How to measure website traffic using Google Analytics 4 | 2024

Do you want to know how many people are visiting your website? Google Analytics 4 can help you track and measure your website traffic. GA4 can help you gain valuable insight into how many visitors you have, where they come from, and what they do on your site. In this article, we’ll show you how to set up and use Google Analytics 4 to monitor your website’s traffic. Let’s learn how to measure your website traffic with Google Analytics 4.

Why should you track your website traffic?

Tracking your website traffic is essential for several reasons. Here are a few key benefits of monitoring your website’s traffic:

  • Performance Evaluation: Tracking website traffic allows you to evaluate the performance of your website. You can see how many visitors you attract, which pages they visit, and how long they stay on your site. This information helps you understand what works well and what areas need improvement.
  • Audience Insights: You gain valuable insights into your audience by tracking website traffic. You can learn about their demographics and behavioral patterns. This information helps you tailor your content and marketing strategies to better engage and convert your target audience.
  • Conversion Tracking: Tracking website traffic enables you to measure conversions. Whether you want to make sales or drive specific actions, you can track how many visitors complete those desired actions. This data helps you identify areas for optimization and improve your conversion rates.
  • SEO Optimization: Website traffic data provides insights into how your website is performing in search engine results. You can identify which keywords and pages drive the most traffic by tracking organic traffic. This information helps you optimize your SEO strategy and improve your website’s visibility in search engines.
  • Marketing ROI: Tracking website traffic allows you to measure the effectiveness of your marketing efforts. You can see which channels and campaigns drive the most traffic and conversions. This data helps you allocate your marketing budget wisely and focus on strategies that deliver the best return on investment.

In summary, tracking your website traffic provides valuable information to evaluate performance, understand your audience, optimize conversions, improve SEO, and measure marketing ROI. It is an essential practice for any website owner or marketer looking to make data-driven decisions and improve their online presence. By analyzing this data, you can make informed decisions to improve your website’s performance and achieve your business goals.

What’s the easiest and cheapest way to track website traffic?

The easiest and cheapest way to track website traffic is by using Google Analytics 4. Google Analytics 4 is a free web analytics tool provided by Google that allows you to monitor and analyze your website’s traffic. It offers many features and insights to help you understand your audience, track conversions, and optimize your website’s performance.

To get started with Google Analytics, you must sign up for an account and add a tracking code to your website. The tracking code is a small snippet of code that you place on every page of your website. Once the tracking code is installed, Google Analytics will collect data about your website visitors.

Google Analytics provides a user-friendly interface to access various reports and metrics. You can view information such as the number of visitors, their demographics, the sources of traffic, popular pages, and much more. It also offers features like e-commerce tracking and campaign tracking to help you measure specific actions and marketing efforts.

In summary, Google Analytics is the easiest and most cost-effective way to track website traffic. It’s free, user-friendly, provides comprehensive data, and integrates with other Google tools. Whether you’re a small business owner, a blogger, or an e-commerce store owner, Google Analytics is a powerful tool that can help you understand and optimize your website’s performance without breaking the bank.

How to Track Website Traffic in Google Analytics 4

Tracking website traffic in Google Analytics 4 is a straightforward process. Here’s a step-by-step guide to help you get started:

  • Create a Google Analytics 4 Property: Sign into your Google Analytics account and create a new property for your website. You’ll get a tracking ID.
  • Install the Tracking Code: Copy the tracking code provided by Google Analytics 4. This will help Google Analytics collect data about your visitors.
  • Explore Reports: Wait some time to collect data, then go to the “Reports” section in Google Analytics. You’ll find different sections like “Audience,” “Acquisition,” “Behaviour,” and “Conversions.” These sections give you insights about your website traffic.
  • Monitor and Analyze: Regularly check your Google Analytics 4 Acquisition reports, where you can see the website traffic grouped into GA4 different channel groupings to understand your website traffic better. Look at metrics like the number of visitors, where they come from, popular pages, and how many conversions you’re getting. This helps you make informed decisions to improve your website. You can customize reports to focus on the data that matters to you. 

By following these steps, you can easily track your website traffic using Google Analytics 4 and gain valuable insights to optimize your website’s performance.

How to read GA4 Default Channel Grouping

In Google Analytics 4, the Default Channel Grouping is a default way GA4 categorizes incoming traffic sources into different channels. These channels help you understand how users are finding and interacting with your website or app. Understanding the Default Channel Grouping in Google Analytics 4 is important for knowing where your website traffic comes from. Here’s a simple guide on how to read it:

GA4 Default Channel Grouping
GA4 Default Channel Grouping

Know the Channel Categories: The Default Channel Grouping report groups your traffic into different categories based on where it comes from. Here are some examples:

  • Organic Search: People who found your website through search engines like Google.
  • Direct: People who directly typed your website URL or used a bookmark.
  • Referral: People who clicked on a link from another website to visit yours.
  • Social: People who came to your website from social media platforms like Facebook or Twitter.
  • Email: People who clicked on links in emails to reach your site.
  • Paid Search: People who clicked on paid ads in search engine results.
  • Display: People who clicked on display ads on other websites.
  • Other Advertising: People who came through other types of ads not covered by the above categories.

