What is My Google Analytics Code?

Trying to set up Google Analytics on your website often leads to one immediate, frustrating question: "What even IS my Google Analytics code?" It's a common point of confusion because Google has several different IDs and code snippets, and it's not always obvious which one you need. This guide will walk you through exactly what these codes are, where to find them in your Google Analytics 4 account, and how to correctly install them on your site.

It's More Than Just One "Code"

First, let's clear up the main source of confusion. When people talk about their "Google Analytics code," they could be referring to one of two things, especially now that Google Analytics 4 is the standard. Universal Analytics (UA) had a simple "Tracking ID," but GA4 is a little different.

• Measurement ID (G-XXXXXXXXXX): This is the most common identifier you'll use in Google Analytics 4. It's a unique string that starts with "G-" followed by a series of numbers and letters. You'll typically use this ID when you're using a website builder plugin (like for WordPress or Shopify) or a platform integration that asks for your GA4 identity. It tells the platform which specific GA4 property to send data to.
• Global Site Tag (gtag.js): This is the actual JavaScript code snippet that does the work of tracking users. It includes your Measurement ID within the script. You need this full snippet if you plan to install Google Analytics manually by editing your website's code. This method gives you more control but requires a bit more technical comfort.

So, do you need the ID or the full script? If you're using a plugin or a simple integration on platforms like Shopify or Squarespace, you likely just need the Measurement ID. If you're building a site from scratch or have been instructed to add the code directly to your site's HTML, you'll need the full gtag.js script.

How to Find Your GA4 Measurement ID and Global Site Tag (gtag.js)

Finding both your ID and the full tracking script is straightforward once you know where to click. Google keeps them together inside your GA4 property's "Data Stream" settings.

Here's the step-by-step process:

1. Log in to your Google Analytics account.
2. Click on the Admin gear icon in the bottom-left corner of the page. This will take you to the account settings panel.
3. Make sure you have the correct Account and Property selected in the first two columns. If you only have one website, this will be selected by default.
4. In the Property column (the middle one), click on Data Streams.
5. You'll see a list of your data streams. For your website, you'll have a web data stream. Click on it to open its details.

Once you open the web stream details, everything you need is right there:

• Your Measurement ID (e.g., G-123ABC456D) is displayed prominently at the top right. You can copy it with a single click.
• To find the full tracking code, scroll down to the bottom of the page and click on View tag instructions under the "Google tag" section.

This will open a new pane. Under the "Install manually" tab, you'll see the full JavaScript gtag.js snippet. It will look something like this:

&lt,!-- Google tag (gtag.js) --&gt, &lt,script async src="https://www.googletagmanager.com/gtag/js?id=G-XXXXXXXXXX"&gt,&lt,/script&gt, &lt,script&gt, window.dataLayer = window.dataLayer || [], function gtag(){dataLayer.push(arguments),}, gtag('js', new Date()), gtag('config', 'G-XXXXXXXXXX'), &lt,/script&gt,

This is the code you'll copy if you need to install Analytics via your website's HTML files.

3 Ways to Install Your Google Analytics Code

Now that you've found your codes, how do you get them on your website? There are three common methods, ranging from easy to more advanced. Choose the one that best fits your website platform and comfort level.

Method 1: Using a Plugin or Website Builder Integration (Easiest)

This is the recommended method for most users, especially if your site is built on a platform like WordPress, Shopify, Wix, or Squarespace. These platforms have built-in integrations or plugins that make installation incredibly simple. You won't have to touch a single line of code.

For WordPress: The easiest way is to use a plugin like Site Kit by Google (Google's own official plugin) or MonsterInsights.

1. Go to your WordPress dashboard, click Plugins > Add New.
2. Search for "Site Kit by Google" and install it.
3. Follow the setup wizard. It will ask you to sign in with your Google account.
4. Site Kit will automatically detect your Google Analytics account and property and install the necessary code for you. You won't even need to copy and paste the Measurement ID.

