Webflow analytics for B2B SaaS: Analyze, GA4, Tag Manager, and what to set up first.

What analytics does Webflow have built in?

Webflow Analyze, Webflow's native website analytics tool, a paid add-on launched on October 31, 2024, for Webflow users on Basic, CMS, Business, and Enterprise Site plans. It shows top pages, sessions, unique visitors, page views, clicks on buttons, links, and forms, bounce rate, time on page, and top traffic sources, regions, and devices. Analyze mode adds page-level insights, such as clickmaps and scroll depth, for each page you view in Webflow.

It's built into the Webflow platform and needs no setup: Webflow says there's no tagging or extra tools required. A few details to know before you rely on it:

• You can view up to 90 days of data at once, and if you turn Analyze off, you lose access to its historical data.
• Goal tracking covers clicks on buttons and links.
• Analyze doesn't use cookies; it uses browser local storage and anonymous identifiers. You choose whether tracking is always on, opt-in, or opt-out, and the last two need a consent management solution. Webflow says privacy compliance, such as GDPR and CCPA, depends on that choice and your consent tools.
• Webflow's AEO analytics need a Team or Enterprise plan as well as the Analyze add-on.

Which analytics tools should you set up first on a Webflow site?

Google Analytics 4, because a B2B SaaS site is measured by leads, and GA4 lets you mark lead events as key events, report them by channel, and share them with Google Ads. Then add the others when you need them:

1. Google Analytics 4 through Webflow's integration. It takes a measurement ID and, on Webflow hosting, loads Google's tags through the Google tag gateway.
2. Lead events. Send generate_lead and sign_up, and mark them as key events.
3. Tag Manager. Move to it when you manage several tags. Google says Tag Manager is best for marketers who are in charge of tagging and need to manage Google and third-party tags, and that it lets you manage tags without changing your website's code.
4. Webflow Analyze. Add it if designers and content editors want to see user behavior next to the pages they edit.

Whatever you choose, add the GA4 tag in one place only. Webflow recommends putting it either in the integration field or in custom code, not both, to avoid duplicate tracking. If GA4 runs inside Tag Manager, put only the GTM- container ID in Webflow.

How do you add GA4 and Tag Manager to a Webflow site?

Through Site settings, with the ID from Google.

1. In Webflow, open Site settings, then the Integrations tab, and find Google Analytics.
2. Paste the ID. The field accepts IDs that start with G-, GT-, AW-, or GTM-, so the same field works for a GA4 measurement ID or a Tag Manager container.
3. Save and publish the site.
4. Open a page on the live site and check that the visit shows up in the Realtime report in Google Analytics.

Custom code, such as a second tool's script, needs a paid Site plan or Workspace plan. If you already used the integration before Webflow added the Google tag gateway, Webflow says to re-save your measurement ID and republish to prevent gaps in your data.

What is the Google tag gateway, and should you use it?

It loads Google's tags from your own domain instead of from Google's. Google describes it as a way to deploy a Google tag using your own first-party infrastructure, hosted on your website's domain. Webflow's integration uses it to reduce the impact of ad blockers.

On Webflow, you don't build anything: the automated gateway works only on Webflow hosting, and a site that already uses the integration turns it on by republishing. A site exported from Webflow or hosted elsewhere needs its own setup through a CDN, load balancer, or web server.

The gateway changes where tags load from, not whether you need consent. Your cookie or consent banner and settings still govern data collection by those tags, so check them before you compare data from before and after the switch.

Which events should a B2B SaaS site track?

Start with a short list that maps to the funnel, using Google's recommended event names where one fits. Google says recommended events help you measure more features and get more useful reports, and they aren't sent automatically.

For actions without a recommended name, such as a pricing calculator or a docs download, send custom events with clear names.

Two cautions about form submissions. GA4's form_submit fires when someone submits a form, and Google doesn't say it confirms the submission succeeded, so fire generate_lead on the form's success state or a thank-you page and test it. And key events aren't retroactive: marking an event affects reports from that point on, and it can take up to 24 hours to show in standard reports. You can mark an event as a key event before GA4 has collected it, so set them up before launch.

What should a monthly analytics report show?

Leads first, then where they came from and which pages produced them. We lead monthly reports with pipeline: demo requests and sign-ups from organic search and AI referrals.

A one-page monthly view for a B2B SaaS site on Webflow can cover:

• key events, such as demo requests and sign-ups, by channel, from GA4's Traffic acquisition report;
• the landing pages that produced those key events;
• visits from AI assistants, which GA4's default channel group now groups in an AI Assistant channel;
• clicks and scroll depth on your top pages, from Webflow Analyze, if you use it;
• the search queries that brought visitors, from Google Search Console;
• anything that changed on the site that month, such as a new page or a pricing update.

Read these key metrics as trends over months. A B2B site gets few leads a month, so a handful can swing the percentages. Compare each month with the same tool's earlier months, not one tool's numbers with another's: Webflow says discrepancies between Analyze and third-party tools are expected. For how this fits into SEO work on Webflow, see our Webflow SEO and AEO page.

We set up analytics and reporting on Webflow sites for B2B SaaS companies, so we have an interest in the topic.

Questions about analytics on Webflow