Installing GA4 isn't enough. Define the events that actually matter to your business, such as a confirmed form submission, a WhatsApp tap, or a purchase, and mark them as key events (conversions). Link it to Google Ads and Search Console, and use UTM links in campaigns. Then it answers the most important question: where do customers come from?
Installation
Install it through Google Tag Manager or your platform, and make sure it doesn’t fire twice. Use the realtime report to confirm visits arrive.
The events that matter
generate_lead: after the server confirms receipt of the form, not when the button is clicked.
WhatsApp and call taps: as separate interactions.
purchase: with value, for stores.
Linking
Google Ads, to import conversions and build audiences.
Search Console, to see search queries.
BigQuery, for businesses that need advanced analysis.
Cleaning the data
Exclude internal traffic, set the correct time zone and currency, and review reports weekly at first to catch errors.
Frequently asked questions
01Is GA4 100% accurate?
No. Some visits aren't recorded due to browsers and cookie consent. Use it for trends and comparison.
02What's the difference between an event and a conversion?
An event is any recorded interaction; a conversion (key event) is one you mark as an important result.
