Analytics & CRM

How to build a GA4 conversion funnel for enquiries

Create a GA4 enquiry funnel, check missing steps and prioritise fixes. CPCInsider combines analytics support with co-founder Arturs Rubins’s Google experience.

Vladlens Kecko · 2026-10-05 · 4 min read

A conversion funnel shows whether people complete a defined sequence, such as viewing a service, starting an enquiry and sending it successfully. It helps identify where to investigate. It does not, on its own, explain why someone left or prove that a redesign will increase sales.

At CPCInsider, former Google specialist Arturs Rubins brings advertising-platform experience to a team connecting acquisition, website behaviour and CRM outcomes. For this task, the useful question is simple: which part of the journey deserves attention before you buy more traffic?

1. Choose a journey that reflects the website

Start with three steps: service-page visit, form interaction and confirmed submission. If customers can submit from several pages, define that explicitly. Do not require a homepage visit merely because it is the first page in your navigation. Do not mix a contact-form journey with an ecommerce checkout in the same funnel.

Use the measurement-plan worksheet to agree what each event means. Inspect a real successful test before using the events in a report. A missing event can look exactly like visitor abandonment.

2. Configure a focused exploration

In GA4, open Explore and choose Funnel exploration. Add named steps using the relevant event or page conditions. Choose a period with useful data and record the settings so another person can reproduce the report. Google's funnel documentation describes the configuration.

A closed funnel requires entry at the first step; an open funnel allows entry later. Choose based on the question, not whichever version looks better. Allow intervening actions when visitors legitimately read another page between steps. An unnecessarily strict sequence can exclude valid journeys.

3. Use drop-off as a diagnostic queue

The fictional example below uses people completing the same defined sequence. It is not a Latvian benchmark.

Here, 20 of 40 starters complete the enquiry: 50%. That calculation does not tell you whether the other 20 changed their minds or experienced an error. Inspect the form and your event implementation before choosing a remedy. Avoid comparing raw event counts with people in a sequence as if they were the same denominator.

4. Segment only when the sample supports it

Check mobile versus desktop and the language of the landing page. For a Latvia-focused site, poor performance on one translated page may reflect a different offer or broken form label rather than weaker customer demand. Keep acquisition-source definitions consistent when comparing traffic groups.

When a segment has only a few visitors, extend the observation window instead of declaring a winner. Pair the numbers with a manual walkthrough: can someone understand the offer, see the next step and correct an error without losing their input?

5. Connect the last step to lead quality

Twenty submissions are not twenty customers. Review accepted enquiries and won outcomes in the CRM separately. If more people finish the form but sales accepts fewer of them, the change may have reduced qualification too far. Keep website completion and commercial quality visible together.

Use the landing-page optimisation checklist to choose one focused improvement. Record the change date, compare similar conditions and allow for the sales cycle. A before-and-after comparison is a useful signal, not automatic proof of causality.

Find the next conversion improvement

Request a free performance audit or explore our tracking and CRM service. Tell us which step is unclear and we can discuss how to distinguish a measurement fault from a customer-experience problem.