Why Analytics Actually Matter
Ever wonder if anyone actually looks at your portfolio? Analytics tell you who's visiting, what they're looking at, and most importantly—whether they're contacting you. Use our portfolio checklist tool to make sure you're tracking the right things, and check out design validation methods for solo designers for more ways to measure what's working.
What Analytics Reveal About Your Portfolio
- •Which projects people actually look at (vs. the ones you think are best)
- •How long people spend on your case studies
- •Where visitors drop off (and why they're not contacting you)
- •Whether your portfolio works on mobile
Most designers set up basic analytics and never look at them again. We're going to set up tracking that actually helps you improve your portfolio and get more leads.
GA4 Setup That Works
Google Analytics 4 is different from the old version. Less confusing once you know what matters. Here's the 15-minute setup that gets you real data.
Step 1: Create Google Analytics Account
15-30 minutesSet up your GA4 property and data stream
- ✓Go to analytics.google.com and create account
- ✓Set up GA4 property for your portfolio domain
- ✓Create web data stream for your website
- ✓Copy the Measurement ID (G-XXXXXXXXXX)
- ✓Verify data collection is working
Step 2: Install Tracking Code
30-45 minutesAdd GA4 tracking code to your website
- ✓Add gtag.js script to your website head
- ✓Configure enhanced measurement events
- ✓Set up cross-domain tracking if needed
- ✓Test tracking with Google Tag Assistant
- ✓Verify events are firing correctly
<!-- Google tag (gtag.js) -->
<script async src="https://www.googletagmanager.com/gtag/js?id=G-XXXXXXXXXX"></script>
<script>
window.dataLayer = window.dataLayer || [];
function gtag(){dataLayer.push(arguments);}
gtag('js', new Date());
gtag('config', 'G-XXXXXXXXXX');
</script>Step 3: Configure Data Streams
20-30 minutesSet up data collection and processing
- ✓Enable enhanced measurement for automatic events
- ✓Configure data retention settings
- ✓Set up data filters and exclusions
- ✓Configure conversion events
- ✓Set up audience definitions
Recommended Settings:
- • Data retention: 14 months (free) or 50 months (paid)
- • Enhanced measurement: Page views, scrolls, outbound clicks
- • Conversions: Contact form submissions, project views
Track What Actually Matters
Basic pageviews don't tell you much. You need to track specific actions people take on your portfolio. These events show you what's working and what's broken.
project_view
Track when visitors view specific projects
gtag('event', 'project_view', { project_name: 'Mobile App Redesign' })Identify most popular projects and content
contact_click
Track clicks on contact buttons and links
gtag('event', 'contact_click', { contact_method: 'email' })Measure lead generation effectiveness
case_study_read
Track engagement with case study content
gtag('event', 'case_study_read', { case_study_title: 'E-commerce Redesign' })Understand content engagement and preferences
resume_download
Track resume and CV downloads
gtag('event', 'resume_download', { file_type: 'PDF' })Measure job application interest
Quick Win: Auto-Track These Events
GA4's "Enhanced Measurement" automatically tracks some useful events:
- • Scroll depth (how far people scroll down your pages)
- • Outbound clicks (links to other websites)
- • File downloads (PDFs, resumes, etc.)
- • YouTube video interactions
Portfolio Performance Metrics
These custom metrics help you understand if your portfolio is actually working. Track these monthly to see improvements.
Portfolio Engagement Rate
Target: > 60%Percentage of visitors who interact with portfolio content
How to Calculate:
(Interactions / Total Visitors) × 100
What to Track:
- •Track project views, case study reads, and contact clicks
- •Set up custom events for portfolio interactions
- •Create calculated metrics in GA4
- •Monitor trends over time
Why it matters: Higher engagement indicates compelling content and clear value proposition
Project Popularity Score
Target: Identify top 3 performing projectsRanking of most viewed and engaged projects
How to Calculate:
Views × Average Time on Page × Scroll Depth
What to Track:
- •Track individual project page views
- •Measure time spent on each project
- •Track scroll depth and interaction events
- •Create custom reports for project performance
Why it matters: Guide portfolio curation and highlight best work
Lead Generation Rate
Target: > 5%Percentage of visitors who become leads
How to Calculate:
(Contact Actions / Total Visitors) × 100
What to Track:
- •Track contact form submissions
- •Track email and phone clicks
- •Track resume downloads
- •Set up conversion goals
Why it matters: Measure portfolio effectiveness in generating business opportunities
Content Performance Index
Target: > 70%Overall content effectiveness score
How to Calculate:
Weighted average of engagement metrics
What to Track:
- •Combine multiple engagement metrics
- •Weight by business importance
- •Create custom calculated fields
- •Set up automated reporting
Why it matters: Comprehensive view of portfolio performance and areas for improvement
Track Actual Conversions
The whole point of your portfolio is getting hired. These conversions track how well your portfolio turns visitors into opportunities.
