Something is measuring visits

Without any analytics you cannot tell whether a change helped, which pages earn their keep, or where people give up. Every other item on this list is a guess about what will work; analytics is the only one that tells you afterwards whether it did.

We deliberately don't check this automatically. Analytics is usually loaded by a script or a tag manager, and we don't run scripts, so looking for it in the HTML would be wrong as often as right — and telling someone their analytics is missing when it isn't is worse than not asking.

Source: GA4: set up Analytics.

Pick one and install it site-wide:

- Google Analytics 4 — free, thorough, and what most agencies expect to find. - Plausible, Fathom or Matomo — simpler, paid or self-hosted, and no cookie banner needed in most configurations, which is worth something on its own.

Then check it is recording by visiting the site yourself and watching the realtime view. Tick this when you have seen your own visit arrive.