GA4 Implementation Checklist

What This Resource Is

A comprehensive, step-by-step checklist for implementing Google Analytics 4 (GA4) correctly from the ground up. Whether you're migrating from Universal Analytics, setting up analytics for a new website, or fixing an existing GA4 implementation, this checklist ensures you configure everything properly the first time.

This is not a high-level overview—it's a detailed, actionable implementation guide organized into logical phases, with specific verification steps for each checkpoint. Follow this checklist and you'll have a production-ready GA4 setup with accurate tracking, proper event configuration, and reliable reporting.

Who Should Use It

Perfect for:

Marketing Analysts - Implementing GA4 for the first time
Web Developers - Adding analytics tracking to websites
Marketing Managers - Overseeing GA4 migration or setup
Agency Teams - Standardizing GA4 implementations across clients
Solo Marketers - Setting up analytics without technical support
Data Engineers - Ensuring proper data collection architecture

Use this checklist if you're:

Setting up GA4 for the first time
Migrating from Universal Analytics (UA)
Fixing a broken or poorly configured GA4 property
Taking over analytics for a new company or client
Launching a new website or app
Ensuring your GA4 setup follows best practices

Don't use this if:

You need a high-level GA4 overview only (read a guide first)
You're just exploring GA4 features (not ready to implement)
Someone else handles all technical implementation (share this with them)

How to Use It

Before You Begin: Prerequisites

You'll need:

Google Account with appropriate permissions
Website access - Ability to add code to your site (direct or via developer)
Google Tag Manager - Strongly recommended (or ability to edit site code directly)
Conversion goals defined - Know what actions you want to track
Time allocation - 4-8 hours for basic setup, more for complex sites

Gather this information:

Current analytics tracking (if migrating from UA)
List of key conversion events
E-commerce tracking requirements (if applicable)
Cross-domain tracking needs
User roles and access requirements

Implementation Approach

Phase-based implementation: This checklist is organized into 7 phases you'll complete in order:

Phase 1: Property Setup - Create and configure your GA4 property
Phase 2: Data Collection - Install tracking code and verify data flow
Phase 3: Event Configuration - Set up custom events and conversions
Phase 4: Enhanced Measurement - Configure automatic tracking features
Phase 5: E-commerce Tracking (if applicable) - Implement transaction tracking
Phase 6: Integration & Audiences - Connect platforms and build segments
Phase 7: Reporting & Validation - Create reports and verify accuracy

For each checkpoint:

Complete the action described
Verify it's working using the provided test method
Check off when confirmed working
Note any issues or customizations in comments

Time estimates:

Basic website (no e-commerce): 4-6 hours
E-commerce site: 8-12 hours
Complex site (multiple domains, app+web): 16+ hours

Testing as You Go

Critical: Don't skip verification steps!

After each phase, verify your implementation:

Use GA4 DebugView for real-time testing
Check Real-Time reports for immediate validation
Review standard reports after 24-48 hours
Document what you tested and results

Common Implementation Paths

Path 1: New Website, No Prior Analytics

Follow all phases in order
No migration concerns
Clean slate implementation

Path 2: Migrating from Universal Analytics

Keep UA running during GA4 setup (parallel tracking)
Map UA goals to GA4 events
Compare data for validation period
Don't delete UA until confident in GA4

Path 3: Fixing Existing GA4 Setup

Audit current state first (use our Marketing Data Audit Checklist)
Identify gaps with this checklist
Fix issues without disrupting working elements
Test thoroughly before considering "done"

The Complete GA4 Implementation Checklist

Phase 1: Property Setup & Configuration (12 Checkpoints)

1.1 Create GA4 Property

Action: Create a new GA4 property in your Google Analytics account

Log into Google Analytics admin
Click "Create Property"
Enter property name (e.g., "Company Name - Website")
Select timezone and currency
Click "Next" and configure business details

Verify: Property appears in your account list

Notes:

One property per website/app (or combined web+app property)
Choose timezone carefully (can't easily change later)
Currency should match your business reporting currency

1.2 Create Data Stream

Action: Create a web data stream for your website

In property setup, click "Web" for data stream type
Enter website URL (e.g., https://www.yoursite.com)
Enter stream name (e.g., "Main Website" or "Production")
Click "Create stream"

Verify: Data stream created, Measurement ID displayed (G-XXXXXXXXXX)

Notes:

One stream per website or app
For multiple domains, create one stream and configure cross-domain tracking later
Save your Measurement ID - you'll need it for tracking code

1.3 Configure Data Stream Settings

Action: Review and configure enhanced measurement settings

In your data stream, review "Enhanced measurement" toggle
Initially leave enabled (we'll configure details in Phase 4)
Note other settings (iOS app, Android app not applicable for web)

Verify: Enhanced measurement toggle is ON

Notes:

Enhanced measurement auto-tracks scrolls, outbound clicks, site search, video, file downloads
We'll fine-tune these settings later
Don't disable unless you have a specific reason

1.4 Set Up Google Signals

Action: Enable Google Signals for cross-device tracking

Go to Admin > Property > Data Settings > Data Collection
Enable "Google signals data collection"
Review and accept terms

Verify: Google Signals shows as "Active"

Notes:

Enables remarketing and cross-device reporting
Requires compliance with privacy policies
Users can opt out via Google Ads Settings

1.5 Configure Data Retention

Action: Set event data retention period

Go to Admin > Property > Data Settings > Data Retention
Set to "14 months" (maximum for standard GA4)
Set "Reset user data on new activity" to ON

Verify: Retention set to 14 months

Notes:

Default is 2 months (too short for most businesses!)
This affects explorations and user-level reports
Aggregated reports (standard) not affected
BigQuery export preserves all data if needed

