GA4 replaced Universal Analytics with an event-based model. Many sites still run default pageview tracking without meaningful conversion events — leaving leadership blind to what drives leads and revenue.
Foundation checklist
- Create separate properties for production vs staging
- Configure data streams for web (and apps if applicable)
- Set internal traffic filters so staff visits do not skew reports
- Link Search Console for query insights
- Define key events: form submits, phone clicks, purchases, file downloads
Conversions that matter
Mark events as conversions only when they represent business outcomes — not every scroll or video play. Align naming with sales vocabulary so monthly reports translate to decisions.
Tag Manager when needed
Google Tag Manager simplifies marketing tag changes without developer deploys. Complex sites benefit from a documented container and change control so tags do not duplicate or break.
From setup to strategy
Analytics is the feedback loop for SEO, content, and social campaigns. Hosting Llama configures baselines during static site onboarding and expands measurement in marketing plans.