Google Analytics 4: counter code and access to GA and Search Console


How is analytical accounting carried out?

Analytical accounting is accounting that is maintained in analytical accounting accounts that group detailed information about property, liabilities and business transactions within each synthetic account (paragraph 4 of Article 2 of the Federal Law of November 21, 1996 No. 129-FZ, no longer in force).

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Table with explanation of charts of accounts with subaccounts

The accounting table for 2019 and 2021 is as follows:


List of accounts

NumberAccount nameBrief Explanation
01Fixed assetsDisplays general information about property, buildings that are operated or rented by the company. Subaccount: by type of fixed assets (active, inventory).
02Depreciation of fixed assetsThe cost of depreciation of intangible and tangible fixed assets that have accumulated during their use.
03Profitable investments in material assetsThis category highlights a company's investments in the rental of material assets for the purpose of generating income. For example, renting premises for a store, equipment for the production of goods, etc. Subaccount - “Disposal of material assets”.
04Intangible assetsIntangible asset expenses include income or expenses for patents, commercial research, idea development, scientific work, and design projects. They cannot be measured in real terms, but they have their own material value. Subaccounting is carried out by type of assets and by expenses for various works.
05Amortization of intangible assetsLoss of value of intangible assets that has accumulated during their use. Reflected in the loan.
07Equipment for installationInformation about equipment that needs installation or configuration. For example, computer networks, equipment for production or laboratories, etc.
08Investments in non-current assetsReflection of assets that will subsequently be reflected as fixed assets. This broad category includes animals, land, and various works.
09Deferred tax assetsThis account contains taxes that the organization must pay.
10MaterialsInformation about all materials that are used to operate a company or produce a product. For example, a company sells painted teapots and purchased unpainted goods for production. They should be included in this account. Subaccounts:
  1. Raw materials and materials.
  2. Purchased semi-finished products and components, structures and parts.
  3. Fuel.
  4. Containers and packaging materials.
  5. Spare parts.
  6. Other materials.
  7. Materials outsourced for processing.
  8. Construction Materials.
  9. Inventory and household supplies.
  10. Special equipment and special clothing in stock.
  11. Special equipment and special clothing in use.

Materials refer to active accounts. The cost of raw materials or fuel before purchase is calculated according to the planned cost, which is calculated using average purchase prices. Next, take the actual price.

11Animals being raised and fattenedAs you can guess from the name, this account provides information about those animals that are not yet suitable for sale. As a rule, such cows, rabbits or birds are in feeding or fattening.
14Reserves for reduction in the value of material assetsThis section is intended to reflect the decrease in the amounts of material assets. As a rule, this happens if prices for feed, raw materials, fuel or finished products fall.
15Procurement and acquisition of material assetsThis account includes the purchase price of inventories that came from contractors, debtors or other sources.
16Deviation in the cost of material assetsThe difference between accounting prices and the actual cost of materials or inventories. Can be classified as either a debit or a credit.
19Value added tax on purchased assetsSubaccounts:
  1. VAT on the acquisition of fixed assets.
  2. VAT on acquired intangible assets.
  3. VAT on purchased inventories.
20Primary productionReflects the work or services that were used to fulfill the purpose of the institution. For example, if the goal was milk production, then this account reflects the output of agricultural products.
21Semi-finished products of our own productionSemi-finished products that were produced by the company.
23Auxiliary productionAdditional costs that have an auxiliary function for production.
25General production expensesThose needs that are related to the main process only indirectly.
26General running costsFilling out this column is associated with general business expenses.
28Defects in productionA collection of defective products.
29Service industries and farmsWorks and services that will be additional. This category includes expenses for food for employees, housing and communal services, organization of summer camps for children of employees, etc.
40Release of products (works, services)The actual cost of goods or work for a certain period. If for some reason the figure differs from the planned one, then this is also indicated in the accounting.
41GoodsIf an organization purchases goods for sale, they are indicated in this invoice. Subaccounts:
  1. Goods in warehouses.
  2. Products in retail trade.
  3. The container is under the goods and empty.
  4. Purchased products.
42Trade marginIf the company resells goods, then this section indicates their markup.
43Finished productsAvailability and movement of finished products.
44Selling expensesFor example, packaging, delivery or fees to intermediaries.
45Goods shippedThis category reflects those products that have already been shipped from the warehouse, but have not yet been paid for, that is, the revenue did not arrive immediately.
46Completed stages of unfinished workThis account is usually used by organizations that perform long-term work: for example, construction companies.
50Cash registerSubaccounts:
  1. Cash desk of the organization.
  2. Operating cash desk.
  3. Monetary documents.
51Current accounts
52Currency accounts
55Special bank accountsThe position of funds held in letters of credit, check books or deposit accounts is indicated.
57Transfers on the wayFunds deposited but not yet credited to the account.
58Financial investmentsInvestments in securities, bonds or loans.
59Provisions for impairment of investments in securitiesInformation about investing in securities.
60Settlements with suppliers and contractorsInformation on settlements with suppliers and contractors.
62Settlements with buyers and customersCalculations and reserves for relevant categories.
63Provisions for doubtful debts
66Calculations for short-term loans and borrowingsSubaccounts according to the classification of loans and borrowings.
67Calculations for long-term loans and borrowings
68Calculations for taxes and feesSubaccounts by types of taxes and fees.
69Calculations for social insurance and securitySubaccounts:
  1. Social insurance calculations.
  2. Pension calculations.
  3. Calculations for compulsory health insurance.
70Payments to personnel regarding wagesInformation about payments to personnel.
71Calculations with accountable personsPayments to accountable persons.
73Settlements with personnel for other operationsSubaccounts:
  1. Calculations for loans provided.
  2. Calculations for compensation for material damage.
75Settlements with foundersSubaccounts:
  1. Calculations for contributions to the authorized (share) capital.
  2. Calculations for payment of income.
76Settlements with various debtors and creditorsInformation on payments to debtors and creditors that were not assigned to accounts 70 to 75. Subaccounts:
  1. Calculations for property and personal insurance.
  2. Claims settlements.
  3. Calculations of dividends and other income due.
  4. Calculations on deposited amounts.
77Deferred tax liabilitiesInformation about the presence of deferred tax liabilities.
79On-farm settlementsThis category contains information about settlements with separate organizations. Subaccounts:
  1. Calculations for allocated property.
  2. Calculations for current transactions.
  3. Settlements under a property trust management agreement.
80Authorized capitalThe state of the authorized capital is reflected.
81Own shares (shares)Information about purchased shares.
82Reserve capitalState and movement of reserve capital.
83Extra capitalState and movement of additional capital.
84Retained earnings (uncovered loss)Availability and movement of amounts of retained earnings.
86Special-purpose financingAvailability and movement of funds that are needed to carry out various targeted activities.
90SalesA report on income and expenses that are related to the main activities of the organization. Subaccounts:
  1. Revenue.
  2. Cost of sales.
  3. Value added tax.
  4. Excise taxes.
  5. Profit/loss from sales.
91Other income and expensesSubaccounts:
  1. Other income.
  2. Other expenses.
  3. Balance of other income and expenses.
94Shortages and losses from damage to valuablesThe amount of shortages and damage to valuables. Upcoming expenses. Subaccounts: by type of reserves.
96Reserves for future expensesData on expenses in the current reporting period.
97Future expensesData on budget expenditures for future reporting periods.
98revenue of the future periodsEstimated income for future periods. Subaccounts:
  1. Income received for future periods.
  2. Free receipts.
  3. Upcoming debt receipts for shortfalls identified in previous years.
  4. The difference between the amount to be recovered from the guilty parties and the book value for shortages of valuables.
99Profit and lossThe final financial result of the organization's activities.

