KHP, GA4 & Conversion Tracking for a Flour Manufacturer

KHP is a Ukrainian flour manufacturer supplying flour and sugar directly from production facilities to bakeries, distributors, retailers, and wholesale buyers. The website is designed to generate commercial enquiries rather than online purchases, allowing potential customers to request pricing based on purchase volume and product type. Because different products attract different audiences and sales cycles, the business required an analytics infrastructure capable of identifying which enquiries generated qualified wholesale leads.

For B2B manufacturers, every enquiry represents a potential long-term customer rather than a single transaction. Measuring only total form submissions makes it impossible to understand which products generate demand, which advertising campaigns produce qualified wholesale enquiries, and where marketing budgets deliver the highest return. The company also promotes multiple product categories, including flour and sugar, making it important to distinguish enquiries for each product instead of treating every lead as identical.

A complete Google Analytics 4 implementation was developed using Google Tag Manager to accurately measure every meaningful customer interaction. Rather than recording all enquiries as one generic conversion, separate conversion events were configured for flour enquiries and sugar enquiries. This allows the business to analyse demand by product category and optimise advertising campaigns based on the products generating the strongest commercial interest. Additional event tracking was implemented for order request buttons, phone calls, email clicks, Telegram, and Viber interactions, ensuring every important contact method contributes to marketing reporting. Google Ads conversion tracking was integrated to provide reliable optimization signals for advertising campaigns, while Microsoft Clarity was implemented to better understand visitor behaviour and identify opportunities to improve lead generation.

Successfully implemented a complete Google Analytics 4 measurement infrastructure for a Tilda website representing a Ukrainian flour manufacturer. Configured conversion tracking for wholesale flour enquiries, sugar enquiries, order request buttons, phone calls, email clicks, Telegram, and Viber interactions. Built separate lead tracking for different product categories to provide clearer attribution and improve marketing performance analysis.

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

The completed implementation provides the company with reliable visibility into how wholesale buyers engage with different product categories before becoming sales enquiries. Instead of analysing lead volume alone, the marketing team can now identify which products generate the highest-quality enquiries, which traffic sources perform best, and how visitors move through the website before making contact. With Google Analytics 4, Google Tag Manager, Google Ads conversion tracking, Microsoft Clarity, and product-specific lead tracking working together, the business now has a scalable analytics framework that supports more accurate reporting, stronger campaign optimization, and better marketing investment decisions.