DEV Community: Subash kafle

Google Ads AI Max vs Performance Max: Which Should You Test?

Subash kafle — Tue, 03 Nov 2026 08:56:32 +0000

AI Max vs Performance Max is an important comparison for marketers looking to improve their Google Ads campaigns without wasting their advertising budgets. Both use Google's artificial intelligence to improve performance, but they work differently and serve different advertising needs.

If you've managed Google Ads campaigns, you've probably wondered whether giving Google more automation will improve your results or make your campaigns harder to control.

The answer depends on your goals, budget, conversion tracking, and how much control you need over your advertising.

In this guide, I'll explain how Google Ads AI Max and Performance Max differ, when each makes sense, and how I would approach testing them with a limited budget.

What Is Google Ads AI Max?

Google Ads AI Max is a collection of AI-powered features designed to improve existing Search campaigns.

Instead of creating an entirely new campaign type, AI Max adds automation to your Search campaigns while keeping their familiar structure.

According to Google's official AI Max documentation, it focuses on three important capabilities.

1. Search term matching

AI Max can identify relevant searches beyond your existing keywords using broad match and keywordless matching technology.

For example, a cleaning company targeting "house cleaning services" might discover other relevant searches that its original keyword list missed.

2. Text customization

Google can generate or adapt ad headlines and descriptions using existing ads, website content, and other available assets.

This helps create messages that better match what someone is searching for.

3. Final URL expansion

Rather than always sending visitors to one landing page, Google can select another relevant page from your website when appropriate.

These features can be managed through AI Max settings. Text customization and final URL expansion can be switched off, although final URL expansion requires text customization.

The main idea is simple: AI Max helps Search campaigns reach more relevant searches and adapt advertising messages automatically.

What Is Google Ads Performance Max?

Google Ads Performance Max, commonly called PMax, is a separate campaign type that uses AI to optimize advertising across Google's inventory.

Instead of focusing primarily on Search campaigns, Performance Max can deliver ads across:

Google Search
YouTube
Google Display Network
Discover
Gmail
Google Maps

You provide campaign goals, creative assets, audience signals, and other settings. Google's system then determines where and how to deliver ads to pursue those goals.

For example, an online clothing store might use Performance Max to reach potential customers through Search results, product-related placements, YouTube, and other Google channels.

Google describes Performance Max as a goal-based campaign type designed to help advertisers generate conversions and conversion value across its advertising inventory.

You can review the details in Google's Performance Max guide.

AI Max vs Performance Max: Key Differences

Here's a quick comparison.

Feature	AI Max for Search	Performance Max
Campaign type	Features within Search campaigns	Separate campaign type
Advertising reach	Search campaign inventory	Multiple Google advertising channels
Targeting approach	Keywords plus expanded search matching	AI targeting, audience signals, search themes
Creative	Search ads with text customization	Text, images, videos, and other assets
Controls	Search keywords, negatives, brand and URL controls	Campaign goals, signals, exclusions, and other controls
Reporting	Search terms, assets, conversions	Campaign, asset, search, and channel reporting
Common use case	Expanding Search performance	Finding conversions across multiple channels

The difference isn't simply which tool uses more AI. Both rely heavily on automation.

The important question is where you want your ads to appear and how you want to manage your campaign.

1. Campaign Reach and Targeting

AI Max works within Search campaigns. It expands how Google's system matches searches with your ads while using your existing keywords, creative assets, and landing pages.

Performance Max works across multiple advertising channels. It uses audience signals, search themes, landing pages, and creative assets to find potential customers.

Unlike traditional Search keywords, Performance Max search themes provide signals that guide automated targeting rather than acting as strict targeting boundaries.

2. Campaign Controls and Creative

AI Max retains the structure of Search campaigns. Marketers can manage negative keywords, brand controls, and certain URL settings while using AI-powered matching.

Performance Max also provides controls, including negative keywords, brand exclusions, and search themes, but it automates more cross-channel delivery decisions.

Creative requirements are another difference.

With AI Max, your main focus remains Search advertising. Performance Max benefits from a wider collection of assets, including strong images, videos, headlines, and descriptions.

3. Reporting and Measurement

Both options provide performance reporting, but the information you examine differs.

AI Max offers search-term insights, matching details, and asset-level performance information.

Performance Max provides campaign and asset reporting, along with channel-level performance reporting that helps advertisers understand where ads are appearing and contributing to results.

Google explains these reporting capabilities in its Performance Max evaluation guide.

Regardless of which option you choose, reliable conversion tracking matters more than simply increasing clicks.

Which Option Makes More Sense for a Small Budget?

A smaller budget doesn't automatically make one option better.

AI Max can be useful when an existing Search campaign is generating meaningful conversions and you want to discover additional relevant searches.

However, Google specifically warns that AI Max may not be effective when a campaign is already limited by budget.

Performance Max may make sense when a business has clear conversion goals, suitable creative assets, and wants to reach customers across multiple channels.

For advertisers with limited conversion data, neither option guarantees better performance.

I would first check whether the existing campaign is tracking the right business outcomes.

Fictional Case Study: Testing Google Ads With $30 Per Day

Let's imagine a small home-cleaning company with a daily Google Ads budget of $30.

This is a fictional example to demonstrate the decision-making process, not an actual campaign or performance result.

The business wants to generate qualified cleaning appointments from people living nearby.

It has a simple website, one booking form, and a few service pages.

Which option should it test?

A Simple Decision Tree

Question 1: Is conversion tracking working correctly?

If no, fix the tracking before testing either option. The business needs to measure actual booking requests, not just page visits.

If yes, continue.

Question 2: Does the company already have a Search campaign generating qualified leads?

If yes, consider testing AI Max to discover additional relevant search queries while maintaining the Search campaign structure.

If no, consider establishing a focused Search campaign first.

Question 3: Does the company want to reach customers beyond Search?

If yes, and it has suitable creative assets and reliable conversion tracking, Performance Max becomes worth evaluating.

If the immediate priority is reaching people actively searching for cleaning services, I would lean toward a focused Search campaign.

My Choice for This Example

With only $30 per day, I would initially focus on one well-structured Search campaign targeting high-intent cleaning-related searches.

After collecting useful conversion data, I would evaluate an AI Max experiment against the existing Search setup.

Google supports AI Max experiments that compare a base Search campaign with an AI Max treatment, subject to eligibility.

I wouldn't divide a limited budget between multiple new campaigns without a clear testing plan.

Performance Max could be a later option if the company develops stronger creative assets and wants broader customer acquisition.

This approach doesn't guarantee results. It simply makes the testing process easier to evaluate.

How to Measure Which Campaign Works Better

Before testing, define what success means.

For our fictional cleaning business, I would focus on four questions:

How many qualified booking requests did the campaign generate?
What was the cost per qualified lead?
How many leads became actual appointments?
Did the campaign generate enough business value to justify its advertising cost?

Clicks, impressions, and click-through rate can help explain performance, but they shouldn't replace meaningful business outcomes.

I would review Google Ads conversion reporting first, then use Google Analytics 4 to better understand visitor behavior.

If you're unfamiliar with these reports, my guide on how to track website traffic in GA4 explains the essential metrics and reports.