Google Analytics counter to track visitor behavior

Next, we will look at how to generate the code for the Google Analytics version 4 statistics counter. GA4 is improved statistics, a lot of new functionality has been added to it:

  • User scrolling the page
  • Outbound clicks – registration of clicks on external links from the site
  • Search the site - view search results
  • Interactions with videos – start, viewing to the end are recorded (for now only for YouTube videos)
  • Downloading files – registering a file download on the website

Let's see how to get the counter code

Google Analytics pixel for installation on the site. To do this, you need to create a “Data Flow” in your account.

Create Counter - New GA4 Data Stream

In the Administrator panel of the “Resource” – “Data Streams” section (see the figure above in paragraph 5), select where we will use this code

, in this case – “Web”. The “Data flow setup” window opens in which you need to specify the data of our site:

  • Website URL matching your resource (be careful and indicate correctly)
  • Stream name

You can refuse to track videos or download files (click the Settings gear) if they are not on your site or leave them as default.

Click the “Create stream” button and now we see the generated stream result:

  • there is a stream url
  • stream name
  • Google Analytics Tracking ID (Data Flow ID)
  • instructions for adding a tag

Click on “Global tag”, here is the pixel - the code for the google analytics counter, it must be copied and installed on the site.

Google ID will be needed in webmaster tools, in SEO plugins, for example, Yoast, All in One SEO, Rank Math, etc.

In essence, installing the code is a confirmation of your ownership rights to receive information on this site.

How to add a Google Analytics tag to your website and where to install the counter is indicated in the GA instructions - they recommend installing in

, which covers all pages of the site and this recommendation is suitable for WordPress and other CMS. You can put the code in the footer, header, or create a separate web stream to track some individual pages or blocks.

Now, when we go to the administrative area, Resource → Data Streams, we see our counter.

Connect a Google Analytics counter to your website. 1000 rub.

+7(951) 689-22-35 More contacts

Getting started - signing up for Google Analytics

If this is your first counter in GA, you will need to create a new account. Go to the service page https://analytics.google.com/analytics/web/ in your Google account. (Of course, you must have a Google account and a mailbox; if you don’t have them, you need to create one).

A welcome page opens, where we select “Create an account” and proceed to the next step.

If you have an account, then after logging into it, select Administrator in the side menu. A panel will open in which you can create a New Account or New Resource - go to point 5

Information about the site and account during registration.

Here you need to fill in information about your resource.

  1. “Account name” is a mandatory item; you must enter a name that you will see in the statistics and that will be understandable if we have several counters.


    Enter the Account Name and click the “Next” button. If you wish, you can uncheck all the accesses offered by Google (technical support and for Google specialists), I uncheck them.

  2. The next step of GA4 is Configuring the resource. You must specify:
    • Name of your resource
    • Specify “Time Zone” for ease of viewing time-related statistics

  3. Specify the currency – for the convenience of calculating conversions
  4. In “Advanced Settings” you can connect the old version of Google Analytics, which is now called Universal Analytics. By default it is disabled. If you don’t need it, then just click “Next” and move on to the next step.

  5. Information about the company. Fill out information about your field of activity and your goals (I can’t advise anything else
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