Your website is one of your organization’s most valuable marketing tools, but only if you know how audiences are interacting with it.

From discovering an upcoming performance to purchasing tickets or making a donation, every visitor leaves behind valuable insights about what’s working and where there’s room to improve.

Yet many organizations aren’t getting the full value from Google Analytics 4 (GA4). Common misconceptions can limit your ability to make informed marketing decisions.

Here are six common website analytics myths and the realities that can help you build a stronger measurement strategy.

This blog was originally posted in October 2024. It was updated in August 2026.