Google Analytics

What Google Analytics tracks

Google Analytics (GA) measures visitor behaviour across your site: page views, session duration, traffic sources, device types, geographic locations, and goal completions. The current version, GA4, uses event-based tracking rather than session-based, providing more flexible measurement.

GA4 automatically tracks page views, scrolls, outbound clicks, site searches, video engagement, and file downloads. Custom events capture specific actions—form submissions, button clicks, or product interactions—giving you complete visibility into visitor behaviour.

Key GA4 reports

Acquisition: Where visitors come from—organic search, paid ads, social media, direct navigation, or referrals. Understanding traffic sources helps allocate marketing effort and budget effectively.

Engagement: Which pages visitors view, how long they stay, and what actions they take. Identifies high-performing content and pages losing visitor interest.

Conversions: Goal completions and conversion rates by traffic source. Shows which channels deliver actual business results, not just traffic volume.

Analytics setup and configuration

We configure Google Analytics during every site launch, setting up goal tracking for key conversions, exclusion filters for internal traffic, and custom events for important interactions. This baseline ensures you're capturing meaningful data from day one.

Proper configuration matters enormously. Default GA4 installations miss important nuances—form submissions, outbound link clicks, scroll depth—that inform optimisation decisions. We ensure tracking captures what actually matters for your business.

Privacy considerations

GA4 has improved privacy controls compared to Universal Analytics, but it still raises concerns for privacy-conscious visitors. Cookie banners, GDPR compliance, and data retention settings all require configuration.

Privacy-focused alternatives like Plausible or Fathom Analytics provide simpler reporting without cookies, GDPR concerns, or complex configuration. For many SMB sites, these lightweight tools provide sufficient insights with less privacy overhead.

Using analytics effectively

Check analytics monthly to identify trends and opportunities. Look beyond vanity metrics like page views—focus on conversion rates, engagement patterns, and traffic source quality. Data should drive decisions, not just satisfy curiosity.