GBP Specialist

Analytics Setup

Needs review — This SOP contains our content but has not been verified by Nick. Treat as a working draft until marked Live.

SOP-04: Analytics & Search Console Setup

Last Updated: 2026-03-31 Owner: GBP Specialist (Setup) / SEO Specialist (Data Analysis) Status: Active

Overview

This SOP covers the complete setup of Google Analytics 4 (GA4), Google Tag Manager (GTM), Google Search Console (GSC), and Search Atlas auto-installation for new client websites. The GBP Specialist owns the technical implementation and verification, while the SEO Specialist uses the verified data for strategy and reporting.

Key Distinction:

GBP Specialist (Edward) → Owns setup, installation verification, and data transmission to developers
SEO Specialist (Alessandra) → Reads data post-setup for keyword strategy, search behavior analysis, and reporting

Key Inputs:

Client website URL and hosting details
Developer contact (Jakob or equivalent)
Access to Google Business Profile and Search Atlas
Task Tracker for documentation and handoff

Escalation Path: GBP Specialist → Developer (Jakob) → CSM → Ops Lead → Nick (for technical issues)

SECTION 1: GA4 SETUP

Trigger

New client website launched or ready for tracking
Existing client website never had GA4 implemented
GA4 implementation required before P2 phase begins

Owner

GBP Specialist

Prerequisites

Access to Google Analytics account (or create new account if needed)
Admin access to client’s Google Business Profile
Developer contact information (for installation confirmation)

Step-by-Step Process

Reference Video: https://www.loom.com/share/c0dc805fa2be44728fe32e9b2ddded33

Log Into Google Analytics
- Navigate to Google Analytics (analytics.google.com)
- Sign in with business email (use centralized GA account if managing multiple clients)
- If new GA account needed: Click “Start measuring” and follow initial setup
Navigate to Admin & Create Property
- Click Admin (gear icon) in bottom left
- Under “Property,” click “Create property”
- Enter property details:
  - Property name: Client website name or “Client-Name Website”
  - URL: Client’s full website URL (e.g., https://www.example.com)
  - Industry category: Select client’s industry
  - Business size: Select appropriate size (if applicable)
  - Business objectives: Select “Generate leads” (primary objective for local SEO clients)
Follow Setup Wizard
- Accept terms and conditions
- Review property configuration
- Click “Create property”
- System generates Measurement ID (e.g., G-XXXXXXXXXX)
Record & Secure Measurement ID
- Copy the generated Measurement ID (9-10 character ID starting with “G-”)
- Store in Task Tracker under client record
- This ID is required for GTM installation and developer handoff
Create Data Stream (Web)
- In property settings, click “Data streams”
- Click “Add stream” → Select “Web”
- Enter website URL and stream name (e.g., “Client-Name Website”)
- Create stream
- Measurement ID auto-generates and syncs with property
Installation Method Decision
- Option A (Recommended): Install via GTM (see Section 2)
  - Requires GTM container setup first
  - More flexible for future tags
  - Recommended if developer manages GTM
- Option B: Direct install
  - Provide Measurement ID to developer (Jakob)
  - Developer installs code snippet directly into website header
  - Less flexible but faster if no GTM
Handoff to Developer
- If using GTM: Proceed to Section 2; GTM will handle GA4 installation
- If direct install: Email developer (Jakob):
  - Subject: “GA4 Setup Complete - [Client Name]”
  - Include Measurement ID, property name, and installation instructions
  - Request confirmation of installation within 2 business days
  - Confirmation should include: “GA4 tracking confirmed active on website”
Verification (Post-Installation)
- Wait 24-48 hours after developer confirms installation
- Return to GA4 property
- Check “Real-time” report to verify data is flowing
- If no data: Contact developer for troubleshooting
- Document verification in Task Tracker

QC Checklist

KPIs

GA4 setup completion: Within 5 business days of client request
Measurement ID accuracy: 100% (zero typos in transmission)
Developer confirmation rate: 100% within 2 business days
Data verification: Real-time tracking active within 48 hours

