Set up Google Analytics 4 (GA4)

Set up Google Analytics 4 (GA4) alongside your Universal Analytics (UA) property.

Set up GA4

  1. Go to and find your existing Universal Analytics (UA) property.
  2. Click the Settings cog and then click GA4 Setup Assistant under the UA property
  3. Click Get Started

  4. Click Create property
  5. Click Go to your GA4 property

  6. In the Setup Assistant, click Tag installation

  7. Select your Web stream, or add a new Web stream if none exist
  8. Here you'll find your GA4 Measurement ID

  9. Scroll down to Tagging Instructions
  10. Option 1: No GTM Account? Add new on-page tag - we recommend selecting Google Tag Manager - Visit this Knowledge base article to learn how to set up GTM.
  11. Option 2: Existing GTM Account? Use existing on-page tag - we recommend selecting Google Tag Manager

Option 1: Add the GA4 Tag to Google Tag Manager (GTM)

  1. Open the Google Tag Manager container that’s implemented on your website
  2. Go to Tags
  3. Click New

  4. Click Tag Configuration and select GA4 Configuration

  5. Enter the Measurement ID: G-XXXXXXXXXX. You can find the Measurement ID in your Web stream details
  6. Select to trigger the tag on All Pages (or on the subset of pages you want to measure)
  7. Your tag should look like this:
  8. Save your tag configuration.
  9. Use the default tag name (unless you have multiple GA4 accounts connected in GTM - then you should name each appropriately)
  10. Submit your workspace changes for the tag to go live on the website

Option 2: Add the GA4 Tag to HubSpot

  1. Go to HubSpot Settings > Website > Pages
  2. Click on the Integrations tab
  3. Decide if you want to apply the GA4 tracking to all domains, or just some. You can access your domains here:
  4. Enter your GA4 Measurement ID
  5. Save your changes

Next Steps

Now that GA4 is on your website you'll want to:

  1. Check that GA4 is tracking correctly
  2. Set up Conversions in GA4
  3. Links other Google accounts to GA4 (Google Search Console, Google Ads)