Google Analytics Setup: Top Tips for 2026

How to set up Google Analytics 4 for the best results

Creating and basic property setup

To get started with Google Analytics 4 (GA4), first create a new property. Visit analytics.google.com and click on "Create Account" or "Create property".

When creating, choose the correct time zone, especially if you have international visitors or local target audiences, such as Serbia, where it's important to set the timezone to Europe/Belgrade.

It is crucial to select accurate parameters here because it will ensure that all subsequent reports and analyses are precise and aligned with your business time zones.

Implementation via Google Tag Manager

The implementation is simpler if you use Google Tag Manager (GTM). In GTM, copy the Measurement ID from the GA4 property and add it to a new tag.

Next, set a trigger for "All Pages" and publish the changes. This system allows quick and non-intrusive installation, without needing to modify code directly on the website.

For most sites, this is the most efficient way to track visits without additional complications or programmer involvement.

Setting up key events and conversions

Key events are the foundation of precise success measurement. In GA4, you can define events like product views, file downloads, add to cart, or landing page visits.

Identify and mark events as conversions, which helps you track the most important outcomes. This is especially important for online stores or local services in Serbia, where conversions are often inquiries or registrations.

In GA4, most events can be customized and activated via GTM, enabling quick modifications and real-time analytics testing.

Data analysis: Reports and user engagement

Where to find the most popular pages (Top Pages)

The most popular pages can be found in the Content Report, called "Site Content" or "Content" in Behavior section. This report shows which pages visitors view most.

Adding secondary dimensions, such as Hostname or Source/Medium, provides additional insight into where visitors come from and which site version is most visited. This is especially useful for companies with multiple domains or campaigns from different sources.

Understanding engagement: Pages and Screens

Tracking Engagement time and Bounce rate offers insight into how long users stay on your content and how they behave. These metrics help identify popular content and bottlenecks in the funnel.

Use "Life Cycle > Engagement > Pages" in GA4 for analyzing visitors' behavior, which is especially important for content optimization and SEO strategies.

Customizing and creating tailored reports

Explorations and Custom Reports are tools GA4 offers for advanced analysis. You can combine dimensions and metrics as needed, for example, tracking only visits from specific campaigns or devices.

Filtering and segments allow focusing on specific user groups, which is crucial for local campaigns or targeted promotions in Serbia.

Common mistakes and how to avoid them during setup

Time zone differences and report accuracy

Setting the time zone is a basic step that is often overlooked. If set incorrectly, data will be inaccurate, especially when analyzing events and conversions.

Avoid making late changes to the time zone after you start collecting data, as this can cause confusion and incorrect results.

Incomplete implementation of tags and dimensions

It often happens that some tags or dimensions are not activated or are incorrectly implemented in GTM. This leads to data loss or imprecise reports.

Regularly check all tags and dimensions, especially pay attention to location, device data, and traffic sources.

Mismatch between GA4 and Google Ads

To accurately track campaigns, it’s important to connect GA4 with your Google Ads account. If not done, you may have inconsistent data on ROI and conversions.

Set automatic or manual attribution and review settings, especially if targeting local or regional campaigns in Serbia.

Latest features and trends in Google Analytics 2026

Cross-channel budgeting and forecasts

In 2026, GA4 is in Beta phase introducing a forecasting feature for budgeting, enabling planning and allocation of resources across channels based on ROI projections.

This feature helps marketing teams understand where to invest more, with less risk, which is key in a competitive market.

AI and automation in analytics

Analytics Advisor provides automatic insights, alerts, and recommendations, speeding up decision-making. This feature now automatically identifies anomalies in traffic or conversions, often in real-time.

In Serbia, where digital innovations are rapidly adopted, this is an essential tool for every analyst and marketer.

Custom reports and dimensions

Adding new dimensions and filtering by events, conversion types, or user segments is enabled. This increases report precision and relevance.

This customization allows deep analysis and identification of discrepancies or opportunities on your site.

How to optimize your landing page using Google Analytics

Tracking visits and behavior on the landing page

Analyzing Bounce rate and Engagement time on your landing page provides insights into whether the content satisfies visitors. Based on this, you can run tests and make adjustments for better interaction.

A/B testing different versions of landing pages often results in a 15-30% increase in conversions, directly contributing to business growth.

Identifying the most popular and dominant pages

The content report shows which destination pages are most visited. Including secondary dimensions like campaign or traffic source helps understand what drives interest.

This is crucial for local marketing, where focus is on promoting the most popular services or products.

Configuring and analyzing conversions on landing pages

Set goals and conversion events on landing pages. The user path from the landing page to final conversion can involve dozens of clicks, and Analytics will present this data in understandable reports.

This helps identify exact points in the funnel where users drop off and apply corrective actions.

FAQs: Frequently Asked Questions about Google Analytics setup

How to find the most visited pages in GA4?

Use the Content Report or "Page and Screens" in Behavior section. Additionally, secondary dimensions like Source/Medium or Hostname provide better analysis.

What is the difference between Pages and Screens vs. Landing Page?

Pages and Screens show the content viewed by visitors during a session or device, while Landing Page indicates the first page the user arrived on.

How do I configure reports in Google Analytics?

Using explore and custom reports, you can segment data and focus on key metrics like new users, paths, or campaigns that deliver the best results.