iPaket, GA4 & Conversion Tracking for Packaging Manufacturer

iPaket is a Ukrainian manufacturer of custom branded packaging for businesses, offering eco-friendly bags and packaging solutions with custom printing. The website is designed to generate enquiries from companies looking for packaging suppliers and custom production.

For a packaging manufacturer, each enquiry can represent a long-term B2B partnership or a high-value wholesale order. Measuring only website traffic provides little insight into marketing effectiveness. The business needed reliable conversion tracking to identify which campaigns generated qualified enquiries and which communication channels potential customers preferred. Because visitors frequently contact the company by phone, email, or request directions before placing an order, these interactions also need to become measurable business events.

We implemented a complete Google Analytics 4 setup using Google Tag Manager to capture every important customer interaction. Lead forms were configured as primary conversion events, while additional tracking was implemented for phone calls, email clicks, Google Maps interactions, Instagram, and YouTube. Google Ads conversion tracking was connected to improve campaign optimisation, and Microsoft Clarity was integrated to analyse visitor behaviour and identify opportunities to improve the lead generation funnel.

Successfully implemented a complete Google Analytics 4 measurement infrastructure for a WordPress website that manufactures custom branded packaging. Configured lead generation tracking for enquiry forms, phone calls, email clicks, Google Maps interactions, Instagram and YouTube engagement. Integrated Google Ads conversion tracking and Microsoft Clarity to provide accurate attribution and user behaviour analysis across the entire lead generation process.

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

The new analytics infrastructure provides complete visibility into how businesses engage with the website before requesting a quotation. Instead of relying only on submitted forms, the company can now measure every important customer touchpoint and understand which marketing channels generate qualified B2B enquiries. With Google Analytics 4, Google Tag Manager, Google Ads conversion tracking, Microsoft Clarity, lead form tracking, phone call tracking, and Google Maps interaction tracking, iPaket now has reliable data to optimise advertising campaigns, improve conversion rates, and make better marketing investment decisions.