How to track user behavior in Webflow with Google Analytics 4

So you’ve built your site in Webflow, you’re proud of how it looks, and now you want to know what people are actually doing when they land there. Google Analytics 4 (GA4) is the tool for the job—if you set it up right.

This guide is for folks who want real insight, not just a hit counter. I’ll walk you through the practical steps to get GA4 running on your Webflow site, show you how to track meaningful stuff (not just vanity metrics), and flag a few common traps to avoid.

Why Tracking User Behavior Matters (and Where Most People Mess Up)

You built your site for a reason—maybe to sell, maybe to showcase, maybe just to not look amateur. But if you’re not tracking what users actually do, you’re guessing in the dark.

Here’s the catch: lots of people slap Google Analytics on their site and call it a day. But the built-in numbers (like “pageviews” and “users”) rarely tell you what you really want to know, like:

  • Are people actually clicking the buttons that matter?
  • Where do they drop off in your signup or contact process?
  • Which pages do they linger on, and which do they bounce from immediately?

Without measuring the right things, you’ll end up “optimizing” for the wrong stuff.

Step 1: Get a Google Analytics 4 Property Set Up

First off, you’ll need a Google Analytics account. If you already have one, skip ahead.

  1. Go to Google Analytics.
  2. Sign in or create an account.
  3. Click “Admin” (gear icon, bottom left).
  4. Under “Account,” make sure you’re in the right account or create a new one.
  5. Under “Property,” click “+ Create Property.”
  6. Name your property (e.g., “My Webflow Site”), and set your timezone and currency.
  7. Click “Next” and fill in some basic business info (honestly, they just want it for their stats).
  8. Hit “Create.”

You’ll now see your new Property in the “Property” column.

Step 2: Get Your GA4 Measurement ID

This is the code that connects your website to Google Analytics.

  1. In your new GA4 property, go to “Data Streams.”
  2. Click “Add stream” > “Web.”
  3. Enter your website URL and stream name (e.g., “Main site”).
  4. Click “Create stream.”

You’ll see a “Measurement ID” starting with G- (e.g., G-XXXXXXXXXX). Copy this—you’ll need it.

Step 3: Add GA4 to Your Webflow Site

Webflow doesn’t have a built-in GA4 integration—just a Universal Analytics (UA) box, which Google is phasing out. Ignore that. You need to add GA4 manually.

Here’s how:

  1. In your Webflow project, go to “Project Settings.”
  2. Click the “Custom Code” tab.

  3. In the “Head Code” section, paste the GA4 tag. You’ll find this in your GA4 setup instructions, but here’s the basic version:

    html

    Replace G-XXXXXXXXXX with your actual Measurement ID.

  4. Save changes, then publish your site.

Pro Tip: Don’t add the GA4 code to individual pages unless you have a specific reason. Use the site-wide “Custom Code” so it loads everywhere.

Step 4: Confirm That Tracking Is Working

Don’t assume it’s working—check it.

  • Open your published site in a new tab or incognito window.
  • Go back to Google Analytics, and in the left sidebar, click “Reports” > “Real-time.”
  • You should see your own visit pop up as a user.

If you don’t see anything after a few minutes, double-check: - The Measurement ID matches exactly. - You published your site after adding the code. - You’re not blocking analytics scripts with an ad blocker.

Step 5: Set Up Basic Event Tracking (The Stuff That Matters)

GA4 automatically tracks a handful of actions (“Enhanced Measurement”) like page views, scroll, outbound clicks, and site search. Not bad, but it skips the most important interactions—like form submissions or clicks on critical buttons.

What’s Worth Tracking?

Don’t track everything. Focus on actions tied to your site’s goals, such as:

  • Contact form submissions
  • Sign-ups or downloads
  • Clicks on key buttons (like “Buy Now” or “Get Started”)
  • Video plays (if you have video embeds)
  • Anything that signals user intent

How to Track a Button Click or Form Submission in Webflow

You’ll need to use a little custom code. Here’s the simplest way:

Example: Tracking a Button Click

  1. Give your button a unique ID in Webflow Designer (e.g., id="cta-button").

  2. In Project Settings > Custom Code > Footer, add:

    html

  3. This sends a custom event to GA4 called cta_click whenever the button is clicked.

  4. Use clear, unique event names and labels so you don’t confuse yourself later.

Example: Tracking a Form Submission

Webflow forms fire a JavaScript event called submit. Here’s how to hook into it:

  1. Give your form a unique ID, like id="contact-form".

  2. In Project Settings > Custom Code > Footer, add:

    html

  3. This records every time someone submits your contact form.

IMPORTANT: Test these events. Submit the form or click the button, then check the GA4 “Real-time” > “Events” report.

Step 6: Ignore the Vanity Metrics

GA4 will show you big, impressive numbers. Most of them don’t matter. Don’t get distracted by:

  • Bounce rate (GA4 doesn’t even calculate it by default)
  • Session duration (famously unreliable)
  • “Users” (doesn’t mean real, unique people)

Instead, focus on the events that actually move the needle—like how many people submitted your form, or clicked your key buttons.

Step 7: (Optional) Use Google Tag Manager (If You’re Tracking Lots of Stuff)

If you just want basic tracking, skip this section. But if you’re planning to track a bunch of different events, or hate editing code every time, Google Tag Manager (GTM) can help.

  • GTM is a free tool from Google that lets you manage all your tracking scripts without touching your site code.
  • Downside: Steeper learning curve, and it can feel like overkill for simple sites.

If you do go down this road, the process is: 1. Sign up for GTM, create a container, and add the GTM snippet to your Webflow site’s custom code. 2. Use GTM’s interface to set up GA4 and define triggers (like clicks, form submissions, etc.). 3. Test thoroughly—GTM is powerful but easy to misconfigure.

Honest take: For most small sites or portfolios, GTM is more hassle than it’s worth. Stick with direct GA4 code unless you know you’ll need the flexibility.

Step 8: Make Sense of the Data

Once events are coming in, head to GA4 > “Reports” > “Events.” You’ll see your custom events show up there. You can:

  • Click into each event to see how often it’s triggered, by which pages, devices, etc.
  • Set up conversions (for things like “contact_form_submitted”) by marking any event as a conversion in the GA4 interface. This is how you actually track what matters.

Pro Tip: Don’t build fancy dashboards on day one. See what’s working, then refine what you track based on real questions that come up.

Common Pitfalls (and How to Avoid Them)

  • Forgetting to publish after adding code: You’d be surprised how often this happens.
  • Tracking too much: The more you track, the messier your reports. Stick to what’s actionable.
  • Assuming “out-of-the-box” covers your needs: GA4’s auto-tracking is limited. Manual events are almost always needed.
  • Not testing: Always check the Real-time report after setting up any event.
  • Ignoring privacy: If you’re tracking users in the EU or similar, you may need a cookie consent banner. GA4 doesn’t handle this for you.

Keep It Simple, Iterate, and Don’t Obsess

You don’t need to be a data scientist to get real value out of Google Analytics 4. Start by tracking just the key actions—form submissions, button clicks, whatever matters to your site. Ignore the noise, check your setup regularly, and tweak as you learn more about your visitors.

It’s easy to overcomplicate analytics. Keep it simple, pay attention to what actually helps you make better decisions, and you’ll already be ahead of most site owners.