How to Set Up Google Analytics on Webflow: A Step-by-Step Guide to GA4 Integrati

If you want to understand how visitors interact with your Webflow site, setting up Google Analytics is essential. It helps track user behavior, monitor traffic sources, and measure the effectiveness of your content. With Google Analytics 4, you get even deeper insights into engagement and conversions, making it a valuable tool for improving your website’s performance.

Webflow doesn’t have a built-in analytics dashboard, but you can easily integrate Google Analytics with a few simple steps. Whether you’re looking to add Google Analytics to Webflow for basic tracking or set up GA4 for more advanced event monitoring, this guide will walk you through the entire process.

Why You Need Google Analytics for Your Webflow Site

Your website is more than just a collection of pages—it’s a hub where potential customers interact with your brand. But without proper tracking, it’s hard to know what’s working and what’s not. That’s where Google Analytics comes in. By integrating Google Analytics with your Webflow site, you gain access to valuable data that helps you make informed decisions.

Key Benefits of Webflow Google Analytics Integration

Understand your audience – Get insights into where your visitors come from, what devices they use, and which pages they engage with the most.
Track user behavior – See how people navigate your site, which buttons they click, and where they drop off.
Monitor traffic sources – Identify whether visitors find you through organic search, paid ads, social media, or referrals.
Measure conversions – Track form submissions, product purchases, sign-ups, or any other key actions on your site.
Optimize performance – Use data to refine your content strategy, improve site navigation, and boost engagement.

GA4 vs. Universal Analytics: What’s Different?

Google Analytics 4 is a major shift from the older Universal Analytics (UA). Here’s what sets it apart:

Event-based tracking – Unlike UA, which focused on sessions and pageviews, GA4 tracks user interactions as events, giving you a clearer picture of how visitors engage with your site.
Cross-device tracking – GA4 provides better tracking across web and mobile, helping you understand user journeys more accurately.
Automatic event tracking – Certain interactions, like scroll depth and outbound clicks, are tracked without additional setup.
Privacy-focused data collection – GA4 is designed to work better with evolving privacy regulations and cookie restrictions.

If you’re still using Universal Analytics, now is the time to transition. Google has already discontinued UA, and GA4 is the new standard for website tracking. In the next section, we’ll go through the step-by-step process to set up Google Analytics 4 on your Webflow site.

Setting Up Google Analytics 4 (GA4) for Webflow

Before you can start tracking your Webflow site, you need to set up a Google Analytics account and configure GA4 properly. If you already have a Google Analytics account but haven’t upgraded to GA4, now is the time to make the switch.

Step 1: Creating a Google Analytics Account

If you don’t have a Google Analytics account yet, follow these steps:

Go to Google Analytics and sign in with your Google account.
Click Start Measuring to begin the setup process.
Enter an Account Name (this can be your business name).

Choose your Data Sharing Settings, then click Next.
Enter a Property Name (usually your website’s name), set your time zone and currency, then click Next.
Fill in your business details and click Create to finish the setup.

Step 2: Setting Up a GA4 Property and Obtaining the Tracking ID

Once your account is created, the next step is setting up a GA4 property for your Webflow site.

In Google Analytics, navigate to Admin (bottom-left corner).
Under Property, click Create Property if you haven’t set up GA4 yet.
Enter your website name, time zone, and currency, then click Next.
Select your business category and click Create.
Once the GA4 property is set up, go to Data Streams and select Web.
Enter your Webflow site URL and set up a Stream Name.
Click Create Stream—you will now see a Measurement ID (starting with "G-"). This is your tracking ID, which you’ll need for Webflow integration.

Step 3: Configuring Data Streams for Webflow Tracking

To ensure GA4 collects the right data from your Webflow site, you need to configure data streams properly:

Under your newly created Web Data Stream, you’ll find an option for Enhanced Measurement.
Keep Enhanced Measurement turned on to automatically track common interactions like pageviews, outbound clicks, and scroll depth.
If you want to track additional events (such as form submissions or video engagement), click Configure Tag Settings and customize your tracking preferences.

With your GA4 property and data stream set up, the next step is adding the tracking code to your Webflow site. In the following section, we’ll cover different methods to integrate Google Analytics with Webflow.

Adding Google Analytics to Webflow

Once you have your GA4 property set up, the next step is integrating Google Analytics with your Webflow site. There are two main ways to do this: adding the tracking code directly in Webflow’s custom code settings or using Google Tag Manager for more advanced tracking.

Method 1: Using Webflow’s Custom Code Settings

The simplest way to add Google Analytics to Webflow is by pasting the GA4 tracking code into Webflow’s custom code section.

Copy your GA4 measurement ID from Google Analytics. It looks something like G-XXXXXXXXXX.
Open Webflow and go to your project dashboard.

Click on settings for your project.
Navigate to the Integrations tab.
Paste the GA4 measurement ID to the Google Analytics section.
Save changes and publish your site.

