Useful website events & goals that small businesses & services should be tracking

Nov 28, 2022 | Marketing, Website

We have designed and maintained websites for a huge variety of businesses over the years (it is the spice of life after all). We know that different businesses will have different goals, both online and offline. E-commerce brands will generally have an easier time defining website conversion goals as the site will be optimised around purchasing a product.

Service based businesses, B2B, or bespoke products often rely on leads, calls, and contact forms to identify possible clients. We have outlined a few different conversion goals you might want to implement within your website analytics to really get to know where your leads are coming from and how to optimise your website for maximum impact.


How can I track my website goals and conversions?

There are a few different ways to manage website goals and conversions, but the industry standard (and the tool we use) is Google Analytics. This is a free tool that any website can be connected to and start to track their goals, referred to as events and conversions.

Google Analytics recently had an overhaul with the launch of Google Analytics 4, which replaced Google Universal Analytics or GA3. Events within GA4 allow you to measure distinct user interactions on your website or app across multiple platforms and devices.


What is considered an event in GA4?

When you set up GA4 for your website you will be able to start collecting data right away with the default, automatically collected events, such as page views. You can also add recommended events and completely custom events to track user actions such as:

  • Clicks on buttons or links
  • Contact or lead form submissions
  • Specific page views, for example a ‘thank you’ page after a form submission or purchase
  • Downloads
  • Newsletter signups
  • Adding an item to cart

A conversion is simply an event that you have marked as the ‘final’ result, for example a purchase or phone call. Find a full list of recommended GA4 events here.


The best website goals for small businesses offering a service

Some of the services you might be offering include independent tradesmen, builders, hairdressers, bespoke cake makers, or digital services like IT support, accountants, or marketing agencies! All these industries will likely require direct communication with a potential client either online or in person, and there are often more steps involved to get to a final payment than simply ‘adding to cart’.

Here are 5 goals (events) that you can track on GA4 to better understand how your clients are interacting with your website and, critically, how successful your various marketing efforts are at contributing towards your business goals:


Contact form submission

Tracking how many people are submitting a contact form for more information, a call back, or to ask a question is one of the best ways to see if the right people are finding your website and then taking the next step to becoming a potential lead.

There are a few ways you can track a contact form submission through Google Analytics, but the most effective way is to connect your website and analytics to Google Tag Manager. Through Google Tag Manager you can create slightly more complicated tags that trigger specific events, like button clicks and form submissions.


Receiving a quote through an online form

Like a contact form, you may have a ‘Get a Quote’ or ‘Receive a Quote’ form within your website. This signifies a strong lead if they have taken the step to find out pricing, so is a great event to start tracking. Especially for services, you may find that these leads are looking at multiple sites to compare quotes, so it’s essential that these requests are followed up as quickly as possible.

Through GA4 you can find out which landing page these leads are entering your site from and using Google Search Console you can analyse the search terms they are using. This allows you to optimise your website for these strong lead generation events.


Clicks on emails and phone numbers

Using a small piece of code, you can even track how many people are clicking on your email or phone numbers and contacting you directly. Unfortunately, there will always be some amount of imperfection through this method of tracking. For example, services focused on a B2B audience may find that potential clients are viewing your website on a computer, and then dialling the number on their phone, or making a note of your email to send later.

Part of the GA4 update has made it much easier to track across multiple devices using user IDs, Google Signals, and device IDs, but tracking will depend on the user’s individual privacy settings. This is not to say that tracking email and phone call clicks is useless, but it should be used alongside other events to give you the ‘big picture’ of your lead generation.


Newsletter sign ups

If you run a regular newsletter, it’s a great idea to track a simple sign up on your website. Although you will have a good idea of how many people are signing up through your email marketing platform, with event tracking you can see where these leads are coming from and even what time of day newsletter sign-ups are happening most.

Having this data allows you to create better, stronger marketing campaigns, track your progress, and understand your website goals with real numbers.


Brochure downloads

If your website has a downloadable brochure or product/services catalogue, you can track how many people are downloading and therefore how many people are showing interest in your service. You can set this event to trigger just the first time the brochure is downloaded, or every instance (depending on your overall website goals). If you have multiple brochures, you can track these separately, and see which one is performing better.


Do I really need to monitor events on my website?

No matter the size of your business, you can never have enough data. The more information you have about your website, the more easily you can make effective business decisions. Monitoring your site overall is the best way to create security, optimisation and save you money in the long run. You can find out more about why you need to monitor your website here.


Where to start with tracking events on your website?

If you are a complete novice when it comes to tracking and monitoring, we would recommend starting by setting up a Google Analytics 4 account. Start by simply tracking how many people are viewing your website, and gradually start to implement additional events that are relevant to your business.

If you would like a marketing expert to look at your website, pop us a message or give us a call. We work with businesses large and small to help get their sites up to scratch, so don’t be afraid to say hi and we will see what we can do!

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