Before you set up a single GA4 event, you need to know what you’re actually trying to measure. This worksheet walks you through the planning questions that make your GA4 setup match your real business goals.
Step 1: Define Your Business Goals
- What are the top 3 actions you want visitors to take on your site?
- Which of those actions directly lead to revenue?
- What is a “lead” worth to your business in dollars?
Step 2: Map Your Customer Journey
- Where do most of your customers first find you? (Search, ads, referral, social)
- What pages do they typically visit before converting?
- Do they usually convert on the first visit, or come back later?
Step 3: Pick Your Key Events
In GA4, a “key event” (formerly called a conversion) is any action worth tracking as a business outcome. Common examples include:
- Contact form submissions
- Phone number clicks
- Quote or estimate requests
- Online purchases
- Newsletter sign ups
Step 4: Assign Ownership
- Who on your team will check GA4 reports regularly?
- How often will you review the data? (Weekly is a good starting point)
- Who decides when it’s time to adjust marketing spend based on the data?
Frequently Asked Questions
Do I need this worksheet if I already have GA4 installed?
Yes. Plenty of businesses have GA4 installed but are not tracking the events that actually matter to them. This worksheet helps you check that your setup matches your goals, not just the default settings.
What is a key event in GA4?
A key event is any action you have told GA4 counts as a meaningful business outcome, like a form fill or purchase. Google renamed “conversions” to “key events” in 2024.
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