For campaign attribution, I also recommend understanding UTM parameters and tracking links, while checking how Google Ads auto-tagging is already configured.

One important reminder: don't make major decisions after only a few clicks. Allow enough time and conversion data for a meaningful comparison, accounting for conversion delays and campaign learning.

Final Verdict: AI Max or Performance Max?

There isn't one Google Ads automation option that works best for every business.

AI Max is worth considering when you want to expand and improve an existing Search campaign. It lets you explore additional search opportunities while maintaining the Search campaign structure.

Performance Max is worth considering when your goal is generating conversions across multiple Google advertising channels. It provides broader reach but requires thoughtful conversion measurement, creative assets, and campaign management.

For marketers managing smaller budgets, I would avoid choosing an option simply because it offers more automation.

Start with your business objective, review your existing campaign data, and identify what you actually want to improve.

If you already run Google Ads, try applying this comparison to one campaign. Review your conversion tracking, budget limitations, creative assets, and reporting before selecting a test.

The goal isn't to use the most advanced AI feature. It's to choose the advertising approach that helps you generate measurable results with the resources you have.

Originally published on November 3, 2026, by Subash Kafle at SubashKafle.com — Google Ads AI Max vs Performance Max: Which Should You Test?.

How to Create a GA4 Dashboard for Website Performance

Subash kafle — Thu, 29 Oct 2026 06:00:13 +0000

A GA4 dashboard can make website performance easier to understand without opening several different reports every time you log in to Google Analytics.

If you manage a website, publish blog posts, or run digital marketing campaigns, you probably want answers to a few basic questions. How many people are visiting? Where is the traffic coming from? Which pages are performing well?

Google Analytics 4 (GA4) provides this information, but finding it across different reports can feel overwhelming, especially for beginners.

The good news is that you can create a simple dashboard directly inside GA4. In this tutorial, I'll walk you through the process, explain which metrics matter, and show you how to build a dashboard you can review every week.

What Is a GA4 Dashboard?

A GA4 dashboard is a customizable reporting page that brings your most important website metrics together in one place.

Instead of switching between acquisition, engagement, and page performance reports, you can organize useful information into charts, tables, and scorecards.

For example, a basic dashboard could show:

How many active users visited your website.
How many sessions your website received.
How engaged your visitors were.
Which marketing channels generated traffic.
Which pages received the most views.

Google Analytics includes a built-in dashboard builder where you can arrange visualizations and select the metrics you want to monitor.

You don't need advanced technical skills to create your first dashboard. The important part is knowing what you want to measure.

If you're still learning GA4, I recommend reading my guide on how to track website traffic using five essential GA4 reports before building your dashboard.

Step 1: Choose Your Website Performance Metrics

Before creating anything, decide which questions your dashboard should answer.

One common beginner mistake is adding too many metrics. A dashboard filled with numbers might look impressive, but it isn't always useful.

I recommend starting with three essential metrics.

Metric	What It Tells You
Active users	How many users actively interacted with your website during the selected period
Sessions	How many visits or periods of interaction began on your website
Engagement rate	What percentage of sessions qualified as engaged sessions

These metrics help you understand traffic volume and basic visitor engagement.

GA4 considers a session engaged when it lasts longer than 10 seconds, includes a key event, or contains at least two page or screen views.

Beyond these three numbers, two additional breakdowns can make your dashboard more useful.

Traffic acquisition: Shows where visits originate, including Organic Search, Direct, Organic Social, and Referral channels.

Top-performing pages: Identifies the content receiving the most views.

Together, these metrics provide a useful starting point for monitoring a blog, portfolio, or small business website.

Step 2: Create Your GA4 Dashboard

Google Analytics supports custom dashboards directly within its reporting interface.

To create one, you need Editor or Administrator access to the GA4 property.

Open the Dashboard Builder

Visit Google Analytics and sign in.
Select the GA4 property for your website.
Click Reports in the left navigation.
At the top of the Reports navigation, click + Create.
Select Dashboard.

This opens the dashboard editor, where you can arrange your metrics and visualizations.

If you don't see the option to create a dashboard, check whether you have the necessary permissions.

Add Your Three Main Metrics

Start by adding scorecards for your most important KPIs.

A scorecard displays a single metric, making it useful for information you want to check quickly.

In the dashboard editor:

Drag a scorecard visualization onto the canvas.
Select the scorecard.
Choose Active users as its metric in the configuration panel.
Add another scorecard for Sessions.
Add a third scorecard for Engagement rate.

Arrange these three scorecards across the top of your dashboard.

This layout makes it easy to see your main website performance indicators immediately.

Add Traffic and Page Performance Charts

Next, add visualizations that explain the numbers.

For traffic acquisition, create a bar chart or table using:

Dimension: Session default channel group
Metric: Sessions

This helps you compare how much traffic comes from search engines, social media, direct visits, and referrals.

For content performance, add a table using:

Dimension: Page title and screen name
Metric: Views

This shows which website pages or blog posts receive the most attention.

You can also add a line chart using Date and Sessions to see how traffic changes over time.

Drag the visualizations into a logical order and resize them as needed.

Save and Publish Your Dashboard

Once the layout looks good, save your dashboard with a clear name, such as:

Website Performance — Weekly Overview

Click Save, then Publish to make the dashboard accessible through the Reports navigation.

Remember that publishing a GA4 dashboard makes it available to users with access to that Analytics property. It does not publish the dashboard as a public website.

For additional instructions, refer to Google's official dashboard documentation.

Step 3: Understand an Example GA4 Dashboard

Now let's look at what a simple dashboard might show.

The following figures are fictional demonstration data, not actual analytics results from a real website.

Example: Website Performance Over 7 Days

Website KPI	Example Result
Active users	1,240
Sessions	1,650
Engagement rate	61%

Imagine your website recorded these results during a seven-day period.

The dashboard tells you that 1,240 active users interacted with the website, generating 1,650 sessions. Approximately 61% of sessions met GA4's engagement criteria.

However, these numbers alone don't tell you whether performance improved.

To understand progress, compare them with the previous seven days.

Example: Where Visitors Came From

Traffic Channel	Sessions
Organic Search	650
Direct	450
Organic Social	350
Referral	200
Total	1,650

In this fictional example, Organic Search generated the largest number of sessions.

That could be a reason to examine which search-driven landing pages attract visitors and whether those visits lead to meaningful actions.

For content performance, your dashboard might show that a tutorial receives more views than your homepage. You could then explore whether that tutorial also encourages visitors to read other articles.

The purpose of a dashboard isn't simply to collect numbers. It's to identify patterns worth investigating.

Step 4: Build a Simple Weekly Dashboard Review Habit

Creating a dashboard is only the beginning. Reviewing it consistently is what makes it useful.

You don't need to check every metric throughout the day.

For a personal website or small business, I recommend setting aside 15 minutes once a week.

Here's a practical review routine:

First five minutes: Check your main KPIs.

Look at active users, sessions, and engagement rate. Compare the latest seven days with the previous seven days when the relevant comparison option is available.

Next five minutes: Review traffic sources.

Check whether visitors are coming from organic search, social media, direct visits, or referrals.

If social traffic suddenly increases, consider whether you recently published or promoted something that could explain the change.

Final five minutes: Review your top pages.