1.6 Add Users and Set Permissions

Action: Grant access to team members

Go to Admin > Property > Property Access Management
Click "+" to add users
Enter email addresses and select role:
- Administrator: Full control (use sparingly)
- Editor: Create/edit but can't manage users
- Analyst: Build reports, audiences, but can't edit configuration
- Viewer: Read-only access

Verify: All users receive access email and can log in

Notes:

Grant minimum necessary permissions
Use Google Groups for team access management
Review access quarterly and remove former employees
Consider separate properties for dev/staging/production

1.7 Link Google Ads Account (if applicable)

Action: Connect your Google Ads account to GA4

Go to Admin > Property > Google Ads Links
Click "Link" and select your Google Ads account
Enable auto-tagging
Enable personalized advertising
Click "Submit"

Verify: Link shows as "Active" in both GA4 and Google Ads

Notes:

Must have admin access to both accounts
Enables GA4 audiences in Google Ads
Imports Google Ads cost data to GA4
Required for enhanced conversions and better attribution

1.8 Link Search Console (if applicable)

Action: Connect Google Search Console to GA4

Go to Admin > Property > Search Console Links
Click "Link" and choose your Search Console property
Select your web data stream
Click "Submit"

Verify: Link shows as "Active"

Notes:

Enables organic search query reporting in GA4
Must have owner/admin access to Search Console
Links at property level, not stream level

1.9 Configure Internal Traffic Filter

Action: Create filter to exclude your own office traffic

Go to Admin > Property > Data Streams > [your stream]
Click "Configure tag settings" > "Show more" > "Define internal traffic"
Click "Create" and name it (e.g., "Office IP")
Select "IP address equals" or "IP address begins with"
Enter your office IP address(es)
Save

Then activate the filter:

Go to Admin > Property > Data Settings > Data Filters
Toggle the "Internal Traffic" filter to "Active"

Verify: Visit your site from office, check DebugView shows traffic tagged as "internal"

Notes:

Get your IP address from whatismyipaddress.com
Add all office locations, VPN IPs
For dynamic IPs, use "begins with" for IP range
Can create "Test" state instead of filtering entirely

1.10 Set Up Developer/Test Filter (optional but recommended)

Action: Create filter to separate development traffic

Go to Admin > Property > Data Streams > [your stream]
Click "Configure tag settings" > "Show more" > "Define internal traffic"
Create new rule for development environments
Match on hostname (e.g., "hostname contains staging" or "hostname contains localhost")
Save as "Development Traffic"

Verify: Visit staging site, check DebugView shows traffic tagged appropriately

Notes:

Keeps test data separate from production
Essential for accurate reporting
Can create separate GA4 property for dev/staging instead

1.11 Configure Bot Filtering

Action: Enable bot filtering (should be default)

Go to Admin > Property > Data Settings > Data Collection
Verify "Exclude all hits from known bots and spiders" is checked

Verify: Setting is enabled

Notes:

Usually enabled by default
Filters out most bot traffic automatically
For stubborn bots, may need custom filters later

1.12 Set Up BigQuery Export (optional, recommended for enterprises)

Action: Enable BigQuery export for raw data access

Go to Admin > Property > BigQuery Links
Click "Link" and select or create BigQuery project
Choose daily or streaming export
Configure dataset location (should match your region)
Click "Submit"

Verify: Link shows as "Active", data begins flowing within 24 hours

Notes:

Requires Google Cloud Platform account
Free for first 10GB/month, then paid
Enables custom analysis beyond GA4 interface
Bypasses data sampling
Preserves data beyond retention limits
Recommended for high-traffic sites or advanced analytics needs

Phase 2: Data Collection Setup (8 Checkpoints)

2.1 Install Google Tag Manager (Recommended Method)

Action: Add GTM container to your website

Create GTM account and container at tagmanager.google.com
Copy container code snippet
Add container code to every page:
- Part 1: In <head> section
- Part 2: Immediately after opening <body> tag
Publish container

Verify:

Visit your site, right-click > Inspect, search for "googletagmanager.com"
Use Google Tag Assistant Chrome extension

Notes:

GTM is strongly recommended over hardcoding GA4
Easier to maintain and update
Enables tag management without developer dependencies
If not using GTM, skip to 2.2 for direct implementation

2.2 Create GA4 Configuration Tag in GTM

Action: Set up GA4 tag in Google Tag Manager

In GTM, click Tags > New
Name it "GA4 - Configuration Tag"
Tag Configuration > Google Analytics: GA4 Configuration
Enter your Measurement ID (G-XXXXXXXXXX)
Triggering: Select "All Pages" trigger
Save

Verify:

Use GTM Preview mode
Visit your site, verify tag fires on every page
Check GA4 DebugView shows page_view events

Notes:

This is your base configuration tag
All other GA4 tags will reference this
Only need one configuration tag per property

2.3 Publish GTM Container

Action: Publish your GTM container to production

Click "Submit" in GTM
Enter version name (e.g., "GA4 Initial Setup")
Add description of changes
Click "Publish"

Verify:

Visit your live site (not preview mode)
Check GA4 Real-Time reports show active user (you)
Verify page_view events appearing

Notes:

Always use descriptive version names
GTM maintains version history (can rollback if needed)
Test in preview before publishing!

