Website tracking setup for B2B marketers

Introduction

If you don’t track what matters, you end up guessing. Whether it’s a lead form, a demo request or a high-intent page view, your funnel is full of small signals that guide your decisions. But most teams either miss these signals or drown in the wrong ones.

This playbook shows you how to set up tracking that actually helps you grow. You’ll learn how to use Google Tag Manager and Google Analytics 4 to capture key events, clean up your setup and avoid common traps.

It also covers how to connect your website data to other tools in your stack like your CRM. so you can see the full buyer journey. Because without that connection, you’re optimising in the dark.

If you want real visibility into what drives results, and not just pageviews or bounce rates, this is where you start. Clean tracking gives you clarity, and clarity gives you control.

Chapters

1

How to install Tag Manager and GA4

Install Google Tag Manager and Google Analytics 4 correctly. Get the right foundations in place before tracking any events or conversions.

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2

How to decide what to track

Track what matters for growth decisions. Map key conversions, name events with clear conventions, and document tracking specifications.

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3

How to track key conversion events

Set up conversion tracking for real business actions. Track meetings booked, sign-ups completed, key pages visited, and payments made.

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4

How to build reports in GA4

Build useful GA4 reports once your events are tracked. Understand what's working with funnels, segmentation, and automated reporting.

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5

How to filter internal traffic in GA4

Exclude your own IP address from Google Analytics 4. Keep your data accurate and free from internal traffic noise that skews metrics.

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Website tracking setup

tools

Google Tag Manager

Tag management that lets you add and control scripts, events and pixels with versioning and consent rules.

Rating

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€

per month

Explore tool

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Google Analytics

Web analytics that tracks user behaviour and conversions, essential for understanding traffic and lead sources when configured well.

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€

per month

Explore tool

My review

Looker Studio

Free dashboard tool that pulls data from many sources, great for quick reports and shareable views.

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€

per month

Explore tool

My review

Amplitude

Product analytics for events, funnels and cohorts, useful when you need to see how users move and where they drop in product journeys.

Rating

From

€

per month

Explore tool

My review

Books

Lean Analytics

Alistair Croll

Rating

Pick the One Metric that Matters for your stage. Build lean dashboards and use data to decide the next best move.

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Measure What Matters

John Doerr

Rating

A clear guide to OKRs for growth teams. Write good objectives, choose key results and run cadences that stick.

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Wiki

Multi-touch attribution

Distribute conversion credit across multiple touchpoints to recognise that customer journeys involve many interactions and channels working together.

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Cookie

Store information in browsers to track user behaviour across visits and enable personalised experiences without requiring login for every interaction.

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First-touch attribution

Credit the channel that introduced prospects to your brand to measure awareness efforts and understand which top-of-funnel activities start customer journeys.

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Last-touch attribution

Assign full conversion credit to the final touchpoint before purchase to identify which channels close deals but miss earlier influences that started journeys.

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Conversion tracking

Measure which marketing activities drive desired outcomes to allocate budget toward channels that actually generate revenue instead of vanity metrics.

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Event tracking

Capture specific user actions in your product or website to understand behaviour patterns and measure whether changes improve outcomes or create friction.

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Attribution model

Assign credit to marketing touchpoints that influence conversions to understand which channels work together and deserve budget in multi-touch journeys.

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UTMs

Track campaign performance precisely by appending parameters to URLs that identify traffic sources, mediums, and campaigns in your analytics.

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Other playbooks

Data & dashboards

Build the dashboards and data pipelines that show your growth engines in one view so you can spot bottlenecks and make decisions in minutes, not meetings.

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Planning & project management

Set up project boards, sprint rhythms, and communication habits that keep growth work on track without endless status meetings or lost context.

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Increase pricing

Raise prices strategically through better packaging, value communication, and positioning so revenue grows without adding customers.

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Increase line items

Develop cross-sell and upsell motions that expand accounts by solving more problems for customers who already trust you.

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Increase contract length

Build retention strategies, success milestones, and renewal processes that keep customers committed for longer periods.

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Improve win rate

Strengthen your closing approach — objection handling, negotiation, and follow-through — so more proposals turn into signed contracts.

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Website tracking setup

Introduction

Chapters

1

How to install Tag Manager and GA4

2

How to decide what to track

3

How to track key conversion events

4

How to build reports in GA4

5

How to filter internal traffic in GA4

Website tracking setup

tools

Google Tag Manager

Google Analytics

Looker Studio

Amplitude

Books

Lean Analytics

Measure What Matters

Wiki

Multi-touch attribution

Cookie

First-touch attribution

Last-touch attribution

Conversion tracking

Event tracking

Attribution model

UTMs

Related topic

Growth foundation

Other playbooks

Data & dashboards

Planning & project management

Increase pricing

Increase line items

Increase contract length

Improve win rate

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