Identify the pages receiving attention and look for opportunities to improve internal links, content quality, or calls to action.

Write down one observation and one action to take before your next review.

For example:

"Organic search is bringing more visitors to a beginner tutorial. Review its internal links and make the next recommended article easier to find."

That simple habit turns website reporting into a process for continuous improvement.

Common GA4 Dashboard Mistakes to Avoid

Even a simple dashboard can become confusing when it isn't designed carefully.

Tracking too many metrics: Start with three important KPIs, then add charts that help explain them. You can always expand your dashboard later.

Confusing users with sessions: One person can visit a website multiple times. Sessions and users measure different things and shouldn't be treated as interchangeable.

Ignoring date ranges: A dashboard showing the last seven days may tell a different story from one showing the last 90 days. Always check the reporting period before drawing conclusions.

Assuming every traffic increase is positive: More sessions don't automatically mean better results. Engagement, relevant content, and important website actions also matter.

Forgetting the dashboard's limitations: GA4's dashboard builder does not currently support every advanced reporting feature, including segments and card-level comparisons. For deeper analysis, use the appropriate GA4 reports or Explorations.

If you eventually need a more flexible reporting setup, consider Looker Studio. I've included it in my guide to seven free digital marketing tools for beginners.

Final Thoughts: Start Tracking Three Metrics Weekly

You don't need a complicated analytics setup to understand how your website is performing.

A simple GA4 dashboard with active users, sessions, engagement rate, traffic sources, and top-performing pages can provide a useful overview of your website.

Start small. Build your dashboard, review it weekly, and focus on the changes that matter.

As your website grows, you can add metrics for important actions, such as form submissions, registrations, or purchases.

Your next step: Open GA4, create your first dashboard, and start tracking three metrics every week.

The goal isn't to build the most impressive dashboard. It's to create one that helps you understand your website and make better decisions.

Originally published by Subash Kafle on SubashKafle.com.

Disclosure: This article was created with AI writing assistance.

UTM Parameters Explained: How to Create Tracking Links (With Examples)

Subash kafle — Mon, 19 Oct 2026 07:01:06 +0000

UTM parameters help you track where your website traffic comes from and which marketing campaigns are actually driving visits.

If you share the same page on LinkedIn, in an email newsletter, and across other channels, UTM parameters make it easier to see which source, medium, and campaign brought people to your site in Google Analytics 4 (GA4).

If you have ever shared the same link in multiple places, you already know how hard it can be to tell which post or campaign performed best.

Without proper tracking, your traffic data can feel incomplete or confusing.

In this guide, I'll explain what UTM parameters are, how they work, how to create tracking links, and where to find the results in GA4. I'll also share a simple naming convention you can reuse for future campaigns.

What Are UTM Parameters?

UTM stands for Urchin Tracking Module. UTM parameters are short pieces of information added to the end of a website URL to identify the source of a visit.

For example, a regular website link might look like this:

https://example.com/guide/

Now imagine sharing that page through LinkedIn.

With UTM tracking, your link could look like this:

https://example.com/guide/?utm_source=linkedin&utm_medium=social&utm_campaign=guide_launch

The destination is the same. The difference is the tracking information added to the URL.

When someone clicks the tagged link, Google Analytics can use those values to identify the marketing source, medium, and campaign associated with the visit.

UTM parameters don't collect analytics data by themselves. Your website still needs a properly configured analytics system, such as GA4, to collect and report that information.

The Five UTM Parameters You Should Understand

Google Analytics supports several campaign parameters, but these five cover most common tracking needs.

Parameter	What It Identifies	Example
`utm_source`	Where the traffic originates	`linkedin`
`utm_medium`	The marketing channel	`social`
`utm_campaign`	The campaign or promotion	`guide_launch`
`utm_content`	A particular link or creative	`feed_post`
`utm_term`	A paid-search keyword	`analytics_tools`

1. utm_source: Where did the visitor come from?

This identifies the specific traffic source.

Examples include linkedin, facebook, newsletter, and google.

2. utm_medium: How did the visitor arrive?

This describes the marketing channel.

Examples include email, social, cpc, and referral.

For an unpaid LinkedIn post, you might use utm_source=linkedin and utm_medium=social.

3. utm_campaign: Which marketing effort generated the visit?

This identifies the campaign being promoted.

For example, utm_campaign=guide_launch.

If you promote the same guide through LinkedIn and email, use the same campaign name across both links. This makes it easier to review the campaign as one initiative.

4. utm_content: Which link or creative was clicked?

This optional parameter is useful when testing multiple links or content variations.

For example, utm_content=header_button and utm_content=footer_link could distinguish two links in the same newsletter.

5. utm_term: Which paid keyword was used?

This optional parameter is mainly used for paid-search keyword tracking.

For most beginner campaigns, I recommend starting with source, medium, and campaign, then adding the other parameters when they serve a clear purpose.

Google also recommends using these three core parameters consistently in its official UTM parameter documentation.

How to Create UTM Parameters Step by Step

You don't need coding experience to create UTM tracking links.

Here's a simple process.

Step 1: Choose your destination URL

Start with the website page you want visitors to open.

For this example, I'll use:

https://example.com/guide/

Replace this with your own website URL when creating a real campaign.

Step 2: Identify your traffic source

Decide where you will share the link.

For a LinkedIn post:

utm_source=linkedin

Step 3: Choose the marketing medium

Since this example uses an unpaid social media post:

utm_medium=social

Step 4: Name your campaign

Choose a campaign name that explains what you're promoting.

For example:

utm_campaign=guide_launch

Avoid vague names like test1 or campaign2.

Step 5: Combine the parameters

Your complete tracking link becomes:

https://example.com/guide/?utm_source=linkedin&utm_medium=social&utm_campaign=guide_launch

Notice how the URL is structured.

A question mark (?) begins the query string, an equals sign (=) connects each parameter with its value, and an ampersand (&) separates the parameters.

If your destination URL already contains a query string, append additional parameters with & rather than adding another ?.

You can also use the free Google Analytics Campaign URL Builder instead of creating links manually.

UTM Tracking Examples for LinkedIn and Email Newsletters

Let's imagine you're promoting a new analytics tutorial through two channels.

Example 1: LinkedIn post

Tracking values:

Source: linkedin
Medium: social
Campaign: analytics_guide_launch
Content: feed_post

Complete URL:

https://example.com/guide/?utm_source=linkedin&utm_medium=social&utm_campaign=analytics_guide_launch&utm_content=feed_post

This helps identify visits attributed to your LinkedIn post.

Example 2: Email newsletter

Tracking values:

Source: newsletter
Medium: email
Campaign: analytics_guide_launch
Content: main_button

Complete URL:

https://example.com/guide/?utm_source=newsletter&utm_medium=email&utm_campaign=analytics_guide_launch&utm_content=main_button

Both links share the same campaign name because they promote the same initiative.

The source and medium values distinguish the channels, while the content values help identify the individual links.

This structure makes comparing campaign traffic much easier.

My Recommended UTM Naming Convention

One of the most important habits in campaign tracking is consistency.

Google Analytics treats parameter values as case-sensitive. For example, LinkedIn and linkedin can appear as separate values.

