How to Install Google Analytics 4 on Wix

If you have a website powered by Wix and haven’t been able to get the user engagement data you are interested in, then you’re in luck! A built-in integration between Wix and Google Analytics 4 gives you a better view of user behavior.

This approach doesn’t require developer work, so it’s a quick way to understand how people use your site. It’s a good solution if you want basic event data and don’t need any additional customizations.

If this sounds like what you’re looking for, keep reading to see how to install Google Analytics 4 on Wix and what kind of data you can track out of the box. Furthermore, I will share the most essential settings you must configure from day 1.

Table of Contents

Here’s what you will learn in this article

• Benefits of Google Analytics 4
• Purchase Wix website domain
• How to create GA4 property
  • Step 1: Create a Google Analytics 4 account
  • Step 2: Create a Google Analytics 4 property
    • Step 2.1: Set up a data stream
    • Step 2.2: Enhanced measurement
• How to integrate GA4 with your Wix site
• Test if GA4 is connected correctly
• Wix e-commerce tracking with GA4
• Register custom dimensions sent from Wix
• Events tracked in GA4
  • Add to cart
  • Form submissions
• Building custom GA4 reports with Wix data
• Additional configuration
  • Data retention
  • Data Filters
  • Google Signals
  • Enhanced measurement
  • Disable built-in form tracking
  • Disable site search
• Final Thoughts

Video Tutorial

If you prefer video content, then check out this video on the Analytics Mania YouTube channel!

Benefits of Google Analytics 4

The Google Analytics 4 integration with Wix provides a practical approach to gaining insights into user behavior on your site without the need for a developer to implement any code.

Not only will you gather basic information, such as the number of users visiting your site and the pages they are viewing, but the native integration between Wix and Google Analytics 4 will also automatically track common e-commerce events, like when a user adds an item to their cart or makes a purchase.

These events and metrics can be viewed in built-in predefined reports or custom reports, allowing you to make data-driven decisions by exploring how your users interact with the website. Learn more about the benefits of Google Analytics 4.

If you are new to Google Analytics 4, it may be helpful to review the Google Analytics 4 tutorial for beginners to grasp how you can make the most of GA4!

Purchase Wix website domain

The first step to collecting your Wix website data in Google Analytics 4 is to upgrade your website to a premium Wix plan and connect a custom domain.

If you already have a domain, here’s how you can connect it.

How to create GA4 property

After the domain is connected, you must create a Google Analytics 4 property. Let’s take a look at those steps.

Step 1: Create a Google Analytics 4 account

Note: If you already have a Google Analytics 4 account, skip to Step 2.

Go to the Admin section at the bottom of the left-hand navigation, click “Create” and then “Account”.

The account acts like a container for your properties; each account can have multiple associated properties. You can learn more about the Google Analytics 4 hierarchy here.

Now, create a name for your account. How you choose to organize your accounts and properties is up to you! You can have one property per account or multiple properties within an account. Try to envision how you plan on using your analytics to make the best decision early on.

Step 2: Create a Google Analytics 4 property

If you have decided to create a new account (as explained in Step 1), you will need to create a new property too.

If, on the other hand, you already have a GA account, then click Create > Property in the admin section.

Next, give this property a name. For example, if you only have one Wix website, you can name the property the same as the site.

Step 2.1: Set up a data stream

Next, set up the Web data stream, which is the flow of data from your Wix website to Google Analytics 4.

Here, you will enter the URL of the Wix website that you purchased above and add a name for your website. Then, click “Create stream”.

Step 2.2: Enhanced measurement

Click on the gear icon in the Enhanced measurement section.

Click “Show advanced settings” under Page views and deselect the “Page changes based on browser history events” option here. Turning this feature off will avoid duplicate page views in your data.

Later in the tutorial, there will be more configurations you should complete for your property, but for now, let’s move on to connecting your Wix website to your new Google Analytics 4 property.

