A Comprehensive Guide to GA4 Configuration and Creating Looker Studio Reports with GA4 Data


Google Analytics 4 (GA4) is a powerful web analytics tool that provides invaluable insights into user behaviour and website performance. When integrated with Looker Studio, an advanced data visualisation and exploration platform, you can harness the full potential of your GA4 data to create insightful reports and dashboards. In this guide, we will walk you through the process of configuring GA4 and using it to create a Looker Studio report.

Part 1: GA4 Configuration

1. Setting Up a GA4 Property

  1. Sign in to Google Analytics: Go to the Google Analytics website and sign in with your Google account.
  2. Create a New Property: Click on the “Admin” option, then select “Create Property.” Choose “Web” as your platform.
  3. Enter Property Details: Fill in your website’s name and URL. Make sure to select your region and time zone accurately.
  4. Configure Data Streams: Follow the prompts to configure a data stream for your website. You will need to add a data stream for each platform (e.g., web, mobile app) you want to track.
  5. Install Tracking Code: After setting up the data stream, you’ll receive a tracking code snippet. Implement this code on your website to start collecting data.

2. Event Tracking

  1. Define Events: Identify the events you want to track, such as button clicks, form submissions, or video views.
  2. Create Event Parameters: For each event, define relevant parameters to provide additional context. For example, if tracking button clicks, you might define parameters like “Button Name” and “Page URL.”
  3. Implement Event Tracking: Update your website’s tracking code to send events and their associated parameters to GA4. You can use the gtag() function for this purpose.
  4. Test and Verify: Verify that events are being tracked correctly by using the GA4 DebugView tool.

3. E-commerce Tracking

  1. Activate debug mode to gain real-time visibility into events and facilitate smoother issue troubleshooting.
  2. Assess the boundaries for custom dimensions and metrics when dispatching bespoke parameters alongside e-commerce events.
  3. Specify the currency when transmitting value (revenue) data to ensure precise calculation of revenue metrics.
  4. Configure each e-commerce parameter for which you possess data, irrespective of its optional status.
  5. Explore the sample e-commerce website to observe an illustrative instance of how to label your site.

Part 2: Creating a Looker Studio Report with GA4 Data

Now that your GA4 property is configured and collecting data, it’s time to leverage Looker Studio to create insightful reports. Follow these steps:

4. Set Up Looker Studio

  1. Access Looker Studio: Sign in to your Looker Studio account. If you don’t have one, you can sign up for a trial or contact Looker for access.
  2. Connect GA4 Data Source: In Looker Studio, navigate to the Data section and add a connection to your GA4 data source. Looker Studio allows you to connect to various data sources seamlessly.

5. Define Data Models

Before creating a report, you need to define data models that specify how your GA4 data will be organised and presented in Looker Studio. Here’s how:

  1. Create a Data Model: In Looker Studio, create a new data model. Define the tables and fields you want to include, such as events, event parameters, user data, and e-commerce data.
  2. Set Relationships: Establish relationships between tables to facilitate data exploration. For example, link user data to event data using a common identifier.
  3. Apply Appropriate Data Types: Ensure that data types are correctly defined to prevent data interpretation issues.

6. Build a Looker Studio Report

Now that your data model is defined, you can start building your Looker Studio report. Follow these steps:

  1. Create a New Report: In Looker Studio, click on “New Report” and select your data model as the data source.
  2. Choose Visualisation Types: Select appropriate visualisation types for your data. Looker Studio offers various options, including bar charts, line graphs, and tables.
  3. Define Filters and Dimensions: Use filters and dimensions to narrow down the scope of your report. For example, you can filter data by date range or segment users based on specific criteria.
  4. Add Measures: Incorporate measures to quantify data. For example, you can measure the total number of events, conversion rates, or revenue.
  5. Customise Visuals: Customise the appearance of your report to make it visually appealing and easy to understand. Adjust colours, labels, and legends as needed.

7. Share and Collaborate

Once your report is ready, you can share it with relevant stakeholders and collaborate on data analysis. Looker Studio provides various sharing and collaboration options:

  1. Share Reports: Share reports with specific individuals or groups within your organisation. You can set viewing and editing permissions as needed.
  2. Schedule Report Delivery: Schedule automatic report delivery to stakeholders’ email addresses at predefined intervals.
  3. Create Dashboards: Combine multiple reports into dashboards to provide a comprehensive view of your GA4 data.
  4. Export Data: Export data from Looker Studio in various formats, such as CSV or PDF, for further analysis or distribution.


Configuring Google Analytics 4 and creating Looker Studio reports with GA4 data can significantly enhance your ability to derive insights from user behaviour and website performance. By following the steps outlined in this guide, you’ll be well on your way to harnessing the full potential of your data for data-driven decision-making. Remember that effective data analysis and reporting require ongoing refinement and optimisation, so continuously monitor and adapt your GA4 configuration and Looker Studio reports to meet evolving business needs.

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