Google Analytics Setup – Including Conversions

Setting up the latest Google Analytics platform (known as GA4) is an essential task for most website owners. See our Basic Setup Service for the initial steps.

Going Further with Conversions

When correctly setup, your GA4 platform will track a vast array of activities on the website, known as Events. Deciding which of these are really important to your website strategy means you can then follow a handful of KPIs, separating them from the rest of the data.  Setting up goals and conversions aligned with your marketing strategy helps you to focus on what really matters, and clearly illustrate the success of your various marketing campaigns including SEO and SEM.

Conversions for Paid Advertising, e.g. Google Ads

Feeding conversions to Google Ads and other advertising platforms is an important role of GA4. Many of these advertising platforms require a certain level of engagement data to enable them to automatically optimise the adverts. This may require setting up additional conversions, separate to the ones needed for your regular marketing strategy. The trick is to ensure that further conversions added do not obscure the critical ones needed to prove what ROI your marketing is producing.

Filtering Out Internal Traffic

When looking closely at the trends and performance of your website, you may find that your own staff or agents’ website use is skewing the data. The way to avoid this is to filter out IP addresses of your own offices and agents, to keep the data stream clean. This is part of what we do in this service. You will simply provide your IP address by googling “what is my IP address”.

Advanced GA4 setup

Certain businesses will want to take the platform even further, including utilising Google’s own user data to further enhance their campaigns. This is covered in our Advanced Setup Service.