Google Analytics

Google Analytics is the measurement product most websites still install. The current generation is GA4: events rather than sessions-as-the-centre, with BigQuery export for teams that want the raw hits. It answers who came, from where, which pages they opened, and whether a named conversion fired.

It is not the only way to count. Privacy rules, ad blockers, and consent banners mean a share of traffic never arrives. Analytics is a sample with a brand on it, not a census. Used honestly, it still tells you which journeys are dead.

Marketing and product teams use it to see landing pages, campaigns, funnels, and the events a designer named: form submit, checkout start, signup. A company site without events is a brochure you cannot argue about.

We wire events to the journeys we designed, not a dump of every click. The property lives in your Google account. Consent is part of the build, not a plugin afterthought.

Events that match the journey, not a fog of pageviews.

The event map is agreed in the prototype: form start, pricing view, checkout step, the thing you said mattered. Then tagging that does not block first paint. You see the events on a preview before paid traffic starts. The property lives in your organisation.

If you cannot name the question you will ask next month, we should not be tagging yet.