Conversion tracking: how to actually know how many clients your site brings

Without tracking, you're flying blind

If you don't know how many enquiries arrive monthly from your site, where they come from, which campaigns work, you're making decisions in the dark. It's like driving with the windows blacked out.

Tracking is the prerequisite for any optimisation. And it can be set up in 2 hours, even without being a developer.

What to set up (minimum stack)

1. Google Analytics 4 (GA4)

The basics. Tracks visits, sessions, traffic sources, user behaviour. analytics.google.com → create property → get Measurement ID (G-XXXXXXX).

2. Google Tag Manager (GTM)

Manages tags without touching code. Lets you add/edit tracking without calling the developer. tagmanager.google.com → create container → get code.

3. Google Search Console

Tells you how Google sees your site: entry keywords, errors, sitemap. Google Search Console → add property → verify.

Minimum events to track

Configure these 5 events on GTM:

Form submit

Trigger: "form submission" on your contact form selector. Tag: GA4 event "form_submit" with form_id and form_location parameters.

WhatsApp click

Trigger: "click — link" with URL contains "wa.me" or "whatsapp.com". Tag: GA4 event "whatsapp_click".

Phone click

Trigger: "click — link" with href starts with "tel:". Tag: GA4 event "phone_click".

Email click

Trigger: "click — link" with href starts with "mailto:". Tag: GA4 event "email_click".

Scroll depth

Trigger: "Scroll depth" with thresholds 50%, 75%, 90%. Tag: GA4 event "scroll" with percent_scrolled parameter.

How to verify it works

GTM has a "Preview" mode: click "Preview" in GTM, navigate the site, every event fired appears in real time. If you don't see events, something's wrong.

On GA4: go to "Realtime" while testing the site. Your interactions should appear within 30 seconds.

The 3 metrics that actually matter

Conversions / month

Number of form submits + WhatsApp clicks + phone clicks. This is your potential "lead revenue".

Conversion rate

Conversions / Sessions × 100. For most SMEs it's between 1% and 5%. Below 1%, you have a page problem, not a traffic problem.

Best-converting source

"Acquisition" → "Traffic acquisition" → sort by "Conversions". See if enquiries come from Google organic, ads, social, direct. Decide where to invest more.

What NOT to track

• Vanity metrics: likes, followers, impressions → don't correlate to sales
• Bounce rate: in GA4 it's less useful, focus on engagement rate
• Shotgun events: tracking every click creates noise. Only conversion-related events

When to ask for help

If after 2 hours you can't configure GTM, or if your site has multiple lead sources (form, WhatsApp, chat, bookings), delegating is worth it. Wrong setup = wrong data = wrong decisions.

Full tracking is included in the Conversion Website and Measurable Ads packages. If you have an existing site and only need tracking setup, mention it in the free audit.

Want to apply this to your SME?

If you'd like a concrete analysis of your situation, request the free audit from Gamerbit. In 48 hours we tell you exactly where you're losing leads, time or budget — no sales pitch.

If you already know what you need and want a steady system, the Conversion Website package is the most direct starting point.