How to integrate GA4 with your Wix site

Back in your Wix website, navigate to the left-hand sidebar, select “Marketing & Seo,” and then “Marketing Integrations”.

There will be a list of integrations that you can enable on your Wix website. Click “Connect” under Google Analytics.

When prompted, add a Google Analytics ID. To get this ID, go to Data streams in the Admin settings of your Google Analytics 4 property and click on the web stream.

From here, copy the Measurement ID.

Then, paste it into the prompt on your Wix website. There is an option for IP Anonymization that you can enable. However, Google Analytics 4 will do this automatically, so this checkbox won’t do much.

Now, you have connected the GA4 property to your Wix website! It will take 24-48 hours before data populates your Google Analytics 4 property.

Test if GA4 is connected correctly

It’s essential to test that you have correctly installed Google Analytics 4. You must download and enable the Google Analytics Debugger Chrome extension to activate Debugview.

Once you have turned on the extension (click the icon that will say “On”), proceed to Google Analytics 4. Go to Admin and select “Debug View” under Data Display.

Now, if the implementation is done correctly, you will be able to see data come in. Go to your Wix website and refresh the page to confirm that events are being sent to your GA4 property.

You can click on any event and see the parameters that are associated with that event. The automatically collected event page_view includes additional parameters, like page_location (the whole page URL) and page_title.

If you don’t see any data coming in, you may need to wait a few minutes. You should also check to ensure that the measurement ID you entered into Wix is correct. If Debugview is not working, check out this article for possible solutions.

Check out this article from Wix on troubleshooting Google Analytics if neither of these suggestions.

Wix e-commerce tracking with GA4

One of the features that makes Google Analytics 4 easy to use is that it collects various events out of the box (pageviews, outbound clicks, etc.). The native integration between Wix and Google Analytics 4 expands data collection even further with e-commerce events (and you don’t need to implement anything additional yourself)!

Register custom dimensions sent from Wix

There are three custom dimensions sent from Wix that you need to add to your Google Analytics 4 property. These dimensions collect additional information about the e-commerce events.

Once added, the custom dimensions will become available in GA4 reports after 24 hours. Learn more about how to view custom dimensions in Google Analytics 4 here.

Those three custom dimensions are event_category, event_action, and event_label.

To add them, go to Admin and select “Custom definitions” under Data display.

In the Custom dimension tab, click “Create custom dimension”. You can create up to 50 custom dimensions with the free version of Google Analytics 4.

To add the custom dimension, enter the exact name listed above as the Event parameter. Then, enter the Dimension name, which is the label that you will see in your reports. Set the scope to Event.

Repeat the above process for all three custom dimensions (event_action, event_category, event_label).

Find more information about custom dimensions in this guide.

Events tracked in GA4

Now, let’s look at some of the events automatically sent from your Wix website to Google Analytics 4. We will use DebugView to see those incoming events (and their parameters) in real-time.

Add to cart

When a user adds an item to a cart, the add_to_cart event is triggered and includes various parameters (e.g., event_category, event_action, and event_label), which can be seen in the Parameters tab. In this case, the event_label shows the item’s name added to the cart.

There is also another tab called Items. This tab shows parameters containing information about the item (product) related to the event.

One thing to note is that the price parameter is multiplied by 1,000,000 in Debugview, but it will appear normal in your reports. Ironically, the Debugview has some bugs 🙂

These parameters are available as built-in dimensions and metrics under the E-commerce section in Explorations (keep reading to learn more about Explorations), so you don’t need to add them as custom dimensions.

These parameters will also be collected for other e-commerce events, like view_item_list and view_item.

Google has documentation to learn more about dimensions and metrics (go to the E-commerce section). Not all of them will be included in the events sent by Wix, so use the Debugview to verify other events and see what’s tracked.

Form submissions

Another helpful event is when users fill out forms, such as signing up for a newsletter or “contact us”. These actions will trigger the generate_lead event.

