Short answer
- GA4 is Google's free analytics tool. Set it up once and make sure it records the actions that matter: calls, forms, bookings and orders.
- In GA4, those important actions are called key events (Google renamed "conversions" in 2024). In Google Ads they're still called conversions.
- Most small businesses only need two questions answered monthly: where did visitors come from, and which sources led to key events?
- Pair it with Google Search Console, which shows what happens in search before the click.
What GA4 tells you (and what it doesn't)
| GA4 can tell you | GA4 can't tell you |
|---|---|
| How many people visited and from where (Google, social, ads, direct) | The exact search terms people used (that's Search Console) |
| Which pages they viewed | Who each person is |
| How many clicked call, submitted a form or booked | Phone calls that happen without clicking your site |
| Which sources lead to those actions | Whether a lead turned into a paying customer (unless you track it) |
Expect GA4 numbers to be directional, not perfect. Ad blockers, privacy settings and consent choices mean some visits aren't recorded.
Setting it up
- Create a Google Analytics account and a GA4 property for your business.
- Add a web data stream for your website. You'll get a measurement ID that starts with "G-".
- Add the Google tag to your site, either through your website builder's Google Analytics setting or with Google Tag Manager.
- Turn on enhanced measurement in the data stream settings. It tracks things like scrolls and outbound clicks automatically.
- Check the Realtime report while visiting your own site to confirm it's working.
- Link GA4 to Search Console and, if you advertise, to Google Ads.
Google's setup guide walks through each step.
Key events: the most important setup step
Traffic on its own doesn't pay the bills. What you want to know is how many visitors took an action that could become a customer. In GA4 you mark those actions as key events.
For a local business, good key events are usually:
- Click to call (a click on a
tel:link) - Form submitted (contact or quote form, usually tracked by a thank-you page or a form event)
- Booking completed (if your booking tool can send an event or redirect to a confirmation page)
- Click to directions or WhatsApp, if those matter for you
- Purchase, for online stores
Only mark a few things as key events. If everything is "key", nothing is.
Three reports worth checking
1. Traffic acquisition
Under Reports → Acquisition. It groups visits by channel: Organic Search, Paid Search, Organic Social, Direct, Referral and so on. Add the key events column to see which channels bring actions, not just visits.
2. Pages and screens
Under Reports → Engagement. Shows your most visited pages. If an important service page gets lots of visits but few calls, that page needs work.
3. Key events
Under Reports → Engagement → Events (or the key events report). Track the monthly total of calls, forms and bookings. This is the number that should go up when your marketing works.
A monthly 10-minute routine
- Compare last month to the month before: total users and key events.
- Check which channel brought the most key events.
- Look at your top pages: any with traffic but no actions?
- Write down one thing to change, then check again next month.
Privacy and consent
Depending on where your customers are, privacy laws may require a cookie notice or consent before analytics runs, for example under GDPR in the UK and EU. Mention analytics in your privacy policy, and use a consent tool if your audience requires it. This isn't legal advice; check what applies to your business.
Healthcare and financial businesses should take extra care with tracking on pages where people share sensitive information.
Want it done properly?
Every website I build ($397) can include GA4 and Search Console setup, and when I run Google Ads or Facebook & Instagram ads, call and form tracking is part of the setup, so you can see what each lead costs.