In performance marketing, data isn’t just useful — it’s essential. Accurate tracking is the foundation for meaningful insights and successful optimisation. Google Analytics 4 (GA4) is the industry standard, used by over half of all websites to better understand how users behave and how marketing efforts are performing.

By adding a simple code snippet to your site, GA4 tracks user behaviour from the moment they arrive — including which channel they came from, which pages they visited, and whether they completed actions like purchases or enquiries.

Tracking the right events gives you a complete picture of the user journey. You can see where users drop off, where they stay engaged, and which actions lead to conversions. By going beyond basic metrics and measuring each step toward your goals, you get a deeper understanding of performance — including the research stages that happen before someone is ready to buy or take action.

With strong analytics in place, your decisions become clearer, your optimisation becomes smarter, and your marketing becomes more effective.