How to pick website analytics when you're just starting out

A short, honest guide: what to measure first, how to avoid a cookie banner, when GA4 makes sense, and what you can set up in one hour.

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TL;DR: start with a cookie-free tool (e.g. Cloudflare Web Analytics). A week later, add 1–2 events that actually matter. If you need funnels and UTM campaigns, add GA4 with a consent banner and Consent Mode. That’s it.

Why this matters

Analytics isn’t about staring at numbers — it’s about separating useful from loud. In the beginning you only need answers to three questions:

  1. What do people read?
  2. Where do they come from?
  3. What do they end up doing? (subscribe, contact, submit)

If a tool answers these without a week of setup, it’s good enough.

What you can learn — and how to act on it

Top pages

Reveals what people actually spend time on.
Action: fortify winners (links, related topics), simplify/merge weak pages.

Traffic sources (Referrers/UTM)

Shows where people discovered you.
Action: do more where returns are already positive.

On-page behavior

If drop-offs are high, the headline, first paragraphs, or speed are at fault.
Action: tighten the fold, trim fluff, fix image loading.

Devices and screens

If 60–70% are on phones, mobile UX is priority #1.
Action: typography, spacing, buttons, forms — no gymnastics.

Conversions (events)

Subs, “contact” clicks, form submits.
Action: track results, not just views. Then iterate on CTA, layout, form.

Errors and speed

404s and slow pages waste traffic.
Action: fix redirects, caching, images, critical CSS.

Data & cookies — keep it simple

  • Cookies = sticky notes in the browser.
    Required (login/cart) vs optional (analytics/marketing).

  • GDPR/EU: if your analytics tool sets optional cookies you need a consent banner, and scripts should load after consent.

  • Cookie-free analytics (Cloudflare Web Analytics, Plausible cookie-less): simpler privacy, often no banner. Reports are basic — perfect for a start.

  • First-party vs third-party: first-party cookies are blocked less than third-party ones.

  • Sampling & blockers: some traffic is invisible. That’s fine — optimize for trends, not absolutes.

Tooling — quick guide

Easiest start (no cookies)

Cloudflare Web Analytics — free, one script, baseline reports. Great for the first weeks.

Funnels and conversions

Google Analytics 4 (GA4) — powerful and free; you’ll likely need a banner and proper event/pageview setup (esp. for SPAs).

Lightweight, privacy-first alternatives

Plausible (paid cloud, super simple UI), Umami (open-source, self-hostable), Matomo (open-source, GA-like but heavier).

Regional (CIS audience)

Yandex.Metrica — strong behavioral analytics. In the EU, load after consent.

Quick chooser — pick your path

  • Simple site/landing, want “install & see basics,” no banner
    → Cloudflare Web Analytics (or Plausible cookie-less).

  • Need sign-ups/forms/funnels, understand campaigns via UTM
    → GA4 (+ banner + events). Can be paired with a simple tool.

  • Want everything self-hosted
    → Umami (simpler) or Matomo (more powerful, heavier).

  • Lots of social/ads, need detailed attribution
    → GA4 (+ Tag Manager if needed).

  • Fast setup and readable reports at a glance
    → Plausible (if you’re fine with a subscription) or Cloudflare Web Analytics (free).

One-hour setup plan

  1. Install cookie-free analytics (Cloudflare Web Analytics).
  2. A week later, add 1–2 events that matter (subscribe, CTA click).
  3. Open reports and make one change:
    • Top pages: boost winners, support laggards.
    • Sources: invest where traffic is already alive.
    • Devices: if >60% mobile, prioritize mobile UX.
  4. Need funnels/campaigns? Add GA4 with a banner and Consent Mode.

FAQs

I only want pageview counts.
Start with Cloudflare Web Analytics. When it feels tight, add events.

Can I avoid a banner entirely?
Yes — with cookie-free tools. But audit your widgets: some sneak cookies in.

Is GA4 too complex?
It’s more involved than starter tools. Worth it once you need funnels and attribution.

Busy-person checklist

  • Install Cloudflare Web Analytics
  • Define 2 events (subscribe, CTA) and track them
  • Check mobile share (>60%? fix mobile first)
  • If needed: GA4 + consent banner + Consent Mode
  • Every 2 weeks: one improvement based on data, not vibes