Quick answer: set up Google Analytics 4 by creating a property and web data stream, adding the measurement tag to every page (directly or through Google Tag Manager), turning on enhanced measurement, and marking your most important actions (form submissions, calls, bookings, purchases) as key events. Add Microsoft Clarity, which is free, for heatmaps and session recordings, and link it to GA4. Respect visitor consent where privacy laws require it, and then review a small set of reports every month.

GA4 vs Microsoft Clarity: what each one does

Google Analytics 4Microsoft Clarity
AnswersHow many visitors, from where, and what they converted onHow individual visitors behave and where they struggle
Key featuresTraffic sources, key events, funnels, audiencesHeatmaps, session recordings, rage and dead click detection
CostFreeFree
Best forMeasuring results and channelsFinding the reasons behind the numbers

Use both: GA4 tells you what is happening, Clarity shows you why.

Part 1: set up Google Analytics 4

Step 1: create a GA4 property

  1. Go to analytics.google.com and sign in with your Google account.
  2. Open Admin and choose Create property.
  3. Enter your business name, time zone and currency.
  4. Add a Web data stream with your website URL.
  5. Copy the Measurement ID, which starts with G-.

Step 2: add the tag to your website

Choose one method:

  • Your platform's integration: Shopify, WordPress plugins, Wix and Squarespace let you paste the Measurement ID.
  • Google Tag Manager: more flexible if you will add other tags and custom events later.
  • Directly in the site's code: the Google tag in the head of every page, which is how we add it to custom-built sites.

Step 3: turn on enhanced measurement

In the data stream settings, enhanced measurement tracks page views, scrolls, outbound clicks, site search, file downloads, video engagement and form interactions without extra code. Check that form tracking works correctly on your forms, because it does not suit every form setup.

Step 4: define your key events

GA4 calls the actions that matter to your business key events (previously called conversions). Typical key events:

  • generate_lead when a contact or quote form is submitted successfully
  • Clicks on phone numbers (tel: links) and email addresses
  • Booking completed
  • purchase for online stores
  • Clicks on your main call to action, as a supporting metric

Mark them as key events in Admin → Events. Test each one with GA4's DebugView before trusting the numbers.

Step 5: adjust important settings

  • Set data retention to 14 months (the default is 2 months for detailed reports).
  • Exclude your own visits with an internal traffic filter.
  • Link Google Search Console to see search queries alongside behavior.
  • Link Google Ads if you run ads.
Clarity shows what visitors actually click. Photo by Shagal Sajid on Unsplash
Clarity shows what visitors actually click. Photo by Shagal Sajid on Unsplash

Part 2: set up Microsoft Clarity

  1. Go to clarity.microsoft.com and sign in.
  2. Create a new project with your website URL.
  3. Install the tracking code: paste it into your site, use a platform integration, or add it through Google Tag Manager.
  4. In Clarity's settings, connect your Google Analytics account so you can filter recordings by GA4 data.
  5. Mask sensitive content. Clarity masks many sensitive inputs by default; check the masking settings for forms that collect personal data.

What to look at in Clarity

  • Heatmaps of your key pages: are people clicking things that are not links? Do they reach your call to action?
  • Session recordings filtered to visitors who viewed a service or product page but did not convert.
  • Rage clicks and dead clicks: signs of broken or confusing elements.
  • Quick backs: visitors who leave a page almost immediately.

If you have visitors from the EU, UK or other regions with strict privacy laws, you generally need consent before setting non-essential analytics cookies. Use a consent banner that loads GA4 and Clarity only after visitors agree, or configure Google Consent Mode and Clarity's consent settings. Update your privacy policy to explain what you collect and why. When in doubt, ask a privacy professional about your specific situation.

The monthly reports that matter

Most small businesses need only five views:

  1. Key events by traffic source: which channels bring leads, not just visits.
  2. Landing pages with sessions and key event rate: which pages convert.
  3. Device comparison: does mobile convert much worse than desktop?
  4. Search Console queries: which searches bring visitors.
  5. Clarity recordings of non-converting visitors on your top pages.

Write down three observations and one action each month. That habit beats any dashboard.

Common tracking mistakes

  • Counting a form "submit" click instead of a successful submission
  • Tracking the thank-you page view twice because of refreshes
  • Forgetting to exclude internal traffic
  • No consent setup for EU and UK visitors
  • Never checking that events still work after website changes

Frequently asked questions

Is Microsoft Clarity really free?

Yes. Microsoft Clarity is free to use, including heatmaps and session recordings.

What are key events in GA4?

Key events are the actions you mark as most important for your business, such as form submissions, purchases or bookings. GA4 previously called them conversions.

Do I need Google Tag Manager?

Not always. For a simple site, the GA4 tag and platform integrations are enough. Tag Manager helps when you need many tags, custom events or easier changes without editing code.

Want tracking you can trust, set up in a day? Our analytics and conversion tracking service sets up GA4, Tag Manager, Clarity and consent properly.

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