Studio Salatino di Salatino Domenico logo - Marketing consulting for SMEs
EN

Marketing guide

Tracking and privacy: what you really need

Tracking and privacy

by Published on Updated on 6 min readBeginnerFree, no sign-up required

Key points

  • A few well-defined conversions are worth more than lots of events nobody looks at.
  • GA4 for the website, Search Console for searches, UTM for campaigns.
  • A cookie banner consistent with the tools actually installed.
  • No advertising tracking before consent, where required.
  • Check that every conversion is recorded once and with the right value.

What to track

The actions that matter to the business: form submissions, phone calls, bookings, purchases. A few well-defined conversions are better than dozens of events nobody looks at.

The basic tools

  • Google Analytics 4 for on-site behaviour and conversions.
  • Search Console for search visibility.
  • UTM parameters on campaign links, so you know where visits come from.
  • Advertising platform pixels, if you need to run remarketing campaigns.

Privacy and consent

  • A privacy notice and cookie banner consistent with the tools actually installed.
  • No advertising tracking before consent, where required.
  • End customers’ personal data processed only where necessary and, for analysis, pseudonymised.
  • Anyone can ask to access their data or withdraw consent at any time.

Quality data

Faulty tracking leads to wrong decisions. Before every campaign, it is worth checking that conversions are recorded only once and with the correct value.

A website shows the banner and loads its analytics tools only after consent. The data is a little less complete (people who decline are not tracked), but the site is compliant, and estimates are used to fill the gap.

Frequently asked questions

What should a business track on its website?

The actions that matter to the business: form submissions, phone calls, bookings and purchases, clearly defined and verified.

What tools do you need to measure marketing?

Google Analytics 4 for on-site behaviour and conversions, Search Console for search visibility, UTM parameters on campaign links and, if needed, the advertising platforms’ pixels.

Does the cookie banner reduce the data collected?

Yes: people who decline are not tracked and the data is less complete, but the site is compliant and the gap can be estimated.

Terms in this guide

Full glossary →

More guides

Social media: goals, content and calendarGoogle Business Profile and local marketingHow we measure results together

← All marketing guides

First step

Let’s apply it to your business

Every partnership starts with a conversation. The first two steps are free and with no obligation: they help us understand whether our method is right for your business.

  1. 1
    Fill in the requestOne minute: your name, company and how to reach you.
  2. 2
    Activate your accessAn email with a button takes you to the client area. Then the consultant sends you the discovery questionnaire: about 10 minutes, even in several sittings.
  3. 3
    Free discovery callA 45-minute video call with the consultant to see whether and how we can help you.

Prefer to write to us? info@studiosalatino.com

Step 1 of 3 Request · then questionnaire (10 min) · then free call (45 min)

Right after sending, you receive an email with a button to activate your access to the client area. Then the consultant sends you the discovery questionnaire (about 10 minutes, even in several sittings) and you schedule the free 45-minute discovery call.

Book your free discovery call