Google Analytics 4 requires three core steps: property creation, tag installation, and event configuration. Start by logging into your Google Analytics account and creating a new GA4 property. You'll get a Measurement ID (format: G-XXXXXXXXXX) that connects your website to the property. Install the GA4 tag either by adding the global site tag directly to your website's header or, better, through Google Tag Manager which gives you more control and doesn't require touching code for every change. At Ottawa SEO we default to GTM for all clients because it simplifies tracking updates and A/B testing scenarios. GA4 works fundamentally differently than Universal Analytics. It's event-based rather than session-based, meaning every interaction is an event. Some events like page_view, scroll, and outbound clicks fire automatically, but you'll want to configure custom events for form submissions, video plays, file downloads, and conversion actions specific to your business. Set up conversions by marking key events as conversion events in the GA4 interface. For ecommerce sites, implement enhanced measurement or the full ecommerce tracking schema. The learning curve is real. GA4's interface confuses people used to UA's reports. Instead of pre-built reports for everything, you build custom explorations and rely heavily on the built-in reports for acquisition, engagement, and monetization. Expect 2-3 weeks of familiarization before you stop reflexively wanting the old interface back. Common mistakes we fix for new clients: not excluding internal traffic by IP address, failing to enable Google Signals for cross-device tracking, and forgetting to link GA4 to Google Ads and Search Console. Also verify your tracking with GA4's DebugView before assuming everything works. We've seen tags fire on staging environments but fail on production because of CSP headers or tag manager permission issues. If you're starting fresh in 2024 or later, you're actually in better shape than businesses that delayed migration. You can build clean tracking from day one without historical UA baggage cluttering your setup.