How to Set Up Google Analytics 4 on WordPress

Google Analytics 4 replaced Universal Analytics in 2023. Without it, you don't know how many people visit your site, where they come from, or whether they contact you. Here's how to set it up correctly.

Step 1: Create a GA4 Property

Go to analytics.google.com → Admin → Create Property. Enter your website name, timezone, and currency. Select "Web" as platform. Enter your website URL. Copy the Measurement ID (G-XXXXXXXXXX).

Step 2: Install on WordPress

Easiest (plugin): Install "Site Kit by Google" — the official Google plugin. Connects Analytics, Search Console, and PageSpeed Insights in one setup wizard. Better (advanced): Use Google Tag Manager — install GTM plugin on WordPress, create GA4 Configuration tag in GTM, publish. More flexible long-term.

Step 3: Set Up Conversion Tracking

Raw traffic data alone isn't actionable. Track what matters: contact form submissions, phone number clicks, email clicks, download clicks, and WooCommerce purchases. Most WordPress form plugins push form events to GA4 automatically.

Step 4: Connect Google Search Console

In GA4: Admin → Product Links → Search Console Links. See which search queries bring visitors to your site, directly in GA4 reports.

Step 5: What to Actually Look At

Acquisition → Traffic Acquisition: Where visitors come from. Engagement → Pages and Screens: Which pages get traffic. Conversions: Goal completions. Demographics: Who your visitors are. Review these monthly as part of your maintenance routine.

Privacy Note

GA4 collects data subject to GDPR and CCPA. Update your privacy policy and implement a cookie consent banner (CookieYes or Complianz) for full compliance.