Once this is done, Google Analytics will start tracking page views and other interactions based on the enhanced measurement settings configured in GA4.

Method 2: Using Google Tag Manager

Google Tag Manager offers more flexibility for tracking different types of events without modifying your Webflow site’s code. It allows you to manage multiple tracking codes, set up custom events, and integrate with other marketing tools.

Steps to integrate Google Tag Manager with Webflow

Go to Google Tag Manager and sign in with your Google account.
Click create account and enter your account and container name. Choose web as the target platform.
After creating the container, you’ll see two code snippets labeled as the head and body tags.
Copy the first snippet and paste it inside the head section of your Webflow site’s custom code settings.
Copy the second snippet and paste it inside the body section.
Save and publish your site.

Adding GA4 via Google Tag Manager

In Google Tag Manager, click on tags and then new.
Choose Google Analytics: GA4 configuration as the tag type.
Enter your GA4 measurement ID.
Set the trigger to all pages so it tracks visits across the entire site.
Save the tag and click submit to publish your changes.

Google Tag Manager will now send data to Google Analytics every time someone visits your Webflow site. If you need more advanced tracking, such as button clicks or form submissions, you can set up additional triggers and tags without modifying your Webflow code.

In the next section, we’ll look at how to verify that Google Analytics is working correctly on your site.

Verifying and Testing Your Webflow Google Analytics Setup

Once you've added Google Analytics to your Webflow site, it's important to confirm that tracking is working correctly. This ensures that GA4 is accurately collecting data about your visitors and their interactions.

Checking Real-Time Traffic Data in GA4

Google Analytics provides a real-time report that allows you to see active users on your site immediately after setup. Here’s how to check if GA4 is tracking correctly:

Open Google Analytics and go to the admin panel.
In the left sidebar, click on reports and then select real-time.
Open your Webflow site in a new tab and browse a few pages.
Return to Google Analytics and check if your visit appears in the real-time report.
If you see activity, your setup is working correctly. If not, there may be a delay, or the tracking code may not be installed properly.

Using Google’s Tag Assistant or GA Debugger to Verify Tracking

If your site isn’t appearing in the real-time report, or if you want to confirm that specific tracking events are firing, you can use browser extensions to debug your setup.

Google Tag Assistant

Install the Google Tag Assistant Chrome extension.
Open your Webflow site and click on the Tag Assistant extension.
Enable recording and refresh the page.
Check if the GA4 tag appears. If it’s missing or shows errors, revisit your setup and ensure the tracking code is correctly placed.

GA Debugger

Install the GA Debugger Chrome extension.
Open your Webflow site, then open the browser console (right-click > Inspect > Console).
Click on the GA Debugger extension to enable tracking logs.
Refresh your page and look for GA4 event logs in the console. This confirms whether Google Analytics is actively sending data.

If tracking isn’t working, double-check your measurement ID, ensure the script is correctly added, and clear your browser cache before testing again.

In the next section, we’ll explore how to set up advanced tracking for deeper insights into user interactions.

Advanced Analytics Tracking for Webflow

Once Google Analytics is set up on your Webflow site, you can go beyond basic pageview tracking to capture more detailed user interactions. Event tracking allows you to monitor actions like button clicks, form submissions, and video engagement. You can also connect GA4 with Google Ads and Search Console for a more complete view of your site’s performance.

Setting Up Event Tracking in GA4

GA4 uses an event-based tracking model, meaning interactions like clicks, scrolls, and form submissions are recorded as events. Some events are tracked automatically, but others require custom setup.

Tracking Button Clicks

Open Google Tag Manager and go to the triggers section.
Click new and choose click - all elements.
Select some clicks if you want to track a specific button, then define conditions such as clicking a button with a certain ID or class.
Create a new tag under the tags section.
Choose Google Analytics: GA4 event as the tag type.
Enter a name for the event, such as button_click.
Link the tag to the trigger you just created.
Save and publish changes.

Tracking Form Submissions

In Google Tag Manager, create a new trigger and select form submission.
Adjust settings to match only the forms you want to track.
Create a new GA4 event tag and name it form_submit.
Set the trigger to fire on form submissions.
Save and publish changes.

Tracking Video Engagement

In Google Tag Manager, go to the variables section and enable built-in variables related to videos, such as video title and video percent.
Create a new trigger and select YouTube video as the trigger type.
Set tracking for events like video start, progress (50%), and completion.
Create a GA4 event tag and name it video_engagement.
Assign the trigger and publish the changes.

Connecting GA4 with Google Ads and Search Console

Google Ads Integration

If you’re running ads, linking GA4 with Google Ads helps you track conversions more effectively.

In Google Analytics, go to admin and select Google Ads linking under the property settings.
Click link and choose your Google Ads account.
Enable auto-tagging and import conversion events from GA4 into Google Ads.