I recommend using a simple standard:

Field	Naming Rule	Example
Source	Lowercase platform name	`linkedin`
Medium	Consistent channel name	`social`
Campaign	Descriptive campaign name	`analytics_guide_launch`
Content	Specific placement or creative	`feed_post`

My reusable UTM template:

https://example.com/page/?utm_source=SOURCE&utm_medium=MEDIUM&utm_campaign=CAMPAIGN&utm_content=CONTENT

Replace the uppercase placeholders with your actual lowercase values.

I also recommend keeping a shared tracking spreadsheet with the destination URL, source, medium, campaign name, content variation, and final tagged link.

That way, you don't need to remember which naming format you used last month.

Google Sheets is one of the tools I recommend in my article on free digital marketing tools for beginners.

Where to Find UTM Campaign Traffic in Google Analytics 4

Creating UTM tracking links is only the first step. You also need to know where to review their performance.

Once your website is collecting GA4 data:

Open Google Analytics.
Select your GA4 property.
Navigate to Reports → Acquisition → Traffic acquisition.
Open the dimension dropdown above the report table.
Select Session source / medium or Session campaign, depending on what you want to analyze.
Search or filter for the relevant traffic source or campaign.

For example, when reviewing our sample LinkedIn campaign, you would look for source/medium values such as linkedin / social.

Switching to Session campaign lets you examine visits associated with analytics_guide_launch.

You can then review metrics such as sessions, engagement, and key events to understand what happened after visitors arrived.

Keep in mind that GA4 reporting can take 24–48 hours to process fully, and your website must be collecting data correctly.

Google explains these reporting options in its Traffic acquisition documentation.

If you're still learning GA4, I've also written a practical guide on how to track website traffic in GA4 using five essential reports.

Common UTM Tracking Mistakes to Avoid

Even a properly formatted link can create reporting problems if your tracking strategy isn't consistent.

Here are five mistakes worth avoiding.

1. Mixing uppercase and lowercase values

Using LinkedIn, linkedin, and LINKEDIN across different campaigns can split your reporting data.

Choose one format and follow it.

2. Using different campaign names for the same initiative

If LinkedIn uses guide_launch while your newsletter uses analytics_launch, comparing the full campaign becomes harder.

3. Tagging internal website links

UTM parameters are designed to identify incoming marketing traffic.

Avoid adding them to ordinary navigation links between pages on your own website because they can interfere with campaign attribution.

4. Forgetting to test tracking links

Before sharing a campaign link, open it and confirm the destination loads correctly.

Check that redirects preserve the UTM parameters. After testing, verify that your analytics system receives the visit.

5. Assuming UTMs measure conversions automatically

UTMs identify campaign information. They don't automatically track form submissions, purchases, or registrations.

Those actions need appropriate event and key-event tracking in GA4.

For Google Ads, also check whether auto-tagging already handles your campaign attribution before adding manual tags.

Do UTM Parameters Help With SEO?

UTM parameters are measurement tools, not a direct way to improve search rankings.

They help explain which marketing links bring visitors to your website. They don't make a page rank higher simply because the URL includes campaign tracking information.

For organic search performance, Google Search Console is a more suitable tool for reviewing search queries, impressions, and clicks.

If you haven't configured it, my Google Search Console setup guide explains the process.

I prefer using GA4 and Search Console together because they help answer different questions about website discovery and visitor behavior.

Start Tracking Your Campaigns With More Confidence

UTM parameters might look technical at first, but the basic idea is simple.

Add consistent campaign information to the links you share, then review that information in Google Analytics.

Start with three parameters: source, medium, and campaign.

Once you're comfortable, use content values to compare different posts, email buttons, or creative variations.

You don't need a complicated tracking system to get started. You need clear naming rules, working links, and a habit of reviewing the results.

Try creating two tracking links for your next campaign: one for LinkedIn and one for your newsletter. Use the same campaign name and compare their performance in GA4.

The goal isn't just to count more clicks. It's to understand which marketing efforts are helping people find and engage with your content.

Originally published on SubashKafle.com on October 19, 2026.

Written by Subash Kafle. This article was prepared with AI-assisted drafting and reviewed for clarity and accuracy.

For more tutorials on digital marketing, SEO, Google Analytics 4, and WordPress, visit SubashKafle.com.

Free UTM Tracking Template (CSV)

Want to put this into practice? I've created a free, reusable UTM tracking template to help you organize campaign links and maintain consistent naming conventions.

The GitHub resource includes a downloadable CSV template, sample tracking links for LinkedIn, email newsletters, Pinterest, and other channels, and simple UTM naming guidelines.

Download My Free UTM Tracking Template on GitHub →

You can open the CSV in Google Sheets or Excel and customize it for your own marketing campaigns.

How to Track Website Traffic in GA4: 5 Reports That Matter

Subash kafle — Thu, 15 Oct 2026 08:53:45 +0000

If you want to learn how to track website traffic, Google Analytics 4 (GA4) is one of the most useful free tools to get started.

Publishing a website is one thing. Understanding what happens after people visit it is another.

You might spend hours writing blog posts, improving your SEO, or sharing content on social media. But how do you know whether people are visiting your website? Where are they coming from? Which pages are getting the most attention?

That's where Google Analytics 4 becomes useful.

If you're new to GA4, the dashboard can feel overwhelming. There are reports, charts, metrics, and settings everywhere. The good news is that you don't need to understand everything to start making better decisions.

In this guide, I'll walk you through five essential GA4 reports, explain what they measure, and show you how to use them to understand your website's performance.

What Is Google Analytics 4?

Google Analytics 4 is Google's free website and app analytics platform. It helps you understand how people discover your website and what they do after arriving.

With GA4, you can answer questions such as:

How many people visit my website?
Does my traffic come from Google, social media, or other websites?
Which blog posts receive the most views?
Are visitors engaging with my content?
Are people completing important actions?

Before reviewing these reports, make sure GA4 is properly connected to your website.

If you haven't installed it yet, follow Google's official GA4 setup guide. WordPress users can also connect GA4 through Google's Site Kit plugin.

Once data collection is working, you're ready to explore your reports.

How to Track Website Traffic: Important GA4 Metrics

Before looking at individual reports, it's helpful to understand a few terms.

Metric	What It Means
Active users	People who interacted with your website, measured according to GA4's active-user rules
Sessions	Visits or periods of interaction with your website
Views	Total page or screen views, including repeated views
Engaged sessions	Sessions lasting at least 10 seconds, containing a key event, or including at least two page or screen views
Key events	Important actions you've chosen to measure, such as a completed registration

Here's a simple example.

Someone visits your website, reads three articles, and leaves. That might count as one user, one session, and three page views.

If the same person returns later, they can generate another session without necessarily becoming a new user.

That's why it's important not to treat users, sessions, and views as the same number.

1. Realtime Report: See Who Is Visiting Right Now

Question it answers: Is anyone visiting my website right now?

The Realtime report is a useful starting point because it shows recent visitor activity.

How to find it

Open Google Analytics.
Select your GA4 property.
Click Reports in the left menu.
Select Realtime.

The report shows activity from the last 5 and 30 minutes, including active users, page views, and events.

For example, imagine publishing a new article on LinkedIn. You can open Realtime to check whether visitors are reaching your website shortly after you share it.

