How to Connect GA4 with Your Marketing Stack

# How to Connect Google Analytics 4 with Your Marketing Stack

In the modern digital landscape, data is the lifeblood of any successful Brisbane business. Connecting Google Analytics 4 (GA4) to your wider marketing stack isn’t just a technical chore; it’s how you see the full journey of a customer—from the moment they click a Google Ad to the second they fill out a contact form on your site. Without these connections, you are essentially flying blind, unable to see which marketing dollars are actually driving revenue.

By the end of this guide, you will have a unified ecosystem where your website data, search performance, and advertising efforts talk to each other seamlessly.

Prerequisites: What You’ll Need

Before we jump in, ensure you have the following ready:

• A Google Analytics 4 Property: Already set up for your website.
• Editor or Administrator Access: You need high-level permissions for GA4, Google Ads, and Google Search Console.
• Your ABN (Optional but recommended): While not strictly required for the technical link, having your Australian Business Number handy is useful if you are setting up or verifying your Google Ads account for the first time.
• Access to your CMS: (e.g., WordPress, Shopify, or Wix) or Google Tag Manager.

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Step 1: Access Your Admin Settings

Step 2: Link Google Ads to GA4

• In the Property column, scroll down to Product Links.
• Click on Google Ads Links.
• Click the blue Link button in the top right.
• Click Choose Google Ads accounts and tick the box next to your business account.
• Click Confirm, then click Next.
• Ensure "Enable Personalized Advertising" is toggled ON. This is essential for retargeting Brisbane locals who have visited your site.
• Review and Submit.

Step 3: Connect Google Search Console (GSC)

• Under the same Product Links section in Admin, click Search Console Links.
• Click Link.
• Click Choose accounts and select your verified website property.
• Select your Web Stream (this is your GA4 property tracking ID).
• Review and Submit.

Step 4: Enable Enhanced Measurement

• In the Admin panel, click Data Streams.
• Select your website stream.
• Under the "Enhanced measurement" section, ensure the toggle is ON.
• Click the settings cog to ensure "Form interactions" and "Video engagement" are also selected. This is vital for tracking enquiries via your contact page.

Step 5: Configure Data Retention

• In the Property column, click Data Settings > Data Retention.
• Change "Event data retention" from 2 months to 14 months.
• Click Save.

Step 6: Define Your Internal Traffic (Filtering)

• Go to Data Streams and click on your stream.
• Click Configure tag settings at the bottom.
• Click Show all and select Define internal traffic.
• Click Create. Give it a name like "Office WiFi" and enter your IP address (search "What is my IP" on Google to find it).
• Save this, then go back to Admin > Data Settings > Data Filters and set the Internal Traffic filter to Active.

Step 7: Connect to Google Looker Studio (Reporting)

• Go to Looker Studio.
• Click Create > Data Source.
• Select the Google Analytics connector.
• Select your Account and Property, then click Connect.
• Now you can drag and drop your GA4 data into a visual report.

Step 8: Verify the Connection with Real-Time Reports

• In GA4, click the Reports icon (the graph icon on the left).
• Click Real-time.
• You should see a blue dot on the map (hopefully over Brisbane or your specific location) indicating an active user. This confirms your stack is successfully receiving data.

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Pro Tips for Success

• The "Big Three" Link: Always ensure Google Ads, Search Console, and Merchant Center (if you're in e-commerce) are all linked to the same GA4 property to avoid data silos.

• Naming Conventions: When creating audiences or conversions, use clear names like au_contact_form_submit so you can easily identify them in Google Ads later.

Common Mistakes to Avoid

• Mistake 1: Not enabling Data Signals. If you don't turn on Google Signals (Admin > Data Settings > Data Collection), you won't get demographic data or cross-device tracking.
• Mistake 2: Leaving the retention at 2 months. We've seen many businesses lose historical data because they forgot to change this to 14 months during setup.
• Mistake 3: Double Tagging. If you use a plugin like "Site Kit for WordPress" AND manually add code, you will double-count your visitors. Choose one method and stick to it.

Troubleshooting

• "I can't see my Google Ads account in the list": Ensure the email address you are using for GA4 has 'Admin' access to the Google Ads account. Often, businesses have different emails for different services.
• "Data isn't showing up in Search Console reports": It can take up to 48 hours after linking for the data to populate within the GA4 interface. Be patient!
• "The Real-time report shows nothing": Check if you have an AdBlocker enabled in your browser, or if you have already filtered out your own IP address in Step 6.

Next Steps

Need a hand getting your tracking perfectly aligned? Our Brisbane-based team can audit your setup to ensure you're not missing any leads. Contact Local Marketing Group today.

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