SECTION 2: GTM SETUP

Trigger

Client website requires tag management for multiple tools (GA4, GSC, pixels, etc.)
Developer (Jakob) manages GTM or has requested centralized tag management
GA4 needs to be installed alongside other analytics/conversion pixels

Owner

GBP Specialist

Prerequisites

Google Tag Manager account (create if needed: tagmanager.google.com)
GA4 Measurement ID (from Section 1) if installing GA4 via GTM
Developer access to website code repository
Website and tag access

Step-by-Step Process

Reference Video: https://www.loom.com/share/fb6ec7b1154d495b8cbf5bc2015ee809

Log Into Google Tag Manager
- Navigate to Google Tag Manager (tagmanager.google.com)
- Sign in with business account
- Click “Admin” (gear icon) in top menu bar
Create GTM Container
- Click “Create container”
- Container name: Client website name or “Client-Name GTM”
- Target platform: Select “Web”
- Accept terms and click “Create”
System Generates GTM Code Snippets
- Two code blocks generated automatically:
  - Block 1: <script> block for <head> section
  - Block 2: <noscript> block for <body> section (immediately after opening <body>)
- Copy both code blocks verbatim (no modifications)
Store Code Snippets
- Copy Block 1 (head script) and Block 2 (body script)
- Paste into Task Tracker under client record
- These will be provided to developer for installation
Document Container ID
- Container ID appears in snippets (e.g., GTM-XXXXXX)
- Record in Task Tracker for reference
Handoff to Developer (Jakob)
- Email developer with subject: “GTM Container Ready - [Client Name]”
- Include:
  - Container ID
  - Head Script: [Full code block] with instruction: “Paste in section before closing ”
  - Body Script: [Full code block] with instruction: “Paste immediately after opening tag”
  - Request confirmation: “Please confirm when GTM scripts are live on website”
- Request 2-business-day confirmation timeline
Confirmation of Installation
- Wait for developer (Jakob) to confirm both scripts are live
- Confirmation should note: Both head and body scripts installed and verified
- Log confirmation date in Task Tracker
GTM Verification
- After developer confirms installation, return to GTM interface
- Click “Preview” button (top right of GTM dashboard)
- Enter website URL in preview window
- Website should show GTM is active (green checkmark or “Container Loaded” message)
- If not active: Contact developer for troubleshooting
- Document verification in Task Tracker

QC Checklist

GTM container created in correct account
Container name matches client naming convention
Platform set to “Web”
Both code snippets (head and body) copied verbatim
Container ID recorded in Task Tracker
Developer (Jakob) received installation request with both scripts
Developer confirmed installation within 2 business days
GTM preview verification completed and confirmed active
Installation documented in Task Tracker with timestamp

KPIs

GTM setup completion: Within 3 business days of request
Code snippet accuracy: 100% (zero manual edits to snippets)
Developer confirmation: 100% within 2 business days
GTM verification: Active status confirmed within 24 hours of developer install

SECTION 3: GOOGLE SEARCH CONSOLE SETUP & GSC VERIFICATION

Trigger

GA4 and GTM setup complete (or in parallel if GTM not used)
Website needs to be verified in Google Search Console
Required before SEO Specialist can access Search Console data

Owner

GBP Specialist (with SEO Specialist handoff for ongoing monitoring)

Prerequisites

Access to Google Search Console account
Website URL verified or ready for verification
HTML tag verification method (preferred)
Access to website code or verification file upload capability