2.4 Verify Data Collection

Action: Confirm data is flowing to GA4

Visit your website
Open GA4 > Reports > Real-time
Verify you see:
- Active users count (at least 1 - you)
- Event count increasing
- Page views showing your navigation
- Correct page paths

Verify: Real-time report shows activity within 10 seconds

Notes:

If no data after 5 minutes, check:
- GTM container published (not just saved)
- GTM code on page (view source)
- Measurement ID correct in GTM tag
- Ad blockers disabled for testing
Standard reports take 24-48 hours to populate

2.5 Test with GA4 DebugView

Action: Enable debug mode and test events

Install Google Analytics Debugger Chrome extension OR
Add ?debug_mode=true to your URL parameter
Navigate your site performing key actions
Open GA4 > Configure > DebugView
Watch events fire in real-time

Verify:

Page views appear as you navigate
Events show correct parameters
No errors in event stream
User properties populated

Notes:

DebugView is your best friend during implementation
Shows real-time event data with full details
Debug mode doesn't affect actual reporting
Disable debug mode when done testing (remove extension or URL parameter)

2.6 Configure Cross-Domain Tracking (if applicable)

Action: Set up cross-domain tracking for multiple domains

In GA4 Admin > Property > Data Streams > [stream] > Configure tag settings
Scroll to "Configure your domains"
Add all domains that should share user sessions:
- www.yoursite.com
- shop.yoursite.com
- checkout.yoursite.com
- Any third-party domains (payment processors, etc.)
Save

In GTM (if using):

Edit your GA4 Configuration tag
Fields to Set > Add Row
Field Name: linker
Value: {"domains":["domain1.com","domain2.com"]}
Save and publish

Verify:

Navigate from one domain to another
Check GA4 Real-Time > Traffic acquisition
Verify source shows previous page, not referral
User ID persists across domains

Notes:

Only needed if you have multiple domains
Prevents self-referrals
Test by navigating between all domain combinations
Common use case: main site to shopping cart on different domain

2.7 Set Up Subdomain Tracking (if applicable)

Action: Configure tracking for subdomains

Ensure cookie domain is set correctly in GTM
Edit GA4 Configuration tag
Fields to Set > Add Row
Field Name: cookie_domain
Value: auto (usually best) or .yourdomain.com (for explicit subdomain tracking)
Save and publish

Verify:

Visit www.yoursite.com, then blog.yoursite.com
User session continues (same Client ID)
No self-referrals in reports

Notes:

Usually handled automatically with auto setting
Explicit domain setting needed for complex setups
Test all subdomain combinations

2.8 Configure Referral Exclusions

Action: Exclude your own domains and payment processors from referral traffic

Go to Admin > Property > Data Streams > [stream] > Configure tag settings
Scroll to "More tagging settings" > "List unwanted referrals"
Add domains to exclude:
- Your own domains (if not using cross-domain tracking)
- Payment processors (paypal.com, stripe.com)
- Login providers (google.com for OAuth)
- Any third-party that interrupts user flow

Verify:

Complete transaction that goes to PayPal and back
Check GA4 Traffic Acquisition report
Verify PayPal not listed as referral source

Notes:

Prevents payment processors from being credited as traffic sources
Essential for accurate attribution
Don't overuse - only exclude truly unwanted referrals

Phase 3: Event Configuration (10 Checkpoints)

3.1 Review Automatically Collected Events

Action: Understand which events are automatically tracked

Review GA4 documentation on automatic events:
- page_view - Automatically collected
- session_start - Automatically collected
- first_visit - Automatically collected
- user_engagement - Automatically collected
Open Reports > Real-time > Event count
Verify these events appear

Verify: Automatic events showing in Real-time reports

Notes:

These events require no configuration
Foundation for all GA4 reporting
Can't disable (nor should you want to)

3.2 Plan Custom Events

Action: Document all custom events you need to track

Create event naming plan spreadsheet
List each event with:
- Event name (e.g., generate_lead, sign_up, download_asset)
- Trigger condition (when it fires)
- Parameters (what additional data to capture)
- Conversion status (is this a conversion?)
- Owner (who's responsible for maintenance)

Verify: Documented plan approved by stakeholders

Notes:

Use GA4 recommended event names when possible (see GA4 documentation)
Follow naming convention: lowercase with underscores
Keep event names under 40 characters
Avoid spaces and special characters
Plan before implementing to avoid inconsistency

Recommended events to consider:

generate_lead - Form submissions
sign_up - Newsletter, account creation
login - User authentication
search - Site search usage
view_item - Product views (e-commerce)
add_to_cart - Cart additions
begin_checkout - Checkout start
purchase - Transactions
Custom events specific to your business

3.3 Create Form Submission Event

Action: Track form submissions as events

In GTM, create new trigger:
- Type: Form Submission
- Name: "Form Submission - All Forms" (or specific forms)
- Triggering: All Forms (or Page URL contains /contact)
- Check "Wait for Tags" and "Enable validation"
Create new tag:
- Type: GA4 Event
- Name: "GA4 - Form Submit"
- Configuration Tag: Select your GA4 config tag
- Event Name: generate_lead or form_submit
- Event Parameters (optional):
  - form_id: {{Form ID}}
  - form_name: {{Form Classes}} or custom variable
- Triggering: Form Submission trigger created above
Save and publish

Verify:

Use Preview mode, submit form
Check DebugView shows generate_lead event with parameters
Verify Real-Time shows event

Notes:

Test with all forms on your site
AJAX forms may need custom JavaScript tracking
Multi-step forms - track each step or just final submission
Never capture form field values (PII risk)

3.4 Create Button Click Events

Action: Track important button clicks

In GTM, create trigger:
- Type: Click - All Elements
- Name: "Click - CTA Button"
- Fire on: Some Clicks
- Condition: Click Text contains "Get Started" (or appropriate selector)
Create tag:
- Type: GA4 Event
- Name: "GA4 - CTA Click"
- Event Name: click_cta or button_click
- Parameters:
  - button_text: {{Click Text}}
  - button_location: {{Page Path}}
- Triggering: CTA Button trigger
Save and publish

Verify:

Preview mode, click buttons
DebugView shows events
Parameters capture correct info

Notes:

Be selective - don't track every click
Focus on conversion-oriented clicks
Use Click Classes, Click ID, or Click Text to target specific buttons
May need custom data-attributes for precise targeting

3.5 Create Outbound Link Click Event

Action: Track clicks to external websites

Usually auto-tracked if Enhanced Measurement enabled (see Phase 4)
If custom tracking needed:
- GTM trigger: Click - All Elements
- Fire on: Click URL does NOT contain yoursite.com
- Tag: GA4 Event
- Event name: click (standard) or outbound_click
- Parameters: link_url: {{Click URL}}

Verify:

Click link to external site
DebugView shows event with correct URL

Notes:

Check if Enhanced Measurement already tracking this (prevents duplicate)
Useful for affiliate links, resource links, partner links
Can segment by destination domain

3.6 Create File Download Event

Action: Track downloads of PDFs, docs, etc.

