How to Turn on Data Collection in GA4

Without turning on data collection in GA4, your analytics will miss crucial insights needed to effectively track and measure performance.

Every pageview, user interaction, and conversion will go unrecorded – meaning you'll miss important insights about your website's performance. 

Here you’ll ensure your analytics setup captures every important user interaction, giving you the insights you need to make data-driven decisions.

Getting Ready to Turn On Data Collection in GA4

Before starting the setup, make sure you have the following essentials in place:

• A GA4 Property with Admin Permissions: Make sure you’ve created a Google Analytics 4 property in your Google Analytics account. Additionally, you’ll need Admin-level access to manage settings and enable tracking effectively. If you don’t have a GA4 property yet, check out the instructions on the post “Create New GA4 Account & Properties”
• Access to Your Website’s Code or Google Tag Manager (GTM): To add the GA4 tracking code, you need access to your website’s source code or an active Google Tag Manager container. This access is essential for integrating the tracking tag directly into your site or managing it via GTM without touching your website’s code. If you’re unsure how to get this access, consult your developer or website administrator.

Step-by-Step Guide to Turning On Data Collection in GA4

Here is a detailed guide on turning on data collection in GA4, covering the setup process, enabling Enhanced Measurement, and verifying your implementation:

Step 1: Installing the GA4 Tracking Code (Choose Your Method)

Here’s a clear, step-by-step guide to help you install the code using two common methods: directly embedding it in your website’s source code or through Google Tag Manager (GTM).

First Method: Installing the Google Tag Directly Through Source Code

1. Access Your Google Analytics Data Stream

Log in to your Google Analytics account and navigate to the Admin section (gear icon at the bottom-left corner). Under Property Settings, select Data Streams and click on your desired data stream (e.g., your website’s data stream). From there, select View Tag Instructions to proceed.

First Method: Installing the Google Tag Directly Through Source Code

2. Get the Installation Code

In the "Tagging Instructions" section, click on Install Manually. Locate the Global Site Tag (gtag.js) code snippet displayed. Click the Copy button to copy the code to your clipboard.

First Method: Installing the Google Tag Directly Through Source Code

3. Open Your Website's Source Code

Access your website’s source code using a text editor or through your CMS. Locate the section of your website's HTML code.

First Method: Installing the Google Tag Directly Through Source Code

4. Add the Google Tag Code

Paste the copied code into the section, ensuring it is above any other JavaScript codes. Make sure the code is only called once per page load to avoid duplication errors. Save the changes to your website’s source code. Open your website in a browser and ensure that the tracking code is loading correctly (you’ll verify this in Step 3 below).

Second Method: Installing the Google Tag Through Google Tag Manager (GTM)

1. Access Your GTM Container and Create a New Tag

Log in to your Google Tag Manager account and open the container for the website you want to track. Navigate to the Tags section from the left-hand menu, click the New button in the top-right corner, and name your tag (e.g., "GA4 - Configuration") to keep it organized.

Second Method: Installing the Google Tag Through Google Tag Manager (GTM)

3. Click on Tag Configuration and select Google Analytics:

GA4 Configuration from the list. Enter your Measurement ID (found in your GA4 data stream).

Second Method: Installing the Google Tag Through Google Tag Manager (GTM)

3. Set Up a Trigger

Click on the Triggering section and choose All Pages to ensure the tag fires on every page of your website.

Second Method: Installing the Google Tag Through Google Tag Manager (GTM)

4. Save the Tag

Click Save to store your new tag in GTM.

Second Method: Installing the Google Tag Through Google Tag Manager (GTM)

5. Publish the GTM Container

Click the Submit button in the top-right corner of GTM. Add a descriptive version name (e.g., “GA4 Tracking Implementation”) and click Publish.

Step 2: Enabling Enhanced Measurement

Enhanced Measurement allows GA4 to collect additional data automatically, such as page views, scroll tracking, outbound clicks, and file downloads.

Follow these steps to enable it:

Enable Enhanced Measurement in GA4

Navigate to the Admin section of your GA4 property and select Data Streams. Choose your desired data stream and locate the Enhanced Measurement section. Toggle the switch to "On" to enable enhanced tracking and review the automatically tracked events, making adjustments if necessary.