The event_label for this event will contain the name of the form that the user submitted. This is useful if you want to see how many users sign up for emails and then complete a purchase (see next section for more on this).

Building custom GA4 reports with Wix data

If this is your first time using Google Analytics 4, it may seem overwhelming! You can use many features to dive deeper into your data, but one of the most helpful will be custom reports.

Check out the blog post about custom GA4 reports to learn more about the different types of explorations. These reports can provide unique insights into how users interact with your site.

You might find funnel explorations interesting. They allow you to select up to 10 steps, which can be any combination of events and parameters, and see each step’s completion and abandonment rates.

By using the e-commerce events that are tracked with the native integration between Wix and Google Analytics 4, you can begin building user paths.

A simple analysis would be to see the percentage of users that have added an item to their cart and then proceeded to purchase their cart.

Open a Blank Exploration and select the “Funnel Exploration” technique in the Setting tab. Use the Standard funnel visualization.

Click the pencil icon next to Steps.

To begin, add in the two events shown below. Once you have a feel for what information you are interested in, you can add more steps to the funnel.

Now, you can see the number of users completing each step. Building out and comparing funnels with additional steps may give you more insight into why users abandon their carts!

Once data begins entering your Google Analytics 4 property, take some time to explore the available data and get familiar with the capabilities of GA4.

Additional configuration

As mentioned above, you should complete additional configurations to ensure your Google Analytics 4 property is set up properly.

Data retention

The default data retention in Google Analytics 4 is two months. To change this, go to Admin > Data Collection > Data Retention.

Set the data retention for user-level data to 14 months. Otherwise, your data will only be available in Explorations for up to two months after it was collected.

Data Filters

In the same section of the Admin settings, go to Data Filters.

GA4 will pick up traffic from you (and your coworkers), which may not be a big deal when it’s only a few sessions, but you can imagine that it will start to skew the data once this adds hundreds or thousands of sessions. This is why it’s recommended to exclude internal traffic.

Google Analytics 4 will exclude any IP addresses you have set to be associated with internal traffic. To learn more about how to do this, follow the steps outlined by Google to filter out internal traffic.

Google Signals

If Google Signals are enabled, you should exclude this data from the reporting identity. You can still use this data in audiences and conversions, but removing it from the reporting identity will reduce the chances of data thresholding.

Yes, the term “Thresholding” might sound confusing. But, please, trust me. Excluding Google signals from the reporting identity will save you a lot of hassle in the future. If you want to learn more about it, read this.

To exclude Google Signals data, go to Admin and click “Data collection” under Data collection and modification.

Ensure that the feature is disabled.

Enhanced measurement

You can find the following two settings in your data stream. Go to Admin and click “Data streams” under Data collection and modification.

Click the gear icon in the Enhanced measurement section.

Disable built-in form tracking

Under the Form interactions section, turn off the feature. Keeping this enabled will result in too many false positive events, and disabling it will not affect the generate_lead event.

Disable site search

Google Analytics 4 can capture when a user searches your site and the word they searched. However, this event is unreliable as it will only capture the event when a user reloads the page after completing a search (which will not be very common).

Therefore, you should turn off the Site search measurement.

The best solution to capture site searches is implementing tracking using Google Tag Manager. This is more advanced than just using the native Google Analytics 4 integration, but it will provide you with more flexibility and customization when it comes to your analytics.

To learn more about this option, check out how to install Google Tag Manager on Wix. And after that, read an article about site search tracking.

Install Google Analytics 4 on Wix: Final Thoughts

Even though Wix has a relatively poor reputation among web analysts (because of limited tracking capabilities), the native Google Analytics 4 integration is surprisingly good.

While you may have less flexibility than with other e-commerce platforms (like Magento or Woocommerce), Wix still automatically tracks a bunch of events (including e-commerce).

If you want more customization in your analytics, then it may be better to implement Google Analytics 4 with Google Tag Manager to collect data from your Wix site.