Analytics and Tracking Tags
The Search Engine Optimisation screen configures two specific things: a Google Analytics identifier and a Facebook and Instagram pixel.
Where to find it
Architect Panel → Configuration:
- Search Engine Optimisation — the analytics and pixel settings
Architect Panel → Security:
- Cookie Consent — categories, services, cookies, scans and records
What it is
- Google Analytics — an identifier and a switch. When enabled, the tag is included on your pages.
- Facebook/Instagram Pixel — an identifier and a switch, reporting actions taken on your site back for advertising attribution and audience building.
That is the whole screen. Being clear about that saves looking for things that are elsewhere.
What it is not
It does not manage page titles, meta descriptions or canonical addresses — those are per page. It does not generate a sitemap or manage robots rules. It is a tag configuration screen rather than an SEO console.
Both are consent-relevant
The important point. Analytics and advertising tags set cookies and send data about your visitors to third parties. In most jurisdictions they require consent before they load, not after.
So switching these on without wiring them into your consent manager is a compliance problem, and it is the commonest one on the whole site.
Register them as consent services
Both should be defined in the consent manager as services in an appropriate category — analytics, and marketing — so they are blocked until the visitor agrees and loaded when they do.
The consent manager exists precisely for this, and using it is less work than defending the alternative.
The pixel is the more sensitive of the two
It is advertising, it is a third party building audiences, and it is what regulators look at first. If you are unsure whether you need it, you probably do not.
Say what you use in your privacy notice
Naming the services, what they do and what data they receive. A privacy notice that does not mention your analytics is a privacy notice that is wrong.
Check what is actually loading
Tags accumulate — added for a campaign, never removed. Look at what your pages actually load, in a browser, and confirm every third party is one you meant and can justify.
Remove what you do not use
A pixel for a campaign that ended two years ago is still collecting and still your responsibility. If nobody is reading the data, switch it off.
Worked example
An organisation registered both tags as consent services in the analytics and marketing categories, so neither loads before agreement. A check of what pages actually load found a third tag added during a campaign and never removed, which was deleted.
Recommendations
- Wire both into the consent manager before enabling.
- Name them in your privacy notice.
- Check what your pages actually load.
- Remove tags nobody reads.