Can I tell whether people are actually using my site?
Analytics is the counter at the door. Without it you can change your site, but you cannot tell whether anything got better, where your visitors came from, or which page turned into an enquiry. We look for a known measurement tag on your page and tell you whether we found one.
What it actually is
A small script that records visits: which pages were read, where people arrived from and what they did next. It might be Google Analytics, loaded directly or through Tag Manager, or a privacy-first tool such as Plausible, Fathom or Matomo. We recognise the common ones by the code they leave in the page.
Why it matters
Every other finding on this report is a guess about what would help until you can measure the result. Analytics is how you see whether fixing a page brought more people to it, which channels actually send customers, and whether visits from AI assistants are starting to show up at all.
What good looks like
One measurement setup, installed once across the whole site, that records visits and the actions that matter to your business, such as an enquiry or a booking, and that respects the consent choices your visitors make.
Being honest about it
This does not move your score. Whether you measure your visitors has nothing to do with whether a machine can read your page, so it lives in the Good practice group. It is also a detection, not an audit: we see that a tag is there, not whether it is set up well. A tool we do not recognise, or one that only loads after a visitor accepts cookies, can be missed.
Where most sites go wrong
The usual cases are a site rebuilt without carrying the old tag across, a tag that lives on some templates and not others, or an analytics account set up years ago that nobody logs into. Two tools counting the same visits differently is the other classic.
Not sure where yours stands?
A free scan checks this and everything else in about 20 seconds — no signup. Or if it's already flagged and you'd rather it were simply handled, we do that too.
Flagged for this one? We handle it. No pitch, just a plain-English chat.
Book a call