What Does a Google Analytics Code Look Like?

Your Google Analytics code is the starting point for understanding your website traffic, but it can feel like a mysterious block of code. Getting it right is the first crucial step to tracking your visitors, understanding their behavior, and making smarter marketing decisions.

This article will show you exactly what the Google Analytics tracking code looks like, explain what the different parts do, and walk you through how to find and install it on your site - no developer experience required.

What Exactly Is a Google Analytics Tracking Code?

The Google Analytics tracking code is a small snippet of JavaScript that you add to your website. Its job is to act like a data collector for your site. Every time a visitor lands on a page, this code runs in the background. It gathers anonymous information about the visit - like which page they’re on, what kind of device they're using, and how they got to your site - and sends it all back to your Google Analytics account.

Think of it as a gatekeeper for your website data. Without this code properly installed on every page, Google Analytics is completely blind, it has no way to see the visitors coming and going. This single piece of code powers all the charts, reports, and insights you see in your GA dashboard.

For modern sites, this code is called the Google tag, and it uses a library named gtag.js. You might also encounter an older version called analytics.js if you're looking at a website that was set up several years ago with Universal Analytics, Google's previous version.

The Two Main Types of Google Analytics Code

Over the years, the Google Analytics code has evolved. Today, you'll mainly see one version, but it's helpful to be able to recognize the older one, especially if you inherit an existing website.

The Modern Snippet: Google Analytics 4 and gtag.js

Google Analytics 4 is the current standard, and it uses the Google tag, which is powered by the gtag.js JavaScript library. If you're setting up analytics for the first time, this is the code you'll use. It's designed to be a unified tag that can send data to multiple Google products, not just Analytics.

Here’s what the standard GA4 tracking code looks like:

<!-- Google tag (gtag.js) -->
<script async src="https://www.googletagmanager.com/gtag/js?id=G-XXXXXXXXXX"></script>
<script>
  window.dataLayer = window.dataLayer || [],
  function gtag(){dataLayer.push(arguments),}
  gtag('js', new Date()),
  gtag('config', 'G-XXXXXXXXXX'),
</script>

At first glance, it might look confusing, but let's break down the key parts:

• <!-- Google tag (gtag.js) --> This is simply a comment. It doesn't perform any action but helps you or another developer identify what this block of code is for when looking at your site's HTML.
• <script async src="https://www.googletagmanager.com/gtag/js?id=G-XXXXXXXXXX"></script> This line is the engine of the operation. It tells the browser to asynchronously load the gtag.js library from Google's servers. The async attribute is important because it means the browser can continue loading the rest of your page while the script is being fetched in the background, preventing it from slowing down your site.
• window.dataLayer = window.dataLayer || [],** This initializes the "data layer," which is a fancy term for a temporary holding place for data. It's used for more advanced tracking, like capturing custom events when someone clicks a specific button or fills out a form. For now, just know that it helps get the system ready to handle data.
• function gtag(){dataLayer.push(arguments),}** This defines the main gtag() function. Whenever you trigger an event or send data to Google Analytics through the code, this is the function that makes it happen by adding the information to the data layer.
• gtag('js', new Date()),** This command formally initializes the tracker with a current timestamp.
• gtag('config', 'G-XXXXXXXXXX'),** This is the most important line for most users. The 'G-XXXXXXXXXX' is your unique Measurement ID. It tells the script which specific Google Analytics property to send all the collected data. Every GA4 property has its own unique ID that starts with "G-". This is the string that connects your website directly to your reporting dashboard.

The Legacy Snippet: Universal Analytics (UA) and analytics.js

Universal Analytics was the standard version of Google Analytics until it was replaced by GA4 and officially stopped processing data in July 2023. However, you may still find its tracking code, which uses the analytics.js library, on millions of older websites.

The legacy Universal Analytics code looks like this:

<!-- Google Analytics -->
<script>
(function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r,i[r]=i[r]||function(){
(i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date(),a=s.createElement(o),
m=s.getElementsByTagName(o)[0],a.async=1,a.src=g,m.parentNode.insertBefore(a,m)
})(window,document,'script','https://www.google-analytics.com/analytics.js','ga'),

ga('create', 'UA-XXXXXXXX-X', 'auto'),
ga('send', 'pageview'),
</script>
<!-- End Google Analytics -->

The key thing to notice here is the Tracking ID in the line ga('create', 'UA-XXXXXXXX-X', 'auto'),. Universal Analytics IDs always start with "UA-" instead of "G-". If you see this on your site, it means you're still using an old, deprecated version, and you should upgrade to a GA4 tag to collect data properly.