Google Search Console Integration

Connecting GA4 with Search Console provides deeper insights into organic search performance.

In Google Analytics, go to admin and select Search Console linking.
Click link and choose your Search Console account.
Once linked, you can view search queries, impressions, and click-through rates directly in GA4.

With advanced event tracking and these integrations in place, you’ll have a comprehensive view of how users interact with your Webflow site, helping you optimize for better engagement and conversions.

Common Issues & Troubleshooting

Even after successfully adding Google Analytics to your Webflow site, you may encounter issues where tracking doesn’t work as expected. Below are some common problems and how to fix them.

Tracking Code Not Working? Common Mistakes and Fixes

If GA4 isn’t tracking data, check for these common issues:

Incorrect Measurement ID – Ensure that the measurement ID (G-XXXXXXXXXX) in your Webflow custom code or Google Tag Manager matches the one in your Google Analytics account.
Script Not Published – If you’ve added the GA4 tracking code in Webflow, make sure you’ve saved and published your site for changes to take effect.
Code Placement Issues – The GA4 script should be placed inside the head section of Webflow’s custom code settings. If using Google Tag Manager, ensure both GTM code snippets (head and body) are correctly placed.
Ad Blockers or Browser Extensions – Some users have ad blockers that may prevent Google Analytics from tracking their activity. Try disabling ad blockers or testing in an incognito window.
Delayed Data in GA4 – Unlike Universal Analytics, GA4 doesn’t always show data in real-time. Wait a few hours and check again.

GA4 Data Discrepancies and How to Resolve Them

Traffic Differences Between GA4 and Webflow Analytics – Webflow's built-in analytics and Google Analytics may show different visitor counts due to differences in tracking methods. GA4 filters out bot traffic and may exclude some visits based on privacy settings.
Missing Events or Conversions – If custom events (like button clicks or form submissions) aren’t appearing in GA4, check Google Tag Manager to ensure triggers are firing correctly. Use the preview mode in GTM to debug issues.
Bounce Rate Differences – GA4 calculates engagement differently than Universal Analytics. A session without interaction isn’t necessarily considered a "bounce" anymore. Instead, GA4 tracks engaged sessions, which can change how metrics appear.
Cross-Domain Tracking Issues – If your Webflow site links to another domain (such as a subdomain or third-party tool), you may need to configure cross-domain tracking in GA4 to track users seamlessly across multiple platforms.

If issues persist, you can use tools like Google’s Tag Assistant and GA Debugger to troubleshoot and verify tracking setup. Keeping an eye on real-time reports is also a quick way to check whether data is being collected properly.

Final Thoughts

Setting up Google Analytics 4 for your Webflow site is a crucial step in understanding how users interact with your content. By following the setup process—from creating a GA4 property to adding the tracking code and configuring event tracking—you can gather valuable insights to optimize your website’s performance.

To recap, here’s what we covered:

Why Google Analytics is essential for Webflow sites and how GA4 differs from Universal Analytics
Step-by-step instructions for setting up GA4 and adding the tracking code using Webflow’s custom code settings or Google Tag Manager
How to verify that tracking is working correctly using real-time reports and debugging tools
Advanced tracking options for button clicks, form submissions, and video engagement
Common troubleshooting tips for resolving data discrepancies and tracking issues

Once your Webflow site is fully integrated with GA4, you can start leveraging the data to improve user experience, refine marketing strategies, and drive better conversions. Keep an eye on key metrics, experiment with new tracking events, and use insights to make data-driven decisions for your website’s growth.

FAQs

1. Can I use both Google Tag Manager and Webflow’s custom code settings for GA4 tracking?

Yes, but it’s not recommended to use both methods simultaneously. If you install GA4 directly in Webflow and also through Google Tag Manager, it may result in duplicate tracking, inflating your analytics data. Choose one method based on your tracking needs.

2. How long does it take for GA4 data to appear after setup?

Real-time data should appear within minutes, but some reports in GA4 can take 24–48 hours to fully process. If you don’t see any data, check your setup using Google’s Tag Assistant or GA Debugger.

3. Can I track user interactions like clicks and form submissions in GA4?

Yes, GA4 allows event tracking for interactions like button clicks, form submissions, video views, and more. You can set these up using Google Tag Manager or by manually adding event tracking code.

4. Why is my Webflow site’s traffic lower in GA4 compared to Webflow’s built-in analytics?

Webflow’s built-in analytics count all visits, including bot traffic, whereas GA4 applies filters to remove bots and duplicate sessions. GA4 also depends on cookies, so users with tracking blockers may not be counted.

5. Do I need to update my GA4 setup regularly?

Yes, it’s a good practice to review your tracking setup periodically. As Google rolls out updates, ensure your tracking codes, event configurations, and integrations with tools like Google Ads and Search Console remain accurate and functional.

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How to Set Up Google Analytics on Webflow: A Step-by-Step Guide to GA4 Integration