Services / analytics

Google Analytics 4 and conversion tracking

We set up the data foundation that shows where users come from, what they do on the site, and which channels contribute to the business goals.

Conversions, not just visits
Google Tag Manager and GA4
A report you can actually read
Send an enquiry →See marketing as well
Google Analytics 4 and Tag Manager
11 yearsof work on the web
2Google certifications on the team
4stores with ecommerce tracking
5.0average rating on Google and Primerjam.si

Trusted by companies across the US, the EU and the UAE

See the work →

From the report · conversion tracking

IN2050: the forms worked and Google Ads saw nothing

  1. Starting point

    In July 2026, 33 forms were submitted and Google Ads recorded zero conversions. The system was steering the budget on a third of the truth.

  2. What we did

    We found three causes: a tag on an event nobody ever fired; a lookup for form markers that exist on only one page; and a form that returned an error on submit. We built one event on a successful submission and connected it to Google Ads and GA4.

  3. Result

    Every successful submission is now recorded once, with duplicates removed. Before the fix, two thirds of submissions were lost even though the forms worked.

33forms submitted in July
0conversions recorded before the fix
3causes, each enough on its own
1event, connected to Ads and GA4

The numbers come from the monthly report the client received by email. Read the full case study →

There is data, and none of it is usable

Four sentences we hear almost every week

People rarely order measurement because they want it. They order it because a budget decision has to be made and there is nothing to base it on.

01

We have analytics and we do not understand it

We open the report and see visits and percentages. What to do with that, nobody knows.

02

Conversions are not tracked

We know how many people arrive. How many sent an inquiry or bought, we do not.

03

Every tool gives a different number

Google, Facebook and the store report three different numbers for the same month. We do not know which to believe.

04

Since the move to GA4 we are lost

The old report is gone and the new one is different. There is data; there are no usable answers.

If one of those sounds familiar, we deal with it on the intro call: fifteen minutes, no obligation.

Send an enquiry →

What we build to make the data usable

  • Tag Managerone place, not ten plugins
  • Events that countan inquiry, a call, a purchase
  • Consentmeasurement that is compliant
  • A report you actually readwithout forty charts

How we build the measurement

Website analytics you can trust

Setting up Google Analytics 4 and Google Tag Manager starts from a measurement plan, not from collecting every event available. We configure the key conversions, verify consent and the links to the advertising platforms, and prepare views that can be read.

Google Analytics 4 setup
Google Tag Manager
An event and conversion plan
Ecommerce tracking
The link to Google Ads
Verification and documentation
Send an enquiry →

The basics

What Google Tag Manager is and why you need it

Google Tag Manager is the layer through which every measurement code reaches the site, so most tracking changes can be made without touching the site code.

Without it, every new snippet means editing the site. With it, events such as a submitted form, a tap on the phone number or an add to cart are configured in one place and apply to every tool at once.

Google Analytics 4 is the tool that collects those events and shows them. Tag Manager is the plumbing; GA4 is the meter. With the plumbing laid wrongly, the meter reads wrong or reads nothing.

This is exactly where the most common mistake happens. Analytics is installed but the conversions are not configured, so every ad system optimizes toward the wrong goal. The system learns from what you tell it.

What analytics does not fix

Analytics by itself does not bring orders

Measurement improves nothing. It only tells you what is happening, so decisions can rest on a figure instead of a feeling.

Several tools will always show different numbers, because each counts its own way. The aim is not matching to the decimal, it is that each number means the same thing month after month.

If we judge that detailed tracking does not make sense yet at your traffic level, we say so. At a few dozen visits a month, every difference is noise, not a result.

From the tag to the report

Four steps from the install to a report worth reading

  1. 1

    Review of where you stand

    We look at what is installed, what is measured, and what is measured wrongly.

  2. 2

    Tag Manager and events

    We set up the container and the events that mean something to you, not every event the tool offers.

  3. 3

    Conversions and consent

    We mark what counts as a conversion and make sure the tracking loads only after consent.

  4. 4

    The report

    We build a report that answers your questions, not the one the tool offers by default.

