Redirects play a critical role in maintaining the integrity of website traffic data, especially when using Google Analytics. When a page URL changes, failing to properly redirect users can lead to:
Incorrect or missing redirects break the user journey in GA4. You may see unexplained spikes in 'direct' traffic or an underreporting of referral and organic traffic sources.
Good SEO isn't just about content — it's about structure. If you're reading this, it's proof that redirects worked!