So, you’ve decided to level up your analytics game with Google Analytics 4 (GA4). 

Here is a step-by-step guide created by Team MPG’s GA4 experts to ensure you know where to start and how to achieve a good end result.

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STEP 1: plan and prepare

• Define your tracking objectives and key performance indicators (KPIs) to align with your business goals.
• Identify the events, conversions and user interactions you want to track within your digital properties (e.g. website, app).
• Consider your data governance policies and compliance requirements, ensuring that your GA4 implementation adheres to privacy regulations and best practices.

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STEP 2: set up your GA4 account and property

• Create a new GA4 property within your Google Analytics account for each digital property you want to track (e.g. website, app).
• Configure data streams for each platform (e.g. website tracking code, app SDK integration) to start collecting data.
• Set up data controls, including data deletion settings and consent mode, to comply with privacy regulations and user preferences.

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STEP 3: configure event tracking

• Identify the events that are critical to tracking user interactions and conversions on your digital properties.
• Use the GA4 event builder or tag manager to set up event tracking for key actions such as page views, clicks, form submissions, purchases and video views.
• Implement custom event parameters to capture additional details about user interactions (e.g. product IDs, transaction amounts, video durations).

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STEP 4: enhance your measurement configuration

• Explore GA4’s enhanced measurement features, such as scroll tracking, site search tracking, outbound link tracking and file download tracking.
• Enable enhanced measurement settings for relevant events and interactions to capture additional data points automatically.

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STEP 5:  configure and segment your audience

• Define audience segments based on user behaviour, demographics and engagement metrics to personalise marketing campaigns and content.
• Utilise built-in audience definitions or create custom audiences using event-based criteria and user properties.
• Consider integrating GA4 with Google Ads and other advertising platforms to leverage audience insights for targeted advertising.

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STEP 6: set up analysis and reporting

• Customise your GA4 reporting views and dashboards to focus on the metrics and dimensions most relevant to your business objectives.
• Set up automated reports and alerts to monitor key performance indicators (KPIs) and receive notifications for significant changes or anomalies.
• Explore GA4’s analysis tools, including Exploration, Funnel Analysis and Path Analysis, to uncover insights and optimise user journeys.

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STEP 7: ongoing monitoring and optimisation

• Regularly review your GA4 data for accuracy, completeness and relevance, making necessary adjustments to improve tracking and reporting.
• Stay informed about GA4 updates, new features and best practices through official documentation, blogs, forums and training resources.
• Continuously test and iterate on your GA4 setup to optimise performance, identify opportunities for improvement and drive better business outcomes.

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Implementing GA4 correctly is essential for every media and events business. Be deliberate, systematic and thorough about how you deploy GA4 to make sure you’re not leaving money on the table!

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MPG’s analytics experts are fully trained and experienced in all aspects of GA4. We have helped many organisations understand their current setup and how it needs to be improved, and then we’ve helped them implement the necessary changes.

Get in touch to learn how we can help you get your GA4 set up right.

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MPG developed valuable analytics dashboards for us that means we have constant visibility of how our website and other marketing channels are performing. This means our senior stakeholders can make good, data-led decisions about marketing investments.  We recommend working with MPG’s analytics and marketing experts!

Jenny Fazakerley, Head of FT Board Director Programme, FINANCIAL TIMES