It's also helpful when testing your tracking setup. Open your website in another browser tab, navigate through a few pages, and see whether activity appears.

Just remember that Realtime is meant for immediate monitoring. It shouldn't replace your regular traffic reports when evaluating long-term performance.

2. Traffic Acquisition Report: Track Website Traffic Sources

Question it answers: Which channels bring traffic to my website?

This is one of the most useful GA4 reports for digital marketing.

Go to Reports → Acquisition → Traffic acquisition.

The report groups website sessions by traffic sources and marketing channels.

You'll commonly see channels such as:

Organic Search: Visitors arriving through unpaid search results.
Direct: Traffic without an identified referring source.
Organic Social: Visitors arriving from unpaid social media activity.
Referral: Traffic from links on other websites.
Email: Traffic identified as coming from email campaigns.
Paid Search: Traffic from paid search advertisements.

When learning how to track website traffic, understanding where your visitors come from is one of the most important steps.

Start by reviewing the Sessions column. Then look at engagement metrics to understand whether those visits were useful.

You can also change the report's primary dimension to Session source / medium for more detail.

For example, google / organic identifies traffic attributed to unpaid Google Search.

What should you look for?

Suppose you regularly share articles on LinkedIn, but Google Search brings most of your website sessions.

That tells you something important: your search content is attracting visitors beyond your social media audience.

But traffic volume isn't everything.

If one channel produces many sessions with little engagement, while another brings fewer but more engaged visitors, you should investigate the difference before changing your strategy.

For email or social campaigns, use properly tagged UTM links so GA4 can identify campaign traffic more accurately.

Google explains these options in its Traffic acquisition report documentation.

3. Pages and Screens Report: Check Your Most Popular Pages

Question it answers: Which pages are people viewing?

If you're running a blog, this report is especially valuable.

Navigate to Reports → Engagement → Pages and screens.

You'll see pages from your website along with metrics such as Views, Active users, and Average engagement time.

Start by sorting the table by Views.

This helps identify your most frequently viewed articles and pages.

If you want to know how to track website traffic for individual blog posts, the Pages and screens report is a useful place to start.

But don't stop there.

Pay attention to average engagement time. A page attracting visitors but receiving limited engagement might need improvement.

For example, consider whether:

The introduction answers the reader's question.
The headings make information easy to find.
The article provides enough practical detail.
Related articles are linked naturally.
The page works properly on mobile devices.

Low engagement doesn't automatically mean an article is poor. Sometimes visitors find their answers quickly.

Use the report to identify questions worth investigating, not to judge an article based on one metric.

You can also search for a specific page or apply a filter to examine its performance.

4. Landing Page Report: See Which Pages Bring People Into Your Website

Question it answers: Where do visitors start their sessions?

The Landing page report is different from Pages and screens.

Pages and screens shows the content visitors viewed throughout their sessions.

The Landing page report identifies the first page they reached when starting a session.

Find it under Reports → Engagement → Landing page.

Imagine someone searches Google for a WordPress tutorial and lands directly on your blog post.

That article is their landing page, even if they never visit your homepage.

This matters because individual articles can serve as entry points to your entire website.

When reviewing the report, look at:

Which pages receive the most landing sessions.
Whether visitors engage after arriving.
Whether those sessions lead to important actions.

For blog owners, strong landing pages are opportunities to improve internal linking and guide readers toward related resources.

If a page attracts visitors but doesn't encourage further exploration, consider adding a relevant next step rather than simply trying to increase its traffic.

5. Events Report: Understand What Visitors Actually Do

Question it answers: What actions are people taking on my website?

Website traffic tells you that people arrived. Events help explain what happened next.

Go to Reports → Engagement → Events.

GA4 automatically collects certain events, including page_view and session_start.

Depending on your enhanced measurement settings, you may also collect events such as scroll and outbound click.

Not every button click or form submission is automatically tracked. Some interactions require additional configuration.

The Events report shows how often each collected event occurred and how many users triggered it.

What are key events?

A key event is an action that matters to your website's goals.

For example:

A visitor successfully submits a contact form.
Someone registers for a webinar.
A customer completes a purchase.
A reader completes a newsletter subscription.

To measure these actions, you must first ensure the appropriate event is collected. Then you can mark it as a key event.

Avoid marking every event as important.

A page_view can tell you that a page loaded, but a verified generate_lead event may tell you something more meaningful about your website's performance.

Google's key events guide explains how these measurements work.

The First Three Website KPIs I Recommend Tracking

Once you're familiar with these reports, you don't need to monitor every GA4 metric.

For a growing website, I recommend starting with three:

1. Active users

This helps you understand how many people are interacting with your website over time.

2. Organic Search sessions

This shows how much website traffic comes from unpaid search results. It's especially useful when you're investing time in SEO and publishing helpful content.

3. Key events

This measures whether visitors complete actions that support your website's goals.

If you haven't configured meaningful key events yet, start by reviewing engaged sessions while you work on event tracking.

Compare these metrics over consistent periods, such as the last 28 days versus the previous 28 days.

Look for patterns instead of reacting to every daily increase or decrease.

Google Analytics 4 vs. Google Search Console: What's the Difference?

Learning how to track website traffic becomes easier when you use GA4 and Google Search Console together.

GA4 and Google Search Console are useful together, but they answer different questions.

Google Search Console helps you understand how your website performs in Google Search, including impressions, clicks, search queries, and indexing.

Google Analytics 4 focuses on the activity measured after visitors reach your website, including sessions, engagement, and events.

For example, Search Console might show which keywords helped someone discover your article. GA4 can help you understand what visitors did after arriving.

If you haven't connected Search Console, follow my step-by-step Google Search Console setup guide.

Using both tools gives you a more complete picture of your website's search visibility and visitor behavior.

Common GA4 Problems Beginners Should Know

No website traffic appears

Confirm you've selected the correct GA4 property and installed the Google tag. Test your website in Realtime. New tracking installations can take time to begin collecting data.

A report is missing

GA4 navigation can vary depending on the property's reporting collections. Some reports aren't visible by default. Users with sufficient permissions can customize the report navigation.

Traffic appears as Direct

Direct traffic doesn't always mean someone manually typed your website address. Missing referral information, untagged campaigns, and other attribution limitations can also produce Direct traffic.

GA4 and Search Console show different numbers

These platforms use different measurements and reporting methods. Search clicks aren't the same as GA4 sessions, so their totals won't always match.

Your website gets traffic but isn't growing in search

Review both your analytics and technical SEO setup. My SEO checklist for a new website covers indexing, internal links, and other fundamentals worth checking.

How to Track Website Traffic With Confidence

Learning how to track website traffic doesn't require mastering every feature in Google Analytics 4.

Start with five reports: Realtime, Traffic acquisition, Pages and screens, Landing page, and Events.

Together, they help you understand where visitors come from, what content they view, and whether they're taking meaningful actions.

The most important part isn't collecting more numbers. It's learning to ask better questions about what those numbers mean.

If you're managing a blog or business website, open GA4 today and choose three metrics to review regularly. Use what you learn to improve your content and create a better experience for your visitors.

Originally published on SubashKafle.com by Subash Kafle.