Step-by-Step Process

Reference Video: https://www.loom.com/share/ce56bdd5b46a4f08a0fde66657cef8cd

Log Into Google Search Console
- Navigate to Google Search Console (search.google.com/search-console)
- Sign in with business account
Add New Property
- Click “Add property” (+ icon at top)
- Two options appear:
  - URL prefix (recommended) — For single website with exact URL
  - Domain — For all subdomains (example.com and www.example.com)
- Select “URL prefix”
- Enter website URL exactly as it appears in browser (e.g., https://www.example.com)
- Click “Continue”
Select Verification Method
- GSC offers multiple verification methods:
  - HTML tag (recommended for speed)
  - Upload HTML file
  - DNS record
  - Google Analytics (if GA4 already connected)
  - Google Tag Manager (if GTM already connected)
- Recommended: HTML tag method
- Click “HTML tag”
Copy HTML Tag
- GSC displays verification meta tag:
  - Format: <meta name="google-site-verification" content="XXXXX" />
- Copy entire tag including quotes and content
- Do NOT modify or edit the tag
Provide Tag to Developer
- Email developer (Jakob) with:
  - Subject: “GSC Verification Tag - [Client Name]”
  - Body: “Please add this meta tag to the section of the website homepage (or all pages for site-wide verification):”
  - Paste: [Full HTML tag]
  - Request: “Please confirm when tag is live and accessible in page source code”
Verify Installation
- Wait for developer to confirm tag is live
- Return to GSC verification page
- Click “Verify” button
- GSC searches for meta tag in page source
- If found: Property verified successfully
- If not found: Ask developer to check tag placement; try again
Document Verification Success
- Once verified, GSC shows “Ownership verified”
- Log verification date and method in Task Tracker
- Note that GSC data collection begins from this point (past data not available)
Set Up Search Console Preferences
- In GSC settings, configure:
  - Preferred domain: www.example.com (if applicable)
  - Crawl rate: Default (unless client requests adjustment)
  - User-Agent verification: Not required (GSC defaults)
- Save preferences

QC Checklist

KPIs

GSC verification completion: Within 5 business days of request
Verification success rate: 100% of setups
Developer confirmation: 100% within 2 business days
GSC data collection: Begins immediately post-verification

SECTION 4: SEARCH ATLAS AUTO-INSTALLATION & GA4 INTEGRATION

Trigger

GA4, GTM, and GSC are set up and verified
Client profile created in Search Atlas
P0/P2 phase requires Search Atlas connection to track rankings and data

Owner

GBP Specialist (with SEO Specialist confirmation)

Prerequisites

Access to Search Atlas account
Client’s website URL
GA4 Measurement ID (from Section 1)
GSC property verified (from Section 3)

Step-by-Step Process

Reference Video: https://www.loom.com/share/ce56bdd5b46a4f08a0fde66657cef8cd

Log Into Search Atlas
- Navigate to Search Atlas (searchatlas.com)
- Sign in with business account
- Select client profile from dashboard
Navigate to Auto Settings
- In client dashboard, click “Auto Settings” or “Settings”
- Look for “Installation” or “Auto Installation” section
- Click “Auto Installation”
Copy Auto-Installation Code
- Search Atlas displays code snippet for website installation
- Scroll to “Step 1” — Copy the provided code block
- Store code in Task Tracker (for developer reference if needed)
- This code connects website to Search Atlas for tracking
GA4 Property Setup in Search Atlas
- In Search Atlas client dashboard, find “GA4 Integration” or “Analytics Setup”
- Click “Connect GA4” or “Add Property”
- Search Atlas prompts for GA4 details:
  - Property name: Enter name (e.g., “Client-Name Website”)
  - Timezone: Match client’s timezone exactly
  - Currency: Select if applicable (USD, etc.)
  - Business category: Select from dropdown (same as GA4 property)
Select Goal & Platform
- Goal: Select “Generate leads” (primary for local SEO)
- Platform: Select “Web”
- Website URL: Enter client’s full website URL
Create GA4 Stream in Search Atlas
- Search Atlas creates data stream connection
- You’re prompted to enter:
  - Stream name: e.g., “Client-Name Website Stream”
  - Measurement ID: Paste GA4 Measurement ID from Section 1 (e.g., G-XXXXXXXXXX)
- Click “Create Stream”
Retrieve Installation Code
- Search Atlas generates or displays GA4 installation code
- Copy code for developer (if not already installed via GTM)
- Include in email to developer with note: “GA4 installation code for Search Atlas integration”
Verification of Connections
- Wait 24-48 hours for data to flow through all three systems
- Return to Search Atlas: Check “Data Connection Status” (should show “Connected”)
- Return to GA4: Check “Real-time” report to verify website traffic
- Return to GSC: Check “Performance” to verify search data is flowing
- Document all verifications in Task Tracker

