GA4 for website owners: 5 reports worth following

Google Analytics 4 looks complicated because it has so many reports. A business owner only needs a few of them, once a month.

1. Where visitors come from

The channels overview shows how many visits come from Google search, ads, social media and direct traffic. That way you see whether SEO is growing and how much you depend on paid ads.

2. Which pages people open

The most visited pages reveal what people are interested in. If a service page gets lots of visits but few enquiries, the problem is the copy or the call to action on that page.

3. Conversions (key events)

This is the most important report: form submissions, phone clicks, purchases. Without conversions set up, GA4 only measures visits, not business.

Codema tip If you set up only one thing in GA4, make it enquiry or purchase tracking. Everything else is a bonus.

4. Mobile or desktop

If most visits come from phones but enquiries mostly come from desktops, something on the mobile version is probably getting in the way. That is a clear sign of where to improve the site.

5. Campaigns

For each campaign, track the cost per enquiry or purchase, not the number of clicks. A cheap click that brings no business is expensive.

How often

Once a month is enough for decisions. We send our clients a short report with these numbers and a proposal for what to change next month.