How to Set Up Google Search Console for a New Website (Step-by-Step Guide)

Subash kafle — Wed, 14 Oct 2026 08:51:08 +0000

Building a new website is exciting. You choose a domain, design your pages, publish your content, and finally make everything live.

But there's an important question worth asking after launching your website: Can Google find your pages, and how will you know if people are discovering them through search?

That's where Google Search Console comes in.

If you're new to SEO, the setup might look a little technical at first. You'll see terms like domain verification, DNS records, XML sitemaps, and indexing. Fortunately, you don't need to be a developer to understand them.

In this guide, I'll explain how to set up Google Search Console for a new website, verify ownership, submit a sitemap, and start checking your website's search performance.

What Is Google Search Console?

Google Search Console is a free tool that helps website owners understand how their websites appear in Google Search.

It provides information about:

Which search queries bring people to your website
How often your pages appear in Google Search results
How many people click through to your website
Whether Google has indexed your important pages
Problems that might prevent Google from accessing your content

You can also use it to inspect individual URLs and submit an XML sitemap.

One thing to understand is that Google Search Console doesn't automatically improve your rankings. It helps you identify problems and opportunities so you can make better SEO decisions.

If you've recently launched a WordPress website, I recommend reviewing the basics in my SEO checklist for a new website before moving forward.

Step 1: Open Google Search Console

Start by visiting Google Search Console.

Click Start now.
Sign in using your Google account.
If you're using Search Console for the first time, you'll be prompted to add a property.
If you already have an account, open the property selector and choose Add property.

Google will ask whether you want to create a Domain property or a URL-prefix property.

Both options let you monitor your website, but they work differently.

Step 2: Choose Domain or URL-Prefix Property

This is one of the most important decisions during setup.

Option 1: Domain Property

A Domain property covers your entire domain, including different subdomains and HTTP or HTTPS versions.

For example, if your website is example.com, enter:

example.com

Don't include https:// or www.

The advantage is that Google can combine search data from different versions of your domain into one property.

However, you'll need access to your domain's DNS settings to verify ownership.

My recommendation: If you own the domain and can manage its DNS records, choose a Domain property.

Option 2: URL-Prefix Property

A URL-prefix property monitors URLs that begin with the exact address you enter.

For example:

https://example.com/

This property doesn't automatically include http://example.com/ or https://www.example.com/.

URL-prefix properties offer more verification methods, including HTML tags and HTML file uploads.

They're useful if you don't have access to DNS settings or want to monitor a specific section of your website.

Step 3: Verify Your Website Ownership

Google needs to confirm that you own or manage the website before giving you access to its private search data.

The verification process depends on the property type you selected.

Method 1: DNS Verification

If you selected a Domain property, Google will guide you through DNS verification.

Here's how it generally works:

Select your Domain property in Search Console.
Copy the verification TXT record provided by Google.
Log in to the service that manages your domain's DNS records.
Open the DNS management section.
Add a new TXT record using Google's provided value.
Save the record and return to Search Console.
Click Verify.

For many DNS providers, the host or name field is @, although your provider might use a different format.

DNS changes aren't always immediate. Google says verification records can sometimes take two or three days to become available.

If verification fails, double-check the record and try again later.

Important: Don't delete the verification record after verification succeeds. Google may check it again.

For more details, Google's website ownership verification guide explains the available methods.

Method 2: HTML Tag Verification

If you selected a URL-prefix property, you may be able to use an HTML verification tag.

Google provides a small piece of code that belongs in your homepage's HTML <head> section.

You can add it through your website's settings, an SEO plugin that supports verification, or direct access to your website's code.

After saving the tag, return to Search Console and click Verify.

Make sure the tag remains on your website so Google can continue confirming ownership.

Step 4: Connect Google Search Console to WordPress

If your website uses WordPress, you have another convenient option: Google's free Site Kit plugin.

Site Kit connects several Google services to WordPress and displays useful information inside your dashboard.

To install it:

Log in to your WordPress dashboard.
Go to Plugins → Add New.
Search for Site Kit by Google.
Click Install Now, then Activate.
Open Site Kit → Dashboard.
Sign in using your Google account.
Follow the instructions to verify ownership and connect Search Console.

Site Kit can connect an existing property or create a new URL-prefix property during setup.

If you already verified your website using a Domain property, you don't need to repeat that process unnecessarily.

You can follow Google's official Site Kit installation guide for detailed instructions.

Another option is Yoast SEO. For URL-prefix verification, go to Yoast SEO → Settings → Site connections and use the Google verification field.

You don't need both plugins simply to verify ownership.

Step 5: Submit Your XML Sitemap

After verification, the next step is to help Google discover your website's important pages.

An XML sitemap is a file containing URLs that you want search engines to know about.

For a WordPress website using Yoast SEO, the sitemap index is usually available at:

https://example.com/sitemap_index.xml

If you're using WordPress's built-in sitemap functionality without an SEO plugin replacing it, the default address is generally:

https://example.com/wp-sitemap.xml

Replace example.com with your actual domain.

Open the address in your browser first to confirm it works.

Then follow these steps:

Open Google Search Console.
Select your website property.
Under Indexing, click Sitemaps.
Find the Add a new sitemap field.
Enter your working sitemap URL, or its remaining path if the property address is already shown.
Click Submit.

Once Google processes the file, you'll be able to review its status.

A successful submission means Google could read your sitemap. It doesn't mean every page has been indexed.

Google may discover pages through internal links without a sitemap, but submitting one is a useful way to monitor discovery and processing issues.

Step 6: Check Whether Google Has Indexed Your Pages

Once your sitemap is submitted, you can inspect individual pages.

Google Search Console includes a feature called URL Inspection.

Here's how to use it:

Copy the complete URL of a published page.
Paste it into the URL Inspection bar at the top of Search Console.
Wait for Google to display the inspection results.
Review whether the page is indexed or has any problems.

If a page isn't indexed, you can select Test live URL to check whether Google can access its current version.

If the page is eligible, you can click Request Indexing.

Keep in mind that requesting indexing doesn't guarantee Google will add the page to its search results.

You should also check the Page indexing report to understand which pages are indexed and why others might be excluded.

Step 7: Understand Your First Performance Reports

Once Google starts collecting search data, open Performance → Search results.

You'll find four important metrics.

Total clicks: How many times people clicked through to your website from Google Search.

Total impressions: How often your website appeared in search results.

Average CTR: The percentage of impressions that resulted in clicks.

Average position: Your website's average search result position across the searches included in the report.

For example, a page might receive impressions without getting many clicks. That could be a reason to review its search title, description, relevance, or ranking position.

You can also explore the Queries tab to see search terms associated with your website, and the Pages tab to identify which URLs receive search visibility.

For a new website, it may take several days before useful data starts appearing.

I prefer using these numbers to understand what readers are searching for rather than looking at traffic totals alone.

I shared more about that approach in my article on digital marketing career lessons, curiosity, and data.

Common Google Search Console Setup Problems

Even when you follow the instructions, a few things can go wrong.

Ownership verification failed: Check your DNS record or HTML tag. Make sure the verification value matches Google's instructions.

Sitemap couldn't be fetched: Open the sitemap URL directly. If it returns an error, check your sitemap settings, website accessibility, or caching configuration.

