Installation of Google Tag Manager, Google Analytics 4 and conversion tracking

Google Tag Manager & Google Analytics - Conversion tracking

Installation of Google Analytics & Tag Manager conversion tracking

Why conversion tracking is no longer optional

Every euro invested in digital advertising must justify its existence Which campaign actually generated a reservation, a flat visit or a direct sale? Without reliable conversion tracking, you're operating your marketing budget blindly - and it's often the noisiest, not the most profitable, channel that takes the cake.

Precise monitoring = measurable ROI

• How much to invest? Conversion tags reveal the acquisition cost of each sale or lead in real time.

• Where to invest? They compare Google Ads, Meta Ads, e-mail or OTAs objectively to concentrate your euros where they perform best.

• When to adjust? Dashboards fed by 'clean' data immediately flag up budget leaks and opportunities to be seized.

Without this measure, you risk overpaying for your clicks, underinvesting in the really profitable channels and undermining your growth.

Our role: setting up your beacons, making your figures reliable

We set your tracking tags (GTM, GA4, advertising pixels, etc.) at source The result: you get a clear view of your revenues and costs, capable of guiding your investment decisions with the same precision as a financial dashboard. Result: you get a clear view of your revenues and costs, capable of guiding your investment decisions with the same precision as a financial dashboard.

Leave the installation to us: you'll know exactly how much to put on, where to put it and why.

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Google Tag Manager vs Google Analytics 4: what are the differences and when should you use them on your website?

When it comes to monitoring the performance of a website, two Google tools are often mentioned: Google Tag Manager (GTM) and Google Analytics 4 (GA4). Although they are often installed together, they do not perform the same function at all - and understanding how they complement each other is essential for optimising the monitoring of your site, especially in a competitive sector such as the hotel industry.

Google Analytics 4 is the new version of Google's web analysis tool. It collects data on user behaviour: pages visited, length of sessions, clicks, conversions, source of traffic, etc. It's a measurement tool that helps you to analyse the performance of your site and make decisions based on real data.

Google Tag Manageris a tag management tool (tags). It does not collect data on its own. Its role is to facilitate the integration and management of monitoring scripts on your site, without having to touch the source code each time. With GTM, you can, for example, add Google Analytics, a Facebook pixel, a Google Ads conversion code, a chatbot script, or configure personalised events such as the click on a 'Book' button or the submission of a form.

When should you use one or the other?

• If you simply need measure the overall performance of your siteyou can install Google Analytics 4 directly in the code of your pages.

• On the other hand, if you want to install modular, scalable and centralised your marketing tags (conversion tracking, personalised events, A/B tests, etc.), Google Tag Manager is highly recommended.

• In most professional cases - particularly for hotel or tourism sites that need to track bookings, clicks on external links or contact requests - the most effective approach is to integrate GA4 via GTM.

Why use the two together?

By combining Google Tag Manager and Google Analytics 4with GTM, you get the best of both worlds: seamless, code-free management of your tags with GTM, and complete and accurate analyses with GA4. This allows you to track specific objectives (booking a holiday, subscribing to a newsletter, clicking on a call-to-action button) and optimise your marketing strategy according to the results obtained. This configuration is now the standard for any professional website that wants to measure and improve its performance.