How to Find Your Google Analytics Tracking Code

Finding your code snippet inside your GA4 account is straightforward. Here’s a step-by-step guide to locate the correct code to copy and paste.

1. Log In to Google Analytics: Head to the Google Analytics website and sign in.
2. Go to Admin: Click the gear icon labeled "Admin" in the bottom-left corner of the screen.
3. Select the Right Account and Property: In the Admin area, you’ll see columns for "Account" and "Property." Make sure you have the correct ones selected from the dropdowns, especially if you manage multiple websites.
4. Open Data Streams: In the "Property" column, find and click on "Data Streams." This is where Google manages the sources of data flowing into your property.
5. Select Your Web Stream: You will see a list of your data streams. For a website, there should be one listed. Click it to open its details.
6. View Tag Instructions: Scroll to the bottom of the "Web stream details" page. Under the "Google tag" section, click on "View tag instructions."
7. Copy the Code: A new screen will appear. Click the tab that says "Install manually." Voila! There is your full JavaScript tracking code snippet, ready to be copied.

You can click the copy icon to get the exact code for your clipboard, ensuring you don’t make any typos.

Where Exactly Do You Put This Code?

Once you’ve copied your gtag.js snippet, you need to place it on your website. The official recommendation from Google is to paste the code immediately after the opening <head> tag on every single page of your site.

Why right at the top? Placing the code high up in your page’s HTML ensures it loads as quickly as possible. This minimizes the risk of a visitor leaving the page before the tracking script has a chance to run and count their pageview.

How you do this varies depending on your website platform.

For WordPress Websites

You generally want to avoid editing your theme files directly. The easiest and safest way is to use a plugin:

• Google Site Kit: This is Google's official plugin for WordPress. It authenticates with your Google account and installs the GA4 tag for you - no code snippet required.
• Header and Footer Scripts Plugins: Plugins like "WPCode" or "Insert Headers and Footers" give you a simple box where you can paste your entire code snippet. The plugin will handle injecting it into the <head> section of every page across your site.

For Shopify Stores

Shopify makes this super simple. You typically don't need the whole code snippet, just your Measurement ID (the part that looks like G-XXXXXXXXXX).

1. Go to your Shopify Admin and navigate to Online Store > Preferences.
2. Find the "Google Analytics" section.
3. Paste just your Measurement ID into the box and save.

Shopify will then handle adding the correct gtag.js code to your store automatically.

For Squarespace, Wix, or Other Website Builders

Most modern website builders have dedicated integrations for Google Analytics because it's such a common requirement. Look for a "Marketing Integrations," "Analytics," or "Custom Code" section in your site's settings. Like Shopify, many of these platforms will only ask for your Measurement ID, not the full snippet.

For a Custom-Coded Website

If you have direct access to your site's HTML files, you'll need to manually paste the full code snippet right after the opening <head> tag. If your site uses a template or header include file, you can often just add the code there once, and it will appear on every page.

Quick Checklist: Common Mistakes to Avoid

When installing your tracking code, it's easy to make a small error that can stop your data collection entirely. Keep an eye out for these common issues:

• Using both Old and New Codes: Make sure you have removed any old Universal Analytics ("UA-") tracking codes. Having both GA4 and UA scripts running can cause inflated traffic numbers by double-counting visitors.
• Placing the Code in the Wrong Spot: Putting the script near the bottom of the page (e.g., in the footer) is a common mistake. It may still work, but you risk missing visitors who bounce quickly. Always stick to the <head> section.
• Accidental Typos: Even deleting a single quotation mark or semicolon in the snippet can break it. Always copy and paste the code directly from your Google Analytics account to prevent errors.
• Forgetting the Code on Some Pages: If the code isn't on every page, you'll have gaps in your data. Using a plugin or a theme template ensures universal coverage.

Final Thoughts

That block of JavaScript might look intimidating, but the Google Analytics tracking code is simply a tool that enables you to collect the raw data you need to grow your website. Understanding what the gtag.js snippet is, what the parts mean, and where to place it correctly are foundational skills for anyone serious about digital marketing.

Of course, getting the tracking code implemented is just step one. Turning that flood of data into clear, actionable insights is another challenge altogether. With so many reports and metrics to navigate, it's easy to get lost. We built Graphed to solve this problem by connecting directly to your tools like Google Analytics. Instead of wrestling with complex reports, you can just ask questions in plain English - like "Which landing pages get the most traffic from organic search?" or "Show me unique visitors by country for last month" - and get instant dashboards and answers without the headaches.