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GA4 · Tag Manager · Reporting

Business Analytics Consulting

Business analytics consulting is setting up your tracking so every lead and sale is counted once, traced back to where it came from, and reported in dashboards your team trusts.

Growth Geyser builds it in Google Analytics 4, Google Tag Manager and your CRM, then sends the conversions on to Google Ads and Meta, so your ad spend is judged on real results.

If you are not measuring it properly, you are guessing where to spend.

What business analytics covers

Source

UTMs and source tracking

Every campaign link tagged one consistent way, so each lead is traced to the channel that brought it.

Container

Google Tag Manager

One container for every tag, across all your domains, so marketing can change tracking without touching the site.

Capture

Form listeners

Each genuine form submission recorded once, as its own event. Our standard method, explained below.

Measure

GA4 key events

A handful of conversions that actually move the business, not thousands of events nobody can explain.

Optimize

Ad platform conversions

Leads, booked calls and sales sent to Google Ads and Meta, with a value where there is one.

Report

Reports and dashboards

Looker Studio on GA4, and reports inside your CRM, built once the data underneath is right.

How we track conversions: form listeners

A form listener is a small piece of JavaScript in Google Tag Manager. It waits for a form to be genuinely submitted, then records that submission as a named event, one per form, which feeds Google Analytics 4, Google Ads and Meta.

The usual way

Counting thank-you page views

  • Several forms sharing one thank-you page cannot be told apart.
  • Every refresh, test or stray visit records another conversion.
  • A button click can fire even when the form fails to submit.
Our way

A form listener

  • Fires once per real submission, on the page where the form lives.
  • Each form gets its own event, so a demo request and a newsletter signup are reported separately.
  • Change the thank-you page and nothing breaks.

Built and in use for:

HubSpot formsActiveCampaign formsCalendly bookingsGravity Forms
The honest limits
  • Each form tool needs its own listener. Using another form builder? We build one for it, or recommend switching to your CRM's own forms.
  • A few platforms do not let a website send this data at all. We tell you before you pay for anything.
  • Listeners are maintained, not fire-and-forget: when a form vendor changes its code, the listener gets updated.

GA4 and your CRM do different jobs

Google Analytics 4

  • Which channels, campaigns and pages produce leads.
  • Aggregate trends: one campaign working, another a dud.
  • Free, and the standard source for ad platforms.
  • Cannot tell you that one named person downloaded a guide.

Your CRM

  • The individual journey: this contact, every touch, in order.
  • Which leads became customers, and for how much.
  • Where sales and marketing actually meet.
  • Weaker at site-wide traffic and channel reporting.

Use both. We set them up to agree with each other, including the details that trip teams up, like HubSpot and GA4 reading source and medium the opposite way round.

Google Analytics 4

Google Analytics 4 is the standard analytics platform, and because it is free, no business should run without it. Most accounts we open are set up, but not set up well.

  • A few key events, not thousands. A lead form submission, a booked call, a purchase. An account with 5,000 key events is counting things that are not conversions.
  • One property across all your sites, so a visitor moving between your domains is still one visitor.
  • UTMs only where they belong: on links from outside your site into it, never on your own internal links.
Google Analytics 4 logo

Google Tag Manager

Google Tag Manager is your marketing team's workshop, separate from your developers and your website. Tags, tracking and conversion code live in one place, and changing them does not risk breaking the site.

  • One container across every domain and subdomain, not one per site.
  • Installed once, correctly. Double-installed containers are one of the most common things we find.
  • Where form listeners live, alongside your GA4, Google Ads and Meta tags.
Google Tag Manager logo

Attribution and offline conversions

Knowing a lead came in is the start. Attribution tells you which channel produced it, and offline conversions tell the ad platforms which of those leads turned into revenue.

  • Booked calls and closed deals sent to Google Ads and Meta,with a value, so the ad platforms optimize for revenue rather than clicks.
  • Lead-to-channel tracing, from the first campaign click through to the CRM record.
  • Ecommerce tracking for stores, with order value and ID passed through Tag Manager into GA4.
  • Attribution reporting inside the CRM where the question is about people, not traffic.

Reports and dashboards

We build reporting where it fits best: Looker Studio on top of GA4 for channel and campaign performance, and reports inside your CRM for pipeline and people. As a source of traffic data, GA4 is the one we trust most.

Dashboards come last, on purpose. Clean up the data first, or the dashboard reports the wrong numbers beautifully.

Start with two to four numbers that actually drive the business. Most teams track too many and act on none.

How the work runs

1

UTMs

One naming convention for every campaign link.

2

Tag Manager

One container, installed once, across all your sites.

3

Form listeners

One per form tool, one event per form.

4

Key events

The few conversions that matter, marked in GA4.

5

Ad platforms

Conversions and values sent to Google Ads and Meta.

6

Dashboards

Looker Studio and CRM reports, last.

Already have tracking in place? We audit it first and fix what is there before building anything new.

Frequently asked questions

What is a form listener?+

A form listener is a small piece of JavaScript in Google Tag Manager that detects when a form is genuinely submitted and records it as a named event. Growth Geyser uses form listeners to send lead submissions to Google Analytics 4, Google Ads and Meta, one event per form.

Why not just track the thank-you page?+

A thank-you page cannot tell different forms apart when they share it, and it records a conversion every time the page loads, including refreshes and tests. A form listener fires once per real submission, on the page where the form lives, and keeps working if the thank-you page changes.

Should we report in GA4 or in our CRM?+

Both, because they do different jobs. Google Analytics 4 shows which channels and campaigns produce leads, in aggregate. A CRM such as HubSpot or ActiveCampaign follows each individual contact. Growth Geyser sets up both and connects them.

How many key events should we track?+

Only the few that move the business, usually a lead form submission and a booked call, sometimes a purchase. An account with thousands of key events is almost always counting things that are not conversions.

Can you fix tracking someone else set up?+

Yes, and most engagements start there. Common findings include Google Tag Manager installed twice, several containers across one company's domains, UTM campaigns nobody can explain, and key events whose origin is unknown.

Find out what your tracking is actually counting.

Tell us what you are trying to measure. We will tell you honestly what is being counted today, and what it takes to fix.

Book Your Free Discovery Call

A short form first, then you pick a time on the next screen.