Webflow websites that count because they keep count.

A Webflow agency plans, designs and builds websites with Webflow, a platform that combines visual web design, a content management system and hosting. Maze & Friends from Vienna uses it to build company websites and landing pages and wires in the measurement at the same time, from GA4 and Google Tag Manager to conversion tracking for Google Ads and Meta. After handover, your team updates copy, images and blog posts in the editor without putting the layout at risk. Plugin updates and your own servers fall away, because Webflow handles hosting and security centrally.

Whether Webflow or WordPress fits better depends on scope and team: Webflow suits fast, low-maintenance company websites, WordPress large shops and special functions. Webflow brings hosting, security and editor from one source and needs no plugin updates, while WordPress scores with a very large range of extensions and many developers on the market. If you need an editorial team with many roles or a plugin that only exists for WordPress, you are better off there. For large online shops and specialised systems, we work with our partner network.

The disadvantages of Webflow are ongoing platform fees, a smaller range of extensions than WordPress and a certain lock-in to the platform. Complex shops with many variants, connections to an inventory system or members’ areas hit limits sooner. The code can be exported, but the content management system only runs on Webflow. For most company websites, these points weigh less than short load times and low maintenance. If WordPress is the better choice for your project, we will tell you in the initial call.

Webflow can be run in a GDPR-compliant way if consent, data processing agreements and embedded services are properly handled. Webflow is a US provider with its own data processing agreement, which belongs in your data protection documentation. Fonts should be embedded without calls to Google’s servers, videos and maps should only load after consent, and a consent tool controls all tracking scripts. Webflow stores form submissions on its servers, which belongs in your privacy policy. The legal assessment of your setup is a job for your data protection officer or a specialised law firm.

Webflow is good for SEO, because it brings lean code, short load times and all the important settings, such as metadata, redirects and a sitemap. Pages are delivered as finished HTML, which search engines and AI crawlers can read without JavaScript. We build structured data into the pages directly as JSON-LD. There are limits for very large websites, because the content management system caps the number of items depending on the plan. Whether a website ranks is ultimately decided by content, internal linking and mentions. The platform creates the conditions.

What it costs to have a website built depends mainly on the number of pages, templates, copy, images and functions such as forms or multiple languages. For tracking, what counts is how many events and platforms are connected, and a server-side layer brings ongoing server costs. With Webflow, a predictable platform fee comes on top, while plugin updates and separate hosting fall away. Photos and videos from your own shoot set the website apart from templates. After the initial call, you get a fixed-price quote with no hidden items.

At Maze & Friends, a website relaunch with tracking runs in six steps: status review, measurement plan, concept and design, build in Webflow, testing and handover. First we look at your goals, existing website, tools and ad accounts. In the measurement plan, we define which goal action is reported to which platform. You sign off structure and design before we build, and before go-live we check every event individually: does it arrive, is it free of double counting, does it respect consent? At handover, you get the dashboard, documentation and all logins in your name.

Conversion tracking measures which ad, channel or page led to a desired action, such as an enquiry or a purchase. A conversion is any action you have defined as a goal beforehand, including a call or a sign-up. Conversion tracking connects your ad spend with the actual result. Only then can Google Ads and Meta direct your budget towards the people who really get in touch or buy. Without that feedback, the platforms optimise for clicks.

You set up conversion tracking for Google Ads and Meta in three layers: consent and GA4 via Tag Manager, feedback to the platforms, and a server-side layer. For Google Ads, you import the GA4 key events or create a separate conversion action. With Meta, the pixel and the Conversions API work together, with a shared event ID to prevent double counting. Finally, you check every event with a test enquiry in all systems.

If your conversion tracking isn’t working, the cause is usually missing or wrongly wired consent, tags embedded twice or events that were never marked as key events. Redirects without UTM parameters, forms in third-party frames and thank-you pages anyone can open directly also distort the figures. Ad blockers add to this, and Safari limits tracking too. A structured check follows every event from the click to the platform. Many setups exist technically but were never properly tested.

