How You Can Use Google Analytics 4 to Help Your Small Business
By Andrew Hall, Copywriter Intern
Small Business owners already have a ton on their plate…sales, customer service, employee management, marketing…the list goes on. So, yes, installing Google Analytics is another item to add to your to-do list, but this tool is arguably the #1 tool to improve your business sales, marketing, and digital optimization. For this reason, Google Analytics is one of the simplest ways for businesses to better understand their customers, and for customers to have a better digital experience. Before we go any further into the benefits of Google Analytics, let’s first take a look at what it is and how you can install it.
What is Google Analytics?
Google Analytics is a piece of code added to your website that allows owners to see their performances in marketing, web traffic, customer engagement, and sales. Google Analytics 4 is a new iteration of Universal Analytics, with Google Analytics 4 adding new and improved features including artificial intelligence algorithms, enhanced data collection, and a holistic view of your marketing analytics.
On July 1, 2023, Universal Analytics properties will stop working and become obsolete. Google Analytics 4 (GA4) will now be the only piece of code to see your data on Google. If you previously installed,Universal Analytics, you will have to go through the process again, to create a code for Google Analytics 4.
Although Google Analytics is complicated and a hassle to set up, the tool is invaluable to your business. In today’s digital age, data is everything. The conversation around data usually revolves around the dangers and fears of your data being collected…But, as a small business owner, you should see Google Analytics 4 as a tool to upgrade your website and a way to improve the customer experience.
Why you should install Google Analytics
For small businesses, the chief reason to install GA4 is to better understand who’s visiting your website and what their behaviors are. For example…
With Google Analytics, you can use data for where your users come from. For example, you can see if a user came from cost-per-click (CPC), organic search, paid advertising, or social media.
Furthermore, you can see which pages your users are spending time on, and which pages your users are bouncing from. So, if users are only spending an average of three seconds on your About Us page, that may be a sign to rewrite and re-design that page.
If your Google Analytics Tag Manager enables data collection, you can also see the demographics of your users. You cannot know specifically which user is which, but you can see a general outlook of who your users based on gender, location, age, etc. This enables your company to better understand its target market, and your brand can adjust its marketing, sales, and design strategy accordingly.
Google Analytics also has a keyword manager which spits out data to optimize your SEO.
How to set up Google Analytics for your website
1. Create an account at analytics.google.com:
If you’ve never used Analytics before, Google will walk you through creating an account.
2. Create a GA4 Property
Inside Analytics:
Click Admin (bottom-left)
Under Property, choose Create Property
Give it a name (like “Tingalls Website”), choose your time zone, and save
3. Add Your Website as a Data Stream
A property needs a “stream,” which is basically the pipe that sends data in.
Click Data Streams > Choose Web > Enter your website URL and a name > Click Create
Google will now show you your Measurement ID — it’ll look like G-XXXXXXX.
4. Install the GA4 Code on Your Website
You’ll see a little box of code labeled “Global site tag” or you’ll see instructions that point you to your Measurement ID. Add the code to the <head> section of every page of your website.
If you use:
Squarespace → Settings → Developer Tools → Code Injection → paste into Header
WordPress → Use a header/footer plugin or add to your theme’s header.php
Custom HTML site → Paste directly into the <head> section
Think of the snippet like the microphone that listens to what your visitors are doing — no snippet, no data.
5. Test That It’s Working
After you publish:
Go back to Analytics > Click Reports → Realtime > Open your website in another tab
If you show up as an active user, you’re good to go.
6. Optional: Connect Google Search Console
This lets GA4 pull in keyword and search performance: Admin → Product Links → Search Console → Link
It’s free data most folks miss — like finding a bonus drawer in your kitchen you didn’t know existed.
If you’re still confused about this process and want a complete tutorial on how to install Google Analytics 4, please contact us!