Contact Form Submission
Track when visitors submit contact forms
gtag('event', 'conversion', { send_to: 'AW-CONVERSION_ID/CONVERSION_LABEL' })Setup Steps:
- 1.Create conversion event in GA4
- 2.Set up form submission tracking
- 3.Configure conversion value if applicable
- 4.Test form submission tracking
- 5.Set up conversion reporting
Resume Download
Track when visitors download resume or CV
gtag('event', 'file_download', { file_name: 'resume.pdf' })Setup Steps:
- 1.Set up file download tracking
- 2.Configure conversion event
- 3.Track download source and context
- 4.Measure download-to-contact conversion
- 5.Create funnel analysis
Project Inquiry
Track when visitors show interest in specific projects
gtag('event', 'project_inquiry', { project_name: 'Mobile App Design' })Setup Steps:
- 1.Track project detail page views
- 2.Monitor time spent on project pages
- 3.Track project-specific contact actions
- 4.Set up project interest scoring
- 5.Create project performance reports
Privacy Done Right
Privacy law might sound boring, but GDPR fines are very real. Here's how to track visitors without getting in trouble.
Cookie Consent
GDPR RequiredObtain user consent before setting analytics cookies
Implementation:
- •Add cookie consent banner to your website
- •Only load GA4 after user consent
- •Provide clear opt-out options
- •Document consent preferences
Recommended Tools:
Privacy Settings:
- • Analytics cookies require explicit consent
- • Essential cookies can load without consent
- • Store consent preferences for returning visitors
Data Anonymization
Privacy Best PracticeAnonymize visitor IP addresses and personal data
Implementation:
- •Enable IP anonymization in GA4
- •Remove personally identifiable information
- •Use aggregated data for reporting
- •Implement data retention policies
Recommended Tools:
Privacy Settings:
- • IP anonymization: Enabled by default in GA4
- • Data retention: Set to minimum required
- • User deletion: Honor data subject requests
Privacy Policy
Legal RequirementDisclose analytics tracking in your privacy policy
Implementation:
- •Add Google Analytics section to privacy policy
- •Explain what data is collected
- •Describe how data is used
- •Provide opt-out instructions
Recommended Tools:
Privacy Settings:
- • Include Google Analytics disclosure
- • Mention data sharing with Google
- • Provide clear opt-out instructions
Reports You'll Actually Use
Most analytics reports are overwhelming and useless. These three dashboards show you exactly what you need to know to improve your portfolio.
Portfolio Performance Dashboard
Weekly reviewOverview of key portfolio metrics and trends
What to Track:
- •Total visitors and page views
- •Portfolio engagement rate
- •Top performing projects
- •Traffic sources and referrals
- •Geographic distribution of visitors
Actions to Take:
- →Identify content gaps
- →Optimize underperforming projects
- →Double down on successful content
- →Adjust marketing strategy
Lead Generation Dashboard
Daily monitoringTrack and analyze lead generation effectiveness
What to Track:
- •Contact form submissions
- •Email and phone clicks
- •Resume downloads
- •Conversion rates by traffic source
- •Lead quality and follow-up rates
Actions to Take:
- →Optimize contact forms
- →Improve call-to-action placement
- →Test different contact methods
- →Follow up on high-quality leads
Content Performance Dashboard
Bi-weekly analysisAnalyze content engagement and effectiveness
What to Track:
- •Project page views and engagement
- •Case study read completion rates
- •Time spent on different content types
- •Scroll depth and interaction rates
- •Content sharing and social engagement
Actions to Take:
- →Update underperforming content
- →Create more content like top performers
- →Improve content structure and presentation
- →A/B test different content formats
Implementation Checklist
Here's exactly what to do and when. Work through these phases in order—don't skip ahead.
Phase 1: Initial Setup
Phase 2: Event Tracking
Phase 3: Privacy & Compliance
Phase 4: Reporting & Analysis
Analytics Tools & Resources
Google Analytics Tools
Free analytics platform with advanced tracking
Manage tracking codes without touching code
Track search performance and indexing
Privacy & Compliance Tools
GDPR-compliant cookie consent management
Comprehensive privacy management platform
Generate privacy policies for analytics
After Setup: Monthly Review
Analytics only help if you actually look at them. Set a monthly calendar reminder to:
- • Check which projects are getting the most views
- • Identify pages with high bounce rates
- • Review contact form conversion rates
- • Look for traffic sources you can double down on
Analytics Setup Questions
Quick answers to help you get started
Related Resources
Smarter Data
Get analytics setup guides, tracking strategies, and data analysis tips that help you understand and improve your portfolio performance.