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Set up Google Analytics 4

Analytics answers the question every marketing decision depends on: where do visitors come from, and which of those visitors actually buy? GA4 is free; the setup is thirty minutes; the discipline is reading channels, not totals.

Create the property

  1. Go to analytics.google.com and sign in with your business Google account.
  2. Create an Account (your company), then a Property (your site), with your timezone and currency.
  3. Add a Web data stream for your website URL.

Install the tag

  • On Shopify, Squarespace, Wix, WordPress and most platforms: paste your Measurement ID (G-XXXXXXX) into the platform's Google Analytics field — done.
  • Otherwise, add the Google tag snippet GA4 shows you into your site's head.
  • Verify with Realtime: open your site in another tab and watch yourself appear.

Mark what matters as key events

Traffic is noise until you define success. In Admin, mark the events that mean money as key events (purchases arrive automatically from most shop platforms; for service sites, mark the contact-form submit or booking event). One or two key events beat ten.

How to read it (the part that matters)

  • Channels, not totals: a traffic spike means nothing until you see WHICH source moved and whether key events moved with it.
  • Like-for-like periods: compare this week to last week, this month to last month — never a partial period against a full one.
  • Traffic up with conversions flat = an acquisition win but a relevance gap. Fix the landing page before buying more reach.

Connect it to Huuve

In Huuve, open Connections and press Connect next to Google Analytics, sign in with the Google account that has access to the property, and approve read access. Your sessions and key events feed Huuve's intelligence — weekly briefings can then say "traffic rose because paid social sent more qualified visitors" instead of showing you a dashboard.

If something fails

  • No property in the chooser: the connected Google account needs at least Viewer access on the GA4 property (Admin, then Property access management).
  • Realtime shows nothing: an ad blocker on your own browser, or the tag is not on the page — view source and search for the Measurement ID.