Start by logging into Google Analytics and creating a GA4 property if you haven't already. Click Admin, then under the Property column select "Create Property", choose a property name, set your timezone to Eastern if you're in Ottawa, and complete the setup assistant. Google will generate a measurement ID starting with "G-" that you'll need for installation. For direct installation, copy the GA4 script snippet from your property settings under Data Streams. Paste this code into the <head> section of every page on your site, right before the closing </head> tag. The script looks like this: a gtag.js loader followed by a config call with your measurement ID. If you run WordPress, Shopify, or Wix, use their native GA4 integration or a plugin like Site Kit by Google instead of manual code. Google Tag Manager is the cleaner approach for most serious sites. Create a GTM container if you don't have one, add the GTM script to your site once, then configure a GA4 Configuration tag inside GTM with your measurement ID. Set it to trigger on All Pages. This method lets you manage GA4 and other tracking without touching code repeatedly. We use GTM for almost every client at Ottawa SEO because it separates tracking logic from the codebase and makes testing easier. After installation, verify it's working by visiting your site and checking the Realtime report in GA4 within 30 seconds. You should see yourself as an active user. Also install the Google Tag Assistant Chrome extension to debug any firing issues. Set up key events (conversions) next, like form submissions or purchases, because raw pageview data won't tell you much about business performance. Common mistake: installing both Universal Analytics and GA4 scripts without realizing UA stopped collecting data in July 2023. If you see old analytics.js or UA- tracking codes, remove them. Another issue is forgetting to exclude internal traffic by IP address, which inflates your numbers if you or your team visit the site frequently. Configure that filter under Admin > Data Settings > Data Filters.