Set up Google Analytics - Webflow help

Mr Bird
Mr Bird
@mrbirddev

Add Google Analytics to your Webflow site.

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Webflow's Google Analytics integration uses Google Tag Gateway (GTG) to reduce the impact of ad blockers and ensure more accurate, consistent data collection. This update is currently being rolled out and will continue over the next few weeks.

You can add Google Analytics to your site to gain valuable information about user behavior. Google Analytics provides powerful metrics like how many users and pageviews your site gets, where your site traffic comes from (even down to the city), how long people stay on your site, and how many of them leave a site page without clicking other links (bounce rate).

Google Analytics metrics help businesses figure out where to invest marketing dollars and measure campaign effectiveness.

How to add the Google Analytics integration to your site with the Google site tools for Webflow App

You can use the Google site tools for Webflow App to connect Google Analytics, Tag Manager, and Search Console to your site — and view common site metrics inside the Designer. Learn more about installing and using the Google site tools for Webflow App.

How to add the Google Analytics integration to your Webflow site

You can add the Google Analytics integration to your site to track data and information about site visitor behavior.

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Webflow only currently accepts Google Analytics 4 measurement IDs. If you’ve never set up Google Analytics on your site through Webflow’s integration, follow the steps below.

If you have Universal Analytics for your site, but haven’t set it up in Webflow, you’ll need to migrate to Google Analytics 4 first. Follow Google’s documentation for adding a GA4 property to a Universal Analytics site.

If you previously set up Universal Analytics in Webflow, please follow the migration steps to GA4.

Add the integration to your site

  1. Follow Google’s article for Setting up Analytics for a website and/or app
  2. Choose the Web platform after creating a property
  3. In step 3, follow instructions to Add a data stream
  4. In step 4, find your G- ID as instructed in Set up data collection for websites
  5. Copy your "G-" Measurement ID
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Your measurement ID should start with "G-" and is case sensitive.

Complete these steps in Webflow:

  1. Go to Site settings > Integrations tab > Google Analytics
  2. Paste your Measurement ID in the field
  3. Click Save changes
  4. Publish your site
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No paid site or Workspace plan is needed to integrate Google Analytics. However, a paid plan is required to add any other custom code.

How to track Ecommerce events

If you have enabled Webflow Ecommerce and set up the Analytics integration, Webflow automatically tracks ecommerce events like viewed product, added to cart, and purchase.

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Enable Ecommerce tracking in Google Analytics 4 to receive these events.

How to test the connection between your site and Google Analytics

Browse your website, go to Google Analytics reports, select Realtime. If your site is open in another tab, Realtime shows your current activity.

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Google Analytics data takes time to gather. Insights might not be available until a day after collection.

Resources: Tracking outbound links guide

Adding Google Analytics 4 to your site's custom code

To avoid duplicate tracking scripts, add your GA4 tag to only one of the following:

  • Site settings > Integrations tab > Google Analytics
  • Your site's head code

How to migrate from Universal Analytics to Google Analytics 4

Google deprecated Universal Analytics July 1, 2023. Migrate to GA4 as soon as possible.

  1. Follow Google's GA4 Setup assistant.
  2. Set up your GA4 property using the GA4 property name.
  3. In "Collect website and app data" – use the instructions for websites.
  4. Find your "G-" Measurement ID in "Find your G- ID" instructions.
  5. Copy your "G-" Measurement ID.
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Measurement IDs are case sensitive.

Back in Webflow:

  1. Go to Site settings > Integrations tab > Google Analytics
  2. Paste your Measurement ID
  3. Click Save changes
  4. Publish your site
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No paid plan required for Analytics integration; a paid plan is required for other custom code.

How to remove your Universal Analytics tracking code from your Google Analytics integration

If you have a "UA-" tracking ID in the callout box, you can remove Universal Analytics tracking:

  1. Site settings > Integrations tab > Google Analytics
  2. Click Remove tracking
  3. Confirm removal in the modal
  4. Publish your site
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You cannot undo this removal.

If your Google Analytics integration has an ID that starts with "G-"

If your Integration tab shows a "G-" ID, you’re using GA4. Re-save your Measurement ID and republish to prevent gaps.

Google Analytics 4 Ecommerce events

If you previously used analytics.js for Universal Analytics

If you previously used analytics.js for Universal Analytics and didn’t enable global site tag, your Ecommerce events wouldn’t pass to Google Analytics. After migration to GA4, enable Ecommerce tracking in Google Analytics 4.

If you have custom events, use Google's Event Migration guide.

If you previously used gtag.js for Universal Analytics

If global site tag was enabled, Google Analytics 4 will continue tracking Ecommerce events after migration.

Since Universal Analytics is deprecated, you won’t see ecommerce events in that Dashboard.

For custom event migration, reference Google's Event Migration guide.

Migrating tagged events from Universal Analytics to Google Analytics 4

If you used Universal Analytics in Webflow and enabled gtag.js, you may be able to migrate existing tagging.

If you used analytics.js, you’ll need to re-create your events using gtag.js.

Learn more about connected site tags.

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