In GA4 everything is an event: a page view, a click, a scroll, a form submission, a phone tap. You mark the events that matter as conversions, and reporting is built from those. The model handles apps and websites together and leans on modeled data more than the old property type did, which is why numbers can differ from other tools. The interface is less friendly for simple questions, and useful reporting usually means setting up a few explorations or connecting it to Looker Studio rather than browsing the default screens.
For a service business the setup that matters is small. Track phone number taps, form submissions and chat starts as conversion events, tag your traffic sources properly so you can tell organic search from paid from referral, and build one simple report showing leads by source by month. That answers the only question most owners have, which is where the calls came from. Everything else in the platform can wait. If a vendor shows you session counts and no lead counts, the setup is not finished.
Send the site over. We will tell you what is broken, what you could rank for, and whether AI search knows you exist. No charge and no pitch deck.
