If you have spent any time researching website tracking or Google Analytics setup, you have probably come across Google Tag Manager. It gets recommended constantly, it is free, and it sounds like something every serious business should be using. But is it actually necessary for your specific situation, or is it one of those tools that gets recommended by default without much thought about whether it fits? The honest answer is that for most established businesses running paid

Yes. But with a significant caveat: Google Analytics 4 is only as useful as the setup behind it. A poorly implemented GA4 account tells you almost nothing reliable. A properly implemented one gives you more insight into your website and marketing performance than most businesses know what to do with. The question of whether Google Analytics is still relevant is really two questions. First, is the platform itself still worth using compared to alternatives? The answer is clearl