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Learn about Google Analytics 4 (GA4) and how to connect your GA4 to Similarweb and access your data.

What is Google Analytics 4 (GA4)?

Google Analytics 4 (GA4) is the latest version of Google Analytics. It offers an enhanced approach to tracking and analyzing user data across websites and apps. GA4 focuses on privacy, machine learning, and cross-device user journeys.

What’s changing in Google Analytics?

GA4 introduces a new data model based on event tracking, unlike Universal Analytics (UA) which relies on sessions and page views. GA4 offers enhanced tracking capabilities, including event-based data collection, cross-platform and cross-device tracking, and a stronger focus on user engagement. It also provides advanced reporting and analysis features.

Why should I connect my site's GA4 to Similarweb?

Website owners can connect their Google Analytics account to Similarweb and share website data. Making this connection allows you to:

  • Benchmark your performance: Connecting your GA4 account privately gives you and your team a comprehensive view of your website's performance. You can benchmark performance directly against your competitors using Similarweb.
  • Get verified by Similarweb: Connecting publicly is useful for publishers and media brands who want to display their verified traffic to potential advertisers and partners and demonstrate their audience reach and engagement metrics.

Connection Types:  There are two different kinds of GA connections:

  • Publicly: this option is available for all users, free and premium. Anyone who views your page in Similarweb will see this data, along with the verified stamps.
  • Privately: this option is available for Similarweb premium users and will show verified data only for users who have access to that account. Verified stamps will not be shown for a website that is verified privately; however, they will be visible to users on the same account as the original user who completed the private connection.

How to connect my site's GA4 property to Similarweb

First, if you haven't already done so, we recommend visiting Google’s Analytics Help guide for information on how to migrate from UA to GA4. Once you have successfully migrated, follow the steps below to connect GA4 to Similarweb.

Making the connection to Similarweb is easy. You can connect your GA4 from within the Similarweb platform, or via a link on the Similarweb website (this option is required if you're using the Free version of Similarweb). 

Option 1: Connect your site's Google Analytics from within the Similarweb platform.

  1. Log in to Similarweb.
  2. Choose one of the following entry points to access the connection panel: 
    • For websites that have not been previously connected to their analytics to Similarweb, go to the Website Performance or the Traffic and Engagement page and click the 'Connect your website' buttonimage.png
    • If your site has an active UA connection but you want to upgrade to GA4, click the Ellipsis menu (...) located at the top of any page in the Website Analysis module.GA
  3. Hover over the Info (i) icon and click Connect my analytics. GA
  4. Enter your credentials to login to your google account.  Choose
  5. Choose the website to be measured. Click ‘Next’ to complete the connection. Choose

Note: You must connect the stream/property that holds the entire website (no subdomains). As opposed to Google UA, you may have several streams to a single site, and it may result in significant discrepancies in the way we show the data.


Option 2: If you are using Similarweb's free platform, publicly verify your site from our website To connect your Google Analytics 4 account through Similarweb’s free platform:

  1. Go to Enter your domain into the search bar. The overview page for your domain is displayed. Click Claim Your Website next to Traffic Overview.Connect GA4 to Similarweb
  2. Enter an account to log in to your Google account.
    Choose an account
  3. Choose the website to be measured. Click ‘Next’ to complete the connection. Choose a website to be measured

      Note: You must connect the stream/property that holds the entire website (no subdomains). As opposed to Google UA, you may have several streams to a single site, and it may result in significant discrepancies in the way we show the data.

  4. Once you have completed the configuration in the previous step, a confirmation message will be presented.

Website connected to Similarweb

  Note: It can take up to 48 hours for GA4 data to sync with Similarweb.



Q: When does GA4 replace UA?

A: GA4 replaced Universal Analytics. On July 1, 2023, standard Universal Analytics properties stopped processing data. 

  • Until July 1, 2023, it’s possible to use and collect new data in Universal Analytics properties. Some properties will continue to process data for a short period after this according to Google.

  • After July 1, 2023, users will be able to access their previously processed data in Universal Analytics for at least six months. 


Q: If I don't migrate to GA4, what will happen to the data you show about my website in the Similarweb platform? Will it disappear after July 1st, and you'll just show SW estimations?

A: Your Universal Analytics account will continue to process data for at least six months, and we will display this data, as long as you do not have a GA4 account connected to Similarweb.


Q: Will Similarweb still show old Google analytics (UA) data alongside new GA4 data as I migrate?

A: Once you connect your GA4 property, GA4 data will always take precedence over Universal Analytics in Similarweb. This means that we will show GA4 data whenever available. 


Q: Do I need to disconnect my existing Google Analytics and then reconnect with my GA4?

A: No, you do not need to disconnect your existing Google Analytics account. If you have an existing GA connection, you can simply connect your new GA4 account with the steps outlined above.


Q: How can I find my Google Analytics 4 Tag ID. 

A: Visit How to find Google Analytics Tracking ID for instructions. 


Q: How can I change my Google Analytics 4 connection from private to public (or vice versa)?

  1. Go to Settings  > Account and click on Profile.

  2. Switch to the Connected Accounts tab.

  3. Choose Private or Public for the relevant site, and click Update. 

Q: Is it possible to only send some data within GA4, i.e., Visits and Pageviews?

A: No, there is no custom Google Analytics sharing. It is also not possible to connect to Similarweb via SDK.


Q: How do I disconnect my Google Analytics 4 from Similarweb?

A: You can disconnect your Google Analytics from Similarweb directly via your Google Analytics account. Visit How do I disconnect a Google Analytics account from Similarweb? for instructions.


Q: Can I see Google Analytics 4 data for a site in the Similarweb extension?

A: SimilarWeb estimated data is displayed by default in the Similarweb extension. Currently, we do not support Google Analytics data in the extension.


Q: How is the ranking calculated?

A: Website Rankings are based on Similarweb estimations, not Google Analytics 4 data. This ensures a consistent approach across all sites on the platform, as not all sites are verified.


Q: What data points are going to be affected once I’ve connected my Google Analytics with Similarweb?

A: Once you’ve connected your Google Analytics account with Similarweb, the following data points will be taken from Google Analytics:

  • Total Visits (Sessions)

  • Pages / Visits

  • Avg. Visit Duration

  • Bounce Rate

  • Monthly Unique Visitors

  • Visitors per Unique Visitor

These insights will be available on the Website Overview and Traffic & Engagement pages and will be noted with this orange icon: 

Google UA

These pages will be stamped with a ‘verified data’ stamp if shared publicly.


Running into difficulties while connecting your GA4 account to Similarweb? Visit Google Analytics Connection Issues for common connection errors and troubleshooting tips. 


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