Praevius Analytics Setup Guide

Complete setup guide for Google Tag Manager, GA4, and conversion tracking.

Quick Start Checklist

Step 1: Google Tag Manager Setup

1.1 Create GTM Account

  1. Go to tagmanager.google.com
  2. Click Create Account
  3. Fill in:
    • Account Name: Praevius or your company name
    • Country: United Kingdom
  4. Container Name: praevius.app
  5. Target Platform: Web
  6. Accept Terms of Service

1.2 Get Your Container ID

After creation, note your Container ID (format: GTM-XXXXXXX)

1.3 Update Include Files

Edit /Users/robertkowalski/Documents/praevius-website/includes/gtm-head.html:

Replace GTM-XXXXXXX with your actual Container ID in this line:

})(window,document,'script','dataLayer','GTM-XXXXXXX');</script>

Edit /Users/robertkowalski/Documents/praevius-website/includes/gtm-body.html:

Replace GTM-XXXXXXX with your actual Container ID:

<noscript><iframe src="https://www.googletagmanager.com/ns.html?id=GTM-XXXXXXX"

Step 2: Google Analytics 4 Setup

2.1 Create GA4 Property

  1. Go to analytics.google.com
  2. Click Admin (gear icon)
  3. Click Create > Property
  4. Fill in:
    • Property Name: Praevius - Production
    • Reporting Time Zone: United Kingdom
    • Currency: British Pound (GBP)
  5. Business details:
    • Industry: Technology
    • Size: Small or Medium

2.2 Create Data Stream

  1. Select Web platform
  2. Website URL: https://praevius.app
  3. Stream Name: Praevius Website
  4. Enable all Enhanced Measurement options
  5. Note your Measurement ID (format: G-XXXXXXXXXX)

2.3 Configure GA4 in GTM

In GTM:

  1. Go to Tags > New
  2. Tag Configuration: Google Analytics: GA4 Configuration
  3. Measurement ID: Enter your G-XXXXXXXXXX
  4. Trigger: All Pages
  5. Name: GA4 - Config - Praevius
  6. Save

OR Import the container:

  1. Go to Admin > Import Container
  2. Select /includes/gtm-container-export.json
  3. Choose workspace
  4. Select Merge > Rename conflicting
  5. Update the “GA4 Measurement ID” variable with your ID

Step 3: Conversion Tracking Events

Events Tracked Automatically

The analytics-events.html file automatically tracks:

Event Description Parameters
view_pricing Pricing page visit page_path, referrer
view_features Features page visit page_path
free_trial_click Trial button clicks cta_text, cta_location, plan_interest
demo_request_click Demo button clicks cta_location
contact_click Contact button clicks cta_location
cta_click General CTA clicks cta_text, cta_url, cta_location
contact_form_started Form interaction begins form_id, form_location
contact_form_submitted Form submission form_id, form_location
scroll_depth Scroll milestones (25/50/75/90%) scroll_percentage
chatbot_opened Pipedrive chat opened chatbot_type
outbound_link_click External link clicks link_url, link_text

Mark Events as Conversions in GA4

  1. In GA4, go to Admin > Events
  2. Wait for events to appear (24-48 hours after first occurrence)
  3. Toggle Mark as conversion for:
    • free_trial_click
    • demo_request
    • contact_form_submitted

Step 4: Google Search Console

4.1 Add Property

  1. Go to search.google.com/search-console
  2. Click Add Property
  3. Choose URL prefix
  4. Enter: https://praevius.app

4.2 Verify Ownership

Option A: HTML Meta Tag (Recommended)

  1. Select “HTML tag” verification
  2. Copy the verification code
  3. Edit /includes/gtm-head.html
  4. Replace YOUR_VERIFICATION_CODE with your code:
<meta name="google-site-verification" content="YOUR_ACTUAL_CODE" />

Option B: DNS TXT Record

  1. Select “Domain name provider”
  2. Add TXT record to your DNS:
    • Type: TXT
    • Host: @ or praevius.app
    • Value: google-site-verification=YOUR_CODE

4.3 Connect to GA4

  1. In GA4: Admin > Product Links > Search Console Links
  2. Click Link
  3. Select your Search Console property
  4. Submit

