GA4 for WordPress – implementation and conversion tracking

We help you implement Google Analytics (GA4)

With Google Analytics set up correctly, you get a clear picture of the traffic to your website, what visitors do on it, and which digital platforms are profitable for your business.

Implementing GA4

What is GA4 and why do you need it?

Google Analytics 4, or GA4, is one of the most widely used tools for understanding how visitors behave on a website. It shows you where traffic comes from, how customers navigate and what actions they take.

Without a working GA4 setup and tracking, you lack important data for evaluating your website and your marketing. It becomes harder to make decisions based on visitor behaviour and to understand the whole customer journey.

Universal Analytics was used previously, but it stopped collecting data on 1 July 2023. This means you can no longer track new traffic or analyse visitor behaviour in the old tool.

Cookies and consent

As requirements around consent and cookies have become more important, it has also become more important that tracking is set up correctly. It is about both meeting current requirements and making sure measurement works as it should.

How GA4 helps your marketing

GA4 helps you understand how your marketing in digital channels is performing. Together with Google Tag Manager, you can set up tracking based on your goals and measure what matters most to your business, such as purchases, leads or specific button clicks.

Google Tag Manager is used to implement tracking on the website, while GA4 collects and displays the data in one place. This lets you easily and accurately compare which platforms, campaigns and activities contribute the best results and conversions.

GA4 can also be used as a data source in other platforms – for example connected directly to Google Ads for more accurate conversion tracking in Google Ads, or in Looker Studio, where you can build reports based on GA4 data.

With the right tracking, you can:

See which channels deliver the best results
Measure purchases, leads and key actions
Compare campaigns, ads and platforms
Understand what drives conversions
Collect data from several channels in GA4
Use GA4 data in external platforms

How Wasabi Web helps you with tracking

We help you set up the right tracking for your website and your marketing, based on your goals and what you want to follow up on.

For example, we can:

Note that many of our tracking services are also included in our packages for Google Ads, social media and SEO.

Create and configure GA4
Set up Google Tag Manager
Connect relevant tools such as Google Ads and Search Console
Track key events and behaviour on the website
Make sure data is collected correctly
Implement relevant pixels, such as Meta and LinkedIn
Create results reporting in Looker Studio
Adapt tracking to your conversion goals

Insights you can get from GA4

GA4 helps you understand how your website performs and which activities contribute to results.

Traffic sources

See which channels drive traffic and conversions.

The customer journey

Understand the path from first visit to conversion.

Clicks and interactions

Follow how visitors use your website.

Conversions

Measure purchases, leads and other key goals.

Audiences

Get a better understanding of different types of visitors.

Our GA4 packages

GA4
Basic

SEK 15,000

Google Tag Manager setup/configuration
GA4 property incl. data stream
GA4 connection
Connection to 1 Google Search Console account
Connection to 1 Google Ads account
Page view tracking
Standard click tracking
3 standard conversion tracking events
GA4 validation
Extended tracking of the website’s search function
Branded digital report in Google Looker Studio
Implementation of the Facebook Pixel
Implementation of the LinkedIn Insight Tag

GA4
Advanced

SEK 30,000

Google Tag Manager setup/configuration
GA4 property incl. data stream
GA4 connection
Connection to 1 Google Search Console account
Connection to 1 Google Ads account
Page view tracking
Standard click tracking
10 standard conversion tracking events
GA4 validation
Extended tracking of the website’s search function
Branded digital report in Google Looker Studio
Implementation of the Facebook Pixel
Implementation of the LinkedIn Insight Tag

GA4 e-commerce and custom

price on request

Google Tag Manager setup/configuration
GA4 property incl. data stream
GA4 connection
Page view tracking
Extended tracking of the website’s search function
Standard click tracking
Custom setup with standard conversion tracking
GA4 validation
Branded digital report in Google Looker Studio
Implementation of the Facebook Pixel
Implementation of the LinkedIn Insight Tag
E-commerce setup for GA4

WW Cookies

The Schrems II ruling in 2020 has led to new requirements for everyone with a website. Read more about the background in our Schrems II article (in Swedish). To comply with the GDPR, it is now a legal requirement to have a multi-choice cookie solution on your website, and all cookies on the site must be blocked until the visitor has accepted all of them or chosen which ones to accept. This is especially important for anyone working with Google Ads, as Google’s advertising policy does not allow you to advertise with its services without a GDPR-compliant cookie solution on your website. Breaking this rule can lead to Google switching off all your ads until a cookie solution is implemented.

So, to comply with the GDPR, it is not enough to just migrate to GA4.

Missing a GDPR-compliant cookie solution on your website? See and order our affordable cookie package.
You can of course order the cookie package together with any GA4 package.

FAQ about GA4 – Google Analytics 4

Do we need both GA4 and Google Tag Manager?

Not always. GA4 is used to collect and display data about how the website is used. Google Tag Manager is used to set up and manage tracking on the website. If you only want to measure basic traffic, GA4 may be enough, but if you want to follow up on forms, button clicks or other key actions, tracking is often more accurate and better tailored with Tag Manager.

What needs to be in place to start measuring?

There needs to be a GA4 property for the website, and tracking needs to be installed. Then you need to decide what is actually important to follow up, such as purchases, form submissions or other actions that matter to your business. In GA4, measurement is based on events.

Can you help us if we already have GA4 installed?

Yes. It is common for GA4 to already be in place but for the tracking to still need reviewing. For example, we can check which events are collected and whether the right goals can actually be followed up in the reports.

Which goals and events should you track on a website?

It depends on what you want the website to lead to. Common examples are purchases, submitted forms, bookings, phone calls, downloads and clicks on important buttons. The most important thing is to track the actions that show a visitor is on their way to becoming a customer or taking the next step in the customer journey.

How do we know the tracking works as it should?

You need to check that the right events are recorded when someone uses the website and that the data in GA4 looks reasonable. If something is measured incorrectly, twice or not at all, the basis for decisions becomes misleading. That is why it is important to review the tracking and make sure the right things are measured in the right way.

How does correct tracking affect advertising results?

Correct tracking means advertising can be optimised towards what actually matters to your business. If purchases, form submissions or other key actions are measured correctly, it becomes easier to steer advertising towards the right goals and get better results. If tracking is wrong or incomplete, there is a risk that ads are optimised based on the wrong information.

How long does it take to set up tracking?

It depends on the website and what you want to follow up on. Simpler measurement is often quicker, while more customised tracking takes more time for setup, testing and checks.

We help you implement Google Analytics (GA4)