Key takeaways
- Set up Google Analytics 4 (GA4) and Google Search Console together: one shows what visitors do, the other how they found you in search.
- Define a few key events such as form submissions and phone clicks, rather than tracking everything.
- Respect privacy: inform visitors and follow applicable laws on consent.
Why measure at all
Without measurement, marketing is guesswork. Analytics tells you which channels bring visitors, which pages hold their attention and, most importantly, which actions lead to enquiries. Even a simple setup helps you make better decisions.
Setting up GA4
- Create a GA4 property in your Google account and a web data stream for your site.
- Install the tag using Google Tag Manager, a plugin or directly in the site.
- Check real-time reports to confirm your own visit appears.
- Limit access so that you remain an administrator of your own data.
Define key events
Mark the actions that matter as key events: contact-form submissions, clicks on phone numbers or email links, bookings and purchases. These let you see which channels and pages produce results, not just visits.
Connect Search Console
Search Console shows the queries that display your site in Google, your average positions, clicks and indexing problems. Verify your site, submit your sitemap and link Search Console to GA4 for combined reporting.
The few reports worth checking
- Acquisition: which channels bring visitors and conversions.
- Pages and screens: which pages are most visited and which lead to key events.
- Search Console queries: which searches bring impressions and clicks.
- Device split: how mobile and desktop visitors behave.
Track campaigns with UTM tags
Add UTM parameters to links you share in emails, ads and social posts so each source appears correctly in your reports. Use consistent naming, such as lower-case source and medium names.
Privacy and consent
Describe analytics use in your privacy policy, and follow the consent requirements that apply to you and your visitors. Do not send personal information, such as names or email addresses, into analytics. Seek legal advice if you are unsure.
Next steps
For turning numbers into decisions, read marketing metrics, KPIs and ROI. Smartise can set up tracking as part of digital consulting, or contact us for help.
Frequently asked questions
Is Google Analytics free?
GA4 has a free tier suitable for most small businesses. Paid options exist for very large organisations.
What replaced Universal Analytics?
Google Analytics 4 replaced Universal Analytics, which stopped processing data in 2023.
Why do my numbers differ between tools?
Tools define visits and clicks differently and handle consent, bots and blockers in different ways. Compare trends rather than expecting identical totals.
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