Set up site analytics

What are site analytics?

Site analytics allow you to monitor the performance of your site to understand how well it’s working and identify any issues which need to be fixed.

There are 2 options available for site analytics:

  • Google Analytics 4 (GA4)
  • Google Tag Manager (GTM)

Google Analytics 4 lets you track specific user behaviours on each page. You can select from a finite number of reporting metrics, for example, Views, Entrances and Exits and session duration. When you set up site privacy and cookie options you can also use the GOV.UK  cookie consent banner.

Google Tag Manager lets you have more customised control of your tags. This is useful if you want to track more bespoke behaviours. When you set up site privacy and cookie options  you will need to set up your own cookie tracking system.

Discuss your needs with your organisation’s analytics administrator. They will advise you on the best method and approach for your campaign site. 

Set up Google Analytics 4

To set up Google Analytics 4 on your campaign site:

  1. Set up your Google Analytics account and copy your Measurement ID (for example, “G-SV0AB12CDE”).
  2. Open your campaign site dashboard.
  3. In the left sidebar click ‘Cookies and analytics’.
  4. Scroll to the bottom of the settings and enter your GA4 Measurement ID.
  5. Enter the IDs for any marketing tracking you have (for example, Facebook Pixel, LinkedIn Insight or Google Floodlight).

Under Publish click ‘Publish’ (or ‘Update’).

Set up Google Tag Manager

To set up Google Tag Manager on your campaign site:

  1. Set up your Google Tag Manager account and copy your Google Tag Manager (Container) ID (for example, “GTM-ABC123”).
  2. Open your campaign site dashboard.
  3. In the left sidebar click ‘Cookies and analytics’.
  4. Scroll to the bottom of the settings and enter your Google Tag Manager ID.
  5. Under Publish click ‘Publish’ (or ‘Update’).

If you want to enter the IDs for marketing tracking (for example, Facebook Pixel, LinkedIn Insight or Google Floodlight) you need to do this in your Google Tag Manager account.

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