PUNE, INDIA — MappedSkills Research has published The Marketing Measurement Gap, a study of 120 Indian business websites examining how consistently marketing analytics and advertising measurement technologies could be publicly observed.
The research found that 42.5% of the audited websites (51 out of 120) showed no observable Google Analytics under the study's audit protocol. Google Analytics was observable on 55.8% (67 websites), while two websites could not be reliably classified.
At the same time, 97.5% of the websites (117 out of 120) preserved the campaign tracking parameters used during testing.
The findings highlight an important distinction: a website's ability to receive campaign information does not necessarily mean the measurement technologies surrounding that traffic are observable.
Key findings
The study examined 30 websites each from Manufacturing, Jewellery, Fashion and Technology.
Google Analytics: Observable on 55.8% of audited websites.
Meta Pixel: Observable on 35.8%.
Google Ads-related measurement: Observable on 27.5%.
Campaign tracking: 97.5% preserved the predefined UTM parameters used during testing.
Sector differences: Meta Pixel was observable on 66.7% of Fashion websites and 60% of Jewellery websites, compared with 10% of Technology websites and 6.7% of Manufacturing websites.
These findings describe the websites included in the study. They are not estimates for all Indian businesses.
Why this matters for businesses
Companies invest in Google Ads, social media, SEO and other digital channels to attract potential customers.
But generating website traffic and understanding what that traffic produces are two different things.
A website may receive campaign-tagged visitors while its publicly observable analytics and advertising measurement infrastructure remains limited.
For business owners, the practical question is not whether every available tracking tool has been installed. It is whether the business can reliably understand where enquiries and sales come from and use that information to make better marketing decisions.
A note from the founder
“Businesses often focus on generating more traffic, more leads and more campaigns. But before increasing marketing spend, there is a simpler question founders should ask: can we reliably measure what happens after someone clicks? Our study suggests that the measurement layer deserves much more attention.”
— Amit Gupta, Founder, MappedSkills Marketing
About the research
MappedSkills Research examined 120 purposively selected Indian business websites during 2025–2026 using a predefined audit protocol.
The study assessed publicly observable technologies and website behaviour, including Google Analytics, Google Tag Manager, Meta Pixel, Google Ads-related measurement and campaign parameter handling.
The research did not access private analytics accounts or submit test enquiries, make purchases, send WhatsApp messages or place phone calls.
Because the sample was not randomly selected, its results should not be treated as representative of all Indian businesses. Technologies that could not be publicly observed may still exist through server-side or private measurement systems.
Read the full research report:
Research ID: MSR-001
Original report published: October 5, 2026
About MappedSkills
MappedSkills Marketing helps businesses attract relevant visitors, turn more website visits into enquiries, and measure the path from marketing activity to business outcomes.
Its work brings together search visibility, paid advertising, conversion optimisation, lead generation and marketing measurement.
Website: https://mappedskills.com
Media enquiries
MappedSkills Marketing
Email: info@mappedskills.com
Location: Pune, India