Guide
Tracking enquiries properly in GA4.
Many websites track 'conversions' that aren't enquiries at all. Track the confirmed submission as a key event, once, after consent, without personal data, and test it. This guide explains each step and where GA4's limits lie.
Track the enquiry, not the click
A click on a submit button isn't an enquiry: the form may return an error. Track confirmation that the enquiry was received, such as a thank-you page or an event that fires only after a successful submission.
Avoid double counting
A thank-you page that gets reloaded counts twice. Use an event that fires once per submission and mark it as a key event (conversion) in GA4.
Consent determines what you see
Visitors who decline consent aren't tracked. As a result, GA4 shows fewer enquiries than you receive. That is correct behaviour, not a bug.
Don't send personal data
Names, email addresses and phone numbers don't belong in GA4. Track the type of enquiry and the page, not the person.
Count enquiries outside GA4 as well
The reliable number of enquiries lives in the system where they arrive. Use GA4 for source and behaviour. In FOR3 OS we count enquiries in the system itself and link the source only when consent was given.
Test every conversion
Submit a test enquiry for each form and check that the event appears in GA4 and the enquiry in your system. Repeat after every change to the site.
Want it done for you?
Our GA4 set-up service covers the tracking plan, consent, key events and testing.
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