You receive an itemized proposal the same day as the intro call, or the next at the latest.

Send an enquiry →

From the event to the decision

  1. Tag Managerone place for every tag
  2. Eventswhat counts as success at all
  3. Analytics 4the data in one place
  4. The reportwhat we do next month

Why Aithena

Four reasons, and the first is that measurement comes first, not last

Analytics is not a report. It is the answer to where people give up and what that costs you.

01

We configure what most people miss.

At one client, Google Ads showed zero conversions on 318 clicks because the events had never been configured. The money was going out and there was no data. It is the most expensive silent failure we come across.

02

We measure to the sale, not to the visit.

A visit count says nothing. We set up events for inquiries, calls, bookings and purchases, so the report shows money rather than traffic.

03

The account and the data stay yours.

GA4 and Google Tag Manager are set up in your account. The history stays with you even if we stop working together.

04

Measurement that respects consent.

Tracking loads only after consent, IP addresses are anonymized, and the privacy policy says what is collected. A report that brings a regulator to your door is not a saving.

On the intro call we look at whether your tracking counts the right things at all. It is half an hour that usually saves months of guessing.

Send an enquiry →

What you receive

After the work you know what is measured and where each number comes from.

Without conversion tracking, every decision about ads rests on a feeling.

01

Immediately

The tracking reviewed

We check what is measured today, what is missing and why the tools disagree.

02

During the work

Events and conversions built

We configure GA4 and Tag Manager so calls, forms and purchases are genuinely recorded.

03

At handover

A report you can actually read

You get a view showing where the traffic came from and what came out of it.

Send an enquiry →

Fit

Let us also say when it is not worth it

We would rather tell you openly when a service is not right for you than have you spend money on something that will not work.

Good fit

Worth doing if

  • you have analytics and do not trust it
  • conversions are untracked or counted twice
  • you are making ad decisions and need a reliable basis

Wrong timing

Wait if

  • there are no actions on the site worth measuring
  • you will not use the data to make decisions
  • access to the tools cannot be arranged

Questions

Short and clear answers

Answers to the questions we hear most often before an engagement starts.

Question not on the list?

Book a call →+386 70 743 718info@aithena.co

An account review, the data stream, the key events, the conversions, basic filters, data verification and the links to the other Google tools.

It is useful when you want to manage tags and events clearly without constantly editing code. We configure it to the measurement plan we agree on.

A conversion is an action that matters, such as a purchase, a submitted inquiry or a call. Configured correctly, it shows which channels genuinely contribute to the goal.

The tool is free; correct measurement is not automatic. At one client the advertising showed zero conversions on 318 clicks because the events had never been configured. The money was going out and there was no data.

Basic tracking for a site or a store takes a few days. The scope depends on how many different events count as success for you.

Yes. Tracking loads only after consent, IP addresses are anonymized, and the privacy policy says what is collected. A report that brings a regulator to your door is not a saving.

Yes. Reviewing what is already there is often the first step, and it usually shows that something other than what everyone assumes is being counted. Book the intro call and send us access.

Measurement and analytics are billed at an hourly rate of 35 euros: Tag Manager, the events and the reports. Basic tracking for a site or a store is a few hours of work. Indicative prices are on the price list.

From our blog

Before you order a report, decide what you are measuring

Measurement

Seven metrics of a campaign that works

Seven metrics that show a real effect, and the ones that only look good.

Read it →

Book a call

Tell us where you are and we will set up a call

The intro call takes about fifteen minutes. We look at your situation and say what is worth doing first.

You receive an itemized proposal the same or by the next business day at the latest after the call, not a week later with different numbers. If we judge that the service is not worth it for you, we say so before the proposal.

  • We reply every day, 9 a.m. to 9 p.m. Central European Time (3 a.m. to 3 p.m. Eastern)
  • No lock-in and no subscription to talk
  • If we cannot help you, we tell you right away

Prefer to call? +386 70 743 718, WhatsApp or info@aithena.co

Send an enquiry →

Certified

GoogleAI Essentials
GoogleAnalytics
IBMData Science
n8nAutomation