QC Checklist

KPIs

Search Atlas integration completion: Within 3 business days of GA4 setup
GA4 stream accuracy: 100% correct Measurement IDs
Data connection status: All three platforms connected within 48 hours
Zero integration failures: 100% successful connections

SECTION 5: HANDOFF TO SEO SPECIALIST

Trigger

All four systems verified and active (GA4, GTM, GSC, Search Atlas)
Real-time data flowing in all platforms
GBP Specialist ready to transfer monitoring to SEO Specialist

Owner

GBP Specialist (communication) / SEO Specialist (receives handoff)

Handoff Process

Create Handoff Document
- Prepare summary for SEO Specialist (Alessandra):
  - GA4 Property ID: [G-XXXXXXXXXX]
  - GTM Container ID: [GTM-XXXXXXXX]
  - GSC Property URL: [https://www.example.com]
  - Search Atlas Client Profile: [Link]
  - Access credentials: (If SEO Specialist doesn’t have access, request Ops add her)
  - Key dates: When each system went live
  - Installation status: Verification complete/verified
Email SEO Specialist
- Subject: “Analytics Setup Complete - [Client Name] - Ready for Data Analysis”
- Body: Attach handoff document with all IDs and access information
- Message: “GA4, GTM, GSC, and Search Atlas are now live and collecting data. All data sources verified. Ready for keyword strategy and reporting. Access links and credentials attached.”
Schedule Brief Sync
- Optional: 15-minute call to walk through dashboards and data access
- Confirm SEO Specialist can access all four platforms
- Answer any technical questions about setup
Update Task Tracker
- Create completion note: “Analytics setup complete and handed off to SEO Specialist”
- Note date and time of handoff
- Mark task as “Complete”

Post-Handoff Responsibilities

GBP Specialist (ongoing):

Monitor GTM and Search Atlas for any installation/connectivity issues
Provide support if developer needs adjustments
Escalate any technical problems to CSM/Ops

SEO Specialist (ongoing):

Monitor GA4 for keyword and user behavior data
Use GSC for search query analysis
Review Search Atlas rank tracking
Incorporate data into monthly strategy reports

QC Checklist

All four systems confirmed active and collecting data
Handoff document prepared with all IDs and credentials
SEO Specialist (Alessandra) notified via email
Access verified (or requested from Ops if missing)
Task Tracker updated with completion date
No outstanding developer confirmations pending

SECTION 6: TROUBLESHOOTING & ESCALATION

GA4 Shows No Real-Time Data

Symptom: GA4 property created and configured, but real-time report shows no data 24+ hours post-installation

Troubleshooting:

Verify Measurement ID is correct (check Task Tracker vs. GA4 property)
Ask developer (Jakob) to confirm:
- GA4 code is placed in website section
- Code is on all pages (not just homepage)
- No code is commented out or disabled
Check website in incognito mode and load multiple pages
Return to GA4 real-time report after loading pages (refresh GA4)
If data appears, setup is successful
If still no data, escalate to developer for code verification

Escalation: CSM → Developer (Jakob) for code troubleshooting

GTM Not Active After Installation

Symptom: Developer confirms GTM scripts installed, but GTM preview shows “Container Not Loaded”

Troubleshooting:

Ask developer to verify both snippets are live:
- Head script in section (before )
- Body script immediately after opening tag
Clear browser cache (Cmd+Shift+Delete or Ctrl+Shift+Delete)
Wait 15 minutes for GTM sync
Return to GTM preview and reload website
Check browser console for JavaScript errors (F12 → Console tab)
If errors present, share with developer

Escalation: CSM → Developer (Jakob) for code/cache issues

GSC Verification Fails

Symptom: GSC meta tag copied and installed, but verification button returns “Tag not found”

Troubleshooting:

Ask developer to confirm:
- Meta tag placed in section
- Tag is on homepage or all pages (depending on verification scope)
- Tag is not inside conditional comments or commented out
Verify tag in page source:
- Load website homepage
- Right-click → “View Page Source”
- Search (Cmd+F) for “google-site-verification”
- Confirm entire tag is visible
Wait 30 minutes and retry GSC verification (Google can take time to find tag)
If tag not found in source, ask developer to re-paste verbatim

