Before cookies
If you use analytics cookies, ask for consent before they are set.
Guide · SEO and analytics
GA4 and Search Console setup checklist
Search Console shows how Google finds your site. GA4 shows what visitors do on it. Set both up once, link them, and you can answer the question that matters: which pages bring enquiries?
Search Console
Four steps.
Add and verify
Add your site as a property and verify ownership.
Submit your sitemap
Submit your XML sitemap and check that it reads successfully.
Check indexing
Open the Pages report and look at why any pages are not indexed. Some, such as legal pages, may be fine.
Check Core Web Vitals
Review Core Web Vitals once the site has enough traffic.
GA4
Five steps.
Create the stream
Create a property and a web data stream, and add the tag to every page.
Link Search Console
Link GA4 to Search Console so queries and landing pages appear in GA4 reports.
Set key events
Mark the events that matter as key events, such as a successful contact form submission.
Exclude your own visits
Set up internal-traffic filtering so your own visits do not skew the numbers.
Set data retention
Choose a retention period that suits you.
Consent
Ask before tracking.
How this site does it
GA4 on this site loads only after a visitor accepts, with Consent Mode defaults set to denied and advertising features off.
Match your notice
Your privacy notice should match what your site actually does. Take your own legal advice if unsure.
Need help?
Our paid SEO & Analytics Setup covers Search Console and Bing Webmaster Tools, GA4, consent, and a short written handover. See SEO and analytics and ways to start.
FAQ
Questions we get asked.
Short answers, in plain English.
Do I need both tools?
Yes. They answer different questions, and the link between them is where the useful reports are.
Why does GA4 show fewer visitors than I expect?
Visitors who decline analytics cookies are not counted, and your own visits may be filtered out.
Contact
Have a project in mind?
Tell us what you need. You’ll hear back within one working day, from the person who will do the work.
Reply within one working day