Updated September 2026 for Google Analytics 4. Google occasionally renames menus — the steps below follow Google’s own setup help.

Setting up Google Analytics takes four things: an account, a property, a web data stream, and a small tag added to your website. Most people get stuck on the data stream or add the tag twice. This guide walks through each click, shows the simplest way to connect a WordPress site, and explains how to confirm it’s working before you trust any numbers.

Before you start

• A Google account (a Gmail address works).
• Access to edit your website, or to install a plugin if you use WordPress.
• About 15 minutes, plus up to 30 minutes for the first data to appear.

Check first: if your site already has an analytics plugin or a G- tag installed — perhaps added by a theme or a previous developer — find out before adding another. Two copies of the tag count every visit twice.

How Google Analytics is organised

Step 1: Create your account

1. Go to analytics.google.com and sign in.
2. Click Start measuring. (If you already use Analytics, go to Admin → Create → Account.)
3. Enter an account name, review the data-sharing settings, and click Next.

Step 2: Create a property

1. Enter a property name — your website’s name is fine.
2. Choose your reporting time zone and currency. The time zone decides where each day starts and ends in your reports, so pick your own.
3. Click Next, then choose your industry and business size.
4. Choose your business objectives. Google uses these to decide which reports to show you by default — you can still see everything later.
5. Click Create and accept the terms.

Step 3: Add a web data stream

This is the step older guides miss.

1. Choose Web as your platform.
2. Enter your website address and a stream name.
3. Leave Enhanced measurement switched on. It automatically records useful actions such as scrolls, outbound link clicks and file downloads.
4. Click Create stream.
5. Copy the Measurement ID shown in the stream details. It starts with G-.

You can find it again later under Admin → Data collection and modification → Data streams.

Step 4: Connect your website

WordPress

The simplest route is a plugin, so you never edit theme files:

• Site Kit by Google — Google’s official plugin. Install it from Plugins → Add New, run its setup wizard, sign in with the same Google account, and choose your Analytics property.
• If you already use another analytics plugin, add your Measurement ID there instead — don’t use two plugins for the same job.

Website builders (Wix, Squarespace, Shopify and similar)

Look for an Analytics, Marketing or Integrations section in your site settings and paste your Measurement ID. The builder adds the tag for you.

Any other website

In the stream details, open the tag installation instructions and copy the code snippet Google provides. Paste it into the <head> of every page — or ask your developer to. If you use Google Tag Manager, add a Google tag there instead of editing the site.

Step 5: Confirm it’s working

1. Open your website in a separate browser tab and click around a couple of pages.
2. In Analytics, open Reports → Realtime.
3. You should see at least one active user — you.

Google notes that data collection can take up to 30 minutes to begin. If nothing appears after that, check the Measurement ID matches, that the tag is on the page, and that an ad blocker isn’t hiding your own visit.

The reports to look at first

• Traffic acquisition — where visitors come from: Google search, social media, other websites, or typing your address.
• Pages and screens — which pages get the most views.
• Engagement rate — the share of visits that were “engaged”.

What “engaged” means: Google counts a session as engaged if it lasts longer than 10 seconds, includes a key event, or includes at least two page views. Bounce rate in Google Analytics 4 is simply the opposite — the share of sessions that weren’t engaged. This is different from the old definition you may see in outdated guides, so don’t compare today’s numbers with old reports. Google explains both in its engagement rate help page.

Privacy basics

• Mention analytics in your privacy policy, including that Google Analytics uses cookies.
• Visitors in some countries must consent before analytics cookies are set. If you have visitors from the UK or European Economic Area, look into a consent banner and Google’s consent mode.
• Don’t send personal information such as names or email addresses into Analytics — it’s against Google’s rules.

Common mistakes

• Installing the tag twice — inflated page views and very low bounce rates are the giveaway.
• Counting your own visits — use a separate browser for testing, or set up an internal traffic filter.
• Wrong time zone — daily numbers won’t line up with your day.
• Checking daily on a small site — with low traffic, numbers swing a lot from day to day. Look at weekly or monthly trends.

Frequently asked questions

Is Google Analytics free?

Yes, the standard version of Google Analytics is free. A paid enterprise version exists for very large organisations.

How long until data shows up?

Realtime data usually appears within minutes, though Google says collection can take up to 30 minutes to start. Standard reports can take longer to fill in.

Where do I find my Measurement ID?

Go to Admin → Data streams, click your web stream, and copy the ID starting with G-.

Why does Analytics show fewer visitors than my server logs?

Analytics only counts visits where its tag runs, so ad blockers, declined consent and visitors with scripts disabled aren’t counted. Server logs also include bots. Neither number is “wrong” — they measure different things.

Related guides

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• AI analytics tools for non-technical users
• Local SEO and your Google Business Profile
• Pinterest SEO guide