GA4 Configuration
Complete setup of Google Analytics 4: property, data stream, custom events, conversions, audiences, and basic privacy-friendly configuration. Migration from Universal Analytics if still present.
Data that becomes decisions. Not reports forgotten in drawers.
We configure GA4, Google Tag Manager, server-side tagging, and Looker Studio dashboards to give your team an operational dashboard they will actually use. No vanity metrics, no 60-page reports: just the numbers that show what to change in next week's marketing.
The Web Analytics service by Startupweb.io covers the entire digital measurement lifecycle: Google Analytics 4 configuration, implementation of Google Tag Manager with server-side tagging for better accuracy and GDPR compliance, integration with BigQuery for advanced analysis of raw data, construction of custom Looker Studio dashboards tailored to the client's specific business, and definition of cross-channel attribution models. We work with Italian SMEs in e-commerce, B2B lead generation, and professional services.
What the service includes
Six integrated areas of intervention, from technical configuration to a data culture in the company.
Google Tag Manager
Client-side GTM implementation, management of triggers and variables, integration with Meta Pixel, LinkedIn Insight Tag, TikTok Pixel, Microsoft Ads, and other third-party pixels.
Server-side tagging
Configuration of a server-side GTM container (in Google Cloud Run or equivalent) that intercepts and processes events before sending them to destinations. Greater accuracy, control, and compliance.
BigQuery Integration
Daily export of GA4 to BigQuery, access to raw data at the event level, SQL queries over unlimited periods, and joins with CRM and ERP data for cross-source analysis.
Looker Studio Dashboards
Custom dashboards tailored to the client's specific business, featuring the KPIs that matter: qualified traffic, conversions by channel, ROAS by campaign, and conversion funnels. Accessible in self-service by the team.
Cross-Channel Attribution
Data-driven attribution models on GA4 + BigQuery data, to understand the real contribution of each channel (SEO, ads, social, email) to business results. More sophisticated than "last-click attribution".
How we structure an analytics project.
Current state audit
We audit existing tracking, identifying configuration errors, lost data, and untracked events. Output: a document prioritizing actions.
Measurement strategy
Workshop with the marketing team to define business KPIs, key events, and required custom dimensions. Creation of a documented measurement plan.
Implementation
Technical setup of GA4, GTM (client and server-side), conversion events, and integrations with CRMs and advertising platforms. Testing in a staging environment before production.
Dashboards & training
Custom Looker Studio dashboards, team training on daily use, and operational documentation. Monthly review of figures with the marketing manager.
About web analytics.
What is web analytics and what is it used for?
Web analytics is the set of technologies and methods to measure user behavior on a website and attribute business results to the marketing channels that generated them. It is used to make informed decisions about where to invest budget, understand what works and what does not, and identify bottlenecks in the conversion funnel. Without well-configured analytics, digital marketing is guided by intuition rather than data.
Do I need to switch to GA4? Does Universal Analytics still work?
Universal Analytics was definitively discontinued by Google in July 2024. GA4 is now the only active version of Google Analytics. If you still have Universal Analytics code on your site, it is collecting data that is no longer processed and will be lost. Migrating to GA4 is mandatory and must be done correctly, as GA4 has a completely different data model (event-based instead of session-based).
What is server-side tagging and why is it needed?
Server-side tagging moves the execution of marketing tags from the user's browser to an intermediate server controlled by the company. The benefits include better data accuracy (resilience to ad-blockers), stronger GDPR compliance (control over what leaves your domain), reduced site weight on Core Web Vitals, and total control over what is sent to Google/Facebook/others. It is the modern standard for professional tracking.
What does BigQuery offer compared to standard GA4?
BigQuery provides access to raw GA4 data at the single-event level, without the sampling that GA4 applies in standard views. It allows custom SQL analysis, joins with CRM or ERP data, unlimited retention of historical data (GA4 limits this to 14 months in the free UI), and the construction of custom attribution models. For serious marketing analytics projects, it is a necessity, not a nice-to-have.
How much does a web analytics consultation cost?
Initial setup of GA4 + GTM + basic dashboard starts at 1,500 euros as a fixed-price project (4-6 weeks of work). Ongoing consulting with custom dashboards, cross-channel attribution, and BigQuery integration ranges from 600 to 1,500 euros per month depending on complexity. The initial audit of the current state is free.
How is traffic generated by AI assistants measured?
GA4 shows referral traffic from major AI assistants (chat.openai.com, perplexity.ai, copilot.microsoft.com) under "Acquisition → Traffic acquisition". For deeper analysis, the audience is segmented by specific Source/Medium and on-site behavior is compared against traditional organic traffic. It is one of the emerging metrics we always monitor in projects combining SEO and GEO.
Are you measuring the right numbers?
Free audit of your current tracking. We tell you what you are collecting well, what you are missing, and what has changed since the arrival of GA4.
Book your audit