Usually auto-tracked if Enhanced Measurement enabled
If custom tracking needed:
- GTM trigger: Click - All Elements
- Fire on: Click URL matches RegEx \.(pdf|doc|docx|xls|xlsx|zip)$
- Tag: GA4 Event
- Event name: file_download (standard)
- Parameters: file_name: {{Click URL}}

Verify:

Click download link
DebugView shows file_download event

Notes:

Adjust file extensions regex for your needs
Check Enhanced Measurement first
Useful for tracking whitepaper downloads, resource downloads

3.7 Create Video Engagement Event (if applicable)

Action: Track YouTube video engagement

Usually auto-tracked if Enhanced Measurement enabled (YouTube only)
For custom video players:
- Requires JavaScript to track play, pause, completion
- Push to dataLayer on video events
- GTM trigger on dataLayer event
- GA4 event tag: video_start, video_progress, video_complete

Verify:

Play video to 25%, 50%, 75%, 100%
DebugView shows progress events

Notes:

Enhanced Measurement handles YouTube automatically
Vimeo, Wistia need custom implementation
Track video title and percent watched

3.8 Mark Events as Conversions

Action: Designate important events as conversions

Go to Admin > Property > Events
Wait for your events to appear (may take 24 hours after first event fire)
Toggle "Mark as conversion" for:
- generate_lead (form submissions)
- purchase (e-commerce)
- sign_up (newsletter/account)
- Any other conversion events
Save

Verify: Events show "Conversion" toggle as ON

Notes:

Only mark true conversions (business value events)
Limit to <30 conversions per property (best practice)
Can retroactively mark as conversion (applies to historical data)
These appear in Conversions reports and Google Ads

3.9 Create Custom Event Parameters (if needed)

Action: Add custom parameters to capture additional context

In GTM, when creating event tags:
- Add Event Parameters
- Parameter name: custom_parameter_name
- Value: {{Variable}} or static value
Common parameters:
- value - Monetary value (for conversions)
- currency - Currency code (USD, EUR)
- user_type - Customer segment
- content_category - Page/content category

Verify:

DebugView shows events with custom parameters
Parameters captured correctly

Notes:

Limit to 25 parameters per event
Use lowercase with underscores
Parameters under 40 characters
Register custom parameters in GA4 if you want to use in reporting (Admin > Custom Definitions)

3.10 Register Custom Dimensions (if using custom parameters)

Action: Register custom parameters as dimensions for reporting

Go to Admin > Property > Custom Definitions > Create Custom Dimension
For each custom parameter you want in reports:
- Dimension name: User-friendly name (e.g., "Content Category")
- Scope: Event (usually) or User
- Parameter: Select your custom parameter name
- Click Save
Repeat for each custom parameter

Verify: Custom dimensions appear in dimension list

Notes:

Free GA4 allows 50 event-scoped and 25 user-scoped custom dimensions
Must register to use in reports and explorations
Can't retroactively create (only applies to future data)
Name clearly for report users

Phase 4: Enhanced Measurement Configuration (7 Checkpoints)

4.1 Review Enhanced Measurement Settings

Action: Audit what Enhanced Measurement is tracking

Go to Admin > Property > Data Streams > [your stream]
Click "Enhanced measurement" gear icon
Review each option:
- Page views (always on, can't disable)
- Scrolls (90% scroll depth)
- Outbound clicks
- Site search
- Video engagement (YouTube)
- File downloads

Verify: Settings match your tracking needs

Notes:

Enhanced Measurement is automatic event tracking
Enabled by default - convenient but check what you need
Can disable individual options if they create noise
Some enhanced events may duplicate custom tracking (check!)

4.2 Configure Site Search Tracking

Action: Set up automatic site search tracking

In Enhanced Measurement settings
Click gear icon next to "Site search"
Add search query parameters (e.g., q, search, query, s)
Check "show advanced settings" if needed
Save

Verify:

Perform site search
DebugView shows view_search_results event
Event parameter search_term captures query

Notes:

Check your site's URL when searching (e.g., /search?q=analytics)
The "q" is your query parameter
Can add multiple parameters (different search forms)
Disable if you have custom search tracking

4.3 Configure Scroll Tracking

Action: Decide if you want 90% scroll tracking

In Enhanced Measurement settings
Toggle scroll tracking on or off
Default: fires scroll event when user reaches 90% of page

Verify:

Scroll to bottom of long page
DebugView shows scroll event

Notes:

Useful for measuring content engagement
Can be noisy for short pages
Consider disabling if you want custom scroll depth tracking (e.g., 25%, 50%, 75%)

4.4 Configure File Download Tracking

Action: Set up automatic file download tracking

In Enhanced Measurement settings
Click gear icon next to "File downloads"
Review file extensions tracked (default: pdf, xlsx, docx, txt, rtf, csv, exe, key, pps, ppt, 7z, pkg, rar, gz, zip, avi, mov, mp4, mpeg, wmv, midi, mp3, wav, wma)
Add additional extensions if needed
Save

Verify:

Click download link
DebugView shows file_download event
file_extension and file_name parameters populated

Notes:

Covers most common file types by default
Add industry-specific files (e.g., .dwg for CAD, .psd for design)
Disable if you have custom download tracking

4.5 Configure Outbound Click Tracking

Action: Set up automatic outbound link tracking

In Enhanced Measurement settings
Toggle "Outbound clicks" on
Automatically tracks clicks to external domains

