Google Analytics setup for Gray Line licensees (article)

Blanca Castillo
Blanca Castillo
  • Updated

What does it mean?

Google has announced an official end-of-life date for Google Analytics Universal Analytics (GA3) as July 1, 2023. The standard Universal Analytics properties will no longer process data. 

This document guide walks you through the process of migrating an existing Universal Analytics implementation to use GA4

Below are the steps and instructions to activate the GA4 on your website. 


What should I do?

Install Site Kit 

  1. Install Google Site Kit Plugin. (Google Reference)
    1. Log in to the word press website.
    2. In the left navigation menu, click Plugins.
    3. Click Add new at the top of the Plugins page, then search for "Site Kit".
    4. Click Install Now on the Site Kit by Google

Configure Site Kit 

  1. Once the plugin is installed, from the menu on the left, click Plugins.
  1. Under "Site Kit by Google", click Activate.

  2. Once the plugin is activated, on the left hand side, click Site Kit.

  3. Click Sign in With Google.


  1. Select the Google account with an existing Google Analytics property.

  2. Grant access to Google account data by clicking Allow
  3. Click Go to my Dashboard to continue.
  4. From the menu on the left> Site Kit> Dashboard.
  5. Choose your pre-existing GA4 analytics property or create GA4 Analytics property then click Configure Analytics. 
  6. In the Analytics section, click Connect Service and follow steps

    1. Step 1

    2. Step 2
    3. Step 3
    4. Step 4

  7. Connect Tag Manager: It is a required step to trigger GA4 ecommerce events.

  8. Create the custom events (Google Reference) in Tag Manager. It is a required step to send ecommerce data using a data layer to Analytics. 

Configure GA4 tags in Google Tag Manager

  1. Login to
    1. Create new tag “GA4 Base Tag”
    2. Select Tag Type Google Analytics: GA4 Configuration
    3. Add Measurement ID (How to add Measurement ID?
    4. Choose Trigger - All Pages
    5. Save the configuration
    6. Verify the tag is working from Preview section 


Ref - [GA4] Configure Google Analytics 4 tags in Google Tag Manager


Create custom events in Google Tag Manager

Ref - Measure ecommerce | Google Analytics 4 Properties

Create following custom events in the tagmanager for ecommerce tracking.

  1. View Item
  2. View Item List
  3. Add to Cart
  4. Begin Checkout
  5. Remove from cart
  6. Purchase

Below is the sample of custom ‘Purchase’ event:

Purchase Tag configuration:

Tag type: GA4 Event

Event Name: purchase

Ecommerce Items - ecommerce.items

Ecommerce Transaction ID - ecommerce.transaction_id

Ecommerce Value - ecommerce.value

Ecommerce Currency - ecommerce.currency

Ecommerce Coupon -

Event Parameters (Parameter Name - Value):

items - {{Ecommerce Items}}

transaction_id - {{Ecommerce Transaction ID}}

value - {{Ecommerce Value}}

currency - {{Ecommerce Currency}}

coupon - {{Ecommerce Coupon}}

Trigger: event equals purchase

Trigger configuration:

Trigger Type: Custom Event

Event Name: purchase

This trigger fires on: All Custom Events


Switch to GA4 in Plugin Settings

Switch to Google Analytics 4 option and save the settings in the plugin settings