Firewood SP, GA4 & Conversion Tracking for Firewood Supply

Firewood SP is a Ukrainian supplier of premium firewood, timber, and charcoal, serving residential and commercial customers across Kharkiv and the surrounding region. Built on Tilda, the website is designed to generate customer enquiries through quote requests, phone calls, and messaging platforms before orders are confirmed by the sales team. Because the business is highly seasonal, accurate analytics and conversion tracking were required before launching Google Ads campaigns. Reliable measurement was essential to maximise advertising performance during periods of peak demand and ensure marketing budgets were invested efficiently.

Unlike an eCommerce website, customers do not purchase firewood directly online. Most orders begin with a quote request, phone call, or conversation through messaging apps, making reliable lead tracking essential for measuring marketing performance. Without a complete Google Analytics 4 implementation, the business could not accurately measure which advertising campaigns generated qualified enquiries. Since the sales season is concentrated within a limited period each year, every advertising click and customer enquiry needed to be attributed correctly to maximise return on investment. The client also wanted behavioural analytics to better understand how visitors interacted with the landing page and identify opportunities to improve conversion rates during the peak sales season.

A complete Google Analytics 4 Setup was implemented using Google Tag Manager as the central measurement platform. Rather than measuring only page views, the tracking strategy focused on every meaningful interaction that could generate a new customer enquiry. Custom events were configured to measure contact form submissions, one-click quote requests, phone number clicks, email clicks, Telegram clicks, Viber clicks, and WhatsApp clicks. The primary business conversions, quote requests and phone number clicks, were validated using Google Analytics 4 DebugView and Google Tag Manager Preview Mode before being imported into Google Ads. This enabled advertising campaigns to optimise using the Maximise Conversions bidding strategy based on verified customer enquiries. Microsoft Clarity was integrated alongside GA4 to provide heatmaps and session recordings, allowing the business to analyse visitor behaviour, identify friction points, and continuously improve landing page performance throughout the sales season.

Successfully implemented a complete Google Analytics 4 measurement infrastructure for a Tilda-based lead generation website before launching seasonal Google Ads campaigns. Configured conversion tracking for contact form submissions, one-click quote requests, phone number clicks, email clicks, and messaging app interactions including Telegram, Viber, and WhatsApp. Microsoft Clarity was fully integrated to provide heatmaps and session recordings for behavioural analysis. After validating the tracking implementation, the primary conversion events were imported into Google Ads, enabling advertising campaigns to optimise using verified customer enquiries with the Maximise Conversions bidding strategy.

Google Tag Manager implementation with custom lead generation events, Microsoft Clarity integration, and Google Ads conversion tracking.

• Google Analytics 4
• Google Tag Manager
• Microsoft Clarity
• Conversion tracking
• Google Ads

The completed analytics implementation gave the business complete visibility into how prospective customers interact with the website before requesting a quote. Every important communication channel, including forms, phone calls, email, and messaging apps, is now measured consistently within Google Analytics 4. With accurate Google Ads conversion tracking, campaigns are able to optimise toward real customer enquiries rather than superficial engagement metrics. Microsoft Clarity provides valuable behavioural insights that help improve landing page performance, while the new measurement framework ensures advertising budgets are focused on generating qualified leads during the business’s peak seasonal demand.