Verify:

Click link to external site
DebugView shows click event
link_domain and link_url parameters populated
outbound parameter = true

Notes:

Automatically excludes links to your own domain
Cross-domain configured sites won't show as outbound
Useful for tracking partner links, resources, social links

4.6 Configure Video Engagement Tracking

Action: Set up automatic YouTube video tracking

In Enhanced Measurement settings
Toggle "Video engagement" on
Automatically tracks YouTube embedded videos

Events tracked:

video_start - Video play begins
video_progress - Reaches 10%, 25%, 50%, 75% watched
video_complete - Video finishes

Verify:

Play YouTube video on your site
DebugView shows video events
Parameters include video_title, video_url, video_percent

Notes:

Only works for YouTube embeds (not Vimeo, Wistia, self-hosted)
Must be embedded via iframe
For other video platforms, need custom tracking

4.7 Disable Unwanted Enhanced Measurement Events

Action: Turn off enhanced measurement events you don't need

Review each toggle in Enhanced Measurement
Disable any that:
- You're tracking with custom events (to avoid duplicates)
- Create too much noise/data
- Don't provide value for your use case

Verify: Only desired events appear in DebugView during testing

Notes:

Can always re-enable later
Disabling reduces event count (matters for free GA4 limits)
Document what you disabled and why

Phase 5: E-commerce Tracking (7 Checkpoints - Skip if not applicable)

5.1 Plan E-commerce Implementation

Action: Document e-commerce tracking requirements

Determine which events to track:
- view_item - Product detail views
- add_to_cart - Items added to cart
- remove_from_cart - Items removed
- view_cart - Cart page views
- begin_checkout - Checkout initiated
- add_payment_info - Payment method added
- add_shipping_info - Shipping info added
- purchase - Transaction completed
- refund - Transaction refunded (if applicable)
Map to your e-commerce platform
Define required parameters (product ID, name, price, quantity, etc.)

Verify: E-commerce tracking plan documented and approved

Notes:

Use GA4 recommended e-commerce events (for compatibility)
Coordinate with development team
May require e-commerce platform plugin or custom code

5.2 Implement Product View Tracking

Action: Track when users view product detail pages

Create dataLayer push on product page load:

dataLayer.push({
  event: 'view_item',
  ecommerce: {
    items: [{
      item_id: 'SKU_12345',
      item_name: 'Product Name',
      item_brand: 'Brand Name',
      item_category: 'Category',
      price: 29.99,
      currency: 'USD'
    }]
  }
});

In GTM:
- Trigger: Custom Event view_item
- Tag: GA4 Event view_item
- Pass ecommerce object
Publish

Verify:

View product page
DebugView shows view_item with items array
All parameters populated correctly

Notes:

Requires developer to add dataLayer push
Test with multiple products
Verify prices, IDs match actual products

5.3 Implement Add to Cart Tracking

Action: Track when users add products to cart

Add dataLayer push on "Add to Cart" button click:

dataLayer.push({
  event: 'add_to_cart',
  ecommerce: {
    items: [{
      item_id: 'SKU_12345',
      item_name: 'Product Name',
      price: 29.99,
      quantity: 1
    }]
  }
});

GTM tag for add_to_cart event
Publish

Verify:

Add product to cart
DebugView shows add_to_cart event
Quantity and price correct

Notes:

Track both initial add and quantity increases
Handle AJAX cart additions
Test across different product types

5.4 Implement Checkout Begin Tracking

Action: Track when users start checkout process

Add dataLayer push on checkout page load or button click:

dataLayer.push({
  event: 'begin_checkout',
  ecommerce: {
    items: [
      // Array of all items in cart
    ]
  }
});

GTM tag for begin_checkout
Publish

Verify:

Start checkout
DebugView shows begin_checkout with full cart contents

Notes:

Fire once per checkout session (not on every step)
Include all cart items
Capture cart value

5.5 Implement Purchase Tracking (Critical!)

Action: Track completed transactions

Add dataLayer push on order confirmation page:

dataLayer.push({
  event: 'purchase',
  ecommerce: {
    transaction_id: 'ORD-123456',
    value: 79.99,
    tax: 6.40,
    shipping: 5.00,
    currency: 'USD',
    items: [
      {
        item_id: 'SKU_12345',
        item_name: 'Product Name',
        price: 29.99,
        quantity: 2
      }
    ]
  }
});

GTM tag for purchase event
Mark as conversion in GA4
Publish

Verify:

Complete test transaction
DebugView shows purchase event
Revenue, transaction ID, items all correct
Event appears in Conversions report (next day)

Critical checks:

Transaction ID is unique (prevents duplicate counting)
Revenue matches order total exactly
Currency is correct
Tax and shipping included if needed
Items array includes all products

Notes:

Most important e-commerce event!
Test extensively before going live
Verify revenue matches your actual sales
Never fire multiple times per order (use unique transaction ID)

5.6 Link E-commerce Platform (if applicable)

Action: Connect Shopify, WooCommerce, or other platform

For Shopify: Install GA4 app from Shopify App Store
For WooCommerce: Use plugin (e.g., GA4 for WooCommerce)
For custom platform: Implement manual tracking (above)
Configure app settings with Measurement ID
Test all e-commerce events

Verify:

All e-commerce events fire correctly
Revenue data matches platform
Product data populates properly

Notes:

Apps/plugins simplify implementation
May still need customization for full tracking
Verify app is actively maintained and compatible

5.7 Validate E-commerce Revenue

Action: Confirm revenue in GA4 matches actual sales

Run test transactions (multiple)
Wait 24-48 hours for reports to populate
Compare:
- GA4 Monetization > E-commerce Purchases report
- Your e-commerce platform revenue report
- Same date range
Investigate any discrepancies >5%

Verify: GA4 revenue within 5% of actual revenue

Common discrepancies:

