Analytics · GA4 · Conversion tracking
GA4 and conversion tracking setup for small businesses
If you can’t see which ad, page or post brought in a customer, you’re guessing with your marketing budget. We set up Google Analytics 4, Google Tag Manager and conversion tracking for Google Ads and Meta, so calls, forms, bookings and sales are counted once, correctly, and in one place.
Signs your tracking is broken
- Google Ads reports more conversions than you had enquiries, or none at all
- Your analytics still points to Universal Analytics. Google says standard Universal Analytics properties “stopped processing hits” on July 1, 2023 (Google Analytics Help)
- Phone calls, your biggest lead source, don’t appear anywhere
- Every sale shows up as “direct” or “unassigned”
- Nobody remembers who set up the tags, or whose Google account they’re in
If two or more sound familiar, your ad platforms are optimizing on bad data. That’s a common reason campaigns get clicks but no calls.
What we set up
| Piece | What it does |
|---|---|
| Google Tag Manager | One container that holds every tag, so changes don’t need a developer each time |
| Google Analytics 4 | Property, data streams, internal-traffic filters, and key events for the actions that matter to your business |
| Google Ads conversions | Form leads, calls from ads and the website, bookings and purchases, with values where they make sense |
| Meta Pixel and Conversions API | Browser and server-side events for Facebook and Instagram ads, checked so each event counts once. See Meta ads. |
| Search Console | Verified and linked, so you see which searches bring people in |
| UTM conventions | A simple naming system for links in emails, social posts and your Google Business Profile |
| A one-page dashboard | Leads and sales by channel, month by month, in plain language |
| Documentation | What’s tracked, where, and in which account, handed over to you |
GA4 settings people miss
Data retention
For standard GA4 properties, Google lets you keep user-level and event data for 2 months or 14 months (Google Analytics Help). We check it’s set the way you want before data is lost.
Key events
GA4 counts lots of things automatically. A key event is the action you actually care about. We mark only real business outcomes, not page scrolls.
Internal traffic
Your own visits and your staff’s shouldn’t inflate the numbers. We filter them out.
Account ownership
Analytics, Tag Manager and ad accounts belong to your business account. You add us as a user. Read why ownership matters.
Privacy and consent
Tracking has to respect your visitors. In Canada, PIPEDA governs how businesses collect personal information online, and Quebec’s privacy law adds stricter consent rules for Quebec residents. We:
- Update your privacy policy to name the tools you use
- Add a cookie consent banner where your audience or platform calls for one, and connect it to the tags
- Avoid sending names, emails or phone numbers to analytics tools in plain text
- Keep only the data you’ll actually use
We’re not lawyers. If you’re in a regulated industry, check the setup with your adviser.
Pricing
Quoted after a free audit + HST
Tracking setup is included when you hire us for Google Ads or SEO. On its own, it’s a one-time project.
Questions about tracking
Can you track phone calls?
Yes. Calls from Google Ads and clicks on your phone number can be counted. Detailed call tracking with forwarding numbers is available through third-party tools if you need it.
Do I need Tag Manager?
For anything beyond a basic site, yes. It keeps every tag in one place you control.
My developer already installed GA4. Is that enough?
Installing the tag is the first ten percent. Key events, ad conversions, filters and retention settings are where most setups fall short. An audit will show you.
Will tracking slow my website down?
A few well-managed tags have little effect. Dozens of forgotten ones do. We remove what isn’t used. Read why websites get slow.
Not sure your numbers are right?
Give us view access to your analytics and ad accounts. We’ll audit the setup and send you a list of what’s missing or double-counted.