Analytics Setup for B2B Websites: What to Track

Analytics only matter if you track the right things. Here’s what to set up for B2B.

Events

• Form submissions — Contact, demo, quote. Every form.
• Downloads — PDFs, guides. Gated content.
• Phone clicks — Click-to-call. Track it.
• Email clicks — mailto: links. Track it.

Conversions

• Define goals — What’s a conversion? Form submit? Demo request? Be specific.
• Mark as conversion — In GA4. So you can see conversion rate.
• Funnel — If you have multiple steps, track the funnel. Where do they drop?

Attribution

• UTM parameters — Campaign, source, medium. For paid and email.
• First touch — Where did they come from?
• Last touch — What drove the conversion? Both matter.

Before Launch

• Test — Submit forms. Click links. Verify events fire.
• Baseline — Document current state. Compare post-launch.

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We set up analytics for every project. Start a project.