Onteplo, GA4 & Conversion Tracking for Underfloor Heating

Onteplo is a manufacturer and supplier of electric underfloor heating systems, offering heating mats, heating cables, thermostats, and accessories through its WordPress website. The company serves both individual customers and installation professionals while actively developing a network of business partners. Because the website supports several acquisition goals rather than a single conversion, accurate analytics became essential for understanding how different audiences interact with the business and which marketing channels generate the most valuable enquiries.

Unlike a typical ecommerce website, visitors arrive with different intentions. Some want to request a consultation before choosing a heating solution, others download technical documentation, while installers and distributors are interested in becoming partners. The company also receives career applications and customer enquiries through multiple communication channels. Without structured conversion tracking, these valuable interactions appear as ordinary website visits, making it difficult to evaluate marketing performance or understand which campaigns generate qualified business opportunities. The lack of reliable measurement also limits campaign optimisation and budget allocation across advertising channels.

A complete Google Analytics 4 implementation was developed using Google Tag Manager to measure every important interaction across the website. The measurement strategy focused on tracking meaningful business actions instead of page views alone. Separate events were configured for consultation requests, partnership enquiries, career page conversions, documentation downloads, phone calls, email clicks, and customer interactions through Facebook, Instagram, TikTok, Telegram, Viber, and WhatsApp. This allows the business to distinguish between visitors researching products and those actively engaging with the company.

Microsoft Clarity was also integrated to complement quantitative analytics with behavioural insights, helping the team better understand how users navigate product pages and where opportunities exist to improve the customer journey.

Successfully implemented a complete Google Analytics 4 measurement infrastructure for a WordPress website promoting electric underfloor heating systems. Configured conversion tracking for consultation requests, partnership enquiries, career applications, product documentation downloads, phone calls, email clicks, and customer interactions across Facebook, Instagram, TikTok, Telegram, Viber, and WhatsApp. Built a measurement framework that captures both direct sales enquiries and B2B engagement throughout the customer journey.

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

The completed analytics implementation provides complete visibility into how potential customers, installers, distributors, and job applicants interact with the website. Instead of relying only on overall traffic numbers, the company can now measure the effectiveness of every important business enquiry and identify which acquisition channels generate the highest-quality leads. With Google Analytics 4, Google Tag Manager, Microsoft Clarity, and structured event tracking working together, the business now has a scalable analytics framework that supports more accurate reporting, better campaign optimisation, and stronger marketing decisions as the company continues expanding its distribution network.