So, let’s talk about analytics scripts. What I often see is that developers will add a separate script tag for every analytics service they need. For example, if they want Google Analytics, they’ll paste in the Google Tag script. Then, if they use Klaviyo, they’ll add Klaviyo’s script tag, and so on for other services.

The problem is that piling on all these scripts can seriously hurt your site’s performance.

How can you handle this better? In my view, a single tool can be powerful in the right hands. Instead of loading up on multiple script tags, why not focus on one analytics tool that meets your needs? Or, if the client insists on using several services, I prefer using an integrated solution that combines all analytics data in one place. If I have enough time, I might even build a custom analytics service myself! :p

I completely understand that analytics data is invaluable for digital marketers, but overloading your site with too many third-party analytics scripts can drag down performance. The more external assets you embed, the greater the risk—since your site’s speed and reliability can depend on the uptime of those outside services. My preferred approach is to implement a solution that anyone can benefit from: keep it streamlined, only add what’s truly necessary, and always weigh the trade-off between collecting data and maintaining a fast, reliable site.