Google Analytics 4 Default Settings

Set timezone #

Setting Location:

Property settings

Notes:

Try to keep timezones consistent across marketing platforms.

Set currency #

Setting Location:

Property settings

Notes:

GA4 defaults to USD and will convert all transaction to USD on the backend, based on daily conversion rate.

Set site search parameters #

Setting Location:

Data streams > choose stream > select the enhanced measurement gear > under site search open Show advanced settings

Notes:

By default Google collects searches when your URLs parameter contains either q, s, search, query, or keyword

Complete cross domain tracking #

Setting Location:

Data streams > choose stream > Configure tag settings > Configure your domains

Define unwanted referrals #

Setting Location:

Data streams > choose stream > Configure tag settings > Show all > List unwanted referrals

Notes:

External booking engines are big offenders here are 3rd party payment processors.

Create IP filters #

Setting Location:

Data streams > choose stream > Configure tag settings > Show all > Define internal traffic

Notes:

This is often used for office buildings and employees/contractors with statics IP addresses.

Adjust session time out #

Setting Location:

Data streams > choose stream > Configure tag settings > Show all > Adjust session timeout

Notes:

By default, session timeout is set to 30 minutes. Also, DON’T change the engaged session timer, Google gives us the definition of an engaged session and it includes sessions longer than 10 seconds.

Create events #

Setting Location:

Events

Notes:

Events can be created here, but this view is best for checking that events are actually coming through at all.

Set conversions #

Setting Location:

Events > Next to event, toggle on

Notes:

This is a MUST because there are tools in GA4 that requires conversions to be set, not just collected as events.

Choose conversion count #

Setting Location:

Conversion > Next to conversion, click three dots > Change counting method

Notes:

Choose between once per event or once per session.

Set conversion value #

Setting Location:

Conversion > Next to conversion, click three dots > Set default conversion value

Notes:

This is only necessary if you aren’t pushing a value parameter in GTM or from your event created in GA4.

Set audiences #

Setting Location:

Audience > New audience

Define custom dimensions #

Setting Location:

Custom definitions > Create custom dimension > Name dimension > Select passed parameter

Notes:

If you pass parameters with your GTM events and you want to to see them in GA4, you HAVE to do this.

Determine Google Signal needs #

Setting Location:

Data settings > Data collection

Notes:

Turning on Google Signals is how you get Age, Gender, and Interest data. Check with a privacy expert before turning this on. ALSO it may lead to significant thresholding.

Set data retention time period #

Setting Location:

Data settings > Data retention

Notes:

By default data retention is set to 2 months, you can change it to 14 months here. Again, check with a privacy expert before making this change.

[Optional] Create custom channel grouping #

Setting Location:

Data settings > Channel groups

Notes:

This is NOT a must. See documentation on default channel groupings here: https://support.google.com/analytics/answer/9756891?hl=en

Connect Google Ads #

Setting Location:

Google Ads Link

Connect Search Console #

Setting Location:

Search Console Link

Notes:

Once you make this connection, you’ll want to go to Reports > Library and publish the Search Console collection.

Connect BigQuery #

Setting Location:

BigQuery Link

Connect Merchant Center #

Setting Location:

Merchant Center Link

Default Settings To Adjust In Google Analytics 4 #

Modeling inside of Google Analytics 4 data settings —> data collection. We want to turn on Google Signals Data Collection and turn on Granular location and device data collection.