Create your first Google Analytics account and website setup

Create the account, reporting property and website data stream you need before installing Google Analytics on your site.

• Outcome: Tracking & measurement
• Tools: Google Analytics 4
• Responsible: The person setting up website measurement for a business that does not yet have a Google Analytics account.
• Estimated time: 20 minutes

Scope

This SOP covers:

• One independent Analytics account with optional data sharing off
• One Google Analytics 4 property and web data stream
• Saved account, property and stream settings; IDs ready for installation

This does not cover:

• Installing tracking or proving that visits are collected
• Consent setup, key events and advertising links
• Creating Google identities or granting other people access

Requirements

• A Google account the business will keep control of, with permission to create its Analytics account and accept Google’s service terms.
• The public website address, business name, industry, employee-count range, reporting time zone and currency. Ask the business owner for any missing details.

Related SOPs

• SOP 010: Create a GA4 property and website data stream
• SOP 012: Install GA4 through Google Tag Manager
• SOP 011: Create a Google Tag Manager account and web container

01. Create the business account

An Analytics account groups the business’s reporting properties; it is different from the Google login you use to sign in.

1. Open Google Analytics and confirm the signed-in Google account belongs to the business. If the business already has an Analytics account, use that account and the related property-setup guide instead. Otherwise click Start measuring. If Analytics opens an existing account belonging to another business, open Admin > Create > Account.

   • Warning: A new account does not recover access to an existing business account. Ask its administrator for access before creating a duplicate.
   • Then follow SOP 010: Create a GA4 property and website data stream

2. Enter the business name in Account name, such as “Example Bakery.” If Add this account to your current organization appears, clear it for this independent business account. An organization groups accounts and can give its users access; connecting a new business to an unrelated organization would share control with the wrong group. Turn off the optional Account Data Sharing Settings, then click Next. These sharing choices control extra sharing with Google, rather than whether your website can send visits.

   • Warning: If the business owner wants an account inside an existing organization, have them confirm that organization and its access arrangements before using a different account-creation path.

02. Create the website reporting property

The property holds the website’s reports. The web stream created next identifies the website that will send data into it.

1. Enter a property name that identifies the website, such as “Example Bakery website.” Choose the business’s reporting time zone and currency, then click Next. The time zone defines the beginning and end of each reporting day; use the location whose working day the business reports on. Currency is the unit used for money in reports.

2. Select the closest Industry category and the range containing the business’s employee count, then click Next. Choose the business objective that matches what the owner wants from this website. For a first view of visits and page activity, choose Understand web and/or app traffic; a contact-driven business may choose Generate leads. Click Create an account with a property.

3. Read the Google Analytics Terms of Service Agreement and select the business’s country or region. Review the Google Ads Data Processing Terms where shown. Have the person authorized to agree for the business complete the displayed acceptance choices and click I Accept. Continue after that person has accepted the agreement.

   • Warning: If you cannot agree on behalf of the business, hand this screen to its authorized representative before continuing.

03. Create the website stream

A stream is the source that sends website activity into the property. Creating it does not install tracking.

1. Choose Web. For Website URL, select the website’s protocol (https:// or http://) and enter the remaining address in the URL field. Enter a descriptive Stream name, such as “Example Bakery website.” Turn Enhanced measurement off and confirm Turn off so automatic extra interaction tracking remains off. Click Create & continue.

04. Check the saved setup and keep the installation details

Create a note called “Analytics setup” in the business’s shared working document. These details let the installer select the correct destination.

1. Close the Google tag setup panel, then Web stream details. If asked about unsaved changes, choose Discard Changes; this discards the tag setup suggestion, not your saved property or stream. In the stream list, click Next, then Continue to Home. Open Admin and select the new account and property.

2. In Admin, open Account > Account details. Check the saved account name and that the optional sharing settings are off. In the account selector, confirm the new account is listed independently of the unrelated organization rather than nested under it. In your Analytics setup note, write “Google login,” “Account name” and “Account ID,” using the values shown.

3. In Admin, open Property > Property details. Check the saved name, reporting time zone and currency against the business inputs. In your Analytics setup note, write “Property name,” “Property ID,” “Reporting time zone” and “Currency,” with their saved values.

4. In Admin, open Data collection and modification > Data streams and select the new web stream. Check its saved name and full website URL, and confirm Enhanced measurement is off. In your Analytics setup note, write “Website URL,” “Stream name,” “Stream ID” and “Measurement ID.” Copy each matching value. The Measurement ID begins G- and is the value used for later tag installation.