Google Analytics

Google Analytics shows how many people visit your website, where they come from and what they do there. The old version, Universal Analytics, stopped processing data on 1 July 2023. If nobody has set up GA4 since then, you are probably measuring nothing. GA4 is built around events, and actions that matter to you, such as a submitted form, can be marked as key events.

Measuring beats guessing

Without measurement, you are guessing. With GA4 you can see which pages bring in enquiries and which channels send people who actually get in touch. Tag the links in your newsletters and ads with UTM parameters, and the picture gets even clearer.

GA4 uses cookies and sends data about your visitors to Google. Think through consent and privacy before you start using it. One alternative is Matomo, which is open source, can run on your own server and can measure without cookies. That is what we use on ibenta.no.

How to check yours

Log in at analytics.google.com and open the realtime report. Visit your website from your phone. If the visit shows up in the report shortly after, tracking works. If it does not, first check whether you declined statistics in the consent banner, or whether an ad blocker is stopping the tracking. In that case the visit should not be counted. If you still see nothing after accepting, the code may be missing or set up wrong, and it is wise to fix that before you make decisions based on the numbers.