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GA4 · CALL TRACKING · REPORTING
Analytics and tracking: know which marketing actually brings in work
Most small business websites track visits but not enquiries. We set up tracking for the things that pay your bills (calls, forms and bookings) and show you which channel brought each one in, on one page, in plain English.
| Source | Enquiries | Change |
|---|---|---|
| Google Maps | 31 | +6 |
| Google organic | 22 | +4 |
| Google Ads | 17 | –2 |
| AI tools | 3 | +2 |
| Direct and other | 9 | +1 |
Example of the summary table in a one-page monthly report.
01 / THE PROBLEM
Why tracking matters
If you can’t see which marketing brings in enquiries, every decision is a guess. You might cut the channel that’s actually working, or keep paying for one that isn’t.
The most common problem we see is a Google Analytics account that counts visits but not enquiries. It can tell you 2,000 people came to the site, but not that 40 of them rang you. That’s the number that matters.
02 / WHAT WE SET UP
What we set up
Google Analytics 4
Set up with key events for calls, form sends, bookings and quote requests, and cookie consent that follows EU rules.
Google Search Console
Verified and linked, so you can see the searches people use to find you, including impressions in Google’s AI Overviews and AI Mode.
Call tracking
Know which calls came from Google Maps, your website, Google Ads or social. Missed calls show up too.
Form and booking tracking
Every enquiry form and booking widget counted once, correctly, with the page it came from.
Google Ads conversions
Ads optimised for real enquiries, not page views, so Google spends your budget on the right clicks. Google Ads
AI search traffic
A separate channel for visits from ChatGPT, Perplexity, Gemini and Copilot, so AI-driven enquiries don’t vanish into “referral”. How to track AI traffic
03 / THE REPORT
What the tracking feeds into
All of this tracking exists for one reason: a monthly report you can read in two minutes that shows what your marketing actually brought in. Enquiries come first, by source. Rankings, Google Maps positions and AI answer checks come after, because they only matter if they lead to enquiries.
GO DEEPER See what's in the one-page report →Six things on one page, with an example
What’s tracked
- Phone calls (including from Google Maps)
- Form enquiries and bookings
- Google Maps actions: calls, directions, website clicks
- Rankings for your main searches
- AI tool mentions and visits
- Cost per enquiry for paid channels
04 / WHAT WE FIX
Common tracking mistakes we fix
- Form sends counted twice, or “thank you” pages counted as enquiries when people bookmark them
- No call tracking at all, even though most local enquiries are phone calls
- Google Analytics set up by a previous agency, in their account, not yours
- Google Ads optimising for page views instead of enquiries
- Cookie banners that block all tracking, or ignore consent entirely
- Search Console never verified, so nobody sees which searches bring visitors
- Visits from ChatGPT and other AI tools lumped in with “referral”
05 / OWNERSHIP
You own your data
Every account we set up is created in your business’s name. We get access as a user, which you can remove at any time. If you ever leave, your data, history and reports stay with you.
Check this today
Log in to Google Analytics and open Admin, then Account access management. If you’re not listed as an Administrator on your own account, fix that first.
06 / PRICE
Price
Tracking setup and the one-page monthly report are included in every monthly plan, from €450 a month. Call tracking and cost per lead are part of Lead Engine at €1,750 a month (excluding VAT). If you only need tracking set up or fixed, we’ll quote in writing after a free check. Compare plans
07 / FREQUENTLY ASKED QUESTIONS
Frequently asked questions
Is Google Analytics 4 free?
Yes. GA4, Search Console, Tag Manager and Google Business Profile insights are all free. Call tracking usually has a small monthly cost.
Why does Google Analytics show fewer visitors than I expected?
Usually because of cookie consent: visitors who decline analytics cookies aren’t fully counted. That’s normal under EU rules. We focus on trends and enquiries, not exact visitor counts.
Can you track phone calls without changing my number?
Call tracking works by showing a tracking number on the website or ads that forwards to your normal number. Your main number on Google Maps and in directories stays the same, which protects your local SEO.
Can I see the reports any time?
Yes. Your accounts are yours, and we can set up a simple live dashboard as well as the monthly one-page report.
08 / KEEP EXPLORING
Related services and guides
Is your tracking telling the truth?
We’ll check your Google Analytics, Search Console and Google Business Profile setup and show you what’s missing, free.