Google Analytics 4 is the foundation of modern marketing measurement. Unlike its predecessor Universal Analytics, GA4 uses an event-based data model where every user interaction — page views, clicks, scrolls, form submissions, purchases — is tracked as an event. This guide covers the complete GA4 configuration process, from initial setup through custom event creation, conversion marking, and report building that turns raw data into actionable marketing insights.

Initial Setup and Configuration

Property and Data Stream Setup

Create a GA4 property and configure a web data stream for your primary domain. Install the GA4 tag via Google Tag Manager (recommended) or the gtag.js snippet. GTM provides more flexibility for custom event tracking and easier tag management without developer involvement.

Essential configuration steps:

• Enable Enhanced Measurement: Automatically tracks page views, scrolls, outbound clicks, site search, video engagement, and file downloads
• Link Google Ads: Connect your Google Ads account for cross-platform conversion sharing and audience building
• Link Search Console: Import organic search performance data directly into GA4 reports
• Set data retention: Change from the default 2 months to 14 months for meaningful trend analysis
• Enable Google Signals: Improves cross-device tracking and unlocks demographic data

Custom Event Configuration

Planning Your Event Taxonomy

Before creating custom events, plan a consistent naming taxonomy. Use snake_case (form_submit, phone_click, pdf_download), keep names descriptive but concise, and document every event with its trigger conditions and parameters. A clear taxonomy prevents confusion as your tracking implementation grows.

Key Custom Events for Marketing

Beyond Enhanced Measurement's automatic events, create custom events for business-specific actions:

1. Form submissions: Track each form separately (contact_form_submit, newsletter_signup, audit_request)
2. Phone clicks: Track tel: link clicks as phone_click events with the phone number as a parameter
3. CTA engagements: Track specific button clicks on key conversion elements
4. Scroll milestones: Custom scroll depth events at 25%, 50%, 75%, and 90% for content engagement analysis
5. Tool usage: Track interactions with interactive tools like SiteScore or AdPulse

Conversion Configuration

Mark your most important events as conversions in GA4's Admin settings. Only mark macro conversions (form submissions, purchases, qualified phone calls) — not every engagement event. Too many conversion events dilute reporting clarity and create noise in Google Ads optimization when conversions are imported.

For complete conversion tracking setup including Google Ads integration and Enhanced Conversions, follow our conversion tracking guide.

Building Custom Reports

Exploration Reports

GA4's Explorations provide flexible, custom report building beyond the standard reports. Create exploration reports for specific analysis needs: landing page performance by traffic source, conversion path analysis, user segment comparison, and content engagement funnels. Save and share explorations with team members for consistent reporting.

Reporting for Clients and Stakeholders

Build standardized reporting views that connect GA4 data to business outcomes. Focus on metrics that matter: conversions by channel, conversion rate trends, revenue attribution, and goal completion rates. Avoid overwhelming stakeholders with vanity metrics like raw page views. Follow our monthly reporting SOP for a structured approach to GA4 data presentation.

Troubleshooting Common Issues

Common GA4 configuration problems:

• Duplicate events: Multiple tags firing for the same action — audit your GTM container for overlapping triggers
• Missing cross-domain tracking: Users crossing subdomains losing session continuity — configure cross-domain measurement in the data stream settings
• Filtered internal traffic: Ensure your own team's visits are excluded using IP filters or developer mode detection
• Data discrepancies: Differences between GA4 and Google Ads conversion counts — check attribution windows and counting methods

Validate your GA4 configuration as part of every new client onboarding and include tracking health checks in your technical remediation workflow.