GA4 + GTM Full Funnel Implementation

SaaS B2B · Marketing site

Implemented by Maia Del Basso · PeakCore · 2026

The result in numbers

0 conversion events → 6 · UTM attribution active · HubSpot CRM synced · DebugView validated

Context

A SaaS B2B company had GA4 installed on their marketing site but was effectively flying blind. Pageviews were being tracked. Everything else — form submissions, demo requests, pricing page visits, CTA clicks — was invisible. Marketing decisions were being made without data.

Problem

GA4 out of the box tracks pageviews. It tracks nothing else unless you tell it to. The team had no visibility into which traffic sources were generating demo requests, which landing pages were converting, or where users were dropping off in the funnel. HubSpot was active but disconnected from web analytics — leads were arriving in the CRM with no source attribution.

Diagnosis

Full analytics audit:

• GA4 property active but no custom events configured
• GTM container installed but empty — no tags, no triggers, no variables
• HubSpot form present on multiple pages — no tracking on submission
• UTM parameters not being captured or passed to CRM
• No visibility into pricing page engagement or CTA click behavior