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Google Analytics is essential for any small business owner looking to understand how their website is performing. You don’t need to be a seasoned digital marketer to get to grips with the basics and gain a basic overview of how your site is performing.

What Is Google Analytics?

Google Analytics is a free tool provided by Google which allows you to measure what’s happening on your website. Google Analytics helps you measure:

  • Who’s coming to your website
  • Where they’re coming from
  • What actions they take on your website
  • How effective your website is in turning visitors into leads

Why Is Google Analytics Useful?

Imaging running a sales team without a CRM system or method of accountability. You get to the end of the year and you’ve generated x amount of income but have no idea how you got there. Great!

Think of Google Analytics as an accounting system for the performance of your website that helps you drill down into how did we get these results.

If configured correctly, Google Analytics can help you determine the following:

  • Are we getting any leads from our website?
  • If so, where are they coming from specifically?
  • Which part of our website converted them into a lead?
  • Which of our marketing activities are actually generating a return on investment for us?
  • Which of our website pages are the best performing and generating the most leads?
  • How are we doing in organic search (Google Rankings)?

Many small business owners and marketers are very aware of these metrics and actively working around them, but there are many still who don’t pay them much attention until it’s too late – when the word of mouth referrals dry up and they aren’t as well positioned in organic search rankings as they thought.

How To Setup Google Analytics

Before you set up Google Analytics on your WordPress site, you need to create a Google Analytics account (if you don’t have one already). This is a simple process that we will outline below..

  1. If you don’t have Google Analytics already, you’ll need to set up a Google Analytics account first by going to this link.
  2. After you’ve signed up to Google Analytics you’ll need to set up your website as new web property.
  3. To do this, click ‘Admin’ on the grey navigation bar at the top of the page (after logging in) then the dropdown ‘Property’ bar. You’ll see the option to ‘Create new property’ (shown below in green).
Google Analytics Property Setup

Google Analytics Property Setup


  1. Follow the instructions to set your website as a new web property
  2. Next you need to locate the unique tracking code assigned to your web property. You can find this at any time   by clicking on tracking info from the admin panel (shown below in green).
Tracking Info

Tracking Info

Tracking ID

Tracking ID


Make a note of this tracking ID, you’ll need it to install Google Analytics on your WordPress site if you opt to use a plugin other than Header And Footer.

Setting Up Google Analytics On Your WordPress Site

We use a WordPress plugin called Header And Footer, which allows you to insert snippets of code (you guessed it) into the header and footer of every page on your website.

You can download Header And Footer here and upload it as a plugin to your website, or search for it in the plugins section of your backend.

To configure Google Analytics with your website, copy the Universal Analytics tracking code that can be found just below your tracking ID, then paste it into Header And Footer after the <body> tag, like so.

Tag Injection

Tag Injection

How To Tell If It’s Working

If after 24 hours you’re still seeing no data in your Google Analytics dashboard for this web property, chances are you’ve not configured Header And Footer correctly and need to review the steps in this guide. If you are still struggling let us know in the comments or drop us an email and we’ll give you a hand!


James Thomas

James is the owner of Square Internet and helps build, grow and scale WordPress based businesses for a living.

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