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Web analytics: knowing what happens on your site
An analytics tool, a Search Console verification, JavaScript error tracking. Without them, every decision about the site is guesswork.
- Weight in the score
- 3/100
- checks in this category
- 11
Why it matters
This is the lightest category in the score and by far the best return on effort: installing analytics takes minutes and determines whether you can evaluate every other improvement. A site without measurement cannot prove it is getting better.
The checks that run
The list below is the audit's own, generated from its catalogue — it follows the product rather than describing it from memory.
- No duplicate measurement IDs loaded
- No obsolete Universal Analytics ID
- Tags centralized via a tag manager
- Audience measurement verifiable without passing a consent banner
- Consent mode connected to trackers
- Controlled number of trackers
- Property verified with search engines
- Non-blocking measurement scripts (async/defer)
- Conversion tracking configured
- JavaScript error monitoring in place
- Audience measurement tool is in place
Check your site against these
A free scan runs these checks and those of the other 10 categories, and returns the detail of every failure with its fix.
Scan my site for freeOther categories
- Website security: what an audit actually checks
- Website performance: what an audit really measures
- Technical SEO audit: the foundations before the keywords
- Content quality: readability, structure and intent
- Design and accessibility: what can be measured objectively
- Visibility to generative AI (GEO)
- Tech stack: what your infrastructure gives away
- Business information: what a visitor looks for and cannot find
- Mobile friendliness: beyond responsive layout
- Performance budgets: thresholds, not impressions