003eGoogle Analytics Tutorials\u003c/h2\u003e\u003cp\u003eYou’ve already learned a lot about Google Analytics. And there are additional tutorials that will further accelerate your learning.\u003c/p\u003e\u003cp\u003eYou can start with these \u003ca href=\"https://developers.google.com/analytics/learn\"\u003eGoogle tutorials\u003c/a\u003e.\u003c/p\u003e\u003cp\u003eYou’ll be able to choose your own path based on your specific needs. The “Analytics for beginners and small businesses” path has helpful resources for those who are just beginning.\u003c/p\u003e\u003cp\u003eClick “\u003cstrong\u003eGet\u003c/strong\u003e \u003cstrong\u003estarted\u003c/strong\u003e” under that section.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/db/3c/db3ca0c3602452e2ee6d1fcfef888844/f5_Rc62cvlWFugmFFnhtBOve-aH1LqZdouKezjs4JZej9s7WiB-Ps4aKvR7YE9uK6bVNjdBe4REIKle19ydSvavZomYp13LjSCfsc-TNl7fUCGEh0AIiZgVsq0HgVNQdXyDkuOdzV89WCtQ9W7Q2OTs.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"Google tutorials page with “Analytics for beginners and small businesses” tutorial highlighted\" data-original=\"https://static.semrush.com/blog/uploads/media/db/3c/db3ca0c3602452e2ee6d1fcfef888844/original.jpeg\" height=\"438\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/db/3c/db3ca0c3602452e2ee6d1fcfef888844/f5_Rc62cvlWFugmFFnhtBOve-aH1LqZdouKezjs4JZej9s7WiB-Ps4aKvR7YE9uK6bVNjdBe4REIKle19ydSvavZomYp13LjSCfsc-TNl7fUCGEh0AIiZgVsq0HgVNQdXyDkuOdzV89WCtQ9W7Q2OTs.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eFrom here, you’ll be able to choose a specific training.\u0026nbsp;\u003c/p\u003e\u003cp\u003eIf you’ve been following along, you’ve already set up a property.\u0026nbsp;\u003c/p\u003e\u003cp\u003eReviewing part two, “Find your way around Analytics,” is a good bet.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/fa/84/fa84632f5cf29e9dbc1e56f69bf12039/dBHAbUWawDZKWgKc7tMqOIvhbVcz1TFL6qccxlUE2nMICL6ZcITIW83KqC45d74U7qyK6NNAtb5FF0mA8yUGTkOKz8TwtVhiWrIrvR_0U1934kB-B1WuWmmEl9ub4yjHh0iZhIqzOM3xNXdEt8YfdN8.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"“Find your way around Analytics” tutorial highlighted\" data-original=\"https://static.semrush.com/blog/uploads/media/fa/84/fa84632f5cf29e9dbc1e56f69bf12039/original.jpeg\" height=\"451\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/fa/84/fa84632f5cf29e9dbc1e56f69bf12039/dBHAbUWawDZKWgKc7tMqOIvhbVcz1TFL6qccxlUE2nMICL6ZcITIW83KqC45d74U7qyK6NNAtb5FF0mA8yUGTkOKz8TwtVhiWrIrvR_0U1934kB-B1WuWmmEl9ub4yjHh0iZhIqzOM3xNXdEt8YfdN8.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eHere, you’ll learn how to customize your reports. Which is a helpful next step.\u003c/p\u003e\u003cp\u003eYou can even test your knowledge with the certification track in Google’s \u003ca href=\"https://skillshop.exceedlms.com/student/catalog/list?category_ids=6431-google-analytics-4\"\u003eSkillshop\u003c/a\u003e. Just search for “Google Analytics certification” within Skillshop to find it.\u003c/p\u003e\u003cp\u003eBut the certification is optional. And many Google Analytics beginners get more long-term value from the platform by using it regularly to analyze user behavior and traffic performance.\u003c/p\u003e\u003cp\u003eYou can amplify your analytical insights by comparing your performance with your competitors.\u003c/p\u003e\u003ch2\u003eAnalyze Competitor Performance with Traffic Analytics\u003c/h2\u003e\u003cp\u003eAs you begin to understand your website performance, you’ll likely want to know how your top competitors are performing.\u0026nbsp;\u003c/p\u003e\u003cp\u003eBut your competitors aren’t offering to share their Google Analytics data with you, are they?\u003c/p\u003e\u003cp\u003e\u003cstrong\u003e\u003ca href=\"https://www.semrush.com/analytics/traffic/\"\u003eTraffic Analytics\u003c/a\u003e\u003c/strong\u003e solves that challenge by modeling competitor data based on the actual user behavior of over 200 million real but anonymized internet users. You get a clear picture of your top competitors’ web traffic so you can see how your own site performance compares.\u003c/p\u003e\u003cp\u003eHere’s how to use it.\u003c/p\u003e\u003cp\u003eGo to the Traffic Analytics tool and enter the domain name. The tool will suggest additional relevant competitors after you type the first two.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/a4/95/a495b2d83f0feb9ef5a63105a7eaacef/tBw-JSd2-AiV9zVNYEZ6vJY1xL77cfMat4JTgAllooYEiZ32l_et-x12AbylnDovXPBZXOSylJxXEMmNAkr3njt2hmK5B3l2Gz1D8GjHs_79ntBBfBWR5A4uIeXNqnWUFbP4ycusKd__sPi9IYQekY8.