Refunds not tracked
Test orders included
Timezone differences
Tax/shipping calculation differences
Duplicate transaction IDs (same order counted twice)

Notes:

This is your validation that e-commerce tracking works
Essential before relying on GA4 for business decisions
Re-check monthly as ongoing validation

Phase 6: Integration & Audiences (6 Checkpoints)

6.1 Verify Google Ads Conversion Import

Action: Import GA4 conversions to Google Ads

In Google Ads, go to Tools > Measurement > Conversions
Click "+" New Conversion Action
Select "Import" > "Google Analytics 4 properties" > "Web"
Select your GA4 property
Choose conversions to import (select your key conversion events)
Import and save

Verify:

Conversions appear in Google Ads
Status shows "Recording conversions"
Check conversion count matches GA4

Notes:

Required to use GA4 conversions for bidding
Can import multiple conversion types
Data appears in Google Ads within 24 hours
Re-import if you add new conversion events

6.2 Set Up Facebook Conversions API (if applicable)

Action: Integrate GA4 with Meta for server-side conversion tracking

Use a CAPI integration tool or custom server endpoint
Send GA4 conversion events to Meta
Verify in Meta Events Manager

Verify:

Events show in Meta Events Manager
Both pixel (browser) and CAPI (server) events visible
Match rate is acceptable

Notes:

Helps recover conversions lost to iOS 14+ privacy changes
Requires technical implementation or tool like Zapier, Segment
Beyond basic GA4 setup but valuable for Facebook advertisers

6.3 Create Basic Audiences

Action: Build foundational audiences for remarketing

Go to Admin > Property > Audiences
Click "New Audience"
Create these starter audiences:
1. All Users - Preconfigured, just verify it exists
2. Purchasers - Users who triggered purchase event
3. Cart Abandoners - Added to cart but didn't purchase
4. Engaged Users - Session duration > 60 seconds or multiple pages
Configure membership duration (30, 60, 90 days)
Save each audience

Verify:

Audiences appear in list
Status shows "Eligible" (may take 24-48 hours to start populating)
Shared to linked Google Ads account

Notes:

Audiences require 24-48 hours to build
Must meet minimum size for advertising (typically 100 users)
Create more specific audiences as needed for campaigns

6.4 Set Up User ID Tracking (if applicable)

Action: Implement User ID for cross-device tracking

Requires login system with unique user IDs
Add User ID to dataLayer when user logs in:

gtag('set', 'user_id', 'USER_12345');

Or in GTM:
- Variable: Data Layer Variable user_id
- In GA4 Config tag, Fields to Set: user_id = {{user_id}}
Publish

Verify:

Log in to site
DebugView shows user_id parameter on events
Different devices/sessions show as same user

Notes:

Only for logged-in users
Don't use PII (email) - use hashed or system ID
Enables cross-device reporting
Required for accurate returning user metrics

6.5 Set Up Custom User Properties (optional)

Action: Define user-level properties for segmentation

Common user properties:
- Customer status (lead, customer, VIP)
- Account type (free, paid, enterprise)
- First order date
- Lifetime value tier
In GTM, add to GA4 Config tag:
- User Properties: Add property name and value
Or via gtag:

gtag('set', 'user_properties', {
  account_type: 'premium'
});

Verify:

DebugView shows user properties on events
Can segment reports by user property

Notes:

User properties persist across sessions
Use for permanent or long-lasting user attributes
Register in GA4 Admin > Custom Definitions > Custom User Property

6.6 Create Key Path Exploration

Action: Build exploration to analyze user journeys

Go to Explore
Select "Path Exploration" template
Configure:
- Starting point: Landing page or first event
- Steps: Show next 3-5 steps
- Segment: All users or specific audience
Save exploration as "User Journey Analysis"

Verify: Exploration shows logical user paths through your site

Notes:

Use to understand how users navigate
Identify drop-off points
Inform UX improvements
Save for ongoing analysis

Phase 7: Reporting & Validation (8 Checkpoints)

7.1 Review Standard Reports

Action: Familiarize yourself with GA4 report structure

Open Reports section
Navigate through:
- Realtime - Current activity
- Acquisition - How users find you
- Engagement - What users do
- Monetization - Revenue and e-commerce
- Retention - Returning users
- Demographics - User age, gender, location
- Tech - Device, browser, OS
Verify data appears in each section (may take 24-48 hours)

Verify: All report sections have data after 48 hours

Notes:

Different from Universal Analytics report structure
Some reports require minimum data threshold
Demographics require Google Signals enabled

7.2 Customize Reports Overview

Action: Add important reports to overview page

Go to Reports > Overview
Click "Customize report" (pencil icon)
Add cards for:
- Conversions by source
- Key events
- E-commerce revenue (if applicable)
- Engaged sessions
Drag to arrange
Save

Verify: Overview page shows your key metrics at a glance

Notes:

Customize for your business needs
Overview is first page stakeholders see
Update as priorities change

7.3 Create Key Event Report

Action: Build report focused on your conversion events

Go to Explore
Select "Free Form" template
Dimensions: Event name, Source/Medium
Metrics: Event count, Conversions
Filters: Event name exactly matches your conversion events
Save as "Conversion Events Summary"

Verify: Report shows all key conversion events with attribution

Notes:

Quick view of all conversions
Compare performance by source
Share with stakeholders

7.4 Set Up Analytics Annotation

Action: Add annotations for major site changes

Currently GA4 doesn't have annotation feature (!)
Workaround: Maintain external changelog
Create spreadsheet or doc with:
- Date
- Change description
- Expected impact
Reference when reviewing reports

Verify: Changelog created and accessible to team

Notes:

Helps explain unusual data patterns
Document campaigns, site changes, tracking updates
Critical for historical analysis

7.5 Configure Conversion Attribution Settings

Action: Review and set attribution model

Go to Admin > Property > Attribution Settings
Review:
- Reporting attribution model: Default is data-driven (or last click if not enough data)
- Lookback window: Default 90 days for conversions, 30 for ad clicks
Adjust if needed for your business
Click Save