Pages aren't appearing in Google: Use URL Inspection and check your Page indexing report. For WordPress, also review Settings → Reading and make sure the option to discourage search engines from indexing your public website isn't selected.

No performance data yet: Give Google time to collect information. Also make sure you're viewing the correct property.

These problems are common, especially when a website is new. Fix the underlying issue before repeatedly requesting indexing.

Final Thoughts

Setting up Google Search Console is one of the first things I recommend doing after launching a new website.

You don't need advanced SEO knowledge to get started. Verify ownership, submit your sitemap, inspect your important pages, and begin reviewing your search data.

The real value comes after setup.

As you publish more useful content, Search Console can help you understand which topics Google associates with your website, which pages attract search interest, and where improvements might be needed.

If you haven't connected your website yet, open Google Search Console and check your site's search visibility today.

Originally published on SubashKafle.com. This article is republished here with the original page set as its canonical URL.

SEO Checklist for a New Website: 10 Fixes Before Publishing More Content

Subash kafle — Tue, 13 Oct 2026 08:37:09 +0000

When you start a new website, publishing more content can feel like progress. There is always another topic to write about, another page to build, or something new to improve.

But before publishing more articles, I think it’s worth asking a simple question: Is the website actually ready for people and search engines to find that content?

From my experience working with WordPress, SEO, and digital marketing, I’ve learned that good content alone isn’t always enough. A website also needs a clear structure, proper indexing, useful internal links, and a good experience for visitors.

That’s why I put together this SEO checklist for a new website. These are ten things I would review before focusing on publishing more content. Most of them don’t require expensive tools or advanced technical knowledge.

1. Make Sure Google Can Find and Index Your Website
A website can look perfectly fine to visitors but still have problems appearing in Google Search.

For WordPress websites, I would start with Settings → Reading and check the option labeled “Discourage search engines from indexing this site.” For a public website that should appear in search results, this should normally be unchecked.

Next, I would use Google Search Console to inspect important pages.

There is a difference between Google discovering a page, crawling it, and adding it to its index. Just because an article is published doesn’t mean Google has indexed it.

I would check for indexing issues before assuming that more content will solve a traffic problem.

2. Check Whether Important Pages Are Easy to Reach
I would start from the homepage and try to reach the blog, individual articles, and other important pages.

Can I find them through the menu or other links? Do those links actually work?

Search engines also discover pages by following links. If an article has no internal links pointing to it, that can make discovery harder.

This doesn’t mean every page needs to appear in the main navigation. But important content should have a clear path from somewhere else on the website.

I would rather fix confusing navigation now than publish more articles that readers struggle to find.

3. Review Your XML Sitemap
An XML sitemap is a file that helps search engines discover important URLs on your website.

If you use Yoast SEO, you can find its sitemap feature under Yoast SEO → Settings → Site features → XML sitemaps.

From there, you can view the sitemap and check whether your important published pages are included.

You can also submit the sitemap in Google Search Console.

A sitemap doesn’t guarantee that Google will index everything. It simply helps Google discover the pages you want it to know about.

For a website that publishes new content regularly, this is worth checking early.

4. Research Keywords Before Choosing Your Article Topic
One mistake I want to avoid is choosing an article title without checking what people actually search for.

For example, when researching this topic, I used Google Keyword Planner to compare phrases such as “SEO checklist for website” and “SEO checklist for new website.”

These keywords showed search demand, but that doesn’t automatically mean my website can rank for them.

I also need to understand what people expect when they search. Are they looking for a simple checklist, a complete tutorial, or a tool that checks their website?

My approach is simple: choose a topic I understand, check whether people search for it, and write something that answers their questions.

Keyword research should guide the content, not control every sentence.

5. Improve Your Page Titles and URLs
A good article title should tell readers what they will learn.

For example, a title like “SEO Tips” doesn’t explain much.

“SEO Checklist for a New Website: 10 Fixes Before Publishing More Content” is more specific. It tells readers what the article covers and when the advice will be useful.

I would also keep the URL short and readable.

Instead of a long address with unnecessary words, I prefer something like:

/seo-checklist-new-website/

For the SEO title and meta description, I use Yoast SEO. These fields help describe the page in search, although Google may choose different text to display.

6. Organize Your Content With Clear Headings
I like articles that are easy to scan.

A reader shouldn’t need to go through every paragraph just to find one answer.

I generally use one main article heading, followed by H2 headings for major sections. H3 headings are useful when a section needs smaller parts.

The goal isn’t to add headings everywhere. It’s to make the structure clear.

For example, someone reading this checklist might already understand keyword research but need help with indexing. Clear headings let that person jump directly to the right section.

7. Make the Content More Useful Than a List of Keywords
Getting the keyword into the title is only one small part of SEO.

The article still needs to help someone.

If I’m explaining how to improve a WordPress blog, I should include the settings to check, tools to use, and mistakes to avoid.

I also try to think about the questions a beginner might have after reading each section.

Google’s SEO Starter Guide is a useful reference for understanding these basics.

I don’t believe adding more words automatically makes an article better. I’d rather explain something clearly in 900 words than stretch it to 2,000 without adding anything useful.

8. Add Internal Links That Make Sense
Internal links help readers move between related pages. They also help search engines discover and understand your content.

For example, if someone is reading an article about keyword research, a link to a detailed guide about Google Search Console could help them understand how to measure search performance afterward.

The same idea applies to other topics. An article about improving website speed might link to a tutorial about image optimization.

I prefer adding links where they help answer the reader’s next question.

But I wouldn’t add links just to increase the number of links on a page.

If a link helps readers understand a topic or find the next useful resource, it belongs there. If it doesn’t, I would leave it out.

9. Check Images, Mobile Layout, and Page Speed
Images can make an article easier to understand, but large files can also slow down a website.

Before publishing, I would check the image dimensions, compress the file when needed, and write descriptive alt text.

I would also open the page on my phone.

Is the text readable? Does the menu work? Are any images cut off? Can I open links without struggling to tap them?

Tools like PageSpeed Insights can help identify performance problems.

A page doesn’t need a perfect performance score, but it should be comfortable to use.

10. Measure What Happens After Publishing
Publishing isn’t the end of the process.

I would use Google Search Console to see which search queries generate impressions and clicks, and whether pages are getting indexed.

Google Analytics 4 helps me understand what visitors do after reaching the website.

These tools answer different questions, and I find both useful.

One thing I’ve learned from working in digital marketing is that numbers alone don’t tell the whole story. Getting more visitors is helpful, but understanding what those visitors need and whether the website meets their expectations matters just as much.

I’ve shared more about this in my article, What Digital Marketing Taught Me About Curiosity, Data, and Growth.

For a new website, I wouldn’t expect meaningful organic traffic immediately. Search visibility takes time, and not every article will perform the same way.

I would rather review the numbers regularly and improve content based on what I learn.

Applying This Checklist to My Own Website
I believe the best way to understand SEO is to apply what you learn.

That’s also how I approach my own website, SubashKafle.com.

My website brings together my professional experience, selected work, and articles about digital marketing, analytics, SEO, and technology.

The main navigation provides access to the blog, and readers can find individual articles through the blog page. That’s a useful starting point for making content easier to discover.

But having a working website and a clear menu doesn’t mean everything is optimized.

