Google Analytics 4 (GA4) shows how people arrive on your website and what they do there. Out of the box it collects useful data, but it only becomes valuable for decisions when your important actions are tracked as key events (previously called conversions).
Basic setup
- 1Create a GA4 property under a Google account owned by your business.
- 2Add the tracking code to your website, directly or through Google Tag Manager.
- 3Set the reporting time zone to India and currency to INR.
- 4Enable enhanced measurement for scrolls, outbound clicks, site search and file downloads.
- 5Link GA4 with Google Search Console and Google Ads if you use them.
Decide what counts as a result
List the actions that matter to your business:
- Contact form submissions
- Clicks on phone numbers and WhatsApp links
- Email link clicks
- Online purchases and their value
- Brochure or catalogue downloads
Track them as events
Use Google Tag Manager or your platform's integration to send an event for each action, for example generate_lead for form submissions. Then mark the important ones as key events in GA4.
E-commerce tracking
Online stores should send standard e-commerce events such as view_item, add_to_cart, begin_checkout and purchase, with product and value data. Most platforms like Shopify and WooCommerce offer integrations, but verify the data matches your actual orders.
Privacy
Update your privacy policy to describe analytics use, and follow applicable consent requirements for your audience.
Reports worth checking
- Traffic acquisition: which channels bring visitors.
- Key events by channel: which channels bring results.
- Landing pages: which pages start successful visits.
VENUS DIGITAL CORPORATION configures GA4, Tag Manager and conversion tracking for businesses in Pune. See Digital Marketing and read 10 e-commerce metrics to track.
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