Server-side tracking sends events from your website first to a server under your control, which then passes them on to Google, Meta and other tools. That makes measurement more resilient to ad blockers and browser restrictions, reduces scripts in the browser and gives you control over which data leaves your business. It pays off mainly if you put a significant budget into Google Ads or Meta. With small budgets, clean in-browser tracking is often enough.

Server-side tracking is not automatically GDPR-compliant: for marketing and analytics data, you will still need consent in almost all cases. The advantage lies in control. On your own server, you can shorten IP addresses and remove fields before data goes to Google or Meta, instead of scripts in the browser sending directly to third parties. A server location in the EU makes sense. The legal assessment of your setup is a job for your data protection officer or a specialised law firm; we set up the technology behind it.

Tracking with Google Analytics 4 and Meta can be run in a GDPR-compliant way, but it isn’t automatically: the configuration decides. That includes a cookie banner with a real choice, Consent Mode v2, a privacy policy that names the tools used and documented data transfers to the US. Tags may only fire once consent has been given. We implement and test this cleanly on the technical side. The legal assessment is a job for your data protection officer or a specialised law firm.

Google Consent Mode v2 passes your visitors’ consent decisions to Google services such as GA4 and Google Ads, so they abide by them. Since March 2024, Google has required it for advertising features that use data from the European Economic Area, such as remarketing. New are the signals ad_user_data and ad_personalization. In advanced mode, the page sends cookieless signals when consent is declined, from which Google models missing conversions. Whether to use basic or advanced mode is best clarified with your data protection officer.

A cookie banner is mandatory as soon as your website uses cookies or similar technology for analytics or advertising that isn’t strictly necessary. In Austria this is governed by Section 165 of the Telecommunications Act (TKG), in Germany by Section 25 TDDDG, each supplemented by the GDPR. Technically necessary cookies, for example for the shopping basket or the consent itself, need no consent. Declining must be as easy as accepting, and tracking may only load after the click. We set up the consent tool technically; the legal review stays with your data protection officer.

The cleanest way to set up Google Analytics 4 is through Google Tag Manager, with a measurement plan that defines in advance which actions matter for the business. Then you mark enquiries, purchases or calls as key events, exclude internal traffic and extend data retention, which is only two months by default. A consistent UTM scheme prevents campaigns from ending up as “unassigned”. Consent Mode v2 connects GA4 with your cookie banner. Finally, you link GA4 with Google Ads and Search Console.

GA4, Google Ads and Meta show different numbers because each platform counts differently: with its own attribution models, its own time windows and different data losses. Without consent, GA4 only records limited signals. Google Ads and Meta attribute conversions to their own clicks or views, often days later. Some discrepancy is therefore normal, while large gaps usually point to tracking or consent errors. The goal is a consistent data basis with discrepancies you can explain.

There is no universally good conversion rate, because it depends heavily on the industry, offer, traffic source and goal action. The calculation is simple: goal actions divided by visits, expressed as a percentage. Your own development over time says more than an industry comparison. Small improvements have a big effect. If your enquiry rate rises from 1.5 to 2.5 per cent, you mathematically get two thirds more enquiries for the same ad budget.

You improve your conversion rate reliably with a cycle: analyse the data, form a reasoned hypothesis, test it and keep only proven improvements. In B2B, the quickest levers are usually the contact form, the call to action and the load time on mobile. A redesign based on taste is risky, because it changes many things at once and afterwards you don’t know what worked. The prerequisite is tracking you can trust.

The accounts, data and content belong to you: analytics, Tag Manager and ad accounts run in your name, and we work with access you grant. If we part ways, data, audiences and campaigns stay with you. You also get documentation of your setup, so someone else can take over at any time. We want to stay because the figures are right. A contract or someone else’s account shouldn’t be what keeps you.