Google Analytics

Google Analytics 4 shows where visitors come from and what they do. We set it up via Google Tag Manager, with a cookie banner that properly manages consent and with measurements that actually mean something: inquiries, downloads, and contact clicks. Included on every site we deliver, unless a client has a different package.

What Google Analytics is

Google's measurement platform, free of charge, linked to Search Console and Google Ads. GA4 measures events instead of page views and lets you define what counts as a conversion. Tag Manager is the layer in front of it: we use it to set up tracking without needing to touch the code.

What we use it for

Analytics and reporting on every site. Conversion tracking for landing pages and campaigns. Traffic analysis for research and WordPress migrations. And for ongoing development as a source for decision-making: which page needs improvement, where visitors drop off.

How we set it up

Tag Manager on the site, GA4 integrated, events for forms, downloads, phone and email clicks, and funnel steps. Conversions defined as what is valuable to you. UTM conventions for campaigns. A cookie banner that only loads analytics after consent and is GDPR compliant. Search Console linked. For sites with Barba.js a page view per transition.

When not to use it

If a client wants a European alternative without Google, we set that up. And for measurements behind a login, in portals, we build our own logging. Xano.