1.4 Set up website data collection for Google Analytics - New GA4 Analytics Academy on Skillshop

Summary

This video script guides viewers through setting up a Google Analytics account and creating a web data stream for their website. It explains the process of generating a measurement ID and offers two installation methods: using Google Tag Manager, which is recommended for its flexibility and central management, or manually installing the tag on each webpage. Once the tag is installed, the website will automatically collect data, and viewers are teased with the possibility of enhancing data collection through custom events in future tutorials.

Takeaways

• 🔑 Start by creating an Analytics account and property to collect business data.
• 🌐 For websites, create a web data stream to begin data collection.
• 📝 Navigate to the Data Streams Creation screen and select 'Web' to enter your website URL.
• 🆔 This process generates a measurement ID, which is essential for tagging your website.
• 🏗️ If using a website builder or CMS, copy and paste the measurement ID into your account.
• 📖 Follow instructions provided to add the measurement ID to your website builder or CMS.
• 🛠️ Consider using Google Tag Manager for installing the Analytics tag on your website.
• 🔄 Google Tag Manager allows easy installation and management of website tags.
• 💡 It's recommended for its flexibility and central management of marketing and website tags.
• 🔧 Alternatively, manually install the tag on each page of your site after the head tag.
• 📈 Once the Analytics tag is installed, data collection to the Google Analytics property begins automatically.
• 🎯 With further implementation, you can enhance data collection with custom and recommended events.

Q & A

What is the first step after creating an Analytics account and property?

The first step is to create a data stream to start collecting business data.

What type of data stream should you create if you have a website?

You should create a web data stream.

How do you generate a measurement ID for your website?

You navigate to the Data Streams Creation screen, choose Web, and enter your website URL.

What should you do if you're using a website builder or a CMS system?

You should copy the measurement ID and paste it into your website builder account.

Why is Google Tag Manager recommended for installing the Analytics tag?

Google Tag Manager allows you to install code on your website pages and manage or change that code easily through its interface, without editing the code directly.

Can Google Tag Manager be used with a CMS or a website builder?

Yes, Google Tag Manager can be used with a CMS or a website builder.

What is the alternative to using Google Tag Manager for installing the Analytics tag?

The alternative is to manually install the tag on each page of your site.

Where should the manually installed tag be placed on each page of the website?

The tag should be installed immediately after the head tag on every page of the website.

What happens once the Analytics tag is installed on your website?

You'll start collecting data automatically to the Google Analytics property.

How can you enhance your data collection with Google Analytics?

You can enhance your data collection with recommended and custom events.

What is the purpose of the upbeat music mentioned in the script?

The upbeat music is likely used to maintain an engaging and positive tone throughout the video.

Outlines

00:00

🚀 Setting Up Your Google Analytics Data Stream

This paragraph introduces the next steps after creating a Google Analytics account and property: setting up a data stream to start collecting business data. For websites, a web data stream must be created, which involves navigating to the Data Streams Creation screen, selecting 'Web', and entering the website URL. The process generates a measurement ID, a unique tag for the website, and instructions are provided based on whether a website builder or CMS system is used.

🔧 Installing Google Analytics Tag with Google Tag Manager

Here, the first option for tagging your website is detailed: using Google Tag Manager (GTM). GTM simplifies adding and editing code on website pages without manual changes. It serves as a central hub for managing all marketing and website tags. This approach is highly recommended for installing the Analytics tag. If GTM is already in use, the Google Analytics tag can easily be added to the Tag Manager account, even if a CMS or website builder is being used.

📋 Manually Installing the Google Analytics Tag

The second option is manually installing the Analytics tag on each page of the website. This involves installing the website tag on every page immediately after the head tag. Once the Analytics tag is installed, the website starts collecting data automatically. The paragraph also hints at further customization with recommended and custom events, which will be covered later.

Keywords

💡Analytics account

An Analytics account is a user account on a web analytics platform, like Google Analytics, which allows users to access and manage data related to their website's performance. In the video's context, creating an Analytics account is the first step in setting up data collection for a business website. It's essential for understanding how visitors interact with the site, which can inform business decisions.

💡Property

In the context of web analytics, a 'property' refers to a specific website or app that you want to collect data on. It is a container within an Analytics account that holds the data stream and settings for that particular site. The video emphasizes the need to create a property after setting up an Analytics account, as it is where the actual data collection is configured.

💡Data stream

A data stream in web analytics is a continuous flow of data from a website to an analytics platform. It represents the collection of user interactions with the website, such as page views, clicks, and form submissions. The video instructs viewers to create a data stream to start collecting business data, highlighting it as a critical component for tracking website performance.

