What is Google Analytics?
Google Analytics (GA4 is the current version) is a free tool that tracks who visits your website, where they came from, and what they do once they're there. It's essential for understanding whether your marketing is actually working.
How do I set up Google Analytics?
- Create a free Google Analytics account.
- Set up a "property" for your website.
- Add the tracking code (or Google tag) to your site's pages.
- Verify data is coming in via the Realtime report.
Since your site already has a Google tag installed, you're ahead of this step — just make sure it's linked to a GA4 property so the data actually gets recorded.
What are the key reports to know?
- Realtime — see visitors on your site right now.
- Acquisition — where your traffic comes from (Google, social, direct, etc).
- Engagement — which pages people visit and how long they stay.
- Conversions — how often people complete a goal, like signing up or purchasing.
How do I set up goals and conversions?
In GA4, conversions are based on "events" — specific actions like a form submission, a button click, or a purchase. Start by tracking your most important action (e.g. newsletter signup or contact form) so you know if your traffic is actually leading anywhere useful.
How do I understand traffic sources?
Not all traffic is equal. Organic search traffic (from SEO) tends to convert well over time, while social traffic often has high volume but lower intent. Compare conversion rates by source, not just visitor counts, to see which channels are actually worth your time.
What's a simple weekly habit to build?
Once a week, check: total visitors, top traffic source, and conversion count. This alone will tell you whether your content and marketing are moving in the right direction — without getting lost in dozens of metrics that don't matter yet.