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How to create a new Property in Google Analytics 4

How to create a new Property in Google Analytics 4

In this post I’ll show you how to create a new Property in Google Analytics 4. Then I’ll use Google Tag Manager to pass the information from the website to GA4 by using the GA4 Configuration Tag.

This is the path we’ll follow:

  1. Create a new Property in Google Analytics 4
  2. Set up the Data Stream
  3. Create the tag in Google Tag Manager

Let’s start!

Create a new Property in Google Analytics 4

In the Google Analytics Admin panel, we need to create a new Property:

create a new property in google analytics 4

Now we need to enter several information:

  • Property Name
  • Time zone
  • Currency
impostazione proprietà google analytics 4

By taking these steps, Google offers the possibility to create, at this time, a specific Property for the Universal Analytics (UA) version. How? By clicking on Advanced Options:

click on advanced option in google analytics 4

If you already have a UA Property, you can simply go to the next steps. If this is the first time setting up your Google Analytics account, then I recommend that you also create the Universal Analytics Property. Right now, as GA4 continues to evolve day by day, I suggest having both GA4 and the UA Property.

In the next step, you can select (recommended) several information about your website:

  • Industry category
  • Business size
  • How you’ll use GA for your business
creazione proprietà ga4

Set up the Data Stream

Now we need to select which platform we’re going to measure: an App (iOS or Android) or a website. In my example, I’ll select Web:

data stream google analytics 4

Once the platform has been selected, we’re going to choose the web stream:

  • Website URL
  • The Stream name
  • Which enhanced measurement we want to be tracked by Google Analytics
set up the data stream

Into Enhanced Measurement, GA4 is going to track several interactions of the users. I suggest you to leave all the options selected, unless you have already prepared a detailed measurement plan where you exactly know what you want to measure. Please note, that every time you want, you can simply enable or disable the enhanced measurements, as you can see in the image below:

enhanced measurement in google analytics 4

Let’s save the set up of our data stream.


A screenshot shows us every steps we have set up till now.

Let’s see the entries in order to better understand them:

data stream ga4
  1. In this block you can see all the information added in the previously steps and you see the Measurement ID that we will use in GTM in the next step;
  2. This box indicates how to pass data to Google Analytics: Global Site Tag (has a code to copy in the <head> section of the website), Google Tag Manager (implementing the tag via GTM offers a more robust solution) or Use existing on-page tag (use an already existing tag);
  3. In this block there are additional settings that allow you to: set the tag for further properties, set a series of values (modify or create events, set up multiple domains, filter internal traffic to get cleaner data) or set the procedure for sending the information to GA via the Measurement Protocol;
additional settings google analytics 4

Create the tag in GTM

Now we have to switch on Google Tag Manager , to create the tag for GA4.

The aim is to pass information on user behavior from the website to Google Analytics 4.

Create a new tag with the following features:

  • Tag Type: Google Analytics: GA4 Configuration;
  • Measurement ID: here we need to copy and paste the tracking code provided by Google Analytics, seen before;
  • Trigger: All pages;
tag ga4 in google tag manager

Another advantages GA4 offers over UA is that the IP addresses are now automatically anonymized, without having to manually add this parameter in the GTM tag.

Now let’s save the tag and publish it.

Once you’ve done, you can check if the data are correctly coming into your new Google Analytics 4 Property.

Check this in the Realtime report (pay attention: it may take several minutes to see the realtime report active, especially on the map):

real time report map google analytics 4

In this way you have created a property with the new Google Analytics 4.


As you can read, it’s very easy to implement GA4, but I have to say that you’ve to also pay attetion to the cookie consent.

To be compliant about this, you can simply change the trigger type (All Pages) in order to fire the GA4 tag only if the users accept the statistics cookie and you still need to inform them about the data collection.

In this post, my purpose has been to show you how to implement the Configuration tag for GA4. If you want to take a step further, I suggest you to read the complete guide of Simo Ahava about the Events implementation.

Stay tuned to read other posts on GA4.

Good analysis!

You may also be interested to the following articles:

How to delete gtm_debug=x in Google Analytics

How to filter internal traffic in Google Analytics 4

Search and Replace Filter in Google Analytics

Track Clicks within Navigation Menu with Google Tag Manager

What Variables are in Google Tag Manager?

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