💡Web data stream

A web data stream is a specific type of data stream that is used to collect data from a website. It is configured to track user activities on web pages, such as visits, bounce rates, and conversions. The video mentions creating a web data stream as a necessary step for websites, which is essential for understanding and optimizing the user experience on the site.

💡Measurement ID

The measurement ID is a unique identifier assigned to a data stream in Google Analytics. It is used to track and collect data from a specific website. The video script explains that once a web data stream is created, a measurement ID is generated, which is crucial for tagging the website and ensuring that data is correctly attributed to the right property.

💡Website tag

A website tag, in the context of analytics, is a snippet of code that is placed on a website to enable tracking of user interactions. The video describes generating a website tag for a specific URL, which is essential for initiating data collection. This tag is associated with the measurement ID and is a key component of setting up analytics tracking on a website.

💡Website builder

A website builder is a tool or platform that allows users to create and manage their websites without needing to write code. The video script mentions that if a user is employing a website builder, they should copy the measurement ID and paste it into their builder account to integrate analytics. This integration allows for seamless data collection from the website.

💡Google Tag Manager

Google Tag Manager is a tool that allows users to manage and deploy marketing tags on their websites without having to modify the code. The video recommends using Google Tag Manager to install the Analytics tag, as it provides a centralized way to manage tags and makes it easier to update or change them without direct code editing.

💡Manual installation

Manual installation refers to the process of adding code snippets to a website's pages by directly editing the HTML. The video offers manual installation as an alternative method for adding the Analytics tag to a website, particularly for those not using a website builder or Google Tag Manager. This method requires a basic understanding of web development and involves placing the tag in the correct location on each page.

💡Custom events

Custom events in web analytics are user-defined actions or interactions that can be tracked beyond the standard data collection. The video hints at enhancing data collection with custom events, which allows for more detailed tracking of specific user behaviors that are important for the business, such as button clicks or form submissions, providing deeper insights into user engagement.

Highlights

Creating an Analytics account and property is the initial step for data collection.

Data stream creation is essential for collecting business data.

For websites, a web data stream should be created to collect data.

Tagging a website involves navigating to the Data Streams Creation screen.

Selecting 'Web' and entering the website URL generates a measurement ID.

The measurement ID is a unique identifier for the website's data collection.

Using a website builder or CMS system requires pasting the measurement ID into the account.

Instructions for adding the measurement ID can be viewed by selecting the website builder.

For non-website builder users, installing the Google tag on the website is necessary.

Google Tag Manager is recommended for installing the Analytics tag.

Tag Manager allows for easy installation and management of website tags.

Tag Manager can be used alongside CMS or website builders.

Google Analytics tag can be added in Tag Manager for existing users.

Manual installation of the tag is an alternative method.

The new website tag should be installed after the head tag on every page.

Installing the Analytics tag enables automatic data collection to the Google Analytics property.

Data collection can be enhanced with recommended and custom events.

Transcripts

(upbeat music)

- Once you've created your Analytics account and property,

the next step is to create your data stream

and start collecting business data.

If you have a website,

this means you'll wanna create a web data stream.

To tag your website, you'll first navigate

to the Data Streams Creation screen,

choose Web, and then enter your website URL.

This will generate a measurement ID,

a website tag specifically for your website.

If you're using a website builder or a CMS system,

you should copy the measurement ID

and paste it into your website builder account.

You can select your website builder to view instructions

on how to add the measurement ID to your website.

If you do not use a website builder,

you'll need to install the Google tag on your website.

There are two options to choose from.

The first option is to use Google Tag Manager

to install the tag.

Google Tag Manager allows you to install code

on your website pages and add to or change that code

at any time using the account's interface

instead of having to go back and edit the code itself.

In addition, Tag Manager serves as a central place

to manage and update all of your marketing and website tags.

For this reason, we recommend using Google Tag Manager

to install your Analytics tag.

If you are already using Google Tag Manager

for your website,

you can easily add the Google Analytics tag

in your Tag Manager account.

Note that you can also use Google Tag Manager

with a CMS or a website builder.

So instead of entering your measurement ID

directly into the website builder integration

for Google Analytics, you would create

the Google Analytics tag in Google Tag Manager.

The second option is to manually install the tag

on each page of your site.

When you choose this option,

you'll see the new website tag listed in the UI.

This tag will need to be installed on every page

of your website immediately after the head tag.

Once you install the Analytics tag on your website,

you'll start collecting many points of data automatically

to the Google Analytics property.

With a bit more implementation,

you can even enhance your data collection

with recommended and custom events, which we'll cover later.

(upbeat music)