Primary actions
Forms, assessment submissions, bookings and validated lead outcomes.
Analytics & conversion tracking
Measurement built around decisions, not pageviews
Prysma connects GA4, GTM, Search Console and advertising conversions to actions the business can actually interpret.
MEASUREMENT
DEFINE
Questions · conversions
CAPTURE
Events · parameters
VALIDATE
QA · privacy
DECIDE
Evidence · action
Interaction
→
dataLayer
→
GTM
→
GA4
form_submit
primary
booking_complete
primary
No personal data
privacy
Decision
Signal → actionMeasurement system
Capture fewer events — and understand them better.
A shared definition connects interaction, implementation, privacy and the decision that follows.
- Measurement planDefine questions, primary actions and owners before tagging.
- Event modelUse stable names, parameters and data-layer requirements.
- Privacy + QAExclude personal data and test duplicates, consent and devices.
- Decision viewsReport only after sources and conversion definitions are stable.
Event model
Every click does not need to become an event.
Diagnostic actions
Useful supporting steps only when they inform a decision or debugging question.
Interpreting the data
From activity to key actions.
Users and events describe activity. To assess enquiries or sales, we first validate key actions and their configuration.
Events and key actions
118 active users and 473 events; the panel shows 0 key events. We review the configuration before interpreting business outcomes.
Acquisition and quality
520 new users and 3 returning users; the panel shows 0 qualified leads. Traffic alone does not demonstrate business opportunities.
Examples of report interpretation. The panels cover different periods and are not presented as a before-and-after comparison.
Microsoft Clarity
Understand what happens after the click.
We combine GA4 measurement with Microsoft Clarity heatmaps and session recordings to locate friction and prioritise page improvements.
FAQ
Questions before starting.
Can GA4 tell me exactly which channel caused a sale?
It provides attribution evidence, but privacy, cross-device and offline activity limit certainty.
Should every interaction be an event?
No. Excessive tracking adds noise, governance burden and privacy risk.
Can tracking be fixed without changing the website?
Sometimes. Other issues require form, booking, consent or data-layer changes.
Next step
Know what matters before adding more tags.
Share the current platforms, conversion definitions and the reporting questions you need to answer.