Google Analytics is one of the most underrated business tools and, when utilized regularly, can become a bonafide business partner in and of itself.

Admittedly, a data tracking tool like GA4 (Google’s current name for their Google Analytics platform) might not be the shiny new AI or digital toy everyone’s raving about, but it’s arguably one of the most powerful allies you have in your business arsenal.

That’s why in Savvy Startup Marketing podcast episodes 62 & 63, I wanted to explain the simple setup of Google Analytics, its ability to make you a better business strategist over time AND share my top four preferred metrics to look at when I’m checking in on my own data and client marketing data.

🎙️ Go here if you prefer an audio version of this blog.

You pour your heart and soul (and often your hard-earned cash) into building a website, crafting social media posts, writing blog content for SEO, and maybe even running paid ads. You’re putting links out there, trying to attract leads and customers.

But how do you really know what’s working? How do you see the fruits of your labor?

Answer: The FREE Google Analytics account you have attached to your website and any marketing platforms that have a place for it.

For me, Google Analytics isn’t just a tool; it’s an addiction (in a good way, I promise!). I check it almost daily, sometimes multiple times a day. Why? Because it gives me a real-time pulse on my marketing efforts.

It allows me to see, in black and white, if that blog post I poured hours into is actually attracting readers. It tells me if my social media promotion is driving traffic to my sales pages. It helps me understand which channels are bringing in the most engaged visitors.

If you’re not currently utilizing Google Analytics, or if it’s just something you vaguely know exists, you are missing out on a goldmine of information. 

GA4 is like having a constant feedback loop for your online presence.

Imagine being able to see, immediately, if that new call-to-action button on your homepage is actually getting clicks. Imagine understanding which blog posts are keeping visitors on your site the longest. This isn’t guesswork; it’s data-driven insight.

How to set up your business Google Analytics account

Setting up GA4 is surprisingly straightforward. Whether you’re using a personal or business Google account, you can easily find Google Analytics in the app menu, accessible in the squares icons on the top right of your google account.

Once you locate the Google Analytics app featuring yellow bars, the platform will guide you through setting it up within your Google universe and connecting it to your website.

It’s as simple as pasting a “measurement ID” into your website’s settings.

If you get stuck, a quick Google search will yield a wealth of step-by-step guides. BTW, inside Savvy Startup Marketer, I provide detailed tutorials to walk you through this and other crucial platform setups.

If you haven’t already, set up Google Analytics on your website pronto. The sooner you start tracking, the sooner you’ll begin to accumulate valuable data that will inform your marketing strategy for months and years to come.

You can’t retroactively collect this information, so time is of the essence.

Once you have it set up, take a moment to bookmark it.

PRO TIP: if you’re using Google Chrome (which I highly recommend for business), create a separate browser profile just for your business. This allows you to keep all your essential business links – your website login, email platform, and yes, Google Analytics – neatly organized in one place.

Simplifying your business data: Four metrics to watch in GA4

Yes, I know that Google Analytics is a black hole of information and it’s easy to get lost.

So here’s a short list of the priority metrics I tell clients to track – no more, no less.

When you know which metrics represent the needle of growth actually moving for your business, you can put these in your Reports Snapshot, check in about once a week for only a few minutes, and go about your day.

Here’s how to set up your Reports Snapshot with the four metrics I recommend most.

When you log into GA4, you’ll want to head to the “Reports” icon on the far left. From there, you’ll see “Reports snapshot” at the top. This is where you can customize your view to see the data that matters most.

Here are the key metrics I prioritize in my own GA4 dashboard (and advise my clients to do the same):

1. New Users: This is my top priority. Why? Because “active users” can include you, your team, or anyone regularly visiting your site for internal purposes. Focusing on new users gives you a clearer picture of how effectively your marketing is attracting fresh eyes to your business. While you can block internal IPs, it’s a bit technical, and prioritizing “new users” often does the trick for a quick glance.
2. Average Engagement Time: This is a crucial “health test” for your website. If people are bouncing off your site after just a few seconds, it’s a red flag. A consistently low engagement time might indicate issues with your website’s clarity, design, or the relevance of your content. Are people finding what they need? Is your site too overwhelming? As a new business, it might take time to attract truly qualified leads, so give this metric a year or so to stabilize before making big judgments.
   • My advice: keep your website minimalist, direct, and clean – especially as a startup. Overly complex sites often lead to quick exits.
3. Session Source / Medium: This is where the rabbit hole can get interesting (and, for me, a little addictive!). Found under “Top Traffic Acquisition” in your reports, this tells you where your website visitors are coming from. Are they finding you through Facebook? Organic search? A specific podcast episode? You’ll often see a large “direct” or “not set” bucket. “Direct” can be good (meaning brand awareness, people typing your URL directly), but it can also be frustrating if you can’t pinpoint the source. For instance, a lot of email traffic defaults to “direct” unless you use specific tracking. This is where UTM links come in!
   • What are UTM links? (Stands for Urchin Tracking Module – I know, weird name!) They’re a way to add special parameters to your URLs that tell Google Analytics exactly where the click originated.
   • How to use them: Google offers a free “Campaign URL Builder.” You plug in your link and a few details (like the source and medium), and it generates a unique URL. Use this custom URL in your emails, podcast show notes, or anywhere you want specific tracking.
   • Why bother? Knowing that “Episode 62 Show Notes” drove more traffic than “August Newsletter” helps you refine your content strategy and double down on what works! It feels tedious at first, but the insights are invaluable.
4. Events (Specifically Clicks): Under “Events,” you’ll see various actions visitors take, like “page view” or “first visit.” While those are interesting, my main focus is “clicks.” I want to see that people are clicking on my contact form, sales pages, service descriptions – anything that indicates engagement beyond just viewing. If you have an e-commerce site, you’d likely prioritize monetization events here. For a service provider like me, clicks are king, as they show that my contact page or services sales pages are getting interest.

I could talk about Google Analytics for days, but I’ll reign myself in to avoid overwhelming you. The key takeaway is this: by understanding these few core metrics, you can transform Google Analytics from a daunting data monster into a powerful, actionable dashboard that informs your business decisions.

If you found this helpful, please consider visiting my “Buy Me a Coffee” account (link in the show notes and at lindseywagnon.com/podcast). I’d love to see a little note from you and even give you a shoutout in a future episode!

Sponsor the Savvy Startup Marketer podcast.

I’m also thrilled to announce that Savvy Startup Marketer is growing, gaining traction and I want to offer an accessible way for small businesses like yours to get some fantastic visibility without all the usual red tape of traditional advertising.

Check out lindseywagnon.com/podcast to find out how you can advertise on SSM.

Keep grinding away at that business – what you’re building is important and good for our world. I believe in you! And remember to be intentional about blessing and supporting other small businesses along the way.