Google Analytics 4: a small-business starter guide

Google Analytics 4 (GA4) is the free tool for understanding how people use your website. It can feel overwhelming, but for a small business you only need a few things from it.

What to focus on

• •Where your visitors come from (search, social, referral).
• •What pages they visit most.
• •Your key conversions (calls, forms, bookings, sales).
• •How mobile vs. desktop visitors behave.

Set it up with consent

Install GA4, set up conversion events for your key actions, and honour cookie consent. Then review it regularly and act on what it tells you. You don't need every report — just the handful that inform decisions.