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Guide 206 · Setup · GA4 + Tag Manager

Install GA4 on Webflow: paste the Measurement ID in Site settings, then publish

Written November 13, 2026 · 6-minute read

Webflow takes the Measurement ID in one field and places the tag for you. Create the GA4 property, paste the ID into Site settings, save, and publish the site. The publish step is part of the install: an unpublished change never reaches the live pages.

Expected signal

After step 6, the published site sends visits to the GA4 property, and browsing the site shows in the Realtime report.

Download the reference: the Webflow GA4 reference (JSON) (668 bytes, MD5 cef3fe0f0256fb8eda1b543f59e86103). The setting path, the ID rules and the automatic events in one file: 3 ecommerce events are tracked on their own once Ecommerce is on.

What you need

  • A Webflow site you can publish. The integration is saved in Site settings, and the site has to be published before the tag reaches visitors.
  • A Google Analytics account. You create the GA4 property and the web data stream there first, then bring the Measurement ID to Webflow.
  • A GA4 Measurement ID, copied exactly. Webflow accepts Google Analytics 4 measurement IDs only. The ID starts with G-, and measurement IDs are case-sensitive, so copy it rather than typing it.
  • One install method, not two. The Google tag goes in the integration field or in the site's head code. Pick one place before you start.

The trace

  1. Create the GA4 property. In Google Analytics, open Admin, click Create, then select Property. Enter a property name, choose the reporting time zone and currency, then click Next. Select the industry category, the business size, and how you intend to use Analytics, then click Create.
  2. Add the web stream and copy the ID. Choose the Web platform, add a data stream with the site URL and a stream name, then copy the Measurement ID from the stream. It starts with G-.
  3. Open the integration in Webflow. Go to Site settings, then the Integrations tab, then Google Analytics.
  4. Paste the ID. Paste the Measurement ID in the Measurement ID field, exactly as copied, with nothing before or after it.
  5. Save changes. Click Save changes.
  6. Publish the site. Publish the site from Webflow. The saved integration reaches visitors only once the site is published.
  7. Test the connection in Realtime. Browse the published site, then open the Realtime report in Google Analytics: your current activity shows there. Fuller insights can take a day or so to gather after collection starts.
  8. Stores: read the automatic ecommerce events. On a site with Webflow Ecommerce enabled and this integration in place, Webflow tracks the viewed product, added product to cart and purchased product events on its own. Ecommerce tracking also has to be enabled on the Google Analytics side to receive those events in GA4.

Dead ends

DEAD END — THE TAG IN TWO PLACES. The Webflow help page says to add the GA4 Google tag to only 1 of 2 places: the Integrations tab's Google Analytics field, or the site's head code. A tag in both places puts two tracking scripts on the same pages, and the visits count twice.

DEAD END — A UNIVERSAL ANALYTICS ID IN THE CALLOUT BOX. If the Integrations tab shows an empty Measurement ID field and a tracking ID starting with UA- in the callout box, the site is still on Universal Analytics through the integration, and that tracking is not collecting data. Google deprecated Universal Analytics on July 1, 2023. Migrate to a GA4 property, paste the G- ID into the Measurement ID field, save and publish. A site that already has a G- ID in the field should re-save the ID and republish, to prevent gaps in the data.

DEAD END — SAVED BUT NEVER PUBLISHED. The Webflow steps end with publishing the site. A Measurement ID that is saved in Site settings and left unpublished changes nothing on the live site, so Realtime stays empty however long you wait. Publish, then run the Realtime test again.

End state

The Measurement ID is saved under Site settings, Integrations, Google Analytics, and the site is published with that ID in place. Visits show in the Realtime report, and an Ecommerce site sends its 3 automatic events once Ecommerce tracking is enabled in GA4.

Sources

  • Webflow Help — How do I connect my Webflow site to Google Analytics? — GA4 measurement IDs only, the case-sensitive ID, the Site settings to Integrations to Google Analytics path, the Save changes and Publish steps, the Realtime test and the day-or-so wait for insights, the 1-of-2-places rule for the tag, the automatic ecommerce events, and the Universal Analytics migration state with the July 1, 2023 deprecation date
  • Analytics Help — Set up Analytics for a website and/or app — creating a property with name, reporting time zone and currency, industry category, business size and intended uses, adding a web data stream, and copying the Measurement ID