Verify: Settings match your sales cycle and attribution philosophy

Notes:

Data-driven attribution requires sufficient conversion volume
Shorter sales cycle = shorter lookback window
Can compare models in Advertising > Attribution

7.6 Validate Data Accuracy

Action: Comprehensive data validation check

Compare GA4 to other sources:
- Users/Sessions: Ballpark check vs. previous analytics (if migrating)
- Conversions: Match to CRM leads, e-commerce orders
- Revenue: Match to actual sales (within 5%)
- Traffic sources: Cross-reference ad platform metrics
Document any discrepancies >10%
Investigate and resolve

Verify: GA4 data aligns with other business systems within acceptable variance

Common acceptable variances:

Sessions: GA4 counts differently than UA (okay if directionally similar)
Conversions: 5-10% difference from ad platforms (attribution windows differ)
Revenue: <5% difference from e-commerce platform

Red flags:

50%+ discrepancies (indicates tracking issue)
Missing conversion types
Zero revenue when sales occurred
All traffic showing as direct (UTM tracking broken)

7.7 Create Monthly Report Template

Action: Build standardized monthly report

Use Data Studio/Looker Studio or manual template
Include:
- Executive summary (KPIs)
- Traffic overview (users, sessions, sources)
- Conversion performance
- Revenue (if applicable)
- Month-over-month comparison
- Key insights and recommendations
Save as template
Schedule monthly generation

Verify: Report template pulls GA4 data correctly

Notes:

Automate if possible (Looker Studio)
Share with stakeholders monthly
Adjust template based on feedback

7.8 Document Your GA4 Setup

Action: Create comprehensive documentation

Document in wiki, Google Docs, or similar:
- Property details: Measurement ID, data stream info
- Events catalog: All events, descriptions, when they fire, parameters
- Conversions: What's marked as conversion and why
- Custom dimensions/metrics: Name, scope, purpose
- GTM setup: Container ID, tags, triggers (or export container)
- Integrations: Connected platforms, audiences
- Access: Who has access and roles
- Change log: Major changes to implementation
Make accessible to team

Verify: New team member can understand your setup from documentation

Notes:

Documentation often skipped but critical
Prevents "tribal knowledge" problem
Essential for troubleshooting
Update when making changes

Post-Implementation Checklist

Week 1: Monitor Closely

Check DebugView daily
Review Real-Time reports multiple times per day
Test all conversion events manually
Watch for errors or anomalies

Week 2-4: Validation Period

Compare data week-over-week for consistency
Cross-reference conversions with CRM/sales
Verify revenue accuracy (e-commerce)
Run test transactions and verify tracking
Gather feedback from report users

Month 2-3: Optimization

Refine events based on data value
Remove noisy/unused events
Add missing conversion events
Build additional audiences
Create custom explorations for specific questions

Ongoing: Maintenance

Monthly data quality check
Quarterly full audit (use our Marketing Data Audit Checklist)
Document changes
Review and update custom reports
Train new team members

Troubleshooting Common Issues

No Data Showing in Reports

Check:

GTM container published (not just saved)?
GA4 tag firing on all pages (use Tag Assistant)?
Measurement ID correct in GTM?
Wait 24-48 hours for standard reports (use Real-Time for immediate validation)
Ad blocker disabled for testing?

Fix:

Republish GTM container
Verify Measurement ID
Check GTM preview mode

Events Not Firing

Check:

Event visible in DebugView?
Trigger conditions correct in GTM?
Page/form actually triggering the event?
JavaScript errors on page preventing dataLayer push?

Fix:

Use GTM Preview mode to debug
Check browser console for errors
Verify trigger conditions
Test in different browsers

Conversions Not Marked/Showing

Check:

Event marked as conversion in Admin > Events?
Event has fired at least once in past 24 hours?
Correct event name (case-sensitive)?

Fix:

Wait 24 hours after first event fire, then mark as conversion
Verify event name exactly matches

Revenue Data Wrong

Check:

Currency correct in purchase event?
Decimal point in right place? (29.99 not 2999)
Revenue field matches total order value?
Transaction ID unique per order?

Fix:

Review e-commerce implementation
Check dataLayer values
Test with small known transaction amount

Duplicate Events/Page Views

Check:

Multiple GA4 tags firing (direct code + GTM)?
Single-page app (SPA) pushing page views manually + automatic?
GTM trigger firing multiple times?

Fix:

Remove duplicate tracking code
Disable automatic page_view for SPAs
Adjust GTM trigger conditions

Cross-Domain Tracking Not Working

Check:

All domains listed in cross-domain settings?
Linker parameter present in URL (check ?_gl=)?
Same GA4 property ID on all domains?

Fix:

Add missing domains
Verify GTM linker configuration
Test cross-domain navigation in DebugView

Data Sampling in Reports

Check:

Large date range or complex exploration?
High-traffic site exceeding thresholds?

Fix:

Reduce date range
Simplify query
Use BigQuery export for unsampled data
Upgrade to GA4 360 (enterprise paid version)

Frequently Asked Questions

How long does GA4 implementation take?

Time estimates:

Basic website: 4-6 hours (phases 1-4, 6-7)
With e-commerce: 8-12 hours (add phase 5)
Complex site: 16-24 hours (multiple domains, custom tracking)

Factors that increase time:

Custom event tracking requirements
E-commerce implementation
Integration with CRM/marketing automation
Legacy UA data migration considerations
Custom reporting needs

Recommendation: Block dedicated time rather than spreading over weeks.

Should I keep Universal Analytics running while setting up GA4?

Yes! Run both in parallel during migration.

