HOW TO CREATE A GOOGLE ANALYTICS ACCOUNT

At Lillian Purge, we specialise in Local SEO Services and have developed practical, step-by-step guidance on How to Create Google Analytics Account so you can start tracking your website’s performance with confidence.

Google Analytics is a free tool from Google that tracks and reports website traffic. It helps you see how users find and interact with your site, what pages perform best, and where visitors drop off. With this data, you can make informed decisions about marketing, content, and user experience.

The latest version, Google Analytics 4 (GA4), replaces Universal Analytics. GA4 offers improved tracking, event-based data collection, and better integration with Google Ads and other marketing tools.

Why You Need Google Analytics

For local and ecommerce businesses, Google Analytics is essential for understanding customer behaviour. It can show you which traffic sources generate the most leads, how long people spend on your site, and which pages convert visitors into customers.

Whether you’re optimising your SEO strategy or running paid campaigns, Analytics provides the insight needed to improve performance and achieve measurable growth.

Step 1: Sign in to Google Analytics

Go to the Google Analytics website and sign in using a Google account. If you already have a Gmail, Google Ads, or Google My Business account, you can use the same login.

If you don’t have one, create a new Google account first. It’s best to use a business email address that multiple team members can access if needed.

Once you’re logged in, click “Start measuring” to begin the setup process.

Step 2: Set Up Your Account

You’ll now be prompted to create a new Analytics account. Enter an account name usually your business name and select data-sharing options. These control how Google shares your analytics data across its services.

Keep data sharing enabled if you plan to connect Analytics with other Google products like Ads or Search Console.

Step 3: Create a Property

In Google Analytics, a “property” represents your website or app. Click “Next” after naming your account, then enter a property name, such as your website name.

Choose your time zone and currency. This is important for accurate reporting, especially if you operate internationally.

GA4 properties automatically support both website and app tracking, so you won’t need separate accounts.

Step 4: Add Business Details

Google asks for a few details about your business, such as industry category and size. This helps tailor reports and benchmarks to your sector.

You’ll also be asked to describe how you intend to use Analytics, such as for measuring customer engagement or optimising advertising performance. Select all options that apply to your business goals.

Step 5: Set Up Your Data Stream

A “data stream” is the connection between your website and Google Analytics. Choose “Web” for websites (as opposed to “iOS app” or “Android app”).

Enter your website’s URL and give the stream a name. Then click “Create stream”. You’ll now see your “Measurement ID”, which is a unique code starting with “G-”. This identifies your property and connects it to your website.

Step 6: Install the Tracking Code on Your Website

The most important part of the setup is adding the Google Analytics tracking code to your website so data can start flowing in.

Google will display a snippet of JavaScript code under the “Tagging Instructions” section. Copy this code and paste it into the header of every page on your website, just before the closing </head> tag.

If you use a website builder like WordPress, Shopify, or Wix, you can add this through built-in integrations or plugins instead of manually editing code. For example:

  • In WordPress, use the “Site Kit by Google” plugin or your theme’s header settings.

  • In Shopify, paste the Measurement ID in the Preferences section under “Google Analytics”.

  • In Wix or Squarespace, use the Analytics tracking field in site settings.

Once installed, Google Analytics will begin recording data as soon as visitors arrive on your site.

Step 7: Verify Data Collection

After adding the tracking code, go back to Analytics and open “Realtime” reports to confirm that data is being collected. Visit your website from a separate browser tab or device. If you see activity appearing in real time, the setup is successful.

It may take 24 hours for full reports to populate across all sections, but you’ll start seeing visitor data almost immediately.

Step 8: Connect Google Analytics with Google Search Console

To maximise SEO insights, link Google Analytics with Google Search Console. This integration lets you see keyword performance, search impressions, and clicks directly within your Analytics dashboard.

To do this, go to the Admin section, choose “Product Links”, and select “Search Console Links”. Then follow the prompts to connect your verified Search Console property.

This step helps bridge the gap between organic search performance and user engagement, giving you a more complete picture of how people find your site.

Step 9: Set Up Conversion Tracking

One of the biggest benefits of GA4 is the ability to track events such as purchases, form submissions, or phone calls. These are known as “conversions”.

Go to the Admin menu, select “Events”, and review automatically tracked events like page views and scrolls. You can then mark key actions as conversions or create new ones.

For ecommerce sites, enable enhanced measurement and link Analytics to your shopping platform to track transactions and revenue automatically.

Step 10: Customise Reports and Dashboards

GA4 allows you to create custom reports and dashboards that focus on the metrics that matter most. For example, you can track:

  • Top landing pages and bounce rates

  • Traffic sources by channel (organic, paid, social, referral)

  • Location data for local SEO insights

  • Device performance (desktop vs mobile)

Custom dashboards make it easier to interpret data and take actionable steps based on performance trends.

Troubleshooting Common Setup Issues

If you don’t see data in your Analytics account after 48 hours, check that:

  1. The tracking code is placed correctly before the </head> tag.

  2. You’re using the correct Measurement ID.

  3. Your site isn’t blocking Analytics with a cookie or ad-blocking plugin.

  4. The correct property is selected within your account.

Running a “Tag Assistant” test (available in Google Tag Manager) can help identify errors quickly.

Best Practices for Managing Your Analytics Account

  • Assign user permissions carefully. Give editing rights only to trusted team members.

  • Regularly review reports and compare performance month-on-month.

  • Use Analytics data alongside Google Ads or Meta Ads for consistent tracking.

  • Set up alerts for sudden drops in traffic or conversions.

  • Back up your tracking configuration whenever you make major website changes.

How Google Analytics Helps Local SEO

For local businesses, Google Analytics can show where your visitors come from and which areas generate the most engagement. This helps you target your local marketing efforts more effectively.

By combining Analytics data with your Google Business Profile insights, you can measure how online searches translate into calls, visits, or enquiries.

Final Thoughts

Creating a Google Analytics account is one of the first and most important steps in managing your website’s digital performance. It gives you visibility into who visits your site, how they got there, and what actions they take once they arrive.

With GA4, you can track meaningful engagement events, connect to other Google tools, and make data-driven decisions that strengthen both your local and overall SEO strategy.

Whether you’re running a small local business or a large ecommerce store, setting up Analytics properly ensures you always have reliable insights guiding your growth.

We have also written in depth articles on How to Use Google Analytics and Is Google Analytics For Free? as well as our Google Analytics Hub to give you further guidance.