Digital marketing
Setting up analytics is a cheap investment that pays for itself in the first month — if it is done properly. Properly means GA4 + GTM + all the conversions + attribution.
In brief
- Basic GA4 + GTM setup: €400–1,500 one-off.
- Adding conversion events: €100–300 per event.
- Setting up server-side tracking: €800–3,500.
- Ongoing maintenance: €200–800/month.
What does an analytics setup include?
- A GA4 property plus administration
- Google Tag Manager configuration
- Conversion events (form, call, purchase)
- Linking to Google Ads
- Meta Pixel + CAPI (if you run Meta advertising)
- LinkedIn Insight Tag (if you run LinkedIn advertising)
- Enhanced conversions configuration
- Filters (internal traffic, bots)
Prices
- Basic setup (GA4 + GTM + core conversions) — €400–1,500
- Additional conversions and events: €100–300 per event
- Ecommerce tracking (WooCommerce/Shopify): €500–2,000
- Server-side tracking — €800–3,500 to set up, then €30–150/month
- Custom dashboards and reports: €300–1,500
Why server-side tracking?
iOS 14+, ad blockers and cookie rejection make a traditional JavaScript tag unreliable. 20–40 % of conversions go unmeasured.
Server-side tracking recovers most of the lost data. It is worth installing once the media budget exceeds €1,500/month.
Frequently asked questions
Can I do it myself?
You can do the basics, but conversions and ecommerce tracking take technical skill.
Is a GA4 plugin enough?
It handles the basics but is not enough for serious advertising. Use GTM.
How often does it need updating?
GA4 does not need active updating, but the conversions and events are worth reviewing once or twice a year.
Related reading
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