Connect GA4, Search Console, and your CRM so you can see which pages and paths create RFQs, calls, and revenue. Clear views for leaders and operators, with steps that follow from the data.
Questions these dashboards answer
- Which service pages create the most RFQs by port or region
- Which tools lead to booked calls and opportunities
- Where forms start but do not finish on mobile
- Which stories and explainers route to services
- Which search terms drive qualified readers
- Which campaigns produce sales-ready leads
- Which ports or services lack coverage and should be built next
- Which paths recur before a deal is created
Views are built for how shipping actually buys: service, region or port, proof, RFQ or call.
Signals we capture
| Signal | Source | Examples |
|---|---|---|
| RFQ start and complete | GA4 events | rfq_start, rfq_complete with service, port, device |
| Booked calls | Calendar or CRM | call_book with owner, service, region |
| Tool usage | Onsite events | tool_compute with tool_name, inputs_count |
| Story to service clicks | Onsite events | story_to_service with page_type, service, region |
| Search queries | Search Console | Top queries by service and port pages |
| Lead quality | CRM | Stage movement, source, created by page |
Custom dimensions store service, region, port, page_type, and tool_name so dashboards slice by what matters.
Event model
# GA4 events and parameters (illustrative)
rfq_start: {service, region, port, page_type, device}
rfq_complete: {service, region, port, page_type, device}
call_book: {service, region, owner, source}
tool_compute: {tool_name, service, region, inputs_count}
story_to_service:{from_page_type, service, region}
download: {asset_name, topic}
calendar_click:{service, region}
# Dimensions mirrored to CRM fields for attributionSimple names keep implementation clean. Each event has a clear owner and a reason to exist.
Executive rollup
- RFQs, calls, opportunities by service and region
- Top pages that contributed to each result
- Month over month change with short notes
Service and port performance
- Service pages ranked by finished RFQs
- Region and port pages ranked by routed clicks
- Drop-off from start to finish on forms
Content to pipeline
- Stories and explainers that send readers to services
- Paths that recur before a deal is created
- Newsletter and LinkedIn clicks that convert
Tools and calculators
- Compute events by tool and page
- Requests for quotes from tool results
- CSV and print usage to gauge adoption
Decision workflows
| Metric moves | Likely cause | Action we take |
|---|---|---|
| RFQ starts up, completes flat | Form friction or mobile issues | Shorten fields, improve errors, confirm mobile speed, retest |
| Calls from region pages down | Thin proof or routing gaps | Add local cues, examples, clear contact for that port |
| Tool computes up, RFQs flat | No next step on result | Add RFQ and calendar on result, log events to CRM |
| Deals up, search visits flat | Better routing from content | Replicate internal links on similar pages |
Data quality and governance
Tracking
- Event names kept short and documented
- Custom dimensions for service, region, port
- UTM rules for campaigns and newsletters
Integrations
- Search Console connected to site and portal
- Calendar and CRM for booked calls
- Light Slack alerts for key events
Review
- Monthly notes on what changed and what to ship
- Simple QA page with live events
- Access kept narrow with audit logs
The goal is clarity. Less noise, more actions that improve pages and paths.
Setup plan
- Connect GA4, Search Console, calendar, and CRM.
- Instrument events and dimensions for service, region, port, page_type, tool_name.
- Build the four dashboards and a QA view for live checks.
- Review with your team and agree on the changes to ship.
We start with your current theme and tools. No redesign required.
Request an Analytics plan
Tell us your services and regions. We will outline the events, dashboards, and review cadence that lead to clear decisions.