Google Analytics for Beginners: What to Check First

Google Analytics shows how people find and use your website. It can look overwhelming, but a small business only needs a few reports to make better decisions. Google Analytics 4 (GA4) is the current version; the older Universal Analytics stopped collecting data in 2023.

Set it up once, properly

Create a GA4 property, add the tracking tag to every page (most website builders have a simple field for the measurement ID) and check the real-time report to confirm visits appear. Link it to Google Search Console so you can see the searches that bring people to your site. Mention analytics in your privacy policy, and ask for cookie consent where the law requires it.

The three reports to check first

Traffic acquisition shows where visitors come from: search, social, email or other websites. Pages and screens shows which pages people view most. Key events (set up for form sends, calls or bookings) show which visits turned into enquiries. Check these once a month and note the changes.

Turn numbers into actions

If a service page gets many views but few enquiries, make the next step clearer. If people find you through search, write more pages that answer related questions. If a page loses visitors after a change, compare what you changed. Numbers are only useful when they lead to a decision.

Keep it simple and private

Do not chase every metric. Exclude your own visits, avoid collecting personal information in analytics, and keep reports to what you will act on. Some owners prefer lighter, privacy-friendly analytics tools; the same three questions apply: where do visitors come from, what do they read, and do they get in touch?

Frequently asked questions