4.4 Submit Sitemap

Add sitemap generation to _quarto.yml (if not already present):

website:
  site-url: "https://praevius.app"
  # ... other config

The sitemap will be at https://praevius.app/sitemap.xml

In Search Console: 1. Go to Sitemaps 2. Enter: sitemap.xml 3. Click Submit

Step 5: Microsoft Clarity (Optional - Free Heatmaps)

5.1 Create Clarity Project

  1. Go to clarity.microsoft.com
  2. Sign up with Microsoft account
  3. Create new project: Praevius
  4. Get your Clarity tracking code

5.2 Add via GTM

  1. In GTM: Tags > New
  2. Tag Type: Custom HTML
  3. HTML:
<script type="text/javascript">
    (function(c,l,a,r,i,t,y){
        c[a]=c[a]||function(){(c[a].q=c[a].q||[]).push(arguments)};
        t=l.createElement(r);t.async=1;t.src="https://www.clarity.ms/tag/"+i;
        y=l.getElementsByTagName(r)[0];y.parentNode.insertBefore(t,y);
    })(window, document, "clarity", "script", "YOUR_CLARITY_PROJECT_ID");
</script>
  1. Trigger: All Pages
  2. Name: Clarity - Heatmaps
  3. Save

Step 6: Build and Deploy

6.1 Render the Site

cd /Users/robertkowalski/Documents/praevius-website
quarto render

6.2 Verify Files

Check that GTM code is present in output:

grep -l "googletagmanager" docs/*.html

6.3 Deploy

git add .
git commit -m "Add Google Tag Manager and analytics tracking"
git push

Step 7: Testing and Verification

7.1 GTM Preview Mode

  1. In GTM, click Preview
  2. Enter: https://praevius.app
  3. Navigate around the site
  4. Check that tags fire correctly

7.2 GA4 DebugView

  1. In GA4: Admin > DebugView
  2. Browse your site with GTM Preview active
  3. Verify events appear in real-time

7.3 Chrome Extensions

Install these for testing: - Tag Assistant Legacy (by Google) - GA Debugger - dataLayer Inspector+

7.4 Common Issues

Issue Solution
Tags not firing Check GTM container is published
Events not in GA4 Verify Measurement ID is correct
Search Console not verified Wait 24-48 hours, check meta tag placement
Clarity not loading Check project ID, ensure no ad blockers

Step 8: Publish GTM Container

Once testing is complete:

  1. In GTM: Click Submit
  2. Add version name: Initial Analytics Setup
  3. Add description of changes
  4. Click Publish

Event Reference

Data Layer Events

These events are pushed to dataLayer by analytics-events.html:

// CTA Click
{
  'event': 'cta_click',
  'cta_text': 'Start Free Trial',
  'cta_url': 'https://app.praevius.app/start-trial',
  'cta_location': 'hero',
  'page_url': 'https://praevius.app/',
  'page_path': '/',
  'timestamp': '2025-12-31T12:00:00.000Z'
}

// Free Trial Click
{
  'event': 'free_trial_click',
  'cta_text': 'Start Free Trial',
  'cta_url': 'https://app.praevius.app/start-trial?bundle=professional',
  'cta_location': 'pricing_section',
  'plan_interest': 'professional',
  'page_url': 'https://praevius.app/pricing.html',
  'page_path': '/pricing.html',
  'timestamp': '2025-12-31T12:00:00.000Z'
}

// Form Submitted
{
  'event': 'contact_form_submitted',
  'form_id': 'contact-form',
  'form_location': 'body',
  'page_url': 'https://praevius.app/contact.html',
  'page_path': '/contact.html',
  'timestamp': '2025-12-31T12:00:00.000Z'
}

Files Created

File Purpose
/includes/gtm-head.html GTM head code + Search Console verification
/includes/gtm-body.html GTM noscript fallback
/includes/analytics-events.html Custom event tracking JavaScript
/includes/gtm-container-export.json GTM container import file
/includes/ANALYTICS_SETUP_GUIDE.md This guide

Support Resources

Last updated: December 2025