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Measure Your Website Performance with the Sierra Interactive GA4 Integration

Connect Google Analytics GA4 to your Sierra site and measure lead conversions and site traffic with ease.

Why This Feature Matters

Connecting Google Analytics 4 (GA4) to your Sierra Interactive site allows you to measure site traffic, user engagements, and lead performance to understand how well your site is working for your business.

Table of Contents

  1. What's New (2025–2026)
  2. Step-by-Step Instructions
  3. Best Practices
  4. Troubleshooting Common Issues
  5. FAQs

What’s New (2025–2026)

Before you start, be aware of the following GA4 updates:

  • GA4’s old “Key events” report has been retired; conversions are now managed via the Events interface. 
  • Google has expanded analytics with AI-powered insights (Analytics Advisor) that help interpret trends directly in the GA4 UI. 
  • You can now import campaign cost data (formerly “cost data import”) from platforms like Meta and TikTok. 
  • GA4 supports annotations, letting you tie business activities (e.g., campaign launches) to data changes. 

These updates help you see deeper insights beyond basic traffic and conversions. For a full list of these updates, visit here.

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Step-by-Step Instructions

Step 1: Create a New Google Analytics 4 (GA4) Property

  1. Log in to your Google Analytics account.

  2. Navigate to Admin (gear icon, lower left).

  3. Under “Property,” click Create Property and complete the prompts.

  4. Create a Web Data Stream when prompted.

  5. Copy the Measurement ID (format: G-XXXXXXXXXX).

  6. Go to your Sierra CRM → Gear Icon → Integrations → Google Analytics

  7. Paste your Measurement ID in the provided field.

⚠️ Only the Measurement ID is needed, do not paste the full GA script.

Step 2: Configure Events and Conversions

GA4 treats every interaction as an event. You want GA4 to treat key user actions (like form submissions) as conversions.

  1. In GA4, go to Engagement → Events

  2. Find the event you want to track (for example, lead_submit or another custom event).
  3. Click the star icon next to it to mark it as a conversion (GA4 handles conversions via starred events in the Events list). 

For more information, visit here.

GA4 may also auto-suggest events based on your setup; you can enable those suggested events as conversions if useful.

Best Practices

  • Only use one GA property on your Sierra site. Avoid duplicate tracking by keeping a single GA4 property attached to your Sierra site.

  • Verify your data using GA4's Debug view.

  • You can link Google Ads to your GA4 property to measure campaign performance and conversion attribution.

  • Ensure your Measurement ID (not Property ID) is used.

  • Resize your email/flyer header image to 700x160px to avoid distortion.

  • Add annotations in GA4 to mark events like site launches, campaigns, or promotions — this helps connect trends with real-world changes.

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Troubleshooting Common Issues

⚠️GTM is not supported on Sierra sites, use native GA integration only.

  • GA not recording conversions
    • Verify you used the Measurement ID, not the GA4 Property ID.
    • Confirm the event is correctly firing and starred in GA4.
    • Allow up to 24–48 hours for GA4 to begin showing event/conversion data.
  • You pasted full GA script into your site
    Remove full script. Sierra requires only the Measurement ID via Integrations

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FAQs

  • Can I use Universal Analytics (UA)?
    No. Universal Analytics was retired as of July 1, 2023. GA4 is required.
  • How Do I Remove the GA4 Measurement ID?
    Sierra CRM → Gear Icon → Integrations → Google Analytics. Click Remove and save.
  • Can I link Google Ads to GA4?
    Yes, but linkage must be redone after creating your GA4 property. Learn how here.
  • How do I find my Measurement ID?
    It’s listed in your GA4 Web Stream settings. Format: G-XXXXXXXXXX.

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