FAQs

FAQs

How much analytics do I actually need as an early-stage B2B company? Less than you think, but the right less. A web analytics tool, a tag manager, a product analytics layer, and rock-solid server-side tracking on your single most important conversion. That answers where traffic comes from, what users do, and what produces revenue, which is almost every question you have early on. Add depth as specific decisions demand it, never speculatively.

GA4 or a privacy-first tool like Plausible? GA4 is free, ubiquitous and integrates tightly with Google Ads, which matters if paid search is a channel for you, but it is complex and its data model takes getting used to. Plausible, Fathom and similar are simpler, cleaner, GDPR-friendly by default and far easier to read at a glance. For a B2B site where simplicity and privacy matter and you are not deeply tied to Google Ads, a privacy-first tool is often the better foundation. You can also run a lightweight one alongside product analytics, which is where your real behavioural decisions live anyway.

Do I really need server-side tracking, or is the browser pixel enough? For traffic and engagement, browser tracking is fine. For revenue and key conversions, no, the browser pixel is not enough, because ad blockers and privacy settings drop a real share of those events and in B2B each lost conversion is costly. Fire your purchase and activation events server-side from your backend when the action actually completes. It is more work once and it gives you the most trustworthy number in your stack.

How do I handle GDPR and consent without crippling my data? Use a consent management platform plus Google Consent Mode so tags wait for consent and run in a privacy-preserving mode when a visitor declines. Collect only the data your measurement plan needs, minimise personal data, and lean on first-party and server-side collection you control. Done this way you stay compliant and still get the data you need; you simply collect it honestly rather than by default.

My numbers in two tools do not match. Which one is right? Usually neither is "wrong", they are measuring slightly different things: different definitions of a session, different attribution windows, different consent handling, one client-side and one server-side. The fix is not to find the true number, it is to name one canonical tool per question and make decisions from that, while understanding why the others differ. Reconciling to the decimal is a waste of time; agreeing the source of truth is not.

How often should I review my analytics, and who should own it? One owner, always, even in a one-person company, so nobody can assume someone else is watching it. A short weekly read of the core funnel to catch movement, and a deeper monthly review where you actually decide things and check that tracking still works. The monthly check that key events still fire with correct values is what keeps a setup trustworthy; without it, analytics drifts from foundation to liability within a quarter.