Conversion optimization
Turn more visitors into enquiries. We review your service pages, calls to action and forms and tell you what to fix first.
ANALYTICS & TRACKING
Analytics and conversion tracking
Do you know which page or channel brought your most recent enquiry? We set up and check your tracking so that you can see where customers come from and which marketing is worth the investment.
Measurement starts with a question, not a tool
Good tracking answers a question you make decisions on. Does search traffic bring enquiries? Which service page works best? Was the campaign worth it?
Once the question is clear, we choose the events, conversions and reports to match. The work can involve GA4, Google Tag Manager, Search Console and form tracking, depending on what you already use.
What the work includes
01
A tracking plan
We write down what is measured and why: the key actions, event names, what counts as a conversion and who reads the reports.
02
Checking the implementation
We test forms, buttons and links on a phone and a computer. We look for events that are missing or recorded twice.
03
Reports you can use
We bring search visibility, visits and enquiries into one view. A report should answer your question at a glance.
The most common faults in tracking
A form submission is recorded on the button press even though the message was never sent. The same enquiry is counted twice. The thank-you page can be opened directly without the form. Faults like these make the numbers look good and the decisions wrong.
We separate a successful enquiry, a click on the contact button and a click on an email link. They tell you different things and should not be added together.
Consent and privacy
Analytics follows the visitor’s cookie choice. We check what is sent to the tools before consent and after it.
Names, email addresses and message content do not belong in analytics. When reading reports it helps to remember that some visitors stay invisible because of consent, so the figures are always an estimate.
From tracking to decisions
Measurement is only useful when something is done with it. Once you can see which pages bring enquiries, you know what to improve and where to look for more search traffic.
The conversion tracking guide covers event definitions, consent tests and avoiding double counting. With tracking in order, conversion optimization turns the findings into improvements.
QUESTIONS
Frequently asked questions
Can you check our current tracking?
Yes. We go through the existing events, conversions and reports and tell you which numbers can be trusted and which cannot.
Can analytics show whether SEO brings enquiries?
Yes, once Search Console, analytics and form tracking are connected sensibly. Search Console shows the searches, analytics the pages and form tracking the enquiries.
We use something other than GA4. Is that a problem?
No. The principles are the same whatever the tool. Tell us what you use and we will see how it can answer your questions.
RELATED EXPERTISE
More areas of expertise
Search Engine Optimization
Be found on Google when customers look for what you offer. We research the searches, improve the pages and track whether visibility turns into enquiries.
SEO & GEO consulting
Get an expert view on your SEO or GEO question without a full project. We review the situation and give your team clear next steps.
Want to know what brings your enquiries?
Tell us what you want to measure and which tools you use. We will suggest how the tracking should be set up.