For Shopify, Wix, and Squarespace: These platforms have a dedicated section in their settings for Google Analytics.

• Shopify: Go to Online Store > Preferences. You'll find a "Google Analytics" section where you can simply paste your GA4 Measurement ID.
• Squarespace: Go to Settings > External API Keys. Paste your Measurement ID in the Google Analytics field.
• Wix: Go to Marketing & SEO > Marketing Integrations. Find Google Analytics and follow the prompts to paste your Measurement ID.

This is by far the most straightforward way to get GA4 running quickly and safely.

Method 2: Manual Installation

If you have a custom-built website or prefer not to use plugins, you can install the code manually. This involves editing your website's source code.

1. Go back to your data stream settings in Google Analytics and copy the entire Global Site Tag (gtag.js) snippet.
2. Open the HTML code for every page on your website. If your site uses templates or a central header file (like header.php in a classic WordPress theme), you only need to edit that one file.
3. Paste the entire code snippet immediately after the opening <head> tag. It's important to place it here so it loads quickly and can track visitors accurately, even if they leave the page before it fully loads.
4. Save and upload the updated files to your server.

While effective, this method requires basic knowledge of HTML and access to your website's files. An error here could potentially break your site, so be sure to have a backup before you start editing.

Method 3: Using Google Tag Manager (Most Flexible)

Google Tag Manager (GTM) is a free tool that acts as a container for all your marketing and analytics scripts (known as "tags"). Instead of adding dozens of code snippets to your site (for Analytics, Facebook Pixel, Google Ads, etc.), you just add the one GTM container script. Then, you manage all your other tags from the GTM interface.

This is the preferred method for marketers and anyone who anticipates adding more tracking codes in the future.

Here's a simplified breakdown:

1. If you haven't already, set up a Google Tag Manager account and create a container for your website. GTM will give you its own code snippet to place in the <head> of your site. Once you do this, you won't need to add any other tracking scripts manually again.
2. Inside GTM, go to Tags and click New.
3. Give your tag a name, like "GA4 Configuration Tag."
4. For Tag Configuration, choose Google Analytics: GA4 Configuration.
5. In the Measurement ID field, paste your GA4 Measurement ID (the G-XXXXXXXXXX code).
6. For Triggering, choose the All Pages trigger. This tells GTM to fire the GA4 tag on every page of your site.
7. Save the tag and then click Submit in the top right to publish your changes.

That's it! Your site will now start sending data to Google Analytics through Tag Manager.

How to Verify Your Installation is Working

After you've added the code, you'll want to make sure it's working correctly. The quickest way is to use the Realtime report in Google Analytics.

1. After installing the code, open a new browser tab or an incognito window and visit your website.
2. Go to your Google Analytics dashboard and navigate to Reports > Realtime.
3. Within a minute or two, you should see yourself appear as a visitor on the map and in the "Users in Last 30 Minutes" card. If you see activity, congratulations! Your tracking is working.

If you don't see any activity, double-check your steps. Common issues include typos in the Measurement ID, forgetting to save or publish your changes, or having an ad blocker that prevents the GA script from firing on your own browser.

Final Thoughts

Getting your Google Analytics code set up is a foundational step for understanding your website's performance. Whether you use the simpler Measurement ID with a plugin or the full Global Site Tag for a manual install, the key is knowing which one you need and where to find it within your data stream settings.

Of course, setting everything up is just the first step. The real challenge comes next: turning pages of data into clear, actionable insights. Creating custom reports in GA4 can be time-consuming, and finding quick answers often requires digging through menus. At Graphed, we simplify this completely. We connect directly to your Google Analytics (and other marketing accounts), so you can just ask questions in plain English - like "Which pages are most popular this month?" or "Show me a comparison of traffic sources" - and get instant dashboards and reports. This helps you get past the data setup and right to the insights that grow your business.