Webflow, GA4, and Google Tag Manager

Did you know? Approximately 83.5% of all websites utilize Google Analytics or similar tools to track their performance. This widespread adoption underscores how essential analytics are for understanding and enhancing user engagement. To make the most of these insights, pairing Google Analytics 4 (GA4) and Google Tag Manager (GTM) with a flexible platform like Webflow can transform your site into a data-driven powerhouse. At Two Impress, a Webflow Enterprise Partner, we use this powerful combo to give our clients beautiful, responsive sites backed by solid insights and control over their digital footprint.

Why Webflow is a Game-Changer for Website Design and Development

Webflow has transformed website design by offering a no-code/low-code platform that allows designers to focus on creative execution without sacrificing functionality. With the latest announcements from Webflow Conf 2024, some exciting enhancements make Webflow even more appealing for businesses focused on SEO and organic growth.

“Webflow lets designers and developers think in pixels, not code. And that’s where real digital creativity begins.” — Webflow Community Advocate, 2024

Key highlights from Webflow Conf 2024 include improved native SEO tools, AI-driven design enhancements, and faster hosting speeds. These improvements directly translate to better page load times and user engagement, which are critical for organic ranking.

Google Analytics 4 (GA4): Next-Level Insights for Real-Time Data

Google Analytics 4 (GA4) is more than an evolution of traditional analytics—it’s a comprehensive tool for understanding the full customer journey across devices and sessions. Unlike the previous Universal Analytics, GA4 tracks events, such as clicks, page views, or video plays, to get more nuanced insights into how users interact with your site. For instance, GA4 includes predictive metrics like purchase probability and churn probability, which enable marketers to anticipate user behavior and make proactive changes.

What’s powerful here is the ability to set up custom events based on specific user actions. Say you want to track how many users start filling out a form but don’t complete it; GA4 allows you to track those interactions in detail. According to a recent Google report, businesses using GA4’s enhanced insights have seen conversion rates increase by an average of 20%, which can be a significant boost for any growth-focused site. When integrated into a Webflow website, GA4 makes it easy to collect these insights, visualizing data trends to inform real-time decisions and refine user experiences.

Google Tag Manager (GTM): A Control Center for All Your Tracking Needs

Google Tag Manager (GTM) serves as a command center for all tracking needs, allowing marketers and developers to manage and deploy multiple tags without direct code changes. In Webflow, where design and SEO are critical, GTM enables the creation of a clutter-free, fast-loading website by handling tracking in an organized and efficient way.

With GTM, you can create custom events to track actions like button clicks, scroll depth, form submissions, or video plays—all without cluttering up your website’s codebase. For example, if your site includes a call-to-action (CTA) button to schedule a consultation, GTM can track every click on that button, giving insights into engagement levels and potential conversion bottlenecks.

“With Google Tag Manager, you gain precision over tracking and analytics without adding bulk to your site, allowing data-driven decisions to guide growth.” — Marissa Allen, Digital Analytics Expert

GTM also supports third-party integrations, like remarketing and conversion tracking tags from various ad platforms, which makes it easier to set up and test campaigns. And with debugging tools built into GTM, tracking tags can be tested before they go live, ensuring clean, accurate data collection.

By pairing GA4 with GTM on a Webflow site, Two Impress provides a seamless way to understand user behavior, track engagement, and adjust strategies to optimize site performance continually. Together, these tools offer a level of data depth that is invaluable for businesses aiming to grow through informed, data-backed decisions.

How Two Impress Leverages These Tools for Clients

As a Webflow Enterprise Partner, Two Impress specializes in combining Webflow’s design flexibility with Google Analytics 4 (GA4) and Google Tag Manager (GTM) to create SEO-focused, data-driven websites that empower our clients. But our process doesn’t just stop at building a site. We make sure our clients have the insights and tools they need to understand and leverage their data for ongoing growth.

1. Assessing Client Goals and Key Performance Indicators (KPIs)
Before any tracking structure is implemented, we start by understanding our client’s unique goals and KPIs. What do they want to measure? Which actions on their site correlate with success for their business? This might mean tracking clicks on CTAs, form submissions, video plays, or deeper engagement metrics like scroll depth and page duration. By aligning GA4 and GTM capabilities with these goals, we create a customized measurement strategy that offers clear, actionable insights.

2. Documenting a Structure for Data Collection
With KPIs in place, we map out a documented structure of tracking metrics. This structure serves as a blueprint, detailing the events, conversion points, and custom dimensions we’ll use to gather the most relevant data. For instance, a B2B client looking to measure lead generation would have specific tracking around form submissions, while an e-commerce client might focus more on purchase events and product interactions. This structured approach ensures that the data collected is both organized and comprehensive, making it easier for the client to interpret and act on.

3. Implementing a Robust GA4 and GTM Setup
Once we have a solid foundation, we move forward with a GA4 and GTM setup designed to provide multiple layers of insight. This includes everything from traffic sources and user behavior to goal conversions and drop-off points. By using GTM to manage tags, we can efficiently track complex user journeys across the site without slowing down load times. This setup also makes it easy to adjust tracking as business needs change or new campaigns are launched, keeping the client’s analytics relevant and adaptable.

4. Training for Long-Term Data Empowerment
We believe in empowering our clients to make the most of their data long after our work is done. That’s why we offer training on using GA4 and GTM effectively, so clients understand how to monitor their established metrics and set up new ones for future projects and campaigns. This includes everything from reading reports and identifying trends to understanding user journeys and tracking new events. This training ensures clients feel confident in maintaining and utilizing their data, allowing them to make informed, data-backed decisions for ongoing SEO and content strategies.

Our focus on data measurement and SEO means we’re not just building sites; we’re creating platforms for growth. And with Webflow’s latest improvements and Google’s powerful tracking tools, we help businesses stay ahead in an increasingly competitive digital landscape.