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GA4 Setup Checklist

A practical checklist for agencies and marketers onboarding a new client onto Google Analytics 4 — covering account setup, data streams, events, audiences, integrations, and privacy. Your progress is saved automatically in this browser.

Overall progress

0 of 0 completed

Account & Property Setup

0/7

Create GA4 property with the correct time zone and currency
Confirm data retention is set to 14 months (Admin → Data Settings → Retention)
Assign user roles and permissions (Admin, Editor, Analyst, Viewer)
Verify the property is linked to the correct Google Analytics account (not a duplicate)
Set up an internal traffic filter to exclude agency/office IPs
Choose the reporting identity (Blended, Observed, or Device-based)
Enable Google signals if cross-device reporting is needed and consented

Data Streams

0/6

Create a web data stream for each domain or subdomain
Review Enhanced Measurement settings (scrolls, outbound clicks, site search, video engagement, file downloads)
Confirm the Measurement ID (or gtag.js snippet) is installed on every page
Configure cross-domain measurement if the user journey spans multiple domains
Set up app data streams for iOS/Android apps, if applicable
Verify real-time data is flowing in DebugView or the Realtime report

Events & Conversions

0/7

Audit automatically collected events (page_view, scroll, click, session_start)
Configure key custom events (form_submit, generate_lead, sign_up, purchase)
Mark the relevant events as key conversions
Verify event parameters are captured correctly (value, currency, item data)
Set up Enhanced Ecommerce events across the purchase funnel, if applicable
Remove or deprecate unused and duplicate conversion events
Validate all events in DebugView before launch

Audiences

0/5

Build a core "All Users" remarketing audience
Create a "Purchasers" or "Converters" audience
Set up a "Cart Abandoners" or "Engaged, Non-Converters" audience
Set appropriate audience membership durations
Share audiences to the linked Google Ads account

Integrations

0/6

Link the Google Ads account to the GA4 property
Enable auto-tagging in Google Ads (gclid)
Import GA4 key conversions into Google Ads
Link Search Console to the GA4 property
Confirm Search Console data appears in Acquisition reports
Link BigQuery export for advanced analysis, if needed

Privacy & Consent

0/7

Implement a consent management platform (CMP) or cookie banner
Configure Google Consent Mode v2 with default and update states
Confirm ads_data_redaction / URL passthrough behavior for denied consent
Accept Google's data processing terms in Admin settings
Review data-sharing settings (Google products, modeling, benchmarking, support)
Document data retention and deletion policy for client sign-off
Confirm the privacy policy discloses GA4 usage and data collection

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