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How to Set Up Website Analytics Using Fathom Analytics and Google Analytics

Tracking website traffic is essential for understanding how visitors find and interact with your site. Website analytics help you make informed decisions about content, marketing, and site performance. Fathom Analytics and Google Analytics are two powerful tools for tracking your website’s performance—Fathom focuses on privacy-friendly insights, while Google Analytics offers deep data tracking.

Why Website Analytics Matter

  • Understand Your Audience – Learn where your visitors come from, what pages they visit, and how long they stay.
  • Improve Website Performance – Identify pages with high bounce rates and optimize them.
  • Measure Marketing Success – See which strategies bring in the most traffic and conversions.

How to Set Up Fathom Analytics

Fathom Analytics is a lightweight, privacy-focused alternative to Google Analytics. It doesn’t use cookies, making it GDPR-compliant without needing a cookie banner.

Step 1: Create a Fathom Account

  1. Visit Fathom Analytics and sign up for an account.
  2. Once logged in, click Add a Site and enter your website URL.

Step 2: Add the Tracking Code to Your Website

  1. Copy the tracking script provided in your Fathom dashboard.
  2. Log in to your WordPress dashboard.
  3. Go to Appearance > Theme Editor or use a plugin like Insert Headers and Footers.
  4. Paste the tracking code into the <head> section of your site.
  5. Click Save Changes.

Step 3: Verify Tracking is Working

  1. Return to your Fathom Analytics dashboard.
  2. Visit your website in a new tab, then check the Fathom dashboard to see if the visit is recorded.

How to Set Up Google Analytics

Google Analytics provides deeper insights but requires cookie consent banners for compliance.

Step 1: Create a Google Analytics Account

  1. Go to Google Analytics and sign in with a Google account.
  2. Click Start Measuring and enter your website details.
  3. Select GA4 (Google Analytics 4) as your tracking type.

Step 2: Get Your Tracking Code

  1. In your Google Analytics dashboard, go to Admin > Data Streams.
  2. Click Web and enter your website URL.
  3. Copy the Tracking ID (Measurement ID).

Step 3: Install Google Analytics on WordPress

  1. Install the Google Site Kit plugin in WordPress.
  2. Connect your Google account and select the Google Analytics property you created.
  3. The plugin will automatically add the tracking code to your site.

Step 4: Verify That Tracking is Working

  1. Go to Google Analytics > Reports.
  2. Open your website in a new tab and check if Google Analytics detects activity.

Which Analytics Tool Should You Use?

  • Use Fathom Analytics if you want simple, privacy-friendly tracking without GDPR concerns.
  • Use Google Analytics if you need detailed reports, including user behavior, demographics, and conversion tracking.
  • Use both if you want deep insights from Google Analytics but also a lightweight privacy-friendly option with Fathom.

What’s Next?

Website analytics help you track your progress, but they’re only useful if your site is optimized for performance and conversions. A Website Diagnostic Review can help identify other areas for improvement, from SEO to page speed optimization. Learn more about the service here.

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