How It Works
SALT doesn’t collect or store your Google Analytics data. Instead, it acts as a trigger point — sending activity like form views or submissions into your own Google Analytics account, using the Measurement ID you provide.
To make this work, you’ll need to create a Web Data Stream inside Google Analytics 4 (GA4). This is how Google provides the ID SALT needs in order to start tracking.
ℹ️ Good to Know:
You only need to set up one connection in Google Analytics to track activity from all your SALT forms — no need to create a separate one for each form.
Even with just one connection, you can still figure out which form your leads came from by looking at the form links, actions they took, or using special tags (UTMs) if you’re sharing forms in ads or emails.
A Google Tag (Tag Manager) is not required to use Google Analytics 4 (GA4) with SALT. [See Advanced Setup & Tracking below for more info]
Connecting Google Analytics with SALT
To begin the process of configuring a connection between GA and SALT:
Log in to your Google Analytics account
Go to Admin → Data Streams → Web
Create a Web Data Stream (if one doesn’t exist yet)
Enter the website's URL you're wanting to track, as well as the "Stream Name," which will simply act as a label for the stream. (You can just use your agency's site or a general placeholder.)
[Note: You'll be prompted to set up a "Google tag," which is optional unless you want to explore more advanced methods of tracking. You can simply "X" out of that screen. (See Advanced Setup & Tracking below for more info. ]
Copy the Web Data Stream's Measurement ID (looks like G-XXXXXXXXXX)
Log in to SALT and go to Settings → Integrations → Google Analytics
Paste your Measurement ID into the Google Analytics 4 Site Property field
Save your changes
That’s it! SALT will automatically begin loading the GA script on any hosted Forms or Links.
Troubleshooting
If you’re not seeing data in GA, double-check the following:
Ensure you've set up a Web Data Stream in Google Analytics (This generates the Measurement ID needed for connection)
Verify that you have the correct Measurement ID (starting with "G-") pasted into the GA integration's settings within SALT
[Note: Old Universal Analytics ID (starts with UA-) will not work. The ID must start with "G-."]
Advanced Setup & Tracking
You may see a window pop-up during Web Data Stream setup prompting you to set up a "Google Tag."
Unless you're wanting more advanced tracking, a Google Tag (Tag Manager) is not required to use Google Analytics 4 (GA4) with SALT. No need to mess with Google Tag Manager (GTM) unless you want more advanced tracking.
Why would I want to use Google Tag Manager?
You might use GTM if you want to:
Fire multiple tags from one place (e.g. Google Ads + GA + Meta)
Set up custom tracking events that aren’t built into GA
Manage tags for multiple websites or tools from a single dashboard
But for basic Google Analytics tracking through SALT, you don’t need it.
Support Limitations
Because Google Analytics is a third-party tool, SALT support is limited when it comes to advanced troubleshooting. For more help, we recommend checking out: