Google Analytics 4 for Lead-Based Businesses: Simple Setup Guide

Google Analytics 4 (GA4) is overwhelming. There are reports everywhere, metrics you don't understand, and you're not sure what you should even be tracking.

Here's the truth: Most small businesses only need to track 5 things.

This guide shows you how to set up GA4 to track what actually matters for lead generation: form submissions, button clicks, phone calls, and where your best leads come from.

Why GA4 Matters for Lead Generation

If you can't measure it, you can't improve it.

GA4 tells you:

• Which marketing channels bring the best leads (Google, social, email)
• Which pages convert visitors into inquiries
• Where people drop off before contacting you
• What's working and what's a waste of money

Without this data, you're guessing.

Step 1: Install GA4 on Your Wix Site

If you haven't set up GA4 yet, here's how:

1. Go to Google Analytics
2. Create an account (if you don't have one)
3. Click Admin (bottom left)
4. Under Property, click Create Property
5. Name it (your website name)
6. Set your timezone and currency
7. Click Next and choose your business category
8. Click Create

Now you have a GA4 property. Copy your Measurement ID (starts with G-XXXXXXXXXX).

Connect GA4 to Wix:

1. In your Wix dashboard, go to Marketing Integrations
2. Under Google Tag, click Connect, then Add Google Tag ID
3. Paste your Measurement ID
4. Click Save

Done. GA4 is now tracking visitors. (Wix only allows this on a site with a premium plan and a connected domain.)

Step 2: Track Form Submissions (Most Important)

Form submissions = leads. This is what you need to track.

In Wix:

1. You don't need to switch anything on. Once GA4 is connected, Wix automatically sends an event to Google Analytics each time someone submits a Wix form.
2. Go to Settings

In GA4, Wix form submissions usually show up as an event called generate_lead.

In GA4:

Check if it's working:

1. Go to Reports → Engagement → Events
2. Look for generate_lead (or the form event name you see there)
3. You should see submissions appear (might take 24 hours)

Step 3: Track Button Clicks (Secondary CTAs)

You have CTA buttons throughout your site: "Book Free Call," "Get a Quote," "Schedule Consultation."

Track these to see which pages drive action.

In Wix:

1. Wix doesn't have a click-tracking switch on buttons. The easiest workaround: if a button goes to another site (like a Calendly booking page), GA4 counts that click on its own as an event called click, as long as enhanced measurement is on (it is by default). For buttons that stay on your site, send people to a dedicated page, like a thank-you or booking page, and track visits to that page.

Step 4: Track Phone Calls (If You List a Phone Number)

If you have a clickable phone number, track when people tap it.

In Wix:

1. Highlight your phone number
2. Click Link
3. Select Phone
4. Enter your number

Wix doesn't add a Google Analytics switch to phone links. Taps on the phone button in Wix's mobile Quick Action Bar are sent to GA automatically. To count taps on other phone links, you'd set up Google Tag Manager, a free Google tool that fires tracking when someone clicks something. It's worth having someone set that up for you.

Step 5: Mark Your Key Events in GA4

GA4 calls goals "key events". Google renamed them from "conversions" in 2024. Mark your lead events as key events.

How to do it:

1. In GA4, go to Admin → Data display → Events
2. Find your tracked events (form_submission, cta_click, phone_call_click)
3. Click the star (Mark as key event) next to each one

Now GA4 treats these as goals and shows them in the Key events column of your reports.

What to Track: The 5 Metrics That Matter

Forget vanity metrics. Focus on these:

1. Total Conversions

How many form submissions, calls, and CTA clicks you got this month.

Where to find it: Reports → Engagement → Events (check the Key events column)

2. Traffic Sources

Where your visitors (and leads) are coming from.

Where to find it: Reports → Acquisition → Traffic Acquisition

Look at:

• Organic Search (Google)
• Direct (typed your URL or clicked a saved link)
• Referral (clicked a link from another site)
• Social (Facebook, Instagram, LinkedIn)
• Paid (Google Ads, Facebook Ads)

3. Top Converting Pages

Which pages drive the most form submissions and calls.

Where to find it: Reports → Engagement → Pages and Screens

Check the Key events column to see which pages convert best.

4. Bounce Rate

How many people land on your site and leave immediately without clicking anything.

Where to find it: Reports → Engagement → Pages and Screens

GA4 doesn't show bounce rate by default. You can add it by customizing the Pages and screens report, or look at engagement rate, which is the opposite number. If most people leave your homepage without doing anything, something's broken.

5. Conversion Rate by Source

Which traffic source brings the BEST leads (not just the most traffic).

Example:

• Google brings 100 visitors, and 5 of them contact you
• Facebook brings 200 visitors, and only 2 of them contact you

Google brings fewer visitors but more leads. It's your better source.

Where to find it: Reports → Acquisition → Traffic Acquisition, then check conversion column.

How to Use This Data

If Your Traffic is High But Conversions Are Low:

Your website design or messaging is the problem.

Fix:

• Clearer CTAs
• Better headlines
• Add testimonials
• Simplify forms

If Google Traffic is Low:

Your SEO needs work.

Fix:

• Optimize page titles
• Add keywords to content
• Build internal links
• Create blog posts

If One Page Converts Way Better Than Others:

Figure out why and replicate it.

Analyze:

• What's different about the messaging?
• Does it have better social proof?
• Is the CTA clearer?

Apply those lessons to other pages.

Common GA4 Mistakes

❌ Not marking events as key events: You're tracking events but not treating them as goals ❌ Tracking too much: You don't need 50 events. Focus on 5. ❌ Not checking GA4 regularly: Set a calendar reminder to review monthly. ❌ Ignoring mobile traffic: Check mobile vs desktop performance separately.

Quick Setup Checklist

☐ GA4 property created ☐ GA4 connected to Wix ☐ Contact form tracked ☐ CTA buttons tracked ☐ Phone clicks tracked ☐ Events marked as key events ☐ Monthly review scheduled

Need Help Setting This Up?

I set up GA4 tracking for clients regularly.

Book a call and I'll walk you through it or set it up for you.