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"search for your competitors in Traffic Analytics tool\" data-original=\"https://static.semrush.com/blog/uploads/media/a4/95/a495b2d83f0feb9ef5a63105a7eaacef/original.jpeg\" height=\"352\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/a4/95/a495b2d83f0feb9ef5a63105a7eaacef/tBw-JSd2-AiV9zVNYEZ6vJY1xL77cfMat4JTgAllooYEiZ32l_et-x12AbylnDovXPBZXOSylJxXEMmNAkr3njt2hmK5B3l2Gz1D8GjHs_79ntBBfBWR5A4uIeXNqnWUFbP4ycusKd__sPi9IYQekY8.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eClick “\u003cstrong\u003eAnalyze\u003c/strong\u003e.”\u003c/p\u003e\u003cp\u003eYou’ll see data on visits (equivalent to sessions in Google Analytics), unique visitors (users), and pages / visit. You can also see who is trending up and who is trending down.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/2d/6d/2d6d1f7e4e9f98fdb39b0d0e2147f001/FGOvYQslMt6So11HrQTt5inTFkgYll-YjHjO1MSV-e1iLhGM2IPwDc-LWAgtb-UXdAO4CBuUXBNLfi0_QA00bd_cLAFws2YIxz0bBwHikWYLgzQ9ioQhSGl3LLPQpMAtw-LcWK4GHg0TauNw1Q3-v9I.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"Traffic Analytics provides information on your competitors’ visits, unique visitors (users), and pages / visit\" data-original=\"https://static.semrush.com/blog/uploads/media/2d/6d/2d6d1f7e4e9f98fdb39b0d0e2147f001/original.jpeg\" height=\"306\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/2d/6d/2d6d1f7e4e9f98fdb39b0d0e2147f001/FGOvYQslMt6So11HrQTt5inTFkgYll-YjHjO1MSV-e1iLhGM2IPwDc-LWAgtb-UXdAO4CBuUXBNLfi0_QA00bd_cLAFws2YIxz0bBwHikWYLgzQ9ioQhSGl3LLPQpMAtw-LcWK4GHg0TauNw1Q3-v9I.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eAnd that’s just the Overview section of the report.\u0026nbsp;\u003c/p\u003e\u003cp\u003eYou can dive deeper into audience statistics and top pages to see what’s working for them. With it, you can learn from their top performers and refine your own strategy.\u003c/p\u003e\u003cp\u003eReady to try out Semrush supercharge your analytics insights? \u003ca href=\"https://www.semrush.com/signup/get-free-trial/\"\u003eStart your free trial\u003c/a\u003e today.\u003c/p\u003e\u003cp\u003e[create-campaign destination_url=\"https://www.semrush.com/analytics/traffic/\" show_input=\"false\"header=\"Analyze Any Company’s Online Performance\" text=\"with the Traffic Analytics Tool\" button_text=\"Try for Free\"bg_images=\"https://static.semrush.com/blog/uploads/media/96/fd/96fd495930d058321d5f78f5554aff88/trial-superbanner-1.png\"bg_button=\"-success\"]\u003c/p\u003e","galaxy":"no_galaxy","team":"en_editorial_team","isReviewedByExpert":false}},"alternates":[{"language":"es","url":"google-analytics-para-principiantes/","title":"Google Analytics para Principiantes: Introducción a GA4"},{"language":"de","url":"google-analytics-leitfaden/","title":"Google Analytics: Der umfangreiche Leitfaden für Einsteiger"},{"language":"it","url":"la-guida-definitiva-a-google-analytics-per-principianti/","title":"La guida definitiva a Google Analytics per principianti"}],"category":{"id":164,"name":"Analytics","slug":"analytics","lang":"en","description":"Analytics is vital for gaining insights from your data. 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From SEO basics to keyword research to link building, here is everything you need to know to create an organic search strategy for your website.","productWidget":null,"customProductWidgetId":null,"children":[{"id":338,"name":"General SEO","slug":"general-seo","lang":"en","description":"Whether you’re a beginner or an expert, general SEO can help you improve your website’s ranking and reach. Discover the best practices, tools, and strategies from the leading SEO experts.","productWidget":"domainOverview","customProductWidgetId":2,"children":[]},{"id":8,"name":"Keyword Research","slug":"keyword-research","lang":"en","description":"Keyword research is essential for understanding what your audience is searching for online. 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Learn the fundamentals, tips, and strategies for effective social media marketing to boost your online presence and engage with your audience.","productWidget":"domainOverview","customProductWidgetId":2,"children":[]},{"id":340,"name":"Competitor Intelligence \u0026 Research","slug":"competitor-intelligence-and-research","lang":"en","description":"Discover how to gain a competitive edge in your industry. Learn the basics of competitor analysis, market research, and strategic insights for effective business growth.","productWidget":"domainOverview","customProductWidgetId":2,"children":[]},{"id":341,"name":"AI","slug":"ai","lang":"en","description":"AI is at the heart of modern technology. 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