Google Analytics for beginners

Last updated 13 October 2026 · By the XKey team

How do I set up Google Analytics 4?

1. Go to analytics.google.com, sign in with the Google account your business uses and create a property for your website.
2. Add a "Web" data stream with your site address. Google gives you a measurement ID starting with G-.
3. Paste that ID into your website: Wix, Squarespace and Shopify have a box for it in their settings; on WordPress, use Google's Site Kit plugin or your theme's settings.
4. Visit your site and check the Realtime report shows you.

Under UK law you need visitors' consent before setting analytics cookies, so use a cookie banner that only loads Analytics after consent. That means Analytics will under-count visitors who decline.

Which reports should a small business check?

• Reports → Acquisition → Traffic acquisition: how visitors arrive – Organic Search (Google and Bing), Direct, Referral, Organic Social, Paid Search.
• Reports → Engagement → Pages and screens: which pages get the most views.
• Reports → Engagement → Events: actions such as form submissions and clicks on your phone number, once you set them up.

How do I track enquiries in Google Analytics?

Enquiries matter more than visits. Mark the actions that bring you business as "key events": a thank-you page after the contact form, clicks on tel: and mailto: links, or a booking confirmation. GA4's enhanced measurement records some clicks automatically; others need setting up in Admin → Events or with Google Tag Manager.

What's the difference between Analytics and Search Console?

Analytics shows what visitors do once they reach your site, from every source. Google Search Console shows how your site performs in Google search before the click: the searches you appear for, your position and how many people clicked. Link the two in Analytics to see both together.

Are there simpler alternatives?

Yes. Privacy-friendly tools such as Plausible, Fathom or your website builder's own statistics are simpler, and some don't need a cookie banner. They show fewer details, but often enough for a small business. Our website technology checker shows which analytics a site uses.

Frequently asked questions

Is Google Analytics free?

Yes, GA4 is free for normal business websites.

Why don't Analytics and Search Console numbers match?

They measure different things: Search Console counts clicks from Google search, while Analytics counts visits from every source, and only from visitors who accepted cookies.

Do I still need Universal Analytics?

No. Universal Analytics stopped collecting data in 2023 and has been shut down. GA4 is the current version.