Benefits:

Compare data to validate GA4 accuracy
Maintain historical continuity
Fall back to UA if GA4 issues arise
Learn GA4 reporting without pressure

Timeline:

Minimum: 1 month parallel tracking
Recommended: 3 months
Universal Analytics stopped processing data July 1, 2023 (standard) or July 1, 2024 (360)

Note: If you're reading this after UA sunset, you can't run parallel, but use historical UA data for validation.

Do I need Google Tag Manager or can I add GA4 code directly?

GTM is strongly recommended but not required.

Use GTM if:

You want to add/edit tracking without developer dependency
You plan to add other marketing tags (Facebook Pixel, etc.)
You need custom event tracking
You want easier long-term maintenance

Direct implementation is okay if:

Very simple site with minimal tracking needs
You have developer resources for all changes
You're only using basic page view tracking

Verdict: 95% of implementations should use GTM.

How do I migrate historical data from Universal Analytics?

Short answer: You don't.

GA4 and UA are different platforms - no direct migration path for historical data.

Options:

Export UA data to BigQuery or CSV before access is lost
Keep UA property access (read-only) for historical reference
Use Supermetrics or similar to extract UA data to data warehouse
Accept fresh start - Many businesses do this

Recommendation: Export critical historical data before UA access ends, then start fresh with GA4.

What's the difference between events and conversions in GA4?

Events: Any tracked user interaction (page view, click, form submit, etc.) Conversions: Events you've marked as having business value

Key points:

All conversions are events, but not all events are conversions
Mark events as conversions in Admin > Events
Conversions appear in conversion reports and Google Ads
Limit to important events (not every click)

Example:

page_view = event (not conversion)
purchase = event marked as conversion
form_submit = event marked as conversion

How many custom events can I create?

GA4 limits (free version):

500 distinct event names per property
500 total custom dimensions (event + user scoped)
50 custom metrics

Best practices:

Don't approach limits - 20-50 custom events is typical
Use event parameters instead of creating many similar events
Example: One button_click event with button_name parameter (not separate events per button)

Can I track across mobile app and website?

Yes, using App + Web property.

Setup:

Create GA4 property
Add web data stream (for website)
Add iOS data stream (for iOS app)
Add Android data stream (for Android app)
Implement Firebase SDK in apps
Use same event names across platforms

Benefits:

Unified user view across devices
Cross-platform audiences
Complete customer journey

Note: Requires mobile development resources for app implementation.

How do I handle staging/development environments?

Option 1: Separate GA4 Properties (Recommended)

Create "Company - Production" property for live site
Create "Company - Staging" property for dev/staging
Use different Measurement IDs
Keep test data completely separate

Option 2: Single Property with Filters

Use one property
Configure internal traffic filter for dev traffic
Filter by hostname (staging.yoursite.com vs. www.yoursite.com)
Risk: Harder to fully separate data

Verdict: Separate properties is cleaner and recommended.

What reports are different from Universal Analytics?

Major differences:

No Bounce Rate (replaced with Engagement Rate)
No Views (property level only, use filters/segments instead)
Events are fundamental (not hits/sessions/pageviews hierarchy)
Explorations replace Custom Reports
Machine learning insights (anomaly detection, churn prediction)
Different attribution (data-driven by default)

Recommendation: Don't try to recreate UA reports exactly. Learn GA4's structure and embrace the differences.

How do I create goals in GA4?

GA4 doesn't have "goals" - it has "conversions."

To create a conversion:

Create/implement an event for the goal action
Wait 24 hours for event to appear in Admin > Events
Toggle "Mark as conversion" on the event
Event now appears in conversions reports

Migrating UA goals:

Map each UA goal to a GA4 event
Implement the event
Mark as conversion
No automatic migration

Can I exclude internal traffic after data is collected?

No - exclusion happens at collection time, not retroactively.

Best practices:

Set up internal traffic filter BEFORE going live
Use "Test" data filter state initially (tags but doesn't exclude)
Verify internal traffic is tagged correctly
Switch filter to "Active" to actually exclude
Can't remove already-collected internal traffic from reports

Lesson: Set up filters early!

Next Steps After Implementation

Immediate (First Week)

Monitor Real-Time and DebugView daily
Test all conversion events manually
Verify data appearing in standard reports
Share access with key stakeholders

Short-Term (First Month)

Create custom explorations for key questions
Build audiences for remarketing
Set up automated reporting (Looker Studio)
Train team on GA4 interface

Medium-Term (First Quarter)

Validate data accuracy against other systems
Optimize event tracking (remove noise, add gaps)
Analyze user journeys and optimize UX
Iterate on reports based on stakeholder feedback

Long-Term (Ongoing)

Quarterly data quality audits
Expand custom tracking as needs evolve
Leverage machine learning insights
Advanced analysis (cohorts, predictive metrics)
BigQuery integration for advanced analytics

Download Your Checklist

What You'll Get

Download the complete GA4 Implementation Checklist package:

Printable PDF checklist - All 58 checkpoints with checkboxes
Excel/Google Sheets tracker - Track progress, assign owners, note issues
GTM container template - Pre-configured tags for common events
Event naming spreadsheet - Plan and document your events
Video walkthrough series - Step-by-step implementation guide (3 hours)
Troubleshooting guide - Solutions to common implementation issues

Bonus Resources Included

UA to GA4 event mapping template - Migrate your goals
GA4 vs UA comparison guide - Understand the differences
Looker Studio dashboard template - Pre-built reports
Weekly office hours invitation - Get help from experts

Ready to Implement GA4 the Right Way?

Stop worrying about missing data or broken tracking. Download the GA4 Implementation Checklist and set up Google Analytics 4 with confidence.

[Download Free Checklist]

What happens next:

Instant download of implementation package
Email course: "GA4 Implementation in 7 Days" (daily lessons)
Access to GA4 implementation community
Invitation to live Q&A sessions

Questions about GA4 implementation? Book a free 30-minute consultation with our analytics team, or explore our GA4 guides for more resources.