The foundational analytics layer for every site we touch. GA4 tracks what visitors do. Search Console tracks how they find you. Together, they provide the baseline data that every other tool in our analytics stack builds on.
These are standard tools set up for specific purposes. Here's how they show up in our work.
GA4 – traffic, behavior, and conversion tracking
We configure GA4 for every client engagement that includes analytics – setting up event tracking, conversion goals, audience segments, and traffic source attribution. The setup is tailored to what the client's team needs to see: which pages drive engagement, where visitors enter and exit, how traffic sources perform relative to each other, and which actions lead to qualified conversions. We set it up once, verify it's collecting accurately, and build reporting around it.
Google Search Console – indexing, impressions, and search performance
GSC is where we monitor how Google sees the site – which pages are indexed, which queries drive impressions and clicks, how positions shift over time, and where technical issues surface. For Content Enrichment and AEO engagements, GSC is the first place we check. It provides direct data from Google that no third-party tool can replicate, which is why it stays in the stack alongside SearchAtlas, AirOps, and Webflow Analyze.
Setup and integration
We handle GA4 and GSC as part of the site build or optimization engagement – not as a separate project. Tracking scripts are embedded during Webflow development, conversion events are mapped to the client's actual goals, and Search Console is verified and connected before launch. For clients who already have GA4 and GSC in place, we audit the existing setup, fix what needs attention, and build reporting from there.
How GA4 & GSC fit in our analytics stack
GA4 and GSC are the base layer. SearchAtlas adds competitive benchmarking, keyword tracking, and backlink intelligence. Webflow Analyze adds native site performance data in the same environment where we build. AirOps adds page-level citation intelligence for AEO engagements. Each tool sees something the others don't. GA4 and GSC are where the picture starts – the rest of the stack adds depth and specificity. For clients interested in visibility beyond Google, Bing Webmaster Tools extends the same principles to Microsoft's search ecosystem.
Queries
Not necessarily. If they're already in place, we'll audit what's there. If they're not, we handle the setup as part of the engagement. Either way, the goal is clean data collection from day one.
Yes. We structure reporting around what your team actually needs to see – not a generic dashboard. Traffic sources, conversion paths, page performance, and audience segments are organized to answer your specific business questions.
We monitor it on a regular cadence as part of ongoing engagements. For clients managing their own SEO, we recommend checking weekly for indexing issues and monthly for performance trends. We can also set up alerts for critical changes.
It covers traffic, behavior, and conversion data well. For competitive intelligence, keyword tracking, AI visibility, and site-level performance diagnostics, we layer SearchAtlas, Webflow Analyze, and AirOps on top. GA4 answers "what's happening on my site." The rest of the stack answers "why and what to do about it."
Yes. Bing Webmaster Tools extends search performance monitoring to Microsoft's ecosystem. Our broader stack also includes tools for AI platform visibility and citation tracking. GA4 and GSC are the foundation – not the full picture.
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