What should be tracked in Google Analytics?

Track events that answer a real business question. For most sites that means qualified enquiries, purchases, subscriptions, key journey steps and campaign outcomes rather than every click.

Why do Google Analytics and other platforms show different totals?

Tools use different attribution rules, identities, time zones and consent signals. Small differences are normal; large differences usually deserve a review of implementation and definitions.

Does GA4 require a consent setup?

The appropriate setup depends on the regions and data involved. Analytics tags should be implemented alongside the site's consent and privacy approach, not added as an isolated script.

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Free analytics suite to track website traffic and behaviour.

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Where Google Analytics fits

Google Analytics 4 is an event-based measurement platform for websites and apps. It can show how people arrive, which journeys they take and whether important outcomes occur, but only when the account reflects the way the organisation actually defines success.

Start with the questions

We begin by naming the decisions the data should support. A service business may need to distinguish a qualified form submission from a generic interaction. A retailer needs consistent product, cart, checkout and purchase events. Campaign links also need disciplined naming so acquisition reports remain readable months later.

Keep the implementation accountable

Realtime and DebugView are useful during setup, while standard and exploratory reports support ongoing analysis. We document event names, parameters, conversions, exclusions and ownership so the account does not become a collection of unexplained tags. Analytics also needs regular quality checks after form, checkout, domain or consent changes. A dashboard cannot correct an event that stopped firing three releases ago.

Common use cases for Google Analytics

We configure GA4 around a short measurement plan: important page views, meaningful interactions, lead submissions, commerce events, campaign attribution, and consent behaviour. Reports are then organised around questions the team will actually revisit.

F.A.Q.

: Track events that answer a real business question. For most sites that means qualified enquiries, purchases, subscriptions, key journey steps and campaign outcomes rather than every click.
: Tools use different attribution rules, identities, time zones and consent signals. Small differences are normal; large differences usually deserve a review of implementation and definitions.
: The appropriate setup depends on the regions and data involved. Analytics tags should be implemented alongside the site's consent and privacy approach, not added as an isolated script.

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