I still need to check how individual pages appear in Google Search Console, review their performance, and look for opportunities to connect related articles through internal links.

As more content is published, those connections become more useful. Someone reading about basic SEO might also want to learn about keyword research, WordPress settings, or Google Analytics.

My goal isn’t to call a website fully optimized after checking ten boxes. It’s to keep making improvements based on what readers need and what the data tells me.

What I Would Do Before Publishing More Content
If I were starting a new blog today, I wouldn’t spend all my time chasing keywords or trying to get every Yoast SEO indicator to turn green.

I would first check whether search engines can access the site, make the content easy to understand, and ensure readers can find what they need.

Then I would publish, measure, and keep improving.

Good SEO isn’t about doing everything perfectly on the first attempt. It’s about building a useful website and making thoughtful improvements over time.

If you’re working on a website too, try going through these ten checks before publishing your next article. You might find that a few small improvements are more useful than adding another page without a clear plan.

About the Author

I'm Subash Kafle, a digital strategy, SEO, and marketing analytics professional with over five years of experience in digital marketing, website development, and analytics.

I share insights on SEO, GA4, WordPress, digital strategy, and professional growth.

Portfolio: https://subashkafle.com/

About Me: https://subashkafle.com/about/

Original article: https://subashkafle.com/seo-checklist-new-website/

Originally published on SubashKafle.com on October 13, 2026.

Digital Marketing Career Lessons: Curiosity, Data, and Growth

Subash kafle — Mon, 12 Oct 2026 11:45:25 +0000

Some of the most valuable digital marketing career lessons I’ve learned didn’t come from a course or a certification. They came from asking questions, trying new things, making mistakes, and figuring out how to do better next time.

When I first started working in digital marketing in Nepal, I was interested in how businesses connect with people online. Why do some campaigns get attention while others don’t? What makes someone click on a website? And how do we know if our efforts are actually working?

Over the years, I worked with Kangaroo Education Foundation and later Golchha Group in Nepal. After moving to the United States, I earned my master’s degree in Information Technology and continued building my career in digital strategy and analytics.

Looking back, three things have stayed with me throughout this journey: curiosity, data, and the willingness to keep growing.

Curiosity Helped Me Learn More Than Any Tool
One thing I love about digital marketing is that there is always something new to learn.

When I was working in Nepal, I learned about managing campaigns, understanding audiences, improving online visibility, and creating content that people would actually find useful.

But I also realized something. Knowing how to use a marketing tool is not the same as knowing how to solve a marketing problem.

You can learn Google Ads, SEO, or social media marketing. But if you don’t understand your audience or the purpose behind a campaign, even the best tools won’t help much.

I started paying more attention to simple questions:

Who are we trying to reach?
What information are people looking for?
Why would someone care about our message?
How can we make their experience better?
These questions might sound basic, but they can change the way you approach your work.

Curiosity also taught me not to be afraid of asking questions. Sometimes you learn more from a conversation with a colleague or from something that didn’t work than from spending hours watching tutorials.

I still follow this approach today. Whenever I work on something new, I try to understand the problem first instead of jumping straight into a solution.

Data Changed the Way I Look at Success
Earlier in my career, I paid a lot of attention to numbers like website traffic, impressions, clicks, and engagement.

Those numbers are useful, but they don’t always tell the whole story.

A campaign might receive thousands of impressions, but did it reach the right people? A website might attract more visitors, but are they finding what they came for?

These are the kinds of questions that made me more interested in analytics.

My master’s studies helped me build a stronger understanding of information systems, databases, and business analytics. I began looking at digital marketing not just as communication, but also as a process of learning from information and improving decisions.

Today, at the National Minority Quality Forum, my work includes digital campaigns, SEO, website performance, and analytics that support health communications.

Working in this space has made me think more carefully about what meaningful results actually look like.

For example, when reviewing a website’s performance, I don’t want to look only at the number of visitors. I also want to understand how people reached the page, what information they were looking for, and whether the page helped them take the next step.

Tools like Google Analytics 4 and Google Search Console help answer parts of those questions. But the numbers still need context.

I’ve learned that good data should help us make better decisions, not just create better-looking reports.

And sometimes, before making any decisions, we need to check whether we’re measuring the right things in the first place.

Growth Comes From Actually Doing the Work
Moving from Nepal to the United States was a big change in my personal and professional life.

I had to adjust to a new environment, continue my education, and find opportunities to build on the experience I already had.

I’ve shared more about that part of my journey in my article No One Told Me the Truth About Studying Abroad — So I am Telling You Now.

One thing that helped me was staying open to learning skills beyond my original role.

Digital marketing today involves much more than running advertisements or managing social media.

There is SEO, website development, marketing automation, data analysis, content strategy, AI, and so much more.

In my current work, I often move between different responsibilities. Sometimes I’m reviewing campaign performance. Other times I’m working on a website, improving content, checking analytics, or figuring out why something isn’t working as expected.

Not everything works perfectly the first time. I’ve had to go back, review my approach, and learn something new to solve a problem.

That’s part of what I enjoy about the field.

I also realized that you don’t have to wait until you know everything before starting something.

Building my own website, subashkafle.com, is one example. I wanted a place where I could share my experience, document what I’m learning, and connect with people who have similar interests.

And now, writing this blog is another part of that learning process.

Three Digital Marketing Career Lessons I Still Follow
If I had to share three habits that have helped me the most, they would be these:

Stay curious, even when you have experience.

Technology keeps changing. The way people search, communicate, and interact online changes too. What worked a few years ago might not work the same way today. Keep asking questions and learning from others.

Understand the story behind the numbers.

Don’t focus only on traffic, clicks, or impressions. Think about what those numbers mean and what you can improve. A small change that helps the right audience can sometimes matter more than a large increase in views.

Keep learning by doing.

Courses and certifications are valuable, but applying what you learn is just as important. Work on a project, build something, test an idea, and learn from the result. You don’t need to be perfect to get started.

These habits sound simple, but I come back to them almost every day.

Why I’m Starting This Blog
I’ve been thinking about starting a personal blog for a while.

I work with different tools, platforms, and technologies, and I often come across things that I wish someone had explained more simply when I was learning.

So that’s what I want to share here.

I’ll be writing about digital marketing, SEO, analytics, AI tools, WordPress, career growth, and lessons from my own experiences.

Some posts will be practical tutorials. Others will be personal thoughts about learning, work, and growth.

I don’t have all the answers, and I’m still learning every day. But I believe sharing what we learn can help someone else who is just getting started.

If you’re working in digital marketing, thinking about entering the field, or simply interested in learning something new, I hope you’ll find something useful here.

My journey has taught me that growth doesn’t always come from having the perfect plan. Sometimes it starts with one question, one new skill, or one small project.

Stay curious, learn from the data, and keep moving forward.

If you’d like to know more about my background and the work I do, you can read more about me here.

About the Author

I'm Subash Kafle, a digital strategy, SEO, and marketing analytics professional with over five years of experience in digital marketing, website development, and analytics.

I share insights on SEO, GA4, WordPress, digital strategy, and professional growth.

Portfolio: https://subashkafle.com/

About Me: https://subashkafle.com/about/

Original article: https://subashkafle.com/digital-marketing-career-lessons/

Originally published on SubashKafle.com on October 12, 2026.