Step 3: Verifying Your Setup

To ensure the tracking code is working properly, follow these verification steps:

First Option: Basic Verification Using Real-Time Reports

1. Open Real-Time Reports

In GA4, navigate to Reports > Realtime.

First Option: Basic Verification Using Real-Time Reports

2. Test the Implementation

Open your website in a new browser tab. Perform actions such as navigating pages or clicking outbound links. Check if your activity appears in the Real-Time report within seconds.

Second Option: Advanced Verification Using Browser Tools

1. Inspect Your Website

Right-click on your website and select Inspect (or press Ctrl+Shift+I / Cmd+Shift+I on Mac).

Second Option: Advanced Verification Using Browser Tools

2. Monitor Network Activity

Navigate to the Network tab in the browser’s developer tools. Refresh your website to load all network requests.

Second Option: Advanced Verification Using Browser Tools

3. Filter Results

Use your Google Tag ID (e.g., G-XXXXXXX) in the search bar to filter requests.

Second Option: Advanced Verification Using Browser Tools

4. Check for Data Collection Requests

Look for a "collect" request in the filtered results. Click on the request and review the Payload section for a "page_view" event.

Troubleshooting Common Issues

If data isn’t showing in GA4, check the following:

• Measurement ID: Ensure the correct Measurement ID is entered in your code or GTM tag.
• Code Placement: Verify the tracking code is in the section and loads on every page.
• Ad Blockers: Disable ad blockers during testing as they can block tracking.
• Property Initialization: Note that newly created GA4 properties may experience a slight delay in data collection.

By following these steps, you’ll have GA4 tracking set up and ready to deliver valuable insights about your website’s performance.

Additional Settings For Data Collection in GA4

After enabling data collection, it’s important to optimize your GA4 configuration to ensure accurate tracking and long-term data availability. 

Here are a few key settings to review and adjust:

Important Admin Settings:

• Configure Data Retention: First, navigate to Admin > Property > Data Settings, where you can set your data retention period ranging from 2 to 14 months, which determines how long GA4 maintains your user and event data.
• Explore Additional Settings: In addition to data retention, GA4's Admin section contains several other crucial configuration options that should be reviewed and adjusted according to your needs.
• Review Best Practices: For a comprehensive guide on recommended GA4 settings and essential configurations that should be implemented, you can explore the full documentation on Suggested GA4 Settings & Reports.

FAQ: Common Questions About Enabling Data Collection in GA4

Here are the frequently asked questions about turning on data collection settings in Google Analytics (GA4):

1. Do I need coding skills to set up GA4 tracking?

No, you don’t necessarily need coding skills. If you’re comfortable using Google Tag Manager (GTM), you can add the tracking code without touching your website’s source code. For those without GTM, adding the tag directly to your website may require basic coding knowledge or assistance from a developer.

2. Where can I find my GA4 Measurement ID?

You can find your Measurement ID in the Data Streams section of your GA4 property. Select your website’s data stream, and you’ll see the Measurement ID displayed near the top of the page.

3. How long does it take for data to appear in GA4 after setup?

It typically takes 24-48 hours for data to populate in your GA4 reports. However, you can check real-time reports within seconds to verify if the tracking code is functioning correctly.

4. What is Enhanced Measurement, and why should I enable it?

Enhanced Measurement is a feature in GA4 that automatically tracks additional events such as page views, scrolls, outbound clicks, and file downloads. Enabling it simplifies data collection without requiring additional code.

5. What should I do if my data isn’t showing in GA4?

If data isn’t appearing in your reports, check the following:

• Ensure the Measurement ID is correctly entered in your code or GTM tag.
• Verify the tracking code is placed in the section of your website.
• Disable ad blockers during testing.
• Be patient, as newly created properties may have a delay in data flow.

6. Can I adjust how long GA4 retains my data?

Yes, GA4 allows you to set the data retention period between 2 and 14 months. To adjust this, navigate to Admin > Property > Data Settings in your GA4 account.

7. How can I verify that my GA4 tracking code is working?

You can verify your tracking by:

• Checking Realtime Reports in GA4 for activity.
• Using browser developer tools to inspect network activity and confirm "collect" requests are being sent with "page_view" events.

Conclusion

Once data collection is enabled, give it 24-48 hours to start populating your reports. You can then begin analyzing your traffic, user behavior, and conversion data.

Remember to regularly check your data collection status to ensure continuous tracking of your website activities.