Websites · Setup + audit

Analytics & Conversion Tracking

Know which searches, pages and ads turn into calls and quote requests.

Overview

Plenty of small business sites have GA4 installed and nothing useful in it. Page views get counted, but quote forms don't, taps on the phone number don't, and nobody can say whether a lead came from Google, the Business Profile or an ad. Search Console often isn't set up at all.

I start with a tracking plan: the few actions that matter to your business, how each one is recorded and where you'll see it. Then I set up GA4 through Google Tag Manager, mark calls, forms and quote requests as key events, verify Search Console and link it to GA4, and tag your Business Profile link. I planned tracking along these lines for AWPM Group and Fortress Commercial Pools. If you're relaunching your site, tracking belongs in the launch plan of an SEO-safe migration, so the new site reports from day one.

Who it's for

For service businesses and marketing teams that need to know where their leads come from.

GA4 is installed, but it doesn't count a single call or form.
You run Google Ads and can't tell which clicks became real enquiries.
Search Console was never set up, or nobody has opened it since launch.
Your own visits and test submissions are counted as leads.
You have several services or divisions and need to see the leads for each one.

What you get

A written tracking plan: which actions count, how each is recorded and where it's reported
GA4 and Google Tag Manager installed and configured
Form, click-to-call and quote request events, marked as key events
Search Console verified, your sitemap submitted, and Search Console linked to GA4
UTM tags for your Business Profile, email and campaign links
Internal traffic filtered out, and every event tested before sign-off
A simple report on calls, forms, top landing pages and top search terms

How it works

Plan. We agree on the actions that matter and how you want to see them, whether by page, service, division or campaign.
Install. I set up GA4 through Tag Manager, build the events and verify Search Console.
Test. I submit test forms and tap the phone links, and check every event arrives in GA4 before it's marked as a key event.
Report. You get a simple report and a walkthrough, so you know where to look and what each number means.

From the articles

Read the guide first.

Analytics

How to set up GA4 and Search Console for a service business

The tracking plan, events and checks that let a service business see which searches and pages turn into calls, forms and quote requests.

6 min read

FAQ

Common questions

Isn't GA4 enough on its own?

GA4 counts page views out of the box, and its enhanced measurement picks up some form activity. It doesn't know which forms are quote requests, or that a tap on your phone number is a lead, until you tell it. Search Console fills a different gap. It shows the searches people used before they reached your site, which GA4 can't show by itself.

Can you track phone calls?

Yes, at two levels. A click-to-call event records every tap on your phone number on the website. That shows intent, not a completed call. A call tracking number goes further and logs the call itself, with its source. Which one you need depends on how much of your work starts with a phone call. Either way, calls end up in the same report as your forms.

How is a tracking setup priced?

As a fixed-scope project, quoted once I know how many sites, forms and lead types are involved, and whether Google Ads is part of it. A small service site with one form and a phone number is a short job. Several divisions, a CRM or more than one ad account take longer. If the site itself needs replacing, tracking can be built into a local business website project.

Not sure where to start?

Tell me what you're trying to fix. I'll tell you which service fits, or whether you need one at all.

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