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Research

We look at real business websites. Then we publish what we find.

MappedSkills Research looks at how businesses are found, measured and converted. Every report says what we checked, when, how many, and where the evidence stops.

Read the full reportSee what we found

01The headline finding

What we found across 120 websites.

  • 51 Google Analytics not observed
  • 67 Google Analytics observed
  • 2 unable to determine

Each square is one audited website, grouped by answer (51 Google Analytics not observed, 67 Google Analytics observed, 2 unable to determine).

42.5%

More than 4 in 10 audited websites had no observable Google Analytics.

Among the 120 websites audited, Google Analytics was not observed on 51 (42.5%) and was observable on 67 (55.8%). Two websites were classified as Unable to Determine.

n=120 Indian business websites · MSR-001 Audit Protocol v1.1. Publicly observable infrastructure only.

02What it means

Read the number. Then read its limits.

What this means for you

If your website can’t see where visitors come from, it’s hard to tell which marketing brings enquiries.

What it doesn’t mean

It doesn’t mean these businesses had no measurement at all. Some may use tools that can’t be seen from outside.

03From the same study

What else we found.

More findings from the same study. Each square is one audited website.

    • 43 Meta Pixel observed
    • 77 the other websites audited

    Each square is one audited website, grouped by answer (43 Meta Pixel observed, 77 the other websites audited).

    35.8%

    Meta Pixel was observable on just over one-third of audited websites.

    Among the 120 websites audited, Meta Pixel was observable on 43.

    Sample n=120 Indian business websites Source MSR-001 Audit Protocol v1.1. Publicly observable infrastructure only.

    • 33 Google Ads-related measurement observed
    • 87 the other websites audited

    Each square is one audited website, grouped by answer (33 Google Ads-related measurement observed, 87 the other websites audited).

    27.5%

    Google Ads-related measurement was observable on fewer than 3 in 10 websites.

    Among the 120 websites audited, Google Ads-related measurement was observable on 33.

    Sample n=120 Indian business websites Source MSR-001 Audit Protocol v1.1. Publicly observable infrastructure only.

    • 117 preserved the UTM parameters
    • 3 the other websites audited

    Each square is one audited website, grouped by answer (117 preserved the UTM parameters, 3 the other websites audited).

    97.5%

    Almost all audited websites preserved the UTM parameters used during testing.

    Among the 120 websites audited, 117 preserved the UTM parameters used during testing. This does not show that these businesses actively use UTMs in their campaigns; it shows that the websites preserved the parameters supplied in the audit.

    Sample n=120 Indian business websites Source MSR-001 Audit Protocol v1.1. Harmless predefined UTM parameters.

  • 66.7% vs 6.7%

    Observable Meta Pixel presence varied sharply across sectors.

    Observable Meta Pixel presence by sector: Fashion 66.7%; Jewellery 60%; Technology 10%; Manufacturing 6.7%.

    1. Fashion66.7%
    2. Jewellery60%
    3. Technology10%
    4. Manufacturing6.7%

    Sample n=30 websites per sector (Fashion, Jewellery, Technology, Manufacturing) Source MSR-001 Audit Protocol v1.1. Publicly observable infrastructure only.

04The full report

The Marketing Measurement Gap: What 120 Indian Business Websites Reveal About Analytics and Advertising Measurement

Among the 120 Indian business websites audited, more than 4 in 10 had no observable Google Analytics, yet 97.5% preserved the UTM parameters used in testing.

Published
October 5, 2026
Research period
2025-2026
Geography
India
Sample size
120
Category
Industry Benchmarks
Author
Amit Gupta
Read the full reportMethodologyLimitations

05How we work

What we checked. What we can’t claim.

  1. 01

    What we looked at

    The sample, where there is one.

  2. 02

    When and where

    The period and the geography each report covers.

  3. 03

    Where it stops

    The limits of what we saw. Findings are never restated as guarantees.

For journalists For media enquiries, embargoed materials, or comment, email info@mappedskills.com or use the contact form. Media enquiry · Newsroom

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