Measuring a website

To measure a website, you need to have a Google Analytics account. If you or your department does not already have an account, you first have to choose a Google account to log into Analytics and create a Google Analytics account which will generate a tracking ID. The tracking ID is added to your Princeton website via the Site Builder platform, WordPress, or your content management system of choice. Every time a user visits a webpage, the tracking code will collect pseudonymous information about how that user interacted with the page.

Choose a Google account to log into Analytics

• Recommended: Use a Service Account. Request a new service account or use an existing one. Make sure the account is enabled for Google Apps. The advantage of using a service account is that the account is not decommissioned when an individual leaves the University.
• If you already have a Princeton University Google account, and you would like to use that account, you are welcome to do so. Make sure the account is enabled for Google Apps. 
• If you would like to create a new non-Princeton Google account for only this purpose, you can do so for free on Google's Account Creation page.

Add the tracking ID to your Site Builder site

1. In your Site Builder Admin menu, select Configuration » Systems » Basic Site Settings 
2. Paste/Enter your Google Analytics Measurement ID (Google Analytics 4 begins with "G-")
   
3. Click Save Configuration
4. After the number has been added and Google has indexed the website, you can log in to your Google Analytics account to start seeing the statistics for your website.

Add the tracking ID to your WordPress site

Log in to your WordPress website. Navigate to Settings > Google Analytics. Input your GA4 tracking ID and save changes.

Processing and reporting

When the measurement code collects data, it packages that information up and sends it to Google Analytics to be processed into reports. When Analytics processes data, it aggregates and organizes the data based on particular criteria like whether a user’s device is mobile or desktop, or which browser they’re using. Once Analytics processes the data, it’s stored in a database where it can’t be changed.

Important Note About Google Analytics 4

Google’s latest version of its analytics product is often referred to as “Google Analytics 4.” The previous version, known as “Universal Analytics,” was completely retired on July 1, 2024. If you are still using a Universal Analytics number on your site (begins with UA-), you should switch to an updated tracking number (begins with G-) as soon as possible.

Google removed all Universal Analytics account data from their system. If your UA number was paired with a GA4 number, you still should have that data in your GA4 account.

How to Recover a Google Analytics Account

Please Note: Web Development Services does not keep track of your user name and password to access your Google Analytics account. It is your responsibility to manage this information. If you have staff turnover, please be sure to transfer this knowledge accordingly.

• How to Recover Google Analytics Account
• How to Reclaim Your Google Analytics Account

Quick Links

• The value of digital analytics
• Google Analytics hierarchy: Discover more about the Google Analytics 4 hierarchy and learn about organization, account, and property configurations.
• Set up Analytics for a website and/or app: Discover how to set up Google Analytics for your website or app by creating a Google Analytics 4 property, adding a data stream, and adding your Google Analytics code.
• How to navigate Analytics
• Understanding Google Analytics Reports
• Google Analytics 4 account training guide and support

For support or to learn more about Google Analytics, how to manage accounts and data, and more, visit the Google Analytics support page: https://support.google.com/analytics