Escalation: CSM → Developer (Jakob) for tag placement issues

Search Atlas Data Not Syncing

Symptom: Search Atlas shows “Data Connection Failed” or no ranking data appears

Troubleshooting:

Verify GA4 Measurement ID is correct in Search Atlas
Verify GSC property is connected in Search Atlas (not just GA4)
Check that GSC property is verified (not showing verification pending)
Wait 24 hours for initial sync (Search Atlas takes time for first data pull)
Check Search Atlas dashboard “Data Status” section for errors
Confirm client website is indexed in GSC (GSC > Coverage tab should show indexed pages)

Escalation: Ops Lead → Search Atlas support if data status shows error codes

Developer Unavailable for Installation

Symptom: Developer (Jakob) unavailable or delayed in implementing code

Process:

Escalate to CSM immediately (timeline impacts P0/P2 start date)
CSM reaches out to client to arrange alternative developer or internal IT
GBP Specialist can send setup instructions directly to client if needed
Document delay in Task Tracker
Once new developer identified, restart installation process (Sections 1-4)

Escalation: GBP Specialist → CSM → Client for developer coordination

00-client-lifecycle-playbook.md — Project phases and analytics requirement timeline
02-sop-gbp-management.md — GBP setup (complements Analytics setup)
03-sop-posting-calendar.md — Search Atlas usage for GBP posting
06-sop-rank-tracking.md — Rank tracking in Search Atlas post-setup

ANALYTICS SETUP TIMELINE

Phase	Task	Owner	Deadline	Status
P0 (Setup)	GA4 property created	GBP Specialist	Day 3	Complete
P0 (Setup)	GTM container created	GBP Specialist	Day 3	Complete
P0 (Setup)	Developer code installation	Developer (Jakob)	Day 5	In Progress
P0 (Setup)	GSC property verified	GBP Specialist	Day 7	Complete
P0/P2	Search Atlas integration	GBP Specialist	Day 7	Complete
P0/P2	Data verification (all systems)	GBP Specialist	Day 8	Verification
P2	Handoff to SEO Specialist	GBP Specialist	Day 9	Handoff
P2+	Ongoing analytics monitoring	SEO Specialist	Ongoing	Ongoing

Key Contacts & Roles

Role	Name	Contact	Responsibility
GBP Specialist	Edward	[Email/Slack]	Setup, installation, verification, handoff
SEO Specialist	Alessandra	[Email/Slack]	Data analysis, strategy, reporting
Developer	Jakob	[Email]	Code implementation, verification confirmation
CSM	[Name]	[Email/Slack]	Client communication, escalation
Ops Lead	[Name]	[Email/Slack]	Technical issue resolution, tool support

Document Version: 1.0 Last Updated: 2026-03-31 Owner: GBP Specialist (Edward) Next Review: 2026-06-30

Analytics Setup

SOP-04: Analytics & Search Console Setup

Overview

SECTION 1: GA4 SETUP

Trigger

Owner

Prerequisites

Step-by-Step Process

QC Checklist

KPIs

SECTION 2: GTM SETUP

Trigger

Owner

Prerequisites

Step-by-Step Process

QC Checklist

KPIs

SECTION 3: GOOGLE SEARCH CONSOLE SETUP & GSC VERIFICATION

Trigger

Owner

Prerequisites

Step-by-Step Process

QC Checklist

KPIs

SECTION 4: SEARCH ATLAS AUTO-INSTALLATION & GA4 INTEGRATION

Trigger

Owner

Prerequisites

Step-by-Step Process

QC Checklist

KPIs

SECTION 5: HANDOFF TO SEO SPECIALIST

Trigger

Owner

Handoff Process

Post-Handoff Responsibilities

QC Checklist

SECTION 6: TROUBLESHOOTING & ESCALATION

GA4 Shows No Real-Time Data

GTM Not Active After Installation

GSC Verification Fails

Search Atlas Data Not Syncing

Developer Unavailable for Installation

Related Documentation

ANALYTICS SETUP TIMELINE

Key Contacts & Roles