Measuring it
Google Analytics
GA4, the visitor counting tool.
What is Google Analytics?
Google Analytics (the current version is GA4) is Google’s free tool for counting a website’s visitors: how many, from where, which pages, and what they did. It works by a small script on every page, which sets cookies and therefore needs the visitor’s consent first in the UK.
What it means for a small service business
Two traps. First, it counts you and your staff unless you exclude yourselves, so small websites flatter their owners. Second, once consent is done properly it counts only people who said yes, roughly half. The honest number is smaller than the one you had.
Does your business need to do anything about Google Analytics?
Yes, in your own Google account, with consent, with yourself excluded, and read against enquiries received rather than on its own.
See also
Act on it
The tools and guides that deal with Google Analytics on this website, then the free review if you want it looked at properly.
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