Analytics & Event Tracking

Moresailing.se

Moresailing.se, a sailing services and booking platform operating in Sweden

GA4GTM

OutcomeClear funnel visibility from landing to booking intent

Context

About this project

Moresailing had Google Analytics installed and was getting basic traffic data, but had no insight into how visitors were actually using the site. They couldn't see which content generated genuine booking interest, where people dropped off, or whether their calls to action were working. The business was making decisions about their marketing and website based on pageviews alone.

Challenge

The challenge

GA4 was only recording pageviews, no events, no conversion signals
The booking enquiry flow had multiple steps with no tracking between them
CTAs (contact forms, phone links, course enquiries) had no click tracking
No way to distinguish casual browsers from high-intent visitors

Approach

What I did

1
Discovery and event taxonomy
Reviewed the site with the client to understand which user actions were commercially meaningful. Defined a clear event taxonomy covering CTA clicks, form interactions, course page engagement, and booking intent signals, naming each event consistently for clean GA4 reporting.
2
GTM implementation
Built all event tags in Google Tag Manager using a mix of click listeners, form submission triggers, and scroll depth triggers. Used data layer pushes where native GTM triggers weren't sufficient to capture specific interactions.
3
GA4 conversion configuration
Marked key events as conversions in GA4, specifically the enquiry form submission and the course booking click-through. Set up funnels in the GA4 Explore reports to visualise the path from landing to booking intent.
4
Testing and validation
Used GTM Preview mode and the GA4 DebugView to confirm every event was firing correctly before publishing. Checked across desktop and mobile, and verified that no duplicate events or misfires existed.

Results

Outcome

Full event tracking live across all key user interactions
Booking enquiry funnel now visible end-to-end in GA4
CTA performance measurable for the first time, form clicks, phone clicks, course enquiries
Client can now identify which pages and traffic sources drive booking intent, not just pageviews

Key takeaways

Pageview data alone is nearly useless for businesses with conversion-driven goals
A clear event taxonomy before implementation saves significant time in GTM and GA4
GA4 Explore reports unlock funnel analysis that isn't available in the standard reports

Deuk Spine

Boo Energi

About this project

What I did

Discovery and event taxonomy

Reviewed the site with the client to understand which user actions were commercially meaningful. Defined a clear event taxonomy covering CTA clicks, form interactions, course page engagement, and booking intent signals, naming each event consistently for clean GA4 reporting.

GTM implementation

Built all event tags in Google Tag Manager using a mix of click listeners, form submission triggers, and scroll depth triggers. Used data layer pushes where native GTM triggers weren't sufficient to capture specific interactions.

GA4 conversion configuration

Marked key events as conversions in GA4, specifically the enquiry form submission and the course booking click-through. Set up funnels in the GA4 Explore reports to visualise the path from landing to booking intent.

Testing and validation

Used GTM Preview mode and the GA4 DebugView to confirm every event was firing correctly before publishing. Checked across desktop and mobile, and verified that no duplicate events or misfires existed.