Most small business websites don't need cookie consent banners because they often don't engage in tracking that violates privacy laws. The article explains the difference between essential cookies and tracking cookies, and highlights how focusing on user privacy can enhance the overall website experience.

Identifying users in Google Analytics can be effectively achieved through the User ID feature, which allows tracking across sessions and devices. Best practices include ensuring unique, non-personally identifiable IDs, sending the ID only after login, and managing user consent properly. Implementing User ID can enhance insights into user behavior and facilitate better data integration.