Use the Traffic Acquisition Report to analyze and compare Channel Performance: To access the Default Channel Grouping data, go to reports->Acquisitions->Traffic Acquisition. The report shows numbers for each channel, like the Users, Sessions, and the Engagement rate. Look at these numbers to understand how each channel contributes to your website’s performance. Use the report to compare how different channels perform. For example, you can see which channels bring the most visitors, have the highest engagement, or lead to the most conversions. This helps you identify the most effective channels for your website.

By understanding and reading the Default Channel Grouping report in Google Analytics 4, you can see where your website traffic comes from and make informed decisions to improve your marketing strategies.

Use UTM parameters to track the site visits properly

UTM parameters are like special tags that you can add to your website links to track where your visitors are coming from. They help you understand which sources are driving traffic to your website.

Here’s how you can use UTM parameters to track your website traffic using Google Analytics 4:

  • Understand UTM parameters: UTM parameters are like labels that you can attach to your website links. They tell Google Analytics where the traffic is coming from. There are five main parameters you can use: source, medium, campaign, term, and content. We have a detailed article here, that can help you understand UTMs better.
  • Create UTM parameters: You can create UTM parameters using Google’s Campaign URL Builder or Google Sheet. Let’s say you want to track traffic from a Facebook post. You would fill in the fields like this:
    • Source: Facebook
    • Medium: Social Media
    • Campaign: Summer Sale
  • Add UTM parameters to your URLs: Once you have your UTM parameters, you need to add them to your campaign links. For example, if your website link is “”, you would add the UTM parameters like this: “” using the UTM-tagged URL for either your campaigns.
  • Analyze the data in Google Analytics 4: After adding UTM parameters to your links, you can see the data in Google Analytics. Go to the “Acquisition” section and look for reports on sources, mediums, campaigns, etc. You’ll be able to see which sources are bringing the most visitors to your website.

In summary, UTM parameters are like special tags that help you track where your website visitors are coming from. By using them correctly and consistently, you can see which sources and campaigns are driving the most traffic to your website, and make informed

How to install Google Analytics 4 on the website

Installing Google Analytics 4 on your website is a straightforward process.  However, there are different options on how to go about it, and they include;

  • Install GA4 with Google Tag Manager
  • Install with GTAG
  • Install GA4 with a Google Analytics plugin/integration

In our example we will use the GTM method, here’s a step-by-step guide to help you:

1. Visit this page and click on “Start Measuring”

Google Analytics Welcome Screen
Google Analytics Welcome Screen

2. Provide the necessary settings to set up GA account:

1. Account name (For instance, vakulski-group, etc)
2. Account Data Sharing (I select all)
3. Click on “Next” button

Google Analytics 4 Account Setup
Google Analytics 4 Account Setup

3. Provide the necessary settings for Property setup such as:

  1. Property name (for instance, Raw Website Data)
  2. Reporting Time zone (for me, Poland)
  3. Currency – EUR, USD or other
  4. Click on “Next” button
Google Analytics Account Setup Settings
Google Analytics Account – Property setup
  1. Provide the necessary information about your business
  1. Industry category 
  2. Business size
  3. Your aims to use GA4
  4. Click on “Create” button
Google Analytics Account Setup Settings 2
Google Analytics Account – Basic Information

5. Accept Google Analytics Terms of Service Agreement 

Google Analytics Terms of Service Agreement
Google Analytics Terms of Service Agreement

6. Your GA4 property has been successfully created!  

GA4 Property
New GA4 Property Successfully Created

7. Now, Select the Web Stream and provide the necessary parameters such as:

  1. Website URL. For instance, “”
  2. Data Stream Name – “”
  3. Click on the “Create Stream” button.
GA4 Data Stream Setup
GA4 Data Stream Setup

8. Copy your measurement ID since we will need it in the next section.

GA4 Measurement ID
GA4 Measurement ID

To install GTM on your website, you must create a GTM account if you don’t already have one. First, visit the Google Tag Manager website and click “Start for free.” Then, sign in with your Google account. Next, create a new container and enter a name for your container. Select the target platform, which, in our case, is the web. After that, accept the Terms of Service. Finally, you will receive the Google Tag Manager container code snippet and a container ID.

Google Tag Manager Code Snippet
Google Tag Manager Code Snippet

If you already have a GTM account, you can create a new container for your website in GTM. GTM will provide the Google Tag Manager container code snippet and a container ID.

Now that we have our GTM container, we can add GTM to our website. Copy the tracking code provided by Google Analytics 4. The code typically starts with “<script>” and ends with “</script>”. Paste this code just before the closing </head> tag on every page of your website. This allows the tracking code to be loaded and executed when visitors access your website.

