Web analytics (GA4)

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Web analytics answers three simple questions: who comes to the site, by which path, and what action do they take. A site can receive a thousand visits a month and produce no requests; that is exactly what measurement reveals, provided you count the right actions. ## GA4 is not an evolution of Universal Analytics GA4 works with an event-based model: every click, page view or form submission is an event, with parameters. This choice makes the default report less readable than before, hence the importance of a measurement plan built before installation. Allow at least fourteen days of data before interpreting trends. ## What really matters for an SME Three blocks are enough in most cases: acquisition sources (organic, paid, social media, direct), the pages that generate conversions, and the conversion rate per channel. Everything else is comfort, useful later when traffic volume justifies it. ## The link with conversion Data only has value if it triggers an action: simplifying a page that loses visitors, fixing a campaign that sends unqualified traffic, refocusing the advertising budget on the channel that converts. To move from findings to tests, conversion rate optimisation takes over. ## What measurement allows you to decide Without analytics, decisions are based on impressions: you believe Instagram converts better than Google, you think a certain page is the most effective, you keep a campaign because it "seems" to work. Data corrects these intuitions. It also lets you measure the effect of a redesign, a migration or a hosting change, and therefore react quickly if traffic drops.

When this guide is for you

• You do not know where your visitors come from or which pages generate contact requests
• You send traffic with advertising but the conversions shown in Ads do not match the requests received
• Your Universal Analytics property has been shut down and your GA4 collects incomplete or poorly filtered data
• You want to measure clicks on a phone number, WhatsApp clicks or form submissions
• You need to present reliable reporting to a partner, a funder or a client

Step by step

1. Defining metrics and the measurement plan — List the actions with commercial value (quote request, call, order, newsletter sign-up) and describe them in a measurement plan: event name, parameters, triggering page. This document is what prevents chaotic tracking.
2. Technical installation and consent — Install the GA4 tag (via a tag manager or directly in the code), configure domains, internal filters and cookie consent compliant with Law 09-08. Check that data arrives in real time in the debug reports.
3. Events and conversions — Configure custom events (form submission, phone click, WhatsApp click, add to cart) and mark them as conversions. Forms submitted via AJAX often require an event triggered by the form's script.
4. Connecting to advertising platforms — Link GA4 to Google Ads and Search Console to cross cost, traffic and conversions. Regularly compare the number of GA4 conversions with actual leads to detect double counting.
5. Reports, alerts and review — Create a simple dashboard (sources, key pages, conversions) and a monthly review. Add annotations for campaigns and site changes, otherwise variations become inexplicable.

What it costs (in MAD)

Service	Indicative price	Good to know
GA4 installation and measurement plan	4,000 – 15,000 MAD (≈ 360 – 1,350 €)	Tag, events, conversions and filters depending on site complexity
Tag manager set-up	2,000 – 6,000 MAD (≈ 180 – 540 €)	Useful as soon as there are several tools (Ads, CRM, email)
Cookie banner and consent	1,500 – 8,000 MAD (≈ 130 – 720 €)	SaaS solution or custom development
Enhanced e-commerce tracking	5,000 – 20,000 MAD (≈ 450 – 1,800 €)	Impressions, carts, purchases and refunds
Monthly support (analysis and reporting)	2,500 – 9,000 MAD / month (≈ 225 – 810 €)	Data review and recommendations
Audit of existing tracking	3,000 – 8,000 MAD (≈ 270 – 720 €)	Duplicates, missing events, polluted data

Indicative ranges for the Moroccan market in 2026, excluding tax. Prices vary with scope and provider.

Mistakes to avoid

• Installing GA4 and stopping there: without a conversion event, the traffic report says nothing about what generates customers
• Counting the same conversion twice (GA4 plus Google Ads plus another tool) and believing in sales growth that is never confirmed
• Forgetting to filter internal visits, which inflate traffic and distort conversion rates
• Launching a campaign without consistent UTM tags: traffic arrives as "direct" and becomes impossible to attribute
• Collecting personal data without a consent banner compliant with Moroccan data protection rules

Updated on 20 October 2026

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