Plenty of small business websites run for years without anyone knowing how they perform. Owners guess which pages work and which ones do not. Google Analytics replaces those guesses with real numbers. The basic setup follows a clear set of steps.
This guide walks through creating an account, a property and a data stream. It explains the Google tag, enhanced measurement and key events. It also suggests a few reports to check first. Menu names can change over time, so follow Google’s help pages if a screen looks different.
Accounts, properties and data streams
Analytics is organised in layers. An account sits at the top, and properties sit inside it. A property holds the data and reports for your website. A data stream is the connection between your site and that property.
To start, go to the Analytics website and click Start Measuring if it is your first time. In Admin you can create an account, give it a name and set data sharing options. You need to be a Viewer or above at the account level to create an account. If you already have one, you can skip this step.
Creating a property
Next you create the property, which needs the Editor role. Enter a property name, a reporting time zone and a currency. You then choose your industry, your business size and how you plan to use Analytics. For a new account you also accept the Terms of Service and the Data Processing Amendment.
Pick the time zone with care. For an Australian business, choose the zone where most of your customers are. Changing the time zone later only affects future data and can cause a flat spot or spike in reports. Google also recommends changing it no more than once per day.
Adding a web data stream
In Admin, open Data Streams, click Add stream and choose Web. Enter your main website address and a stream name, then click Create stream. Google’s guide to setting up Analytics for a website shows each screen. App streams exist too, but a business with only a website needs just the web stream.
Installing the Google tag
Each web stream has a Measurement ID that starts with the letter G. You find it under Stream Details when you select your stream. Some content management systems have a Google Analytics field where you paste this ID. If yours does, that is usually the simplest route.
Without such a field, you can add the full tag snippet yourself. Click View tag instructions, then Install manually and copy the code. It goes immediately after the opening head tag on each page of your site. Sites already using Google Tag Manager can add the tag through that tool instead.
Data collection may take up to 30 minutes to begin. Open the Realtime report and visit your site on your phone to check that your visit appears. If nothing shows after that time, check that the tag is on every page. A developer can help if your theme makes this tricky.
Turning on enhanced measurement
Enhanced measurement collects common actions without extra code. Google suggests you understand each option before you turn it on. You can later turn off single events you do not want. Page views cannot be switched off. These are the actions it can record.
- Page views each time a page loads
- Scrolls when a visitor first reaches 90% of the way down a page
- Outbound clicks on links to other websites
- Site search when a search results page loads
- Video engagement for embedded YouTube videos
- File downloads such as documents and spreadsheets
- Form interactions when someone starts or submits a form
These settings live in Admin under Data streams, inside your web stream. You need the Editor role or above at the property level to change them. Scroll data is handy for long articles. It shows whether people reach the end of a reference post such as a commercial furniture glossary.
Marking key events
A key event measures an action that matters to the success of your business. For a local service business that might be a form submission or a click on a booking button. Any event you collect can become a key event. Google explains the idea in its help page on key events.
To mark an existing event, go to Admin, then Events under Data display. Find the event and click the star icon beside it. You can also create a new event and turn on Mark as key event. Creating a new event needs the Marketer role or above.
Standard properties can have up to 30 key events. Marking an event only counts from that moment, so past data does not change. Standard reports can take up to 24 hours to show the new key event. Realtime reports update a few minutes after someone triggers it.
Reports to check first
Start with the Landing pages report. It shows which pages people arrive on and includes a Key events column. A business that publishes helpful articles can see which ones bring in visitors. A cleaning company might find that its guide to office carpet cleaning methods draws more readers than its home page.
The User acquisition report shows how new visitors found you. It also includes a Key events column. Compare the two to see which sources bring enquiries rather than just traffic. Checking once a month is often enough, as small daily changes can be noise.
Use what you learn to plan content. If a page about how often an office building should be professionally cleaned gets steady visits, related questions may be worth answering in new posts. Pages with high traffic but few key events may need a clearer next step for readers. A practical guide to cleaning reception area couches could link to a quote page, for example.
Frequently asked questions
How long does it take for data to appear?
Data collection may take up to 30 minutes to begin. You can check it with the Realtime report. New key events can take up to 24 hours to show in standard reports. Give it time before changing your settings.
Can I track enquiry forms?
Enhanced measurement includes form interactions. It records when someone starts a form and when they submit it. You can then mark the submit event as a key event. Test it with a real submission to check it works.
Where do I paste the Measurement ID?
Some content management systems have a Google Analytics field for it. Otherwise you add the full tag snippet just after the opening head tag on each page. Google Tag Manager is another option. Your website developer can confirm which method suits your site.
How many key events can I have?
A standard property can have up to 30. Some events, such as purchase, are marked as key events by default. Those default events do not count against the limit. Most small business sites only need a handful.