Next, click on “Add a new tag” under the “New Tag” section. 

Creation of Google Analytics 4 Tag in GTM
Creation of Google Analytics 4 Tag in GTM

Click on Tag Configuration and select “Google Analytics: Google Tag” type.

Let’s name our tag “GA4 – Main Tracking Code” and paste the Measurement ID that we copied in Google Analytics 4 before.  

GTM Trigger Setup
GTM Trigger Setup

Create the trigger for this tag. It will be “All Pages / Page View”. Save it.

GTM Container Setup Setting
GA4 Tag Setup in GTM Container

Check if your settings are close to mine

9. Now publish the GTM container.

Publish the GTM container

That’s it! You have successfully installed Google Analytics 4 on your website. Test your setup using the GTM preview mode or GA4 Debug View. Over time, you’ll be able to access valuable insights and data about your website visitors, their behavior, and the performance of your website.

Google Analytics 4 and GTM both offer various additional configurations that you can set up based on your requirements. Explore both tools to customize your tracking setup.

Do you need help to set up Google Analytics 4?

As previously stated, understanding your website traffic is of utmost importance. If you’re looking to adopt a data-driven approach to gain a better understanding of your website visitors, our data analytics agency can assist you in effortlessly setting up Google Analytics 4. Discover valuable insights about your website traffic and improve your online presence. Contact us to get started, and let us help you optimize your tracking setup in GA4.

Bonus: How to Check Your Competitor’s Website Traffic

Curious about how well your competitors’ websites are doing? You can get a general idea of their website traffic using simple methods. Here’s how:

  • Use website analytics tools: Various website analytics tools are available that can estimate a website’s traffic. Tools like SimilarWeb, SEMrush, and Alexa can give you an idea of your competitor’s traffic volume, sources, and audience demographics. Remember that these tools provide estimates and may not be 100% accurate.
  • Analyze social media presence: Social media platforms often display follower counts, engagement metrics, and post reach. By monitoring your competitor’s social media profiles, you can gauge their online popularity and indirectly assess their website traffic. To understand their reach, look for engagement levels, comments, shares, and follower growth.
  • Check for public data or reports: Some companies publicly share their website traffic data or release reports that include traffic statistics. Look for industry reports, case studies, or press releases that provide insights into your competitor’s website traffic. This information can be found on their website, in news articles, or through industry publications.
  • Utilize SEO tools: SEO tools like Ahrefs or Moz can provide data on a website’s organic search traffic. You can gain insights into their website traffic sources and potential search engine visibility by analyzing your competitor’s organic search rankings, estimated traffic, and keywords.
  • Monitor referral sources: Monitor the sources driving traffic to your competitor’s website. You can examine their backlink profile using tools like Ahrefs or Majestic. By understanding which websites are linking to your competitor, you can identify potential sources of traffic and partnerships for your website.

Remember, while these methods can provide valuable insights, they may not give you the exact numbers or a complete picture of your competitor’s website traffic. Use them as indicators to understand trends and make informed decisions for your business strategy.


In conclusion, measuring website traffic is crucial for understanding the performance and effectiveness of your online presence, and Google Analytics 4 is a powerful tool for accomplishing this. Google Analytics 4 provides comprehensive reports to help you make data-driven decisions and optimize your online strategies. By implementing the steps outlined in this article, you can easily monitor and analyze your website’s traffic sources, user acquisition channels, and overall performance. So, whether you’re a business owner, marketer, or website administrator, leveraging Google Analytics 4 to measure website traffic is essential for driving success in the digital landscape. 

Frequently Asked Questions

How can I track my website traffic?

You can use Google Analytics 4 to track your website traffic. Start by creating a Google Analytics account and adding your website as a property. Then, install the tracking code provided by Google Analytics onto your website. This code collects data about your website visitors. Once the tracking code is set up, you can access reports in Google Analytics that show information about your website traffic, such as the number of visitors, their demographics, and the sources they came from. Regularly monitor and analyze this data to gain insights into your website’s performance and make informed decisions to improve your online presence.

How do I see website traffic in Google Analytics 4?

To see website traffic in Google Analytics 4, in the left-hand menu of your GA4 property, navigate to the “Reports” section and click “Acquisition.” Click on the overview report to see the website traffic.

How do I find the traffic source of a website?

To find the traffic source of a website in Google Analytics 4 in your GA4 property. Navigate to the “Reports” section and click “Acquisition” to access reports related to user acquisition. Within these reports, such as “Overview,” “User Acquisition,” and “Traffic Acquisition,” you can analyze the traffic sources driving visitors to your website. The “Overview” report summarizes traffic sources, while the “User Acquisition” report delves into channels and campaigns. The “Traffic Acquisition” report offers a detailed breakdown of specific sources. Customize the date range and explore dimensions and